Organic and wellness products are growing in popularity across the global food and beverage industry and the United States in particular. As consumers become increasingly health-conscious, they are opting for more natural foods that are free of artificial ingredients as well as protein composites like gluten, either for dietary reasons or to align with their changing beliefs as to what constitutes ‘healthy’ foods.
For decades, the food and beverage industry has been driven by manufacturing technologies, line speeds and unit costs. But, in spite of record levels of consumers demanding frustration-free packaging, companies have paid little attention to the design for consumer experience.
It used to be if a household cleaner smelled "strong," consumers knew it would clean their kitchen counters, bathrooms and more. Nowadays, these same consumers are seeking experiential scents, as well as looking for buzz words on labels like “clean, green, natural, sustainable.