Catering to the two-thirds of Britons who eat unhealthy meals because they’re quicker to prepare, 

 are helping people save time and attain a nutritional balance, whether they’re working long hours or weight training. Long gone are the low-calorie, low-nutrition shakes of the past – these drinks provide all the required proteins and nutrients with an ethical ethos of waste reduction. The two brands have recognised that, for some, cutting ties with the emotional aspects of eating is a sacrifice worth making for speed and functionality.

As taboos around cannabis subside – two-thirds of Americans support its legalisation – the drug and its derivatives are starting to appear on store shelves and even 

 infuses cannabis into its fruity beverages, catering to Gen Y creatives who are turning to alternative wellness solutions to destress, while 

 is helping seniors see weed’s pain relief and relaxation benefits through its edibles.

Marijuana isn’t the only ancient comestible that’s being reimagined as a functional food. 

’ are grounded in Ayurvedic philosophies, helping people find a balance between body and mind.

People are striving for optimal brain function and slumber through a widening range of sleep-promoting products, which have risen by 

 in British food aisles. Drinks like Snooze are helping people get a good night’s rest without medical intervention. Meanwhile, Ingenuity Brands’ Brainiac – a children’s yoghurt containing Omega-3 and active probiotic cultures – is designed to boost brain development. By balancing flavour with purpose, Brainiac makes eating well from a young age easier, appealing to the 

 who believe establishing good habits during childhood has a lifelong impact.

Relentless work schedules, family obligations, and stacked social calendars mean that two-thirds of Britons avoid cooking a meal for themselves every day. Created in response to these pressures, Huel has the potential to change the way we eat with a nutritionally complete food replacement formula.

Huel: quick and complete nutrition for biohackers

Protein powders have long been associated with hard-core gym goers and artificial ingredients – but that’s no longer the case. Form has developed a range of plant-based protein supplements that treat the body and mind, while also giving back to the wider community.     

Form: plant-based nutrition for body and mind

A 2024 study found that households with at least one person on GLP-1 weight-loss drugs have a 6% drop in grocery spending. The increasing acceptance of weight loss drugs is driving people to reevaluate their food purchases and pushing brands to change what they're selling and how they're reaching their audiences.

Grocery spending dips as Americans embrace weight-loss drugs

McDonald’s has launched its new value menu, the McValue, a budget-friendly platform for cash-strapped Americans. As people reconsider their food and drink choices in times of financial uncertainty, brands can create small, affordable moments of pleasure by emphasizing the value of little treats.

McDonald’s launches McValue for budget-conscious treats

German Doner Kebab (GDK), a premium kebab chain from Glasgow, Scotland, has launched its first-ever US marketing campaign, developed by creative agency Quality Meats. The provocative campaign, aimed at Gen Z, aims to introduce Americans to the German Doner Kebab with meme-worthy irreverence.

GDK courts curious US Gen Z with humorous kebab campaign

TikTok has revolutionized the world of candy buying, by driving sales of the ultimate impulse purchase through sensory videos, viral trends, and a unique ‘shoppertainment’ retail environment that blends entertainment with e-commerce.

How TikTok is changing the world of candy shopping

Not Guilty, the Australian zero-alcohol wine range, is now available in the Canadian market. The brand aligns with the rising demand for NOLO beverages among younger generations, who want balance, moderation, and high-quality, healthy alternatives to alcohol.

Not Guilty appeals to Canadian damp drinkers

English Premier League football club Tottenham Hotspur has announced a new partnership with Paris Baguette to enhance its fans' match day experiences. People want holistic experiences like this so they can combine their interests and discover something new.

Spurs x Paris Baguette tap experience-driven sports fans

Young Americans are moving away from wine, challenging its long-held cultural dominance. Viewing alcohol as unhealthy and opting for sophisticated alternatives is a cultural shift that reflects changing attitudes toward drinking and indulgence. Can the wine industry adapt to these evolving preferences?

Why wine isn't winning over young Americans

People are increasingly relying on the convenience of technology to bring the worlds they see on their screens to life. Recognising this, Samsung has unveiled an AI-powered feature that enables people to get recipes for the food that catches their eye when watching TV.




