Will COVID-19 Shift Food Trends?

The COVID-19 pandemic has undoubtedly impacted our lives in a myriad of ways. And it’s likely that it will usher in vast changes in worldwide eating habits, as well as elevating new food trends. It is also likely to have an impact on meat consumption, as individuals opt for more sustainable alternatives and make more thoughtful purchasing decisions vis-à-vis the environment. We’re likely to see an increasing trend towards homemade food, with consumer interest focused more on hygiene and safety, as concerns about eating in restaurants remain at the forefront of people’s minds in our post COVID-19 world. Here we explore the ways food trends may be shifting in the wake of the pandemic.

Healthy Living, the Immune System and Vegan Prominence

The broad consumer trend of ‘healthy living’ has undoubtedly been bolstered during the COVID-19 outbreak.  According to Michelle Evans, senior head of digital research at Euromonitor, “consumers are adopting a more holistic approach to wellbeing – one which supports their spiritual and mental wellbeing as well as their physical health”. And this new emphasis is undoubtedly a response to habits created around preventative health, with individuals placing a strong emphasis on healthy diets, which support their immune systems and reduce the likelihood of becoming infected.

It’s highly likely that the meat alternatives market continue to grow, with many individuals shifting from animal-based diets to plant based ones. According to Mintel, vegan diets have become increasingly attractive to consumers during the COVID-19 pandemic. In fact 25% of British millennials (aged 21-30) have made the switch to a full vegan diet in wake of the Coronavirus crisis. The same Mintel research paper also states that the Brits have an increasing belief in the generic healing power of plants, with 51% of them stating they believe in their medicinal benefits. 

Cooking and Baking At Home 

Under lockdown, with most restaurants and food outlets closed, most people have been cooking at home. This has led to a surge in the popularity of both fresh food and food with a long-life. The latter has clear advantages; it can be stored outside of the fridge, is affordable and serves as a great “safety net”.

A June 2020 study by Singapore-based startup Ai Palette explores COVID-19's impact on consumers’ food preferences in Asia. The study found that “fresh produce saw a significant increase in Indonesia and Philippines”. And that the Philippines fresh food industry saw an exceptionally high 444% year-on-year growth as consumers opted for fresh food instead of canned and frozen alternatives. This dramatic increase in demand for fresh fruit and vegetables is most likely to be driven by general health concerns during the worldwide lockdown.

Food manufacturers and restaurant owner must adapt to our new world, and develop a more laser-focused approach to the efficacy of their products and services if they’re going to meet the changing COVID-19 landscape.

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