Trends in food and beverages are growing increasingly popular, from gut health to comfort foods.
What happens when two trends start to clash? Is there room for both trends in the market?
Weight loss vs body positivity
These are indeed two different trends, but their existence at the opposite end of the spectrum and the fact they are equally strong is both interesting and uncommon.
The first is the movement of body positivity. The body positivity movement has gained popularity around the world for more than a decade, thanks to the release of many books, including More Than A Body, by Lexie Kite and Lindsay Kite; and Body Positive Power, by Megan Jayne Crabbe. These promote acceptance of people of all sizes and shapes. The emergence of this movement and its success have been attributed to a rejection of the weight loss industry, and the problematic language that is often associated with it.
The food and beverage industries have been affected by this as they adapt to new messages about weight.
A spokesperson from Mintel said: “With inclusiveness, body positivity and consciousness being the new order of the moment, consumers want to see brands move away from the tried-and-tested route of showing perfection and beauty.” Accepting every body type and all skin tones will put an end the unnecessary standards of beauty brands place on. The brand communications must evolve in order to portray realistic images of bodies and beauty, rather than using Photoshop. This will make it more appealing to audiences.
The weight loss industry is not likely to remain in the dark for very long. It has returned with a vengeance.
Ozempic or Wegovy are two weight-loss drugs that you may have never heard of, but almost definitely have. Weight-loss medications have exploded onto the market, and are now in the consciousness of consumers. This has had a significant impact on the food and drink industry, with brands working quickly to create products that complement this new way of eating.
Nestle, the food and drink giant, announced earlier this year that it would launch a line of protein-rich, high-fibre foods. These are intended as a “companion” for GLP-1 users. The Vital Pursuit range of frozen meals is portion-aligned to match the appetite reduction experienced by users. It is rich in protein and also contains iron, vitamin A, potassium or calcium. Also available are gluten-free items and air fryer-ready meals. Weight loss is back.
Luxury and rustic
Consumers are attracted in two different directions when it comes to their eating habits. First, towards decadence in the form of expensive foods and drinks.
The cost of living crisis still has a strong influence on consumer behavior, but it is beginning to lessen. This has resulted in a shift towards more luxurious food and drinks.
Taste Tomorrow, a food trends analyst, said that people are now spending more money on dining, wellness and hospitality.
As the crisis of cost of living eases, it seems that consumers have begun to increase their spending on luxury foods. This trend may actually be a long-standing one, and has grown steadily throughout the crisis.
When times are hard, people find it comforting to indulge in inexpensive treats.
David Faulkner is the food and drink director at Mintel. He told FoodNavigator that “the luxury foods market shows remarkable adaptation over time, particularly during economic downturns.” This is not surprising as people tend to look for small and affordable treats during difficult times. Food and drinks are the perfect option.
The fast-growing trend of rustic foods is a stark contrast.
Rustic food is a trend that has risen in response to similar ones, such as the comfort food movement. It brings back unfussy and unprocessed food.
Tip Top Foodservice, a food producer, said that “rustic products” are becoming more popular, including handcrafted cheeses, small batch spirits, and authentic sourdough.
As with comfort foods, the rustic trend is also gaining in popularity. This includes casseroles, pasta bakes, and soups. Consumers are seeking stability during uncertain times that began with the pandemic.
Charles Redfern of Organico RealFoods told FoodNavigator that the pandemic affected eating habits in a big way. It was an era when many families had little time to spare, so they turned to their old recipe books to cook. These meals were more casual and rustic.
This trend also contributes to the health and wellbeing movement, since many consumers link pre-made food with overprocessing, which in recent times has been criticized.
FoodNavigator reported that rustic styles and chunky texture are used often to communicate’minimally-processed’ foods. Products that can show intact ingredients such as whole grains, seeds or other foods will be perceived to be healthier.
Animal-based or plant-based?
Statista’s data shows that despite recent setbacks, plant-based eating is on the rise. Statista estimates 6.62 million Europeans as being vegan.
This is due to meat’s association with animal cruelty and environmental damage.
Kerry McCarthy, Labour MP, says that people need to understand the environmental impact of western food. Some people become vegans for health reasons and others because they are concerned about animal welfare. But increasingly, people have begun to consider the effects of industrialised agriculture, as well as the fact that a Western-style diet cannot be sustained. According to predictions, the world population will grow to nine billion people by 2050. Even if the growth rate remains at its current level, it is estimated that we would need to have three planets as large as the earth to support ourselves if we all adopted a western-style diet.
On the other side, the trend of eating meat is gaining popularity. Celebrities like Joe Rogan have been vocal about their support for this animal-based diet.
Kyle Crowley is a nutritionist at Protein Works and told FoodNavigator that the rise in popularity of a carnivore-style diet was largely due to social media. Platforms like TikTok are popular because they allow trends to spread quickly. They also give content creators the opportunity for greater engagement by presenting controversial or extreme viewpoints on nutrition.
The fact that the social media has been credited with the growth and emergence of the carnivore lifestyle is likely the main reason why it’s so popular among younger generations. In particular, Gen Z and millennials.
Crowley explains that this demographic tends to be more adventurous with their diets and health trends due to the desire for fast results, and also because of the online community’s influence. However, the trend is also growing among adults in their middle years, especially those who are looking to manage weight or treat chronic illnesses through diet.
Limited edition vs nostalgia
Since months, limited-edition product launches dominate the development of new products. While it is common to limit the number of products released for special events and holidays, this practice is less prevalent for other types of launches.
Some of the recent examples are New York Bakery Co’s Limited Edition Sweet Maple Bagels; Tofifee’s Limited Edition Coconut, and Kit Kat Chunky Double Choco Limited Edition.
The brands that started this trend wanted to generate buzz about their product. It helps drive sales as people rush to grab something they know won’t last forever. This is especially true for younger customers, such as Gen Z.
Jonny Forsyth is senior director for food and drinks at Mintel. He told FoodNavigator that the beverage Prime was a good example of scarcity marketing driving demand among young consumers. They are afraid of missing out.
Brands are increasingly struggling to get noticed as they compete for consumer attention across different platforms. This includes social media.
Forsyth says that limited-edition launches are becoming more and more crucial for big brands in the age of social media, when it’s harder to engage young people with digital noise.
While brands strive to develop new, innovative products, nostalgia foods are also growing in popularity as people return to their favorite past-times.
There are many Instagram accounts dedicated to old toys, gadgets and adverts. Or there are podcasts that focus on the classic football (check out the Quickly Kevin Podcast if you’ve never heard it before). Nostalgia sells.
Thefoodpeople, an industry research firm, says that “everything old is new”. Retro dishes are in style – ranging from appetizers to mains. Mains: Poached Fish in Butter Sauce, Meatloaf etc. to desserts (trifle, roulades, etc. ).”
Why are people embracing old-fashioned flavours?
Arainn Cleland is the sales director at Yorkshire Baking Company. She told FoodNavigator that consumers were always looking for something traditional. It doesn’t matter if they are classics or family favorites, but rather flavours and foods that evoke nostalgia.
The current trend of nostalgia is not only driven by the pleasure that comes from reminiscing. Some believe recent political unrest has led consumers to want simpler times.
A spokesperson from market research firm Mintel says that consumers are turning to nostalgic brands in order to remember good times and be reassured about quality and taste. The nostalgia for the “before years” – prior to the COVID-19 Pandemic – stems from the perception that this time was a happier one.
It remains to be determined which of the four trends battles will win. Keep an eye on this…
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