From Energy Boosting to Full Relaxation: The Strengthening of Oppositional Behaviours and Needs

As part of Euromonitor International's Megatension series, analysts Lucas Pinto and Chloe Maarek discuss how the pandemic has aroused a range of different feelings, leading some to increased anxiety and stress, and others to a higher proactivity and “can-do” attitude. Based on these conflicting needs, products aiming to enhance focus and attention are becoming more popular at the same time as products intending to increase relaxation and calmness. Pandemic-related needs have brought this polarized trend into beverages, consumer health and cannabis, but where will it go from here?