With one in three consumers agreeing that they are interested in trying the latest foods claimed to boost your
health (eg chia seeds, spirulina),It goes without saying that the UK is a population is become more and more health savvy. But what are the key trends behind this surge in the health conscious?
Thanks to the media – influencers, brands and campaigns such as Change4Life’s ‘sugar smart app’ have enabled sugar to be exposed as the nasty monster behind our health concerns. Aiming to raise awareness of how much sugar is contained in everyday food and drink, the app works by scanning barcodes and displaying the total sugar in cubes or grams.
CONCERNS OVER MICRO-NUTRIENT DEFICIENCIES FROM THE RISE IN FREE-FROM DIETS
The prolific attention on sugar and the rise of “free-from’ diets has left other areas of nutrition ignored. With little focus being drawn to the importance of specific micro-nutrients, a review entitled ‘Micronutrient status and intake in the UK– where might we be in 10 years’ time?’ was published in the Nutritional Bulletin in February 2016. Finding that Vitamin D, calcium, iron and iodine were particularly lacking in some groups in the UK population. At least one in 10 teenagers are thought to be falling short on key micro-nutrients.
SUPER-FOODS SHAPING NEW