WGSN: Clean Eating


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Clean eating is the food movement of our time. With its focus on plant-based foods, natural growing methods and unprocessed preparation, the trend has transcended its hashtag to become an aspirational but highly accessible way of life for consumers around the world. The superfoods of the moment – cold-pressed juices, chia seeds, ancient grains, kale, matcha and charcoal, to name a few – have become shorthand (and sweatshirt slogans) for investing time, effort and money in wellness, the new consumer status symbol. This report explores the consumer priorities, product launches and cultural influencers that are currently driving clean eating, as well as looking at what’s next for the trend.