Global Consumer Trends Driving the Future of Innovation:
Active Consumerism

Connecting Trends to Innovation Action

Observing and discussing consumer insights is one thing, but knowing how to translate trend knowledge into new product development activities is the key to success for companies trying to keep up the changing preferences of today’s well-informed shoppers.

Sensient is here to help! In this article, we break down the 5 global consumer trends into snackable pieces to show you how to convert them into market-ready new products.

This blog is part of an ongoing trends series sharing observations about each of Sensient’s consumer trends.

Click one of the trend images below to discover more…

Girl holding two cups Active consumerism
A woman looking to the side Youniverse
A human hand holding a transparent earth with a big tree sprouting from it Enriched meaning
A couple at the top of a rock overlooking the ocean Elevate the everyday
A force field over a blue circle Fluid expectations


The global COVID-19 pandemic has propelled consumers toward an even greater sense of wellbeing, completely challenging the notion of healthy living today and for the future. In search of wellness, consumers are actively looking and shopping for products that empower their wellbeing.

Bringing this trend to market…

Natural and Certified Organic Renovation and Innovation

Stemming from not only for the desire of wellness, but also for safety reasons now, consumers continue to pursue products with simple ingredients. This means there’s ripe opportunity for natural and organic renovation and innovation activities for developers, especially on core items where consumers expect to see a natural option.

Roll over each product to see how they capture this opportunity:

Source: Mintel

Food as prescription

To respond to consumers’ proactive behavior in search of wellness-enabling products, innovators have a great opportunity to develop functional and inspirational offerings to help consumers and their furry friends heal, perform, and thrive.

Source: Mintel


Consumers’ perceptions of plant-based products as “better-for-you”, ethical, or environmentally friendly are propelling increased usage and acceptance. If not already aboard, innovators will want to hop aboard the plant-based train, because it is moving quickly! Many brands have already launched their first generation of plant-based core products with exciting line extensions in the pipeline for continued enticement and repeat brand purchases. Moving into the future, sensory experience and natural appeal will be critical factors of success and differentiation for plant-based foods.

Source: Mintel

Whether it is a functional snack, organic yogurt, or plant-based burger, colouring foods and organic solutions can help your product thrive. If you have any specific colour shade in mind, please feel free to request a sample here.

In case you are interested in exploring the Active Consumerism trend for your brand or a specific category, Sensient colour experts are here to help identify where this trend fits into your narrative. Talk to the Team here!

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