From gut health to comfort food, trends are becoming increasingly powerful in the world of food and beverage.
But what happens when trends begin to compete with one another? Will one emerge victorious, or is there room in the market for both?
Body positivity vs weight loss
Yes, these are two very different trends but the fact that they exist at opposite ends of the spectrum, and are proving equally powerful, is interesting and unusual.
First, we have the body positivity movement. This has been gaining popularity across the globe for over a decade now, with the publication of books including More Than A Body by Lexie and Lindsay Kite, and Body Positive Power by Megan Jayne Crabbe, promoting acceptance of all shapes and sizes. Its emergence and success has been recognised as a direct rejection of the weight-loss industry and the often problematic language associated with it.
This has had a major impact on the food and beverage industry as brands adapt to the new messaging around weight.
“With inclusivity, body positivity and awareness being the order of the day, consumers wish to see brands steer away from the tried and tested route of showing beauty and perfection,” said a spokesperson for Mintel. “Accepting all body and skin types will definitely put an end to the superfluous standards of beauty that brands stress on. Brand communications will have to evolve to show realistic depictions of beauty and bodies rather than relying on Photoshop, thus making it more relevant to the audiences.”
However, the weight-loss industry was unlikely to stay in the shadows for long and is back with a bang.
You may not have heard of GLP-1 medication, but you will have almost certainly heard of Ozempic and Wegovy. These weight-loss drugs have burst onto the market and into the consumer consciousness, having a major impact on food and beverage, as brands work quickly to produce products, which complement the new style of eating.
Earlier this year, food and beverage giant Nestlé announced it was launching a new line of high-fibre, protein-packed foods, specifically intended to act as a ‘companion’ for GLP-1 weight loss medication users. Called Vital Pursuit, the frozen meals range is ‘portion-aligned’ to reflect the reduced appetite of users, is high in protein, and contains vitamin A, potassium, calcium or iron. There are also gluten-free options, and some air-fryer ready items. In short, weight-loss is back.
Luxury vs rustic
When it comes to eating styles, consumers are also being pulled in two very different directions. First towards the decadence of luxury foods and beverages.
While the cost-of-living crisis is still heavily influencing consumer behaviour, it has begun to ease and this has led to a rise in consumers opting for more luxurious foods and beverages.
“People are spending more of their income on wellness, hospitality and dining nowadays,” said a spokesperson for food trend analyst, Taste Tomorrow.
And while consumers are beginning to spend more, as the cost-of-living crisis eases it appears that the luxury food trend has been emerging for some time and may, in fact, have been steadily growing through the economic crisis.
The reason for this being that when times are tough, consumers find comfort in affordable indulgences.
“The luxury foods market has shown remarkable adaptability over the years, especially during economic downturns,” David Faulkner, food & drink director for market insight firm, Mintel, told FoodNavigator. “This isn’t surprising, as consumers tend to seek small, affordable indulgences during these difficult periods and food and drink are perfect options.”
However, in stark contrast to this, is the fast-growing rustic food trend.
The rustic food trend has emerged on the heels of similar trends, including the comfort food trend, and brings with it a return to more unfussy, unprocessed foods.
“Rustic products are gaining prominence, from handcrafted cheeses and small-batch spirits to authentic sourdough,” said a spokesperson for food manufacturer, Tip Top Foodservice.
And as with the comfort food trend, it appears the rustic food trend, which includes soups, casseroles and pasta bakes, is gaining popularity, as consumers seek stability in uncertain times, which started with the global pandemic.
“The pandemic had a huge impact on eating habits,” Charles Redfern, founder of organic food manufacturer Organico RealFoods, told FoodNavigator. “It was a time when there was very little to do, leading many households to revisit their recipe books and cook from scratch. And those meals were obviously more relaxed and rustic.”
It also feeds into the growing health and wellness trend, as many consumers associate pre-made meals with ultra processing, which has received negative press in recent months.
“Rustic styles and chunky textures are often used to convey ‘minimally processed’ foods,” a spokesperson for market insight firm, Mintel, told FoodNavigator. “Products that are able to show more intact ingredients, such as seeds, whole grains or other whole foods, will evoke healthy perceptions.”
Plant-based vs animal-based
Despite recent challenges, the plant-based trend is thriving, with figures from data intelligence platform, Statista, finding that an estimated 6.62 million Europeans now identify as vegan.
