Part 2. Trends

Rise of the conscious consumer

Introduction

In the realm of hospitality and well-being, trends act as indicators of emerging values, challenges and opportunities, offering a lens into how consumer behavior and business practices evolve in response to global dynamics. Understanding trends is not merely about staying current, it is also about anticipating change and seizing the possibilities it brings.

In this section, we explore six key trends that emerged from our data analysis shaping the future of food and well-being which are already affecting the industry. The interview analysis revealed sub-trends leading to the creation of distinct subsections within each trend.

Trends

These are meaningful shifts with the potential to redefine the way we live and thrive in today’s world.

1. Rise of the conscious consumer: Awareness and confusion

The rise of the more consciously aware consumer is one of the most defining trends of our time. This shift has been accelerated by several key factors, notably, the COVID-19 pandemic, digitalization and the influence of social media. These factors have resulted in consumers today being more informed and actively seeking out products and services that align with their health priorities and ethical goals. However, as experts emphasize, the conscious consumer landscape is not homogeneous; it varies significantly based on demographics, access to information and socioeconomic factors.

In this report, we define a conscious consumer as someone who takes an intentional and informed approach to their purchasing decisions, prioritizing products and services that align with values. Conscious consumers seek transparency from brands, value authenticity and favor offerings that promote well-being for both people and planet. They often make choices that reflect longer-term thinking, focusing on quality, environmental impact and social equity. This consumer group integrates their values into everyday decisions and expects businesses to demonstrate accountability and alignment with these principles.

Post-pandemic food attitudes

The COVID-19 pandemic has acted as a significant catalyst for the rise in consumer awareness of health and well-being. With widespread disruption to food supply chains, heightened concerns over health and a newfound focus on local sourcing, consumers have begun to prioritize more sustainable and transparent food choices [35].

Prof. Dr. Hellas Cena from the University of Pavia observes that the pandemic had a dual impact with some individuals adopting healthier habits due to more time for self-care, while others suffered worsened health due to stress, lack of movement and increased consumption of comfort foods. Food writer and activist, Eve Turow-Paul, notes that many consumers turned to food as a means of coping with the emotional stress of the pandemic, using it to fulfill needs linked to safety and community.

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"The COVID pandemic influenced dietary patterns significantly. Some people worsened their diets and gained weight, while others improved their eating habits and embraced healthier lifestyles. The outcomes were often shaped by individual resilience and fragility."

Prof. Dr. Hellas Cena, Professor of Clinical Nutrition, University of Pavia.

Additionally, the pandemic heightened awareness of the fragility of the global food system, exposing vulnerabilities in supply chains and highlighting challenges in ensuring consistent access to safe, nutritious food. Issues such as food security, supply chain transparency and environmental sustainability became more prominent, pushing consumers to rethink their food choices in terms of both personal health and global impact. The way we eat is now recognized as a critical factor not just for physical health, but also for mental well-being and the planet's resilience.

These three dimensions — health, mental and planetary well-being — are inextricably linked, with supply chain disruptions pointing to the urgent need for transparent and equitable systems. As consumer awareness grows, so does the demand for food systems that address these interconnected challenges holistically.

Digitalization and social media

The digital age has empowered us with unprecedented access to information about food, health and well-being. Social media platforms like Instagram, YouTube and TikTok have become key channels for disseminating food-related ‘knowledge’. However, while this easy access has informed many consumers, it has also led to confusion due to the abundance of conflicting or misleading claims.

“Anyone on social media can claim they are a health specialist with tremendous consequences.”

Med. Dr. Marisa Huebner, Holistic Health Doctor and Advisor.

Consumers find themselves overwhelmed by the flood of information available, especially on social media, where a mix of valid and questionable sources make it difficult to distinguish fact from fiction. The recent explosion of longevity and wellness content has paradoxically left many consumers feeling more confused about what constitutes healthy and sustainable eating. The need for clear, evidence-based guidance is greater than ever.

This complexity has led many consumers to turn to smaller, niche communities, often referred to as ‘food tribes’, for guidance [36]. These groups rally around specific diets, such as keto, veganism or paleo, offering individuals a sense of identity and purpose in navigating the overwhelming amount of information [37] . However, food futurist Mike Lee points out that the rise of these food tribes has also contributed to a fragmentation in food consumption patterns. While they provide clarity and community for some, these tribes risk becoming echo chambers where misinformation can spread, particularly concerning the health impacts of certain dietary choices.

Simultaneously, social media influencers have played a pivotal role in shaping consumer behavior, often guiding trends such as plant-forward eating or sustainable consumption. This makes the role of trusted voices, such as chefs, credible food industry leaders and nutritionists evermore important in guiding consumers toward better food choices.

