Brands are launching shelf-stable and nutritious comfort food to suit consumer needs
Trend - 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 - 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.
Insight - 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.
Workshop Question - How can your brand combine convenience and wellness to offer consumers peace of mind?
Trend Themes
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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.
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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.
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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
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Convenience Food — The convenience food industry can explore the possibilities of healthier, long-lasting options that answer current needs.
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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.
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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.
