Live healthily or enjoy life to the fullest? Modern consumers are caught between these two extremes, paying attention to fitness, conscious nutrition, and mental balance on the one hand, but not wanting to miss out on enjoyment, comfort, and little everyday escapes on the other.
Welcome to the tension between healthstyle and hedonism—one of the central contradictions of the “era of contradictions.”
The healthstyle boom—why healthy living is trending
Health is no longer purely a medical issue – it has become a lifestyle. 44% of Austrians say they are very interested in healthy living and nutrition. Younger people in particular are driving this change – but older generations are also increasingly discovering digital aids such as fitness apps, mental health tools, and wearables.
Today, healthstyle means:
- Focus on fitness, mental balance, and nutrition as performance factors
- Inspiration from influencers such as Pamela Reif and Sophia Thiel
- Transparency through health seals and additional information on products
But the trend has its limits: more and more people want healthy options without feeling restricted by rigid rules – enjoyment is seen as an essential part of well-being.
Enjoyment and hedonism – the desire for life
At the same time, there is a growing need for moments of reward. According to Media Analysis 2023, consumers attach particular importance to the value of “pleasure/fun” – and this is continuously increasing.
Hedonistic needs are reflected in, among other things:
- Aphrodisiac chocolate (eroticism meets food porn),
- drinkable meals for outdoor experiences (adventurous enjoyment),
- retro presentations for a pleasure-oriented generation with a nostalgia factor.
Despite health consciousness, many consumers regularly treat themselves to small moments of pleasure – from chocolate to fast food. The desire for balance outweighs dogmatic renunciation.
Healthy Hedonism – The Synthesis of Opposites
Instead of black-and-white thinking, a new mindset is gaining ground: Healthy Hedonism – a lifestyle that combines health with enjoyment.
Renowned nutritionist Hanni Rützler describes this change as follows:
"A good diet can be both healthy and enjoyable. We are moving away from a purely functional understanding of health.
Best practices such as detoxRebels show how healthy living can be staged without pointing fingers – from events such as “hangover-free” to exclusive offers and authentic community tips.
How brands can use this contradiction to their advantage
Brands that position themselves between health and hedonism strike a chord with the spirit of the times – provided they communicate authentically and without dogma. Successful strategies include:
- Hybrid products that combine health and enjoyment – e.g., protein-rich snacks with flavor,
- Flexible nutritional concepts such as “80/20” or “clean(ish) eating,” which are realistic rather than restrictive,
- Health offerings as a lifestyle experience rather than a program of deprivation.
The rule here is: authenticity beats healthwashing. Only those who live their beliefs credibly will build trust and relevance in the long term.
Conclusion: The future lies in balance
Healthstyle vs. hedonism is not an either/or – but a both/and. Consumers don't want to choose between sacrifice and pleasure.
Brands that combine health and enjoyment not only offer guidance, but also enable a new attitude towards life.
This concludes our blog series on the “Era of Contradictions.” It shows that if you want to remain relevant in a contradictory world, you don't have to choose between extremes – you have to master the middle ground.
