I’m working with a variety of food companies that aim to build an international brand and need to know better their markets in order to create their marketing strategy. Here is a gift, some more data concerning the UK food trends.
HEALTHY LIVING AND INDULGENCE REDEFINITION
The healthy living trend is based on creating a lifestyle that helps to lessen the stress of modern life paying attention to things which are easy to control. The lifestyle goal more and more often integrates a balanced – even if flexible – diet in personal routine and this, according to Mintel, “will reinforce the need for a variety of formats, formulations and portion sizes of food and drink that present consumers with positive solutions – and treats – that can be incorporated into their customised and flexible definitions of health and wellness” providing not only nutritional, but also physical or emotional benefits. For examples, gym addicted people start loving protein ice cream, a lower calorie, lower sugar, lower fat and – obviously – full of protein dessert.
In fact, in terms of food and ingredients, healthy living seems to support two sub-trends: “Back to Nature” and “Naturally Functional”. The first one based on the so-called “raw foods” [dishes and ingredients prepared without being heated above 48°C] in order to preserve vitamins and minerals, the avoidance of sugar in order to fight diabetes and obesity, the preference of healthier and savoury snacks made from lentils, peas, and black beans.
The “Naturally Functional” sub-trend is centred, instead, on gut-friendly food: fermented food such as kimchi, kefir, kombucha, and miso; ancient grains and probiotics; pickles – especially if made in-house – and healthy fats, first of all glee [clarified butter popular thanks to its rich, nutty flavour and ability to withstand higher-heat cooking, as well as being lactose-free]. With consumers demanding healthier products, natural flavours are on trend, especially those based on appealing plants, herbs and roots: turmeric, ginger, lemongrass, and rosemary are starting to be used in many snacks, breads and drinks.
Regarding beverages, healthy lifestyle and mindful drinking have brought lots of consumers to start reconsidering sherry, flavoured bitters, sparkling waters, bubbly cold brews and the so-called mocktails, non-alcoholic cocktails consisting of a mixture of fruit juices or other soft drinks.
[via: Mintel, Euromonitor, Attest, Opentable and Deliveroo reports]
To be continued in the next post 🙂
Could you imagine all this?
If you’ve got a business idea and you’d like to support it with a market analysis, I would love to hear from you.
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