Table of Contents
Executive Summary
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- Top takeaways
- Impact of COVID-19 on better-for-you foods
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on better-for-you foods, November 2020
- Opportunities and challenges
- BFY food market should lean in on connection to physical, mental wellbeing
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- Figure 2: Select opinions on healthy eating, physical and mental wellbeing, August 2020
- Parents are more persuadable
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- Figure 3: Motivations for purchasing more healthy foods, by parental status, August 2020
- Foods for trending diets attract niche but loyal following
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- Figure 4: Any agree diet trends are a healthy way to eat, by eating habits, August 2020
- Not everyone is opposed to processed foods
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- Figure 5: Any agree processed foods can be part of a healthy diet, by eating habits, August 2020
- Affordability of increased importance
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- Figure 6: Encouraged to buy more healthy foods – more affordable options, by household income, August 2020
The Market – Key Takeaways
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- Everyone is a target for the better-for-you market
- Adventurous eaters seek healthy choices at high rates
- BFY foods can be important tool for healthy eaters as pandemic continues
- BFY foods should step in as cooking at home continues
- BFY brands should home in on affordability
- Obesity even greater concern during pandemic
- Kid-friendly BFY foods support stressed-out parents
- Veggies in disguise are on the rise
Target Audience by the Numbers
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- People want to eat healthily
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- Figure 7: Eating habits, August 2020
- BFY brands should consider needs of younger men, older women
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- Figure 8: Eating habits, by gender and age, August 2020
- Parents aspire toward healthy eating despite obstacles
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- Figure 9: Eating habits, by age of children in household, August 2020
- City dwellers lead in healthy eating self-perceptions
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- Figure 10: Eating habits, by area, August 2020
- Income disparity affects healthy eating efforts
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- Figure 11: Eating habits, by household income, August 2020
- Mintel Food and Drink Consumer Segmentation
- Adventure eaters have healthiest outlook
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- Figure 12: Eating habits, by food and drink segmentations, August 2020
Impact of COVID-19 on Better-for-You Foods
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- Figure 13: Short-, medium- and long-term impact of COVID-19 on better-for-you foods, November 2020
- Lockdown
- Re-emergence
- Recovery
- COVID-19: US context
- Learnings from the last recession
- Market growth will remain steady
- Food at home remains a priority
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Market Factors
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- Better-for-you market will survive, but many will seek more affordable options
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- Figure 14: Consumer confidence and unemployment, 2000-April 2020
- Figure 15: Eating habits, by employment status/sources of income, August 2020
- Despite healthy eating efforts, obesity rates continue to rise
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- Figure 16: Percent of people aged 20 or older who are overweight or obese, 2001-02 to 2015-16
Market Opportunities
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- Beyond better for you . . .
- . . . Better for the planet
- . . . Better for society
- Better for you foods can offer security in uncertain times
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- Figure 17: Mintel Global Trend Driver – Wellbeing
- Convenient, kid-friendly BYF options for busy families
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- Figure 18: No additives/preservatives claims in baby- and kid-focused US food launches*, 2015-19
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- Figure 19: Better-for-you foods for kids
- So many ways to eat your veggies
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- Figure 20: Vegetable-based meal examples
- Figure 21: Vegetable-based snack examples
- Protein: Animals vs Plants
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- Figure 22: US product launches with high/added protein claim, food super-category, 2015-19
- Figure 23: Top 15 food subcategories featuring products with high/added protein claims, 2015-19
- Improved image for animal-based proteins
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- Figure 24: Foods featuring animal-based protein
- Plant-based proteins appeal to flexitarians
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- Figure 25: Foods featuring plant-based protein
Companies and Brands – Key Takeaways
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- The time is ripe for better-for-you indulgence
- Let’s get functional
Competitive Strategies
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- Better for you comfort foods have a time to shine
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- Figure 26: Mintel Global Trend Driver – Experiences
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- Figure 27: Better-for-you comfort food examples
- Speciality diets drive innovation despite niche audience
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- Figure 28: Packaged foods for special diets
- Functional ingredients in unexpected places
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- Figure 29: Condiments and desserts with added functional ingredients
- Tie in to healthy traditions
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- Figure 30: Mintel Global Trend Driver – Identity
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- Figure 31: Better-for-you foods with international flavors
The Consumer – Key Takeaways
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- Consumers seek freshness, but need convenience
- Many ways to win over consumers
- Pandemic influences healthy eating for better and worse
- Processed foods can be healthy too
- Healthy is in the eye of the beholder
- Immune health associations support BFY foods market
Health Attributes Sought
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- Freshness reigns, sugar avoided
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- Figure 32: Attributes sought in healthy foods and beverages, August 2020
- Older adults have traditional concerns
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- Figure 33: Select attributes sought in healthy foods and beverages, by age, August 2020
- Younger adults seek protein and plants
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- Figure 34: Attributes sought in healthy foods and beverages – protein content and plant-based, by age, August 2020
Motivators for Purchasing Healthy Foods More Often
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- BFY brands have many ways to win over shoppers
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- Figure 35: Motivations for purchasing more healthy foods, August 2020
- Affordability can close the gap in healthy food accessibility
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- Figure 36: Encouraged to buy more healthy foods – more affordable options, by household income, August 2020
- Parents want tasty, healthy shortcuts
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- Figure 37: Motivations for purchasing more healthy foods, by parental status, August 2020
COVID-19 Influenced Behaviors
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- Pandemic influences eating behaviors for better and worse
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- Figure 38: COVID-19 influenced behavior changes, August 2020
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- Figure 39: COVID-19 influenced behavior changes, by eating habits, August 2020
- Parents look to healthy food for security
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- Figure 40: COVID-19 influenced behavior changes – choices for kids, by eating habits, August 2020
Opinions on Food Types
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- Freshness remains strongly associated with healthfulness
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- Figure 41: Opinions on food types, August 2020
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- Figure 42: Correspondence analysis – symmetrical map – opinions on food types, August 2020
- Healthy eaters more open to prepared meals, processed foods
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- Figure 43: Opinions on select food types, by eating habits, August 2020
Foods Limited in Diet
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- Sweet treats are the first to go when planning healthy meals
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- Figure 44: Foods limited in diet, August 2020
- A healthy menu is in the eye of the beholder
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- Figure 45: Select foods limited in diet, by eating habits, August 2020
- Men and women differ on healthy preferences
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- Figure 46: Foods limited in diet, by gender, August 2020
Attitudes toward Healthy Eating
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- Healthy eating for wellbeing, immune support
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- Figure 47: Select opinions on healthy eating, physical and mental wellbeing, August 2020
- Connect sustainable and healthy
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- Figure 48: Sustainably sourced foods are generally healthier, by age, August 2020
- Not everyone is opposed to processed foods
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- Figure 49: Select opinions on healthy eating, processed foods, by eating habits, August 2020
- Full-time BFY eaters more likely to feel trending diets are healthy
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- Figure 50: Select opinions on healthy eating, diet trends, by eating habits, August 2020
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Consumer
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- Figure 51: Correspondence analysis – principal map – opinions on food types, August 2020
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- Figure 52: Opinions on food types, August 2020
- Correspondence Analysis Methodology
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- Figure 53: TURF analysis – attributes sought in healthy foods and beverages, August 2020
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- Figure 54: Table - TURF analysis – health attributes sought, August 2020
- TURF Methodology
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- Figure 55: Foods limited in diet, by eating habits, August 2020
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