The Rise of Healthier Eating Habits Among Consumers

A recent report from Mintel has unveiled a burgeoning trend among consumers towards healthier living and eating habits. This trend has wielded a significant influence on the food and drinks industry, with half of adults acknowledging feelings of guilt after consuming unhealthy food and expressing a desire to integrate more nutritious items into their daily diets.

This shift towards healthier living has led to the valuation of the global health and wellness food market at a remarkable 841 billion U.S. dollars, with further growth projected to reach one trillion U.S. dollars by 2026, according to Statista.

Consumers are gravitating towards a variety of healthy food products, encompassing naturally healthy foods, functional foods, and superfoods. One of the most noteworthy trends in the UK and Europe has been the escalating consumption of fresh, whole foods, particularly fruits and vegetables, as more individuals deviate from ultra-processed foods in favour of high-quality, fresh produce. Indeed, a recent study from Mintel predicts a downturn in meat substitutes as more consumers opt for meat-free meals crafted from vegetables and pulses due to budget constraints.

The cost-of-living crisis has also affected shopping patterns, with many consumers expressing apprehensions about not obtaining adequate nutrients due to reduced budgets. This has presented an opportunity for brands and retailers to furnish more affordable yet still high-quality options to meet the demand for nutrient-dense produce.

In addition to health considerations, sustainability has also assumed escalating importance to consumers when making purchasing decisions. There is a mounting anticipation for healthy products to also be sustainable, which is likely to emerge as a prime concern for consumers in the future.

Data from retail data experts Reapp indicate shifts in consumer preferences within the food category, with a decline in plant-based iced coffee sales and a surge in plant-based milk coffee sales. The data also exhibits an upswing in sales of free-from chilled desserts and frozen meat-free products.

According to Georgina Bradford, Marketing Director Nutrition at Unilever UKI, plant-based meats still possess considerable potential for growth, despite recent declines in sales. Plant-based dietary substitutes have proven to be healthier for both the environment and people, rendering them an enticing option for consumers.

Neil Stewart, Head of Marketing – Cheese at Saputo Dairy UK, observes a mounting demand for healthier snacking options, particularly for naturally nutritious, protein-rich products like cheese snacks, which have witnessed substantial growth in value.

Gill Riley, Marketing Director at Quorn Foods UK, underscores the company’s dedication to propelling the meat-free category forward by proffering quality, great-tasting, and sustainable products. Quorn’s array of meat-free products caters to shoppers seeking value, convenience, and easy-to-prepare meals.

Furthermore, Kepak’s Rustlers has introduced a meat-mimicking ‘Chick’un’ fillet to meet the demand from shoppers adhering to flexitarian diets. This new addition to the Rustlers Meatless Maverick range furnishes consumers with a convenient and high-quality meat-free option.

Finally, Martin Purdy, Commercial and Marketing Director at Florette UK, highlights the potential for year-round sales of prepared salads, noting that there is a consistent demand for natural, healthy options that retain their relevance.

On the whole, the surge of healthier eating habits among consumers has cast a profound impact on the food and drinks industry, and it is apparent that this trend is enduring. As consumers persist in elevating their prioritisation of health and wellbeing, the demand for nutritious, sustainable, and high-quality food options is poised to surge even further in the forthcoming years.