Overview of health trends at the table
Eating well at the table. Adwise's strategic planning team takes a look at health trends at the table.
Food in transition
- 71% of consumers have changed their diet in the last two years.
- The vast majority want to eat healthier food (67%) and pay attention to ingredients (37%).
Fermented products
- Fermentation is making a comeback.
- More than one in 10 consumers say they use fermented products to improve their health.
- The virtues and benefits of these foods are numerous: rich in vitamins and probiotics, they help the digestive system to function properly and boost the immune system.
Super-foods
- Superfoods (fruit, seed, root, mushroom, seaweed....) are becoming increasingly popular for their mind-body balance and richness in essential nutrients.
- The driver behind this trend: the desire to incorporate medicinal virtues into the diet to offset illness, nutritional deficiencies and ageing.
Immuno Food
- 2/3 of consumers favoured "Immunity Boosters" over the period 2020-2022.
- X8 for new immunity-boosting products one year after the start of the pandemic (mainly fermented dairy products or drinks combining probiotics and vitamins).
CBD
Cannabidiol (CBD) is ubiquitous in the distribution channels and is ranked number 3, making its way into the food market with infusions, drinks and various products based more on a promise than on their organoleptic qualities. Numerous brands of CBD-based refreshments are appearing and the market for CBD drinks is booming. Fad or lasting trend?
With or without alcohol?
- 0° - The non-alcoholic spirits segment continues to expand. The promise is to provide fun and pleasure without stigmatising teetotalers, whether for a day or forever.
- Hard-selzers - water, bubbles and alcohol. The promise: strong, controlled sensations with a range of low-alcohol flavoured sparkling drinks.
Plant-based cooking
Plant-based cooking consists of avoiding foods of animal origin as much as possible, favouring fruit, vegetables, cereals and even edible flowers to reduce animal suffering. A healthy diet that preserves the body and nature.
- 45% of consumers have reduced or stopped eating meat in France.
- 41% of those questioned feel guilty about eating meat when they think of animal suffering.
Meat substitutes
The growing popularity of meat substitutes is one of the most striking developments in the food industry. Driven by growing consumer demand, new product launches and innovations are accelerating growth in the international market.
Nestlé sells vegan meat products under the Gourmet Garden brand and has launched plant-based burgers in the US and Switzerland under the Sweet Earth brand.Unilever has acquired The Vegetarian Butcher, a Dutch manufacturer of plant-based meat.
Combining health and well-being
It's all in the plate for you and your loved ones. Today's approach to health is holistic and preventive. How can we achieve this? By opting for increasingly natural products and ingredients, and recipes with ever simpler processes.
Sources : SIAL Insights 22 and Social Listening.
