Ayurveda and Functional Food
Over the past few years we’ve seen an evolution in the way people think about health and wellbeing. As opposed to being a chore, keeping fit and eating well have become aspirational-instead of Louis Vuitton and Louboutins, green smoothies and Lululemons are now the new status symbols. But now, crucially, this aspiration for health and wellbeing has brought about a key change in how we perceive food. Instead of viewing food as fuel (or even worse, the enemy), we’re now seeing it holistically; as a way to prevent and cure the various ailments and afflictions that modern life often brings. With this perspective comes a renewed interest in Ayurvedic medicine and holistic wellbeing, which is something brands are increasingly acknowledging.
The practice of Ayurveda, originally from the Indian Subcontinent, means “life knowledge” when translated directly from Sanskrit. Traditionally it looks at lifestyle, nutrition and emotional wellbeing as intrinsically linked. Practitioners often advise against combining certain foods together or “prescribe” certain food types. In this vein, consumers are now- more than ever- turning to food as both prevention and cure, and they’re looking for brands and products to help them along the way.
For instance Pukka Herbs, best known for their teas, has released a range of superfood powders and supplements, including a new turmeric supplement. Turmeric has long been used in Aryurvedic medicine and is known for its power to reduce inflammation and regulate cholesterol. Very early studies have even suggested it may contain cancer-fighting properties, and so you can see why many consumers and brands are jumping on board. But as far as food and drinks trends go, turmeric looks to be only the very beginning of a widened interest in this ancient wisdom.