Samsung TV taps into show-inspired cravings

While the home brand struggled with furniture profits in Australia, it saw a boom in dining profits as people flocked to its affordable meals. This finding highlights how people are willing to spend on immersive yet functional experiences as living costs continue to rise.

Rise in immersive home eating sparks IKEA dining growth

Netflix has released a trailer for Meghan Markle’s new cooking show, With Love, Meghan. Critics have labeled it as pretentious, igniting a broader debate about the elitism within the lifestyle content genre, the culture of wellness, and resurgent tradwife aesthetics.

Meghan Markle’s new show sparks elitism backlash

The US whiskey market is increasingly powered by Gen Yers and Zers. This new generation of whiskey drinkers comes with new preferences and priorities, including an increased focus on women distillers, a penchant for surprising and sustainable flavors, and an affinity for whiskey as a social drink.

Who are the new whiskey drinkers?

The US is experiencing a post-pandemic renaissance of independent bakeries. The spike is part of a broader small business boom and reflects the ‘little treat’ philosophy of consumption, which prioritizes affordable moments of everyday indulgence and quality over quantity.

‘Little Treat’ culture fuels US bakery boom

For the first time in a long time, young Australians are drinking less than older generations. This, in turn, has driven an increase in non-alcoholic drink sales and a decline in traditional liquor sales. So what’s behind alcohol losing its appeal? And what are young Aussies drinking instead?

Why are more Gen Z Aussies turning to mindful drinking?

Growing influencer support for Robert F. Kennedy Jr.'s Make America Healthy Again initiative highlights a growing overlap between wellness and far-right conspiracies. This amplification highlights new bouts of alternative belief systems that may strengthen during Trump’s second term.




Wellness gets political in RFK Jr.'s 'MAHA' initiative

As fast food prices soar in the US, people are rediscovering casual dining in their search for better value. Chili's success shows how sit-down restaurants are winning over budget-conscious diners through simpler menus, competitive prices, and an effective social media strategy.

Why cash-strapped diners value the compact menu at Chili's

How might political uncertainty impact consumer decision-making? What role does ‘flex’ culture play in Gen MZ’s spending habits? How has solo living impacted cultural trends? This Cultural Snapshot uses local stats to explore the behavioural norms shared by people in South Korea in 2025.

A Cultural Snapshot of South Korea: 2025

Grubhub's 2024 report revealed that Americans maximized their orders during the year, from ordering extra protein to getting delivery at hotels. These findings reflect the normalization of instant gratification and people's desire for services to meet their exact needs.

Americans went all in for dining delivery in 2024

Coca-Cola is facing a backlash after pushing back its packaging sustainability goals to 2035, reducing its earlier ambitions. The company's admission that it has fallen behind on its 2025 and 2030 targets highlights the challenges involved in implementing sustainability solutions.

Coca-Cola announcement highlights sustainability battle

While younger Germans are more open to consuming plant-based meat products than older demographics, they still have doubts about alt meat’s health benefits. Brands have the opportunity to offer Gen Zers products that offer both quality taste and safety assurance. 


Plant-based meat courts interest from German Gen Zers

General Mills launched a protein-boosted Cheerios line to make breakfast cereal more nutrition-focused. This move illustrates how brands can respond to people's increasing desires for accessible ways to enhance their wellbeing and lifestyle through food and drink.

Cheerios levels up protein in breakfast cereal

Hellmann's has debuted Unilever's first island on Fortnite, where players can compete in food-themed games in a fun and unique phygital experience. With food and drink integral to how people express themselves, brands can expand the meaning of mealtimes by leveraging gamification and play.

Hellmann's turns to gamification to enhance mealtimes

Café di Preto is a micro-roaster that actively promotes Black protagonism in the Brazilian coffee market by prioritising diversity at every stage of the production process, from the plant to the cup. It's a great example of a brand shining the spotlight on underrepresented communities.

How Café di Preto revives coffee's Afro-Brazilian heroes

Instead of leaving milk and cookies out for Santa, Oatly is suggesting that people elevate the Christmas Eve ritual through the use of alternative milk and French patisserie. This light-hearted reimagination of a nostalgic tradition appeals to desires for cosy comfort and wholesomeness.