From awareness to conscious consumption

While the era of the conscious consumer is well underway, the intention to eat healthier and more sustainably does not always translate into action. At the time of purchase, factors such as price sensitivity, taste preferences and habit often override these intentions, pulling consumers back toward familiar choices. This reflects a broader trend of "conscious but conflicted" consumers who genuinely value sustainability but still prioritize immediate, tangible benefits over altruistic goals.

“The overload of conflicting information often complicates the decision-making process for consumers and so they end up sticking to what they know and are familiar with.”

Patrick Ogheard, Dean EHL School of Practical Arts, EHL Group.

Franklin Yao, CEO, YouKuai Group, points out that this conflict is particularly evident in China [38]. Chinese consumers are increasingly aware of the impact of food on health, with growing demand for healthier options, particularly after COVID-19 [39, 40]. However, modern desk-bound jobs and economic challenges are pushing many toward cheaper, less healthy diets, worsening the country’s weight problem, and leaving sustainability behind [39].

"There’s growing awareness around personal health in China, but sustainability remains a low priority unless driven by government policy."

Franklin Yao, CEO, YouKuai Group.

Despite such challenges globally, a gradual shift is underway with more consumers making purchasing and dining decisions that reflect health-oriented and sustainable values [41]. This transition is expected to accelerate as affordable, sustainable options become more accessible, bridging the gap between intention and action; a shift that will directly impact the hospitality industry. EHL professors have observed a shift in customer values, driving hospitality institutions toward more eco-friendly and sustainable practices, as highlighted in the EHL Insights Report: Hospitality Outlook 2025.

Younger generations driving change

The influence of younger generations on the conscious consumer trend is undeniable. Gen Z and millennials are not only prioritizing health and ethics in their food and dining choices, but are also more adventurous in exploring new and innovative food offerings, e.g., novel ingredients, lab-grown meat, 3D printed foods etc. This openness to diverse flavors and alternative ingredients presents unique opportunities for hospitality businesses to innovate, creating menus that cater to health-focused and environmentally conscious preferences. The trend, detailed in a research project by Mintel (2024) and the World Economic Forum (2023) shows that next-gen consumers are driving demand for restaurants and food outlets to feature sustainable ingredients, transparent sourcing and clear labeling practices [42, 43].

“"We have five generations alive simultaneously, meaning there's no 'one consumer'—diversity and complexity are the trends of the future."

Christine Gould, founder of TFF and GIGA.

Next-gen consumers are also open to embracing digital and tech-driven dining experiences, like QR code menus detailing ingredient origins or AI-curated meal suggestions based on dietary preferences. This tech-savvy approach aligns with their familiarity to digital information, which shapes how they view and choose food options [44, 45]. Consequently, food outlets that provide accessible information on nutrition, origin and environmental impact will appeal strongly to this demographic and other digital-friendly consumers, strengthening brand loyalty and trust.

Transparency, trust and loyalty

According to research [e.g.,46], as consumer awareness of health, safety and sustainability has grown, the hospitality industry needs to adapt its operating practices to meet these demands. Post-pandemic, there is a heightened focus on safety and sustainable practices which have been essential in rebuilding consumer trust on all levels of society. Using certifications like organic, fair trade and regenerative farming, labels can help provide clarity on the ethical impact of the food they are consuming [47]. Clear and transparent communication about sourcing and sustainability enhances the dining experience by helping consumers feel good about their choices.

"Traceability and transparency in food sourcing are no longer nice-to-haves—they're must-haves."

Ian Millar, Senior Lecturer, EHL Group.

A study from Purdue University states the importance consumers place on knowing where and how their food is produced, which has encouraged companies to be more forthcoming with details on ingredient sourcing, sustainable practices and production standards [48].

According to Deloitte (2021), transparency allows companies to not only meet consumer expectations but also encourage lasting loyalty, as 72% of consumers report being more likely to trust brands that provide clear information about their sourcing and production processes.

This approach has additional benefits for food safety, allowing for faster traceability in cases of contamination which reassures consumers regarding product safety. The Center for Food Integrity highlights that this transparency meets the growing consumer desire for insights into food safety, sustainability and ethical practices, making it a vital component for many returning customers [49].

But while consumers demand more transparency from food companies, they often find it difficult to verify whether brands are truly living up to their sustainability and health claims. Terms like “organic,” “natural,” or “sustainable” are sometimes used loosely without clear regulations or certifications, leaving consumers uncertain about the level of authenticity.

Technology to enhance transparency

Recent technologies can offer some robust solutions to enhance transparency in food sourcing and production, helping to build consumer trust. Blockchain, for example, creates an immutable digital ledger where every transaction, from farm to table, is recorded and can be traced in real-time. This means that consumers and stakeholders can track each step of the food journey, from sourcing and processing to distribution, verifying claims about origin, organic status or ethical practices.