The reasons for this include meat and dairy’s negative associations to animal cruelty, damage to the environment and health.
“People just need to be very much aware of the impact of the western diet on the environment,” explains Labour MP, Kerry McCarthy. “Some people will become vegans because of health reasons, some for concerns about animal welfare, but increasingly people are beginning to look at the impact of industrialised farming and the fact that we just cannot sustain a western-style diet. The world’s population is predicted to grow from 6.7 billion at the moment to 9 billion by 2050 and even is we don’t have those levels of population growth, even if growth remained at current levels, it’s estimated that if everyone adopted the western style diet, we’d need three planets the size of earth in order to sustain ourselves.”
Meanwhile on the opposite side of the fence is the rise of the carnivore diet. This animal-based diet has become increasingly popular over the past year, with celebrity influencers, such as Joe Rogan, being vocal in their support.
“The growth in popularity of the carnivore diet can be largely attributed to the powerful influence of social media, particularly platforms like TikTok, where trends can spread rapidly and where content creators may gain better engagement with controversial or extreme views on nutrition,” Kyle Crowley, nutrition expert at protein brand, Protein Works, told FoodNavigator.
And the fact that social media is being credited for the emergence and growth of the carnivore diet, likely explains the reason it’s most popular amongst younger generations, in particular, millennials and Gen Z.
“This demographic is often more experimental with diets and wellness trends, driven by a desire for quick results and the influence of online communities,” explains Crowley. “However, it’s also gaining traction among middle-aged adults, particularly those looking to address weight management or chronic health issues through diet.”
‘Limited edition’ vs nostalgia
Limited-edition launches have been dominating the new product development sphere for months now. And while it’s common for festive and event-related launches to be limited, it’s less common for products that are unrelated to special occasions.
A few of the many recent examples include New York Bakery Co Limited Edition Sweet Maple Bagels, Tofifee Limited Edition Coconut and Kit Kat Limited Edition Chunky Double Choco.
This particular trend is borne out of a brands wanting to create a buzz around their products. This helps to drive product sales, as consumers rush to get their hands on something that won’t be around forever. And it’s a trend which is proving particularly powerful effect with younger consumers, including Gen Z.
“The beverage brand Prime is a great example of how scarcity marketing can drive demand and social cachet among younger consumers who fear missing out,” Jonny Forsyth, senior director of food and drink at Mintel, told FoodNavigator.
Getting noticed by consumers is becoming increasingly difficult for brands as they fight for attention on different platforms, notably social media.
“In the social media age, where it is harder than ever before to cut through the digital noise and engage younger people, limited edition launches have become even more important for bigger brands,” says Forsyth.
But while brands are going all out to create new and innovative products, the nostalgia food trend is also gaining traction, as consumers return to much-loved foods from the past.
Whether it’s the numerous Instagram accounts showing the toys, adverts, and gadgets of the past, or podcasts dedicated to the football of yesteryear (check out Quickly Kevin if you haven’t already!) Nostalgia sells.
“Everything old, is new,” says a spokesperson for industry analyst firm, thefoodpeople. “Retro dishes from the 50s through to the 80s are back in vogue – from appetisers (prawn cocktails, gilda skewers, etc.) to mains (poached fish in butter sauce, meatloaf, etc.) to desserts (trifle, roulades, etc.).”
So why are consumers embracing the flavours of the past?
“With so many varieties and developing flavours now on offer, consumers are always on the lookout for a touch of tradition,” Arainn Cleland, sales director of Yorkshire Baking Company, told FoodNavigator. “Whether these are family favourites, or flavours and products that spark nostalgia and have a ‘classic’ element to them.”
But it’s not just the joy of reminiscing that’s fuelling the current nostalgia trend. Many believe that recent global unrest and political uncertainty has led to a consumer desire for simpler times.
“In light of global crises, such as the pandemic, followed by inflation, consumers are leaning on nostalgic brands to remind them of good times, and for reassurance regarding quality and taste,” says a spokesperson for market insight firm Mintel. “The nostalgia focus on the ‘before years’ – before the COVID-19 pandemic – stems from a retrospective perception of this period as a better time for many.”
Which of these four trend battles will emerge as the winner remains to be seen. Watch this space...
