Pursuit of Happiness

‘Headspace’ has become a precious resource, as people seek to de-clutter their overworked minds. This sub-trend has evolved from a broad search for mental balance, to a more targeted search for mental downtime. There is growing appetite for user-friendly solutions that help manage mood and facilitate headspace.

How is this sub-trend evolving?

How it was

Sophisticated solutions that meet different moods or emotional states at different times, and help achieve balance.

UK’s Pukka tea’s ‘Night time’ blend.

How it is

Helping consumers find and experience mental downtime.
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‘Headspace’ app to help people meditate.

How it will be

Healthy choices are about adventure, choice and freedom..
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Serotonin Eatery in Australia serves up food and an atmosphere that promotes serotonin production in the body.

In-market examples from around the world

What: Parusha Naidoo is a South African cook gaining fame through exciting vegan recipes and pop-up cooking events.
Why: Parusha Naidoo defines her project/business as simply “plant based food and art”, combining entertainment, release and socialising with healthier ways of cooking and eating.
What: The Robin Collective create experimental “healthy food moments”, and invite consumers to share them at pop up events.
Why: Their aim is to “confuse and delight the senses” with health food tricks and treats, including ‘Medicinal Marshmallows’ (one full of vitamins to provide a health kick) and ‘Edible Terrariums’.
What: EatChaCha are a new series of Thai restaurants throughout Switzerland, bringing the relaxed philosophy of the Thai lifestyle into hectic Swiss city centres.
Why: The founder chef of EatChaCha recognised the need for more mindful lunchtimes – with healthy food as the basis, he built the entire dining experience around the ideal of “feeding positive attitudes”. The menu changes daily with Thai style dining on long tables with new people – everything designed to break habits and routines in positive ways.
What: Vessyl Smart Cup measures the amount and type of fluid that a person drinks during the day, guiding consumers through their hydration using data and algorithms.
WhyAnother example of technology tracking and encouraging healthier habits, Vessyl’s aim is to increase focus and energy, whilst providing information about exactly what goes into the consumer’s drinks.
WhatKitKat in Bogota tracked Twitter, looking for people who were stressed, sending them directions to billboards that gave free massages.
WhyLifestyle brands increasingly perform better than nutrition brands – people want brands that look out for their wellbeing, mental and physical, beyond traditional notions of health.
What: Sprig is a San Francisco-based food delivery and meal-planning app for those who don’t have the time or headspace to seek out and cook the optimal dinner ingredients.
Why:  Sprig’s menu doesn’t rely on salt, fat, sugar or MSG – in 20 minutes hot, ready-to-eat meals are delivered to your door. Recyclable packaging, organic produce, and meals planned for the week; Sprig sells itself as a wellbeing solution that buys you time and offers total peace of mind.
What: LOLË is a French brand of activewear that runs yoga events throughout the US and Europe attracting thousands of participants.
Why: LOLË does not just want to promote the clothing line, but rather a lifestyle dedicated to peace and well-being. LOLË is offering free ‘mass yoga’ masterclasses with professional instructors and a live orchestra, for an hour of pure headspace amongst hundreds or thousands of like-minded individuals.
What: One of Twinings’ latest campaigns features a new slogan: ‘Gets you back to you’.
Why: This British tea brand has identified what is no longer just a consumer desire, but has become a consumer need: to take time to one’s self in order to relieve stress and create headspace in the midst of a hectic day.