- Contents
- *Overview
- What you need to know
- Key issues covered in this Report
- Definition
- COVID-19: Market context
What you need to know
The better-for-you foods market will continue to grow despite the current economic downturn, thanks to consumer reliance on these products to support their overall wellbeing. The vast majority of consumers associate a healthy diet with both their physical and mental health, as well as a strong immune system, meaning better-for-you products will remain a priority as the COVID-19 pandemic continues. Still, the ongoing economic downturn will encourage some to seek more affordable solutions, including the widening assortment of store brand offerings.
Key issues covered in this Report
Associations of healthy eating with physical and mental wellbeing – as well as immune system health – will support the better-for-you foods market through the COVID-19 pandemic.
Dedicated better-for-you shoppers consider these foods to be essential to some extent, but the ongoing economic downturn will fuel increased demand for more affordable options.
Parents are a key and partially untapped demographic in this market. Better-for-you brands have opportunities to offer solutions for stressed out caretakers and their kids that are tasty, convenient and healthy.
Specialized dieters are driving consumers to diet-compliant offerings.
Definition
This Report assesses consumer attitudes and behaviors regarding foods positioned as healthy or better-for-you.
COVID-19: Market context
Consumer research for this Report was fielded in August 2020 and reflects consumers’ attitudes and behaviors during the COVID-19 pandemic as restrictions on movement began to ease and businesses began to reopen across the US. The Report was written October 5-November 2, 2020, when all states were open but some states began rolling back and reinstating restrictions due to increasing COVID-19 cases.