Innovation in Action: January

It’s that time of year when Dry January and Veganuary come together to guilt the nation into healthier lifestyle habits. This year, however, that guilt is largely diminished as big brands and startups step up to provide alternatives that are just as tasty and satisfying as their alcoholic or meaty counterparts.

Craft brewers and established brands are already offering alcohol-free or low ABV beers, and the hard seltzer segment is expected to reach $1 billion in sales in 2020, delivering more creative, fresh offerings. Other alcohol-free alternatives are increasingly inventive, including grown-up cordial as Juke Cordialities, which replicates the ritual of pouring a mixer. In the health, fitness and beauty worlds, we are seeing a combination of hyper-personalisation (custom-mixed AI face serums and apps to improve vision) and elevated wellness. Exercise classes are no longer simply time efficient, they now take place in low temperatures to accelerate fat burning with psychotherapists on hand to take care of your mental health.

The future is a hyper-healthy, genetically-tailored-to-you, enriched yet balanced lifestyle. And it’s here.

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