Cortisol, fibremaxxing and nutrient-dense foods: how social media trends are shaping shopping baskets

Online conversations around cortisol, stress and wellbeing are influencing food choices, with consumers paying closer attention to what they eat. Commonly referred to as the body’s ‘stress hormone’, cortisol has become a growing focus on social media, alongside trends like ‘fibremaxxing’.

In turn, natural and nutritious foods like California Prunes are finding relevance with new audiences and presenting fruitful opportunities for retailers and manufacturers across healthier snacking and functional food categories.

The spotlight on mindful eating and achieving lifestyle balance to reduce stress means shoppers are increasingly moving away from ultra-processed snacks in favour of natural and functional foods. Indeed, recent statistics from Euromonitor International reveal that more than a quarter of UK shoppers closely read the nutrition labels of food and beverages.

California Prune Board’s Nutritionist, Annamaria Acquaviva, explains: “Stress management and overall wellbeing are influenced by a range of lifestyle factors, including balanced nutrition, gut health and overall diet quality. Today, we know that food does much more than simply provide calories: the gut and the brain are closely connected and constantly communicate with each other through what is known as the gut-brain connection.

“The bacteria living in our gut play an important role in this communication and can influence many aspects of wellbeing, including mood, energy, sleep and the body’s response to stress, including cortisol levels. This is one of the reasons why there is growing consumer awareness around the role fibre-rich foods can play in supporting gut health and everyday wellbeing as part of a healthy, balanced diet. Fibre helps nourish these beneficial bacteria and support a healthier gut environment.”

Annamaria adds: “Naturally nutrient-dense foods such as California Prunes, which provide fibre together with important vitamins, minerals and bioactive compounds, can therefore help support the microbiota, contribute to overall diet quality and encourage more balanced and mindful eating habits.”

Naturally high in fibre and a source of nutrients including vitamin K, vitamin B6, copper and manganese, and with dried prunes’ status as the first whole fruit to receive a European Food Safety Authority (EFSA) health claim[1], California Prunes are well-positioned for retailers looking to tap into wellness trends.

Meanwhile, an increase in the use of GLP-1s is further contributing to changing eating behaviours, with a focus on satiety, portion awareness and nutrient density. Figures from University College London reveal that 1.6 million UK adults are estimated to have used weight-loss medications in the past year[2].

Esther Ritson-Elliott, Director of International Marketing and Communications for the California Prune Board (CPB), says: “Online conversations around cortisol and wellness are contributing to broader changes in consumer attitudes towards food, with shoppers becoming increasingly focused on balanced nutrition and overall diet quality.

“Consumers are looking for foods that offer fibre, nutritional value and convenience, and which fit with more mindful eating habits. California Prunes align naturally with these trends as a versatile snack and ingredient option and can offer retailers and manufacturers a natural and versatile way to meet demand.”

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