Healthy eating One trend that continues to evolve around food and beverage, is providing a health benefit. According to Mintel, 46% of UK consumers associate clean label products with ‘good for you’ and 24% with ‘highly nutritious’.7 ‘Clean’ has become an eating pattern and resonates positively with consumers on health and nutritious grounds.
UK: qualities associated with ‘clean eating’ diets, % of customers who agree, Nov 2018 46
Good for you 30
Expensive 24
Highly nutritious
23
Hard to follow long-term
22
Good for weight management 20
Trendy Good for the environment
19
Limited range of foods
19
Boring
13
Energy-boosting
13
None of these
13 2
Bad for you 0
Base: 2,000 internet users aged 16+
Source: Mintel GNPD7
5
10
15
20
25
30
35
40
45
50
The COVID-19 pandemic, which is most threatening to people with various underlying health conditions often associated with poor dietary habits, has prompted consumers to examine their health more closely. It will also, according to analysts, amplify consumers’ search for healthy products and functional foods that might assist them in improving their health. Mintel has been tracking consumer attitudes during the pandemic, and during a survey conducted between 28 May and 4 June 2020, it found that 36% of US adults considered eating healthy to be a higher priority since the COVID-19 outbreak, with only 8% saying it was a lower priority.8
Clean Label: The 2020 guide to an evolving trend | 5
