The way that consumers approach eating healthily is evolving. Consumer behavior and healthy eating habits are being impacted by a post-pandemic emphasis on health and preventive nutrition, persistent economic difficulties, and additional studies on the health hazards of highly processed foods.
Numerous of these elements have contributed to the trend toward healthier eating. Since the COVID-19 pandemic, more than two-thirds of Thai consumers have made eating properly a greater priority. In India, nearly two-thirds of consumers have reduced their unhealthy snacking behaviors. However, some consumers have made healthy eating less of a priority as a result of the recent economic difficulties. For instance, while most Germans eat healthily most of the time, Mintel discovered that in 2022, more than half of Germans stated that managing their weight was less essential to them than financial issues. This demonstrates how good eating practices may become less common during difficult economic times.
However, Mintel’s market research has discovered a global movement towards health-conscious eating when short-term issues like the financial crunch are taken out of the equation. Similar to the UK, where 68% of consumers said they eat healthily all or most of the time, 74% of Canadians shared the same perspective.
This demonstrates that many customers continue to prioritize healthy eating in spite of persistent obstacles. This article examines the most recent developments influencing how consumers approach healthy eating.
Completely Natural
Natural meals are becoming more popular than processed ones among consumers worldwide. The clean label movement is a response to customers’ increased demands for naturalness and transparency in the foods they eat, as well as the expanding scrutiny of product contents. “Natural ingredients” are a primary consideration for nearly half of Italian shoppers when they go grocery shopping. Although customers are interested in minimally processed foods, most would not pay extra for them, which is a problem for natural food brands. This increased awareness of processed foods, however, corresponded with a higher cost of living.
Customers are learning to discern between processed and ultra-processed meals and are becoming more conscious of the many stages of food processing as their knowledge of natural and processed foods grows. Customers are striking their own balance between what they view as “good” and “bad” processing, favoring minimally processed foods that are pleasant, inexpensive, and nutritious. Nevertheless, 68% of UK consumers concur that highly processed foods are acceptable in moderation as part of a balanced diet, despite all the criticism. In order to assist consumers in making educated judgments about how processed foods fit into a balanced diet, brands must communicate clearly. They could also offer “better-for-you” substitutes for decadent, highly processed favorites to make comfort eating healthier.
Holistic Health Diet
Following the World Health Organization’s definition of health, which states that “health is a state of complete physical, mental, and social wellbeing, and not merely the absence of disease or infirmity,” the concept of healthy is changing and becoming more holistic. Since a healthy diet is a prerequisite for good health, it goes without saying that this has impacted how many consumers approach healthy eating. According to more than two-thirds of German consumers, your emotional health is directly impacted by the food you eat.
Holistic diets address mental and social well-being in addition to physical health and weight control. In addition to typical healthy foods (low in calories, sugar, etc.), consumers are also seeking foods that promote mental and emotional well-being. Both scientists and consumers are beginning to recognize the connection between gut microbiota and general health. The market has responded to this. According to Mintel’s GNPD data, in the last five years, 22% of new food, drink, and healthcare products introduced worldwide with a digestive health claim also included an immune health claim. With the creation of new products and on-pack messaging, brands have the chance to build on this. Opportunities are also presented by other holistic health movements like anti-inflammatory foods, which are connected to mental well-being and are becoming more and more well-liked by consumers who care about their health.
Social issue-focused holistic dieting is likewise becoming more and more popular. Growing worries about the sustainability of food production and the effects of diets on the health of people and the world have given rise to the eco-dieting movement. It has been difficult to overlook the increase in plant-based diets and its connection to global health in recent years. However, the eco-diet movement incorporates a fully sustainable perspective and goes well beyond reducing intake of meat and fish. Production techniques and product sources are becoming more and more significant. Consumers around Europe are particularly interested in domestically sourced and made goods when it comes to sustainability. Even processed foods are not immune from scrutiny; over half of UK consumers have checked the meat’s country of origin on a processed meat product in the last three months. Innovative solutions to food sustainability challenges are needed.
Preventive Actions
Eating habits that promote long-term health are becoming more and more popular as a result of aging populations and greater awareness of the frequency of diet-related health problems. A growing number of consumers are considering “food as medicine,” emphasizing the importance that nutrition and diet play in preventing illnesses. By highlighting the protective effect of diet on health, the longevity dieting trends concentrate on creating foods and eating habits that not only promote a longer lifespan but also improve quality of life. This includes prepared foods made to help control blood sugar, like Be Fit Food Thai Green Chicken Curry in Australia and Nestlé’s Lean Cuisine Balance Bowl in the US.
Weight management is also addressed by innovations in longevity eating, such as the creation of appetite suppressors and studies on unprocessed foods (UPFs), which are anticipated to boost demand for less processed foods. The trend toward healthy weight management includes products that aid in appetite regulation, such as those that contain fiber and chromium. Additionally, new research indicates that texture may also play a role in appetite regulation, indicating a possible area for new product development.
Towards the Future with Mintel
Trends for holistic eating that take into account the mind, body, and planet are probably going to increase, especially as more studies on the risks of highly processed foods come to light and as consumers’ concerns about sustainability and the environment resurface as financial strain lessens. In order to have a prosperous future in the healthy eating market, brands must consider the evolving needs and concerns of consumers when developing new products.
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