Essential purity

People are increasingly embracing the concept of purity to guide their nutritional and lifestyle choices, rediscovering simple, clean, wholesome components and processes that give energy to the body and balance the mind.

How is this sub-trend evolving?

How it was

Harnessing the health benefits of specific natural ingredients, and priotising lower processing

UK Nakd bars do away with processing, promising only raw-pressed, natural ingredients.

How it is

A more holistic understanding of the benefits of simple food preparation processes and components

‘Raw’ cookbooks and food blogs have become a hit in Britain.

How it will be

Greater desire to incorporate stripped back eating into everyday diets (e.g. part-time vegans or flexitarians).

T’s Tantan in Japan is a vegetarian restaurant catering for the growing desire for culturally controversial meat-free meals once or twice a week.

In-market examples from around the world

What: Health brand Juice Press launched a new curated diet that provides all the meals in their compiled ‘Clean Eating Plan’. The plan features one, three or five days of fresh, organic meals that can be picked up from your local Juice Press store (or delivered to your door with a fee). It has gained attention from being followed by digital influencers whose brand is centred on playful fun, as well as stripping out ‘nasties’
Why: The Clean Eating Plan features one, three or five days of fresh, organic meals – but the cleanse products and marketing are intended to excite and inspire. A one-day plan might include a ‘Fireball immune booster’ for breakfast, truffle green protein for lunch and Egyptian red lentil ravioli for dinner! Anti-boring detox.
What: Purple Carrot is a US food delivery subscription service that delivers high-end, ‘power packed’ ingredients and recipes – completely organic and plant-based.
Why: With the immense growth of veganism in developed markets, and inspiration everywhere, Purple Carrot recognised the need for a delivery service that could ensure every aspect of a meal was pure and organic.
What: Gloops is a carbonated natural juice that arrived as a healthy solution to end the supremacy of soft drinks.
Why: In its Brazilian market context, a not from concentrate, no added sugar soft drink is unheard of. Gloops is one of the first small players responding to, and motivated by, the recent government guidelines for healthy diets in Brazil, and will thrive when larger carbonates companies are pressured.
What: blk is an alkaline mineral water with fulvic trace minerals, containing a high concentration of natural nutrients such as electrolytes 77 trace minerals. The fulvic minerals give blk its distinctive colour.
Why: blk is a pure fortified water compared to other, similar products – instead of adding synthetic nutrients to water, blk combines naturally occurring fulvic trace minerals with water.
What: Oppo ice cream is an indulgent healthy ice cream from the UK using virgin coconut oil instead of cream and the naturally sweet stevia instead of sugar.
Why: Ice cream is often associated with calories and guilt. Using stevia and healthy ingredients only, Oppo ice cream offers a healthy solution with 85 calories per two scoop serving only, and a minimal ingredients list that doesn’t leave consumers worrying about additives and preservatives.
What: LivBlends is a smart, self-cleaning blender that can mix vegetables and fruit as well as nuts.
Why: Smoothies are very popular meal replacement option nowadays, as consumers appreciate the reassurance of knowing exactly what goes into their blender. LivBlends cleans itself and comes with measuring cups, making a pure and healthy diet less of a time investment, and more of an attainable goal.
What: Consumers in Shanghai are using beauty products from Innisfree, a company that mixes ingredients from the Korean island of Jenju.
Why: Innisfree draws on the public perception of Jenju as a pure, un-polluted island haven. Ingredients include  volcanic ash, natural spring water and local plant extracts, which, to consumers plagued by hygiene scandals across several industries, is an attractive alternative to beauty products made domestically.
What: ‘Banting’, a diet promoted by the Real Meal Revolution, has taken South Africa by storm. The world’s first Banting restaurant has just been opened there.
Why: The idea of Banting is to return to man’s purest dietary needs – high levels of protein and low amounts of hard-to-digest grains. Processed food is out of the equation, simplicity is key.
What: Australian brand Jax coco is a 100% coconut water with no added sugars or preservatives
Why:  In a soft drinks market full of unsubstantiated claims of naturalness and purity, Jax’s simple supply chain and even simpler ingredients list (just micro filtered coconut water) holds a great appeal.