Today's consumers want it all. They want to be physically fit with as little effort as possible, they want to eat healthy, organic foods that are sustainably produced, yet they want the convenience of prepackaged, processed foods and they want it all for a discount store price.
While these demands are on point with today’s trends, the chances of fulfilling all of them aren’t very realistic. Instead, consumers need to focus on the value of healthy living and the rest will fall into place.