FMCG brands are ditching wellness guilt for something consumers actually want

By Kenna MacTavish · 12 December 2025 · Expert

FMCG brands are ditching wellness guilt for something consumers actually want

FMCG brands are ditching wellness guilt for something new

Australian food brands are making a bold shift in their approach to consumer needs. But what does this mean for the way we think about our food choices?

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Summary

Australian food brands are shifting from "better for you" to "better be you", as products become identity statements rather than just lifestyle choices