Category
Lifestyle
Assisted Choices
Trend cluster
Category
Flexitarian
Focus
"Flexitarian" diets are being accommodated by food brands.
3.9
Trend score
Trend
What is the Flexitarian Focus trend?
Flexitarian Focus: "Flexitarian" diets, known as diets that accommodate meat but in limited amounts, are now being specifically catered to by food brands. Whether creating low-meat products or menus that are flexible in the meat and meat alternative options they offer, this shift shows how brands can cater to multiple consumer groups with diverse and flexible offerings.
Insight
The consumer insight behind the Flexitarian Focus trend
With the growth of alternative diets has also come openmindedness from consumers who still subscribe to traditional diets, but are curious about experimenting with the different options that are now readily available. Having brands accommodate a wider range of consumers is the next step as niche diets become mainstream, and traditional diets remain relevant. Whether for health-conscious consumers, consumers with alternative diets, or those just looking to try out something new, increased choices in this category benefit most.
Trend themes
Themes within the Flexitarian Focus trend
Three behaviours holding the trend together01
Flexitarianism
Flexitarian diets accommodating meat in limited amounts being catered by food brands
02
Hybrid Blending
Blending meat with plant-based ingredients to create healthier meat options
03
Diet-specific Offerings
Offering food products that cater to niche diets like flexitarianism
Industry implications
What the Flexitarian Focus trend means for industry
Where the trend changes the playbookFor
Food Industry
Food brands can cater to multiple consumer groups with diverse and flexible offerings
For
Food Service Industry
Environmental-conscious options through blended food products help reduce carbon footprint and allow for conscious eating that is more flexible and less regimented
For
Fast-Casual Restaurant Industry
Meat-eaters who are considering the carbon footprint of their food being catered with diet-specific and flexitarian-friendly products
Workshop question
How could your brand be more flexible in its ability to offer solutions?
Trend signals
Trend signals for Flexitarian Focus
Trend score 3.9 out of 10, from popularity 69%, activity 40%, freshness 8%.
Popularity69%
Activity40%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Flexitarian Focus trend
5 featured examples from Jan 10 to Jan 23, 2019CategoryLifestyle
Niche Diet Burger Offerings
Aldi's Flexitarian Burger is Geared Towards More Conscious Meat Eaters
The trend towards more conscious meat consumption provides an opportunity for food retailers to offer more hybrid meat products and meat alternatives for flexitarians.
CategoryLifestyle
Mindful Meat Burgers
'The Natural' By Sodexo Reduces Carbon Footprint With a Mushroom Blend
The food service industry has the opportunity to introduce menu items that promote mindful meat consumption and help reduce carbon footprint.
CategoryLifestyle
Flexitarian-Friendly Hybrid Burgers
Byron's 'Classic Flex' and 'Reflex' Burgers are Diet-Specific
Opportunity for fast-casual chains to introduce flexitarian-friendly menu items and attract a wider customer base.
CategoryLifestyle
Hybrid Blended Sausages
Debbie & Andrew's Flexilicious Chilli Con Carne Sausages are Diet-Friendly
The food and beverage industry can explore new opportunities by developing and marketing blended meat and vegetable products that cater to the flexitarian diet trend.
CategoryLifestyle
Flexitarian Food Collections
'Plant Kitchen' by Marks & Spencer's Supports Flexitarian Eating
By offering plant-based and vegan food options, retailers can attract health-conscious customers and tap into the growing trend of plant-based eating.
