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"Multi-sensory elements, delayed gratification and mood-enhancing in-store features can boost engagement by harnessing and elevating food/drink's emotional power."
Emma Clifford, Associate Director - Food and Drink
Exploring mood-boosting in-store features remains firmly warranted, as half (48%) of adults and two thirds (64%) of under-35s say these make supermarkets more appealing, with strong potential to harness the link between heightened emotions and impulse purchasing.
Healthy eating, indulgence, saving money on food/drink and sharing food/drink with loved ones lead on what consumers most see as boosting their mood, making these key areas for brands to align with to resonate. Products with mood-related claims lag far behind these for consumers, echoing the limited activity in this space. However, this area of functionality, and the trend for ingredients rooted in ancient wisdom, continues to offer opportunities.
Food/drink that engage multiple senses offers huge potential, widely seen by consumers to boost mood more effectively than those that engage only taste. Sensory touchpoints – sight, texture, aroma and sound – offer rich opportunities for brands to boost mood, deepen emotional connection and turn everyday consumption into a more immersive, memorable experience.
Tight constraints on the mood-related claims allowed for food/drink are the biggest barrier to NPD in this area. Consumer expectations for noticeable results from functional food also mean brands must tread carefully not to overpromise on implied mood benefits.
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