From casseroles to pasta bakes, hot chocolates to homemade soups, there's no doubt about it: consumers are loving their comforting foods and beverages. But while brands may have noticed this particular trend, they may not have realised just how big it is. Because although it's quiet, in its unassuming cosiness, it is most certainly not small, and what's more, it’s going nowhere!
But why are consumers turning to comfort foods and beverages in such a big way and what does this mean for manufacturers?
Why are consumers eating more comfort foods?
Consumers are seeking comfort in many, if not all, areas of their lives, and topping the list of reasons for this undoubtedly a need for familiarity during times of uncertainty. Geopolitical unrest, extreme weather events resulting from climate change, and the cost-of-living crisis are a few causes of such uncertainty.
“Consumers are seeking reasons to be happy and rekindle happier memories,” Simon Goodman, founder of confectionery brand Over the Moo, told FoodNavigator.
And this view is echoed by manufacturers across the industry.
“The familiarity of timeless traditional foods and flavours provides inexpensive, warm feelings, reconnecting with great memories and past times,” Louise Monk, founder of Popcorn Kitchen, told FoodNavigator.
Furthermore, while we don't yet fully understand the long-term impact of the global pandemic on mental health, and society as a whole, it's clear that it had a major affect on eating habits, making comfort food not just a trend but a potentially permanent preference.
"The COVID-19 pandemic has had a lasting impact on mental health, with many consumers turning to comfort foods as a coping mechanism," said a spokesperson for market insight firm, Mintel.
And it appears that change is especially evident amongst younger generations.
"Whereas previous youth cohorts used alcohol or smoking to de-stress and escape their worries, Gen Z uses treats," Jonny Forsyth, director of Mintel Food & Drink, told FoodNavigator. "This need for comfort food has increased since COVID-19."
This also ties in with the nostalgia food trend, which has gained widespread popularity in recent years, as consumers seek to relive happier times.
Another reason consumers are believed to be choosing comfort foods is the need to reconnect with one another, away from devices and the busyness of everyday lives.
However, one of the more obvious reasons for the current consumer craving for comfort foods and beverages, is the need for warmth in the midst of a rather lacklustre summer. And said summer comes hot on the heels of a rain-filled winter and spring. Because while parts of southern Europe have been basking in sunshine, the vast majority of the continent has been subjected to seemingly-endless rainfall and less than clement temperatures. And the not-so-good-times are set to continue, as Europe’s Weather & Radar says, “July is forecast to see above average rainfall”. So, as many across northern Europe are still wearing warmer clothing, despite the season, it makes sense for them to also be eating warmer more hearty meals and drinking warming drinks.
Oh, and never forget the power of influencers. Where they lead, their followers… well… follow!
“Social media and influencers have been pivotal in identifying and resurrecting long forgotten flavours and products associated with unearthing happy memories,” Dan Featherstone, founder of Made for Drink, told FoodNavigator.
And on the subject of influencers, it’s clear that they are helping to power one of the biggest food trends there is – the health food trend. And that in turn is contributing towards the comfort food and beverage trend. Why? Well, when many of us think of comfort foods, we think of homecooked meals, and those meals tend to be healthier. Foods which are cooked from scratch are likely to be lower in fat, salt and sugar, as they are not added as preservatives, or to mask the flavour of preservatives. Plus the ingredients will be fresher and there will be fewer of them.
“Restaurant meals are often heavy on butter and salt, while packaged food is typically loaded with sodium and additives. Dishes made at home, however, tend to be more nutritious and contain fewer calories,” said a spokesperson for health brand Aetna.
One interesting insight, with regards to the comfort food trend, is that it may, in part, be fuelled by some food and beverage manufacturers as ever-increasing costs slow new product development.
“With high ingredient and distribution costs continuing to stifle far-reaching food and drink innovation, reacquainting consumers with intriguing flavours from yesteryear or providing quirky twists on classic offerings, with a heavy emotional footprint, is a great way to stay ahead,” explains Made for Drink’s Featherstone.
Consumers are also conforming to this money-saving behaviour, as comfort foods, particularly if they are homecooked, are deemed to be more affordable. Does this mean that fine dining has fallen from favour? Possibly yes.
"Inflation and rising costs are causing financial stress, leading consumers to seek affordable comfort foods," said a spokesperson for Mintel.
How can the food industry engage with consumers seeking comfort?
This comfort food trend offers a huge opportunity for food manufacturers as it calls on everything the industry already knows. It’s also extremely recognisable to consumers and therefore easy to get involved with and market.
And while innovation is essential for the growth of the industry, this offers an opportunity to capitalise on existing knowledge and expertise. Plus, with Autumn just around the corner, the desire for comfort foods is only going to grow throughout the year.
