Consumers exhibit, or aim to exhibit restraint, as a means of supporting or improving their wellbeing. In doing so, they are giving up or moderating many villain ingredients, vices and other impurities for the good of their long-term health. For many consumers moderation or avoidance behaviour is done through choice; however, others are forced to for certain medical, cultural, or religious reasons.

While the moderation or avoidance of certain ingredients can be forced upon consumers due to certain medical diagnosis, such as diabetes or food allergies; for many it is a personal lifestyle choice. Indeed, as health continues to be a major topic in the press and social media, and innovative new products enable consumers to take better care of them; consumers feel more empowered to manage their own health.

Trend drivers

  • Proactive health: Consumers are taking a DIY approach to their health; and trying to prevent problems before they occur (e.g. through changes to diet).
  • Media buzz: Strong attention around “free from” diets in mainstream and social media has driven consumers to seek out such lifestyles

Consumer targets

  • Forced moderators & avoiders: Forced to limit or cut out certain vices or ingredients due to reasons beyond their choice (e.g. due to medical diagnosis or religious beliefs).
  • Chosen moderators & avoiders: Choose to cut certain ingredients and vices from their lifestyle for personal reasons (e.g. cutting out fat to meet a personal weight loss goal).

Moderation & Avoidance (M&A) is in the maturity stage overall. The key ingredients and products consumers are trying to moderate or avoid are now well established. However as new scientific research emerges, this will continue to evolve over time creating opportunities for revival of the trend.

The report "TrendSights Analysis: Moderation & Avoidance" is one of the 63 trends that covers as part of our TrendSights series of Consumer Insight studies. The analysis covers what the trend is, why it is important, who is most influenced by it and how brands and manufacturers can capitalize. The research concludes by identifying where the trend is heading next and how long it will last.

Companies mentioned in this report: TofuTown; Hovis; Lantana; McVities; Heinz; Real Iced Tea Co.; Nestle; Impossible Burger; Futura Foods; DA-SH Water; Green Giant; Benevo; Califia; Pepsi; Vivid; Corona; Marlboro; Dr Sebagh; Alba Botanica; Taiko Pharmaceutical; Dr Elsey’s; H2Rose; Panera Bread


  • Moderation is a key strategy for weight loss, with more than half of consumers trying to lose weight globally eating smaller portions to do so.
  • The majority of consumers are driven to experiment with new flavors and fragrances as a result of curiosity.
  • Lack of time, choice overload, and brand loyalty present barriers to consumer experimentation.
  • A third of consumers legally allowed to drink alcohol globally abstain from doing so altogether.
  • Six in 10 consumers globally are concerned about the impact of chemicals on their health and appearance, opting for natural formulations to avoid chemical ingredients.

Reasons To Buy

  • Gain insight into the different routes through which brands can stimulate consumer demand through helping consumers moderate or avoid specific villains, vices, and impurities.
  • Understand what motivates consumers to moderate or avoid certain ingredients and products.
  • Compare the relevance of Moderation & Avoidance in each industry across the FMCG space, and learn what the key opportunities are.
  • Identify the innovation implications of Moderation & Avoidance for your sector.