Sustainability, health and convenience “Consumers continue to be influenced by bigger macro trends such as the climate crisis and an everincreasing drive toward convenience,” Miller said, adding that ‘smart nutrition’ meal replacement beverages like Huel and Soylent fit well at the crossroads of specialised nutrition categories like weight management and sports nutrition, and fulfil these broader industry trends of sustainability and elevated convenience. “These products are very convenient and have an enviable sustainability profile. Obviously, they’re not suitable for everybody but certainly for many younger or time-pressed consumers, these foods are going to be very appealing. We have seen some of the brands operating in this space pushing their products as sustainable, convenient, good for you, good for the planet – and it also works with the ‘new normal’ Covid work environment. You can just have it at your desk.” He added that this “may be in direct contrast to the increase in cooking from home trend”, but Mintel’s research suggests that this might not be a trend with long-term staying power. For instance, during July of this year more than 30% of Japanese consumers said they were cooking more from home, but post-Covid, only six per cent said they intended to continue. “That shows us that some of these trends are transient,” said Miller. “We need to look at some of these macro trends that have been around for a very long time such as plant-based, convenience and sustainability. These are likely to continue in the longer term.”
Health concerns and vulnerability Interest also has increased in functional foods, particularly those intended to help with energy levels, sleep and mood, according to Mintel. It found that stress tops the list of health worries for many consumers at the moment, making room for ingredients like adaptogens and nootropics, which the market researcher expects to grow. In addition, Covid-19 has broadened the market for brands offering foods and supplements for special medical purposes. “What we have seen as a result of Covid is a demarcation between those who are mostly well and those who are vulnerable,” Miller said, specifying that this latter group generally refers to the elderly, those with chronic diseases like diabetes, and expectant mothers. “Supporting these vulnerable groups is a big opportunity for brands who are trying to get into the special medical nutrition space,” he said. The legacy of Covid-19 builds on existing awareness of a rapidly ageing population, and the challenges that brings in itself, such as age-related muscle loss and macular degeneration, for instance. “With an ageing society, nutrition is going to have a much greater role. We have become much better at extending life, but not in good quality health,” he said. “…The foods for special medical purposes sector need to adapt to the society that’s coming, and I think Covid has really put the accelerator on that process, making these products more accessible and more normalised.”
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