Oatly challenges nostalgia with updated Santa treat 

Gen Zers are reshaping alcohol purchasing with a focus on variety, sustainability, and affordability, seeking personalized experiences like subscriptions and eco-friendly packaging. Influenced by social media and moderation, how can brands effectively capture the attention of young adult drinkers?

Why are Gen Zers poring over their alcohol choices?

Google has announced the top trending queries entered into its namesake search engine in 2024, with sports and politics leading the way. With media outlets competing for people’s scarce attention, sensationalism thrives – but brands can stand out by pairing trending topics with authentic messaging.

Google's Year in Search shows power of sensationalism

Premium and craft rums are blossoming in Australia. Distilleries are driving innovation and embracing sustainability and immersivity. With 14 million drinkers nationwide, Australians are seeking authenticity, unique flavours, and sustainable production. Distillers are now innovating with versatile mixes that set rum apart. 

How craft rum is winning over Aussie drinkers

Alex Cooper's Unwell Hydration drink has drawn mixed reactions, with fans praising her ambition but questioning its authenticity. The backlash highlights how audiences are growing skeptical of celebrity-endorsed products perceived as opportunistic or detached from genuine values.

Alex Cooper's drink ignites celeb endorsement skepticism

Actress and entrepreneur Issa Rae expanded her prosecco brand Viarae in 2024 with a rosé release. As more Americans gravitate toward sparkling wine, young people consume less alcohol, and trust in celebrities drops, how is Viarae able to build such a buzz to become a wine aisle staple?

How Viarae makes prosecco accessible to casual drinkers

Young Australians are drinking less, but they haven’t given up the vice completely. They’re just drinking more portable and ready-to-drink cocktails, including new tequila-based ones. What does this emerging preference reveal about drinking habits and brand loyalty in the country?

Why Aussies are developing a taste for new tequila drinks

As people are becoming more mindful about their expenses and drinking habits, bars are scrambling to keep their customers coming. In Japan, 'izakayas' (informal bars) are going through an especially tough time, with over two hundred of them closing their doors for good in 2024.

Shifting drinking habits are threatening Japan's bars

Hellmann’s activation at Charli XCX’s Birmingham show tapped into the power of cultural alignment. By authentically engaging with brat culture, Hellmann's leveraged shared identity and fandom, avoiding the pitfalls of inauthentic trend-chasing that can dilute brand impact.

Hellmann’s culturally aligns with Charli XCX fans

Zomato’s Recommendations from Friends feature lets users discover restaurants and dishes based on their social circles. This move aligns with the global shift toward hyper-personalisation, as brands leverage data to foster trust, loyalty, and deeper customer connections in competitive markets.

Zomato launches recommendations from friends feature

Uber is spreading festive joy with the launch of an on-demand delivery service for Christmas trees and carol singers. The move addresses the desire for cost-effective, stress-free solutions that enhance seasonal joy, fostering connection and empathy amid the holiday rush.

Uber targets cost-conscious shoppers with Xmas special

Avanti West Coast has launched a low-alcohol beer, responding to the rise in alcohol-induced accidents over the festive period. People are increasingly seeking moderation and brand responsibility, but the move raises the question of how far companies should be involved in drinkers' personal choices.

UK train company launches low-abv beer for festive safety

Guinness faces festive shortages across the UK as demand surges, driven by social media trends and rising popularity among women and younger drinkers. While alcohol consumption dips overall, the shortage highlights the allure of shared indulgence and performative rituals.

Guinness shortage highlights allure of shared indulgence

In partnership with a New York-based food bank, Robolox launched a game where young users can learn about hunger through play. By blending education and entertainment, it showcases how brands can innovate to reach new audiences to support meaningful causes while tackling real-world problems.

Robolox game donates IRL meals through virtual kitchen

A Powerade initiative seeks to redefine brand-athlete partnerships by placing importance on holistic wellbeing and the power of breaks. Featuring top athletes, the bold campaign aligns with a cultural shift toward people demanding that brands ‘show up’ with purpose-driven actions.