Other technologies, like IoT sensors, further support transparency by providing real-time data on environmental conditions (e.g., temperature and humidity) during transportation and storage. These insights assure consumers about food quality and authenticity, making it easier to confirm that products meet sustainability standards.

This shift is influencing the hospitality industry at all levels, from fine dining to casual eateries. Food outlets that adapt by promoting transparency and sustainability find it easier to attract not only younger customers, but also stand out as forward-thinking, responsible brands. Ultimately, the next generation’s emphasis on health, sustainability and willingness to try new foods is catalyzing a society-wide transformation, challenging traditional food service norms and setting new standards for ethical, innovative dining experiences.

Case:

Sinisana Technologies, [50] established in 2019, uses blockchain to enhance supply chain transparency for brands. Their platform enables consumers to access detailed, verifiable information about product origins, creating trust and supporting sustainable practices. By integrating multiple data streams across the supply chain, Sinisana allows brands to substantiate their claims with real-world data, strengthening brand equity and building long-term consumer loyalty.

The socio-economic divide

How well-positioned you are to acquire the food you need and want is an important question, however, in this report, we focus primarily on consumers with the purchasing power to choose higher-quality food options when desired. Delving into the various consumer segments in detail may follow at a later point.

Chef and social entrepreneur, Mark Brand, highlights a growing divide in consumer access to quality food, with well-educated consumers seeking wholesome ingredients while many others, due to cost-constraints and mass marketing, rely on cheaper, ultra-processed options. This divide correlates with the diminishing middle class and increased food insecurity, where rising food costs lead certain consumers towards unhealthy food choices.

According to the 2023 edition of the State of Food Security and Nutrition in the World report, between 691 and 783 million people faced hunger in 2022, an alarming increase of 122 million compared to 2019. The Food and Agriculture Organization (FAO) defines food insecurity as not just a lack of dietary energy but also uncertainty about food access or the need to compromise on food quality and quantity. Even moderate food insecurity can result in malnutrition with serious health consequences.

On a more positive note, research [e.g.,51] shows that less privileged consumers are gaining awareness and have more access to information on the impact of their food choices, despite not always being able to secure the food they need. Several renowned chefs and food specialists are targeting the low-income bracket with affordable, healthy eating options in an aim to bridge the socio-economic divide. For example, Jamie Oliver initiatives, "Ministry of Food" and “Money Saving Meals” offer tips and resources on how to prepare nutritious meals on a budget. Similarly, Roy Choi and Daniel Patterson, founders of the fast-food chain, Locol, provide quick, healthy meals in low-income communities.

Many of these initiatives aimed at developing equity in food systems or food literacy programs also emphasize food and cooking education in schools, especially those in underserved areas, as a way of reaching the younger generations with positive messages about the simplicity of healthy eating. These initiatives have demonstrated measurable success in directly improving food literacy and promoting healthier eating habits. For instance, the NEST program in Australia has significantly boosted participants' confidence in cooking, enhanced their nutrition knowledge and increased their intake of vegetables while reducing consumption of sugary drinks and salty snacks [52].

By equipping individuals, especially those from underserved communities, with practical skills and a deeper understanding of nutrition, such programs help address systemic barriers to food security and encourage long-term behavioral change. These examples highlight how targeted food literacy interventions by food service providers can empower communities and promote equitable access to healthier food choices.

"Health has become a status symbol, but it shouldn’t be reserved for only those who can afford it."

Eva Monterrosa, Program Lead Consumer Demand Generation, Gain.

It is interesting to observe that lower income individuals have demonstrated a considerable improvement in health awareness [53, 54]. This demand for health-conscious options is no longer limited to niche markets. Increasingly, different groups of consumers are looking for food choices that align with their desire to improve general health. Concepts such as ‘food as medicine’ and mood-boosting meals are being embraced by a wide array of consumers who are focused on both their well-being and long-term health goals (see more in trend no.4).

The rise of the conscious consumer is a pivotal opportunity for hospitality businesses to align with evolving guest priorities like transparency, health and sustainability. By embedding these values into their operations, the industry stands to drive meaningful change while encouraging guest loyalty and long-term relevance.

Industry recommendations

Behavioral nudges: Use menu design to subtly guide guests toward healthier options by enhancing their visibility.
Certifications: Use reliable certifications and adopt clear labeling to support sustainability claims and build consumer trust.
Consumer engagement: Foster open communication with consumers to understand their desires, preferences and unmet needs, using their feedback to shape offerings and enhance the guest experience.
Innovative food ingredients: Experiment with less familiar, innovative ingredients and make subtle menu changes to observe guest reactions and preferences.
Tech integration: Test technologies such as QR codes or blockchain to display nutritional value, ingredient origins and other relevant information.

Next chapter :

Convenience meets personalization

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