The wellness-reality gap

It’s been hard to miss the wellness train as it steams into every corner of our consciousness. Diets are out and intuitive eating is in. We’re ‘moving’ not exercising and our food promises more than ever; anxiety beating smoothie anyone? Consumers too have come to view health and wellness in a much more nuanced and sophisticated way. Living a healthy lifestyle is no longer just about looking good. Or is it?

Working with semiotician Emily Hayes, we've analysed the visual cues of ‘diet’ and ‘lighter’ foods to understand the future direction of the wellness category. Click here to find out our top implications for brands.

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Insights

Shelf Life – November 2021

Every month we bring you ‘Shelf Life’ – a look under the lid of the world of supermarket brands. This time we take a more in-depth look at soft drinks.

Insights

Shelf Life – October 2021

Every month we bring you ‘Shelf Life’ – a look under the lid of the world of supermarket brands. This time featuring Gillette’s razor suitable for pubic hair and skin.

Insights

Shelf Life – September 2021

Every month we bring you ‘Shelf Life’ – a look under the lid of the world of supermarket brands. This time featuring Gillette’s razor suitable for pubic hair and skin.

Insights

Shelf Life – July 2021

Every month we bring you ‘Shelf Life’ – a look under the lid of the world of supermarket brands. Take a look at what you might have missed in-store.

Insights

Win your fight for relevance

If 2020 has taught us anything, it’s that change is the only constant. We have to evolve, or we stagnate and get left behind.