Powerade cracks 'The Athletes Code' to mental health

Cryptic restaurant reviews on Google Maps in Mandarin are being used to share honest restaurant reviews with native Mandarin speakers when travelling. Using homophones and cultural references, the comments reflect the rise of 'crafty solutionism' as people develop hacks to subvert the system.

Chinese diners are outsmarting online review censorship

Zevia’s seasonal promo taps into the power of authenticity by mocking synthetic reality. In a crowded market, the campaign aims to connect with people seeking trust, transparency, and relatability from brands, offering them an entertaining way to spark timely conversations.

Zevia targets AI fears with natural soda spot

48 Collagen Café in Paris blends beauty and wellness through collagen drinks and treatments. Located in the trendy 9th arrondissement, it caters to the beauty-from-within trend, providing aesthetic lattes and rejuvenation sessions, making it a hub for quick, yet premium and experiential, self-care.

How 48 Collagen Café makes healthy drinks for beauty buffs

As the Brazilian population struggles with rising obesity rates, the country has become a booming market for weight-loss drugs. The global demand for GLP-1 drugs is increasing, with some governments stepping in to expand accessibility and treatment to all, not just the wealthy. 

Brazil fuels major demand for weight-loss drugs

Cheetos’ latest marketing stunt turns snacks into statements, reinforcing its boundary-pushing image while tapping into people’s cravings for originality and fun. The campaign capitalizes on a cultural shift toward humor-driven marketing that can ultimately translate to brand loyalty.

Cheetos adopts provocative marketing in new art display

A watchdog group has found that although most supermarket loyal offerings are genuine, a majority of Britons feel that retailers are driving up their prices to make products on offer seem more appealing. The discrepancy showcases the increasingly critical attitude consumers are adopting.

Report shows trust gap between UK grocers and customers

Cadbury 5 star’s ‘Make AI Mediocre Again’ campaign takes aim at the fear of AI increasing pressure to get more work done. Although Indians are optimistic about what AI will mean for them, they're among the most stressed at work and might benefit from AI lightening their load a little.

Cadbury 5 Star campaign scrambles AI training data

There's a growing trend in the US among coffee drinkers seeking out more immersive experiences. People are looking for offerings that celebrate the bean and its origins and allow them to deepen their understanding of the drink – with coffee culture shifting to communal and educational events.

Americans seek out immersive coffee experiences

The health-focused scanning app Yuka has introduced a feature to bring power to shoppers pushing for changes in the food and beauty industries. This aligns with the high demand for transparency and accountability as people prioritise informed, ethical, and sustainable choices.

Yuka turns shoppers into change agents

The Sri Lankan drinks scene is burgeoning locally and internationally, driven by a desire from brands and consumers alike to elevate authentic local flavours. As people search for hyper-local experiences, the food and drinks industry is transforming to accommodate cultural diversity.

Sri Lankan drinking culture accelerates internationally

The allure of food tourism is growing in Australia, with hyper-local produce and tasting menus taking centre stage. Young Australians are shaping the culinary landscape, making it more about memorable and personalised experiences.

Why food tourism is winning luxury fans in Australia

Research shows that financial pressures and growing environmental awareness are reshaping chocolate buying behaviors. As some Americans choose to buy in smaller quantities and increasingly value sustainability, there is an opportunity for brands to tap into these shifting values.

Inflation impacts Americans' chocolate choices

Stonegate and Heineken UK's 'Pub Alone' campaign aims to create meaningful conversations about holiday loneliness. Inspired by the classic movie Home Alone, it promotes pubs as connection hubs for young people, addressing the growing need for IRL social spaces during the festive season.

Home Alone-inspired ad highlights loneliness epidemic

South London rap artist Giggs and oat milk giant Oatly have teamed up to launch a limited-edition line of dairy-free cake and custard kits to raise awareness of the prevalence of lactose intolerance in the UK. In the process, they're encouraging retailers to think outside the dairy box.

Oatly spotlights the scarcity of dairy-free options

LVMH is setting its sights on domestic wine and spirits production to mitigate potential tariffs on alcohol imports under Donald Trump’s presidency. Against this backdrop, people’s palates may shift inward, and brands can consider emphasizing American-ness through innovative, unexpected narratives.

LVMH boosts Made in America drinks in light of tariffs 

Vodka brand Smirnoff has announced Grammy-nominated artist Troye Sivan as its 'Chief Vibes OFFicer' in a multi-year partnership where his mission will be to see everyone ‘Go Off’. The partnership nods to changing drinking habits among Gen Zers and a communal repositioning of alcohol.

Smirnoff partners with Troye Sivan to court Gen Z

Through the Korean Cultural Center’s ‘Korean Food Awareness’ campaign, the centre hopes to impart knowledge and skills to restaurants in Germany about how to prepare authentic Korean dishes. Ensuring accurate cultural representation is key to success in an increasingly globalised world.

Demand for authentic K-food in Germany sparks response

Olipop’s animated Christmas ad plays on the power of community and togetherness with a story of two yeti mascots on a mission to spread festive cheer. Brands can introduce functional products into family meals with emotive and sincere messaging that helps them feel anchored and understood.

Olipop’s Xmas ad celebrates empathy and connection

Soho House, the international private members' club, is continuing its global expansion with the Ibiza Farmhouse, a first for Spain. Members-only clubs are becoming increasingly popular thanks to their promise of curated exclusivity, privacy, and refuge from homogenised experiences.

Soho House to open in Ibiza amid members-only club boom

Korean luxury hospitality group Josun Hotels & Resorts has launched a store to expand its online presence via its distinctive food and lifestyle products. With people searching for accessible indulgences, premium hotel-branded products can bring luxury escapism into homes.

Josun Hotels & Resorts launches online lifestyle store

Supper clubs are offering an alternative to the restaurant experience without skimping on quality. In an age defined by digital interactions, some Britons are becoming exhausted by the pervasiveness of screens and are looking for more opportunities to connect IRL over a hearty meal.

How Britons are using supper clubs to beat digital fatigue

Flexitarianism, or occasional vegetarianism, is finding new Australian converts every year thanks to a rise in health and environmental consciousness. Social media and foodie influencers have also played a role in popularising the trend but more work needs to be done to make flexitarianism more accessible, affordable, and enjoyable for the majority of Aussies.

Aussies are turning ‘flexitarian’ to fight climate change and heal their bodies

M&S is leaning into the growing appeal of Korean cuisine with a range of ready-to-eat tteokbokki meals. Positioning the street food as a grab-and-go option, the move speaks to the shifting sentiments around Korean food no longer being an occasional indulgence but rather an everyday staple.

M&S range brings quick-fix Korean favourites to aisles

Freshleaf, an Indian start-up, is redefining tea by transforming regular consumption into a wellness-focused "personal delightful moment of joy" for urban Indians. Young consumers' preference for premium tea is driven by a health-conscious lifestyle and an inclination towards niche categories.

How Freshleaf elevates the joy of tea for young Indians

Addressing a younger, female-majority audience, podcaster and social media influencer Alex Clark is a wellness warrior and vocal conservative. As political polarization swells in the aftermath of Trump’s election victory, there is the potential for influencers such as Clark to grow in popularity.

Alex Clark brings conservatism to the wellness space

Alcohol consumption in Africa has often been led by lifestyle aspirations but now Nigerian artists are taking innovative, collaborative, and non-commercial approaches to producing alcohol by infusing craft beers and gins with botanical flavours and contemporary African narratives.

What’s behind the rise of Nigerian alcohol brands?

Americans are increasingly drinking less to achieve better wellbeing and have more energy for busy lifestyles. But what determines their choices when looking for low- and no-alcohol alternatives, especially in social situations? Canvas8 spoke to people across the country to find out.

What do Americans want from alcohol alternatives?

Britons are increasingly adopting a more moderate approach to drinking, but don't want to miss out on its social aspects. From flavours to rituals and value for money, Canvas8 spoke to people across the UK to understand what they want from non-alcoholic beverages.

What do Britons want from alcohol alternatives?

Eating and Drinking

People are exploring the possibilities of functional food

With many people missing out on the nutrition they need due to monotonous meal times, busy work lives, or full social calendars, there’s a considerable demand for functional foods that eliminate the faff of prepping – or even chewing. And while indulgent treats sit at one end of the spectrum, nutritional products that save time while benefiting body and mind lay at the other.

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