Category
Lifestyle
Assisted Choices
Trend cluster
Category
Ambient
Meal
Brands are launching shelf-stable and nutritious comfort food to suit consumer needs.
3.7
Trend score
Trend
What is the Ambient Meal trend?
Ambient Meal: Brands are launching packaged foods with extended shelf-life which are prioritized during COVID-19. Offered as meals that take cues from comfort foods, these products seek to bridge the gap between indulgence, without completely compromising the health-focused diet.
Insight
The consumer insight behind the Ambient Meal trend
As consumers are cautious about making too many trips to the grocery store amid the COVID-19 pandemic, they are now increasingly purchasing shelf-stable and non-perishable products. However, as many have worked hard to adapt to healthier lifestyle choices prior to virus-related concerns and since this category is traditionally notorious for lacking in nutritional value, a demand is created for ambient options that combine healthier recipes and convenience for safety's sake.
Trend themes
Themes within the Ambient Meal trend
Three behaviours holding the trend together01
Shelf-Stable Nutritious Comfort Food
The trend of launching packaged foods with extended shelf-life has created a demand for ambient options that combine healthier recipes and convenience for safety's sake.
02
Plant-Based Ambient Foods
The trend of plant-based ambient foods is based on classic comfort food, emphasizing nutritional value, convenience, and longer shelf-life.
03
Digestion-Friendly Food Brands
The trend of low FODMAP diet and specialized cooking essentials helps those with dietary restrictions enjoy flavorful and safe meals.
Industry implications
What the Ambient Meal trend means for industry
Where the trend changes the playbookFor
Convenience Food
The convenience food industry can explore the possibilities of healthier, long-lasting options that answer current needs.
For
Plant-Based Food
The plant-based food industry could further develop nutritious and free-from additives options with an emphasis on comfort food flavors and textures.
For
Specialized Health Foods
Companies specializing in health foods can expand their offerings to cater to strict dietary restrictions, with an emphasis on convenience and flavor.
Workshop question
How can your brand combine convenience and wellness to offer consumers peace of mind?
Trend signals
Trend signals for Ambient Meal
Trend score 3.7 out of 10, from popularity 56%, activity 46%, freshness 9%.
Popularity56%
Activity46%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Ambient Meal trend
5 featured examples from Jan 16, 2020 to Jan 19, 2021CategoryLifestyle
Veggie-Packed Rice Alternatives
RightRice Medley Combines Vegetable-Based Rice & Ancient Grains
Companies in the food and beverage industry can explore incorporating more vegetables and plant-based ingredients into their products, focusing on nutrient density and convenience.
CategoryMarketing
Plant-Based Ambient Foods
Fiid's Plant-Based Range of Goods is Rooted in Comfort Foods
The food industry can tap into the plant-based ambient foods trend to develop innovative products that cater to the growing demand for convenient and healthy meal options.
CategoryLifestyle
Digestion-Friendly Food Brands
Gourmend Foods Specializes in Low FODMAP Diet Cooking Essentials
The food industry has an opportunity to create and market products specifically tailored towards those with IBS or SIBO who follow the low FODMAP diet.
CategoryLifestyle
Nutritionally Complete Savory Meals
Huel Hot & Savory is a Vegan Nutritionally Complete Meal
The food and beverage industry can explore the development of more plant-based meal replacement options.
CategoryMarketing
Shelf-Stable Vegan Hummuses
Odysea Houmous is Being Launched in the UK as the First of its Kind
Opportunity for food and beverage companies to create clean-label vegan snacks with unique and bold flavors.
