Pleasure is on the plate

A booming sector, nutriceuticals are becoming increasingly playful and gourmet with the arrival of gummies and functional shots. Marielle Salvador, expert in food, consumer behavior and sensory marketing at the Lyfe Institute (formerly Institut Paul Bocuse), shares her insights on this major trend.

As a rapidly growing market, is nutriceutics increasingly linking food and pleasure?

Yes, cosme-food is far more indulgent today than it was at the beginning. It must be said it experienced major failures in France due to a lack of nutritional understanding. For example, Danone faced a significant flop with Essentis, its dairy product “that nourishes your skin from within,” rich in Omega-6, antioxidants and probiotics, launched in 2009. Although sales took off at first, volumes quickly collapsed due to a lack of repeat purchases. In Japan, cosme-food is deeply rooted in dietary habits and consumer behavior is completely different: people literally drink Shiseido. But the French market driven by Millennials and Gen Z, is evolving and bringing fun and pleasure into nutri-cosmetic products like gummies and shots. Younger generations, who will represent 75% of the luxury market (fashion, beauty, wellness...) by 2026², start taking care of themselves early and want healthy, sustainable and tasty products.

How important is pleasure in food?

The French eat for pleasure, unlike some other nationalities. According to a Crédoc study, pleasure and health are the two pillars that guide our food choices. We eat to enjoy sensory experiences, to share moments of conviviality and relaxation. Since the various crises we have gone through (mad cow disease, dioxin, Covid), the French eat less but better, with a locavore trend although less strong since post-lockdown inflation. They have also become more aware of the importance of nutrition-health.

Do Phyltres’ rose-based beauty shots—100% natural, origin-and-made-in-France, consumed at room temperature as a 7-day cure—represent an innovation in your opinion?

Drinking a rose: that caught my attention! Phyltres offers an “acceptable” innovation because it does not remove pleasure from food. While wild herbs and flowers are still rarely used in French cuisine, the rose, with its mental associations and cultural symbolism, is an “accessible” entry point. Moreover, Pierre Hermé incorporated its aromatic profile into one of his macarons, and in North African, Middle Eastern and Indian cultures, rose is widely consumed.

We conducted sensory studies before launching our beauty cures to validate perceived effectiveness and overall satisfaction. As an expert in food behavior, consumer behavior and sensory marketing, how do you evaluate this approach?

It’s a good approach! But even after all the testing in the world, the consumer always has the final say. Half of all food innovations disappear from shelves within a year. In my view, Phyltres’ offering aligns with two major consumption trends: naturalness (organic, traceability...), the top purchasing motivation for dietary supplements³, and pleasure. A movement already seen with DIY cosmetics and one that Phyltres can truly anchor into a beauty ritual, ready-to-use, practical, playful and gourmet.

You mentioned Pierre Hermé, the legendary pastry chef. Phyltres has invited Michelin-starred and rising-star chefs to create its rose-based beauty shot recipes. What does that inspire in you?

Chefs are true trendsetters because their opinions are expert. If a customer eats meat at Michel Bras, they know it’s ultra-premium quality. Chefs are genuine influencers behind major sociological movements (anti-waste, eco-responsibility...), and they offer real credibility because they work not only on top-quality products and pairings but also on taste pleasure.

• Source: True-Luxury Global Consumer Insights, BCG and the Altagamma Foundation, 2023
• Source: Synadiet

Photo credit: Pexels - Tim Douglas / Monstera production