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

Good for you

Expensive

Highly nutritious

Hard to follow long-term

Good for weight management

Trendy

Good for the environment

Limited range of foods

Boring

Energy-boosting

None of these

Bad for you

0 2

5 10 13

13

13

15 24

23

22

20

19

19 30

20 25 30 35 46

40 45 50

Base: 2,000 internet users aged 16+ Source: Mintel GNPD7

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

Stephanie Mattucci, Associate Director, Global Food Science at Mintel says:

"Clean has become the new healthy. Producers can explore attributes that consumers link to 'clean', such as minimally processed and free-from." 9

Source: Mintel GNPD 10

Lima Glutenvrije Havervlokken met Matcha en Spirulina (Gluten-Free Oat Flakes with Matcha and Spirulina) can be used without cooking. This fibre rich, express product contributes to lower cholesterol, is a source of protein and is made without added sugars.

Ingredients: gluten free oat flakes* (99.5%), matcha powder* (0.3%), spirulina powder* (0.2%). *organic

However, while consumers do want to eat more healthily, many are not willing to spend time in the kitchen cooking.

Katharina Bagul, Industry Manager for Food and Nutrition at Euromonitor International says:

“From our surveys we have found that young people in particular, prefer to do other things to cooking from scratch. So, this is where manufacturers need to innovate and see if they can produce products that are a little less processed and healthy and convenient.” 11

Source: Mintel GNPD 12

This vegetarian product is made with 100% natural ingredients, is a source of protein, and contains one out of five of the recommended daily fruit and vegetable portions. It is ready in eight minutes in the pan or in the microwave, and retails in a 350g pack bearing preparation instructions.

Ingredients: bulgur (24.4%), spinach (17.14%), yellow carrots, chickpeas, grilled zucchini (zucchini, sunflower seed vegetable oil), water, tomatoes, extra virgin olive oil, salt, rice starch, chili, ginger.