The Growth Distillery, in collaboration with The Research Agency, has released a study titled 'Reframe: Better For You Food'. The research reveals a shift in Australians' definition of 'better for you' in relation to food, aligning with broader aspirations for a 'better life'. The study presents an opportunity for brands to cater to evolving consumer aspirations. The research suggests food brands can elevate their role in consumers' lives by understanding the motivations, barriers and aspirations driving 'better' food choices.

The research found that 96% of Australians are looking to 'better' their lives, with 90% believing food can play a role in this. The research identified five distinct roles food can play in enabling 'better': Food to fuel, Food for happiness, Food for connecting, Food as a challenge, Food as expression.

"For brands, embracing these new meanings of ‘better’ can unlock new opportunities across more categories and ultimately strengthen people’s emotional connections. Understanding this new world of 'better' can provide the road map for brands to unlock better opportunities, deliver better products and build better engagement with their consumers." - Bethan Hockey, Research Director, The Growth Distillery