Eating, and Changing, Our Feelings

WHAT:

Do you need coffee to start your day? How about a “stick to your ribs” meal to comfort you on a cold evening? Or maybe a glass of red wine to soothe the nerves over dinner? We’ve long known how food can impact our moods (and vice versa) and that we seek out certain things at certain times to have specific effects on our bodies. For instance, intermittent fasting has been a trend since 2019 with the promise to decrease overall appetite by slowing the body’s metabolism down.

SO WHAT:

As our understanding of our bodies, internal chemistries and advances in nutritional science expand, the ways foods are developed and consumed and how they affect our moods is also changing. The US edibles market is exploding with 20% CAGR from 2020 to 2021 and as provinces legalize psychedelics, we can be even more deliberate with the relationship between what we consume and how we feel.

NOW WHAT:

We recently wrote about the rise of snacking occasions and the decline of traditional meals – having a part of the overall snacking portfolio which targets not just occasions to be consumed, but emotions to elicit, would be the natural intersection of both these ideas. We’re not saying everything should be infused with THC, CBD or psilocybin, but using omega-3 fatty acids or selenium to fire your synapses in the mid-afternoon lull is an interesting and intriguing possibility.

Consumers are increasingly aware of, and interested in, achieving a particular end state – CPG brands who move past the occasion, and focus on the resulting mood or emotion, will find it easier to become into a habitual purchase and reap the rewards of this trend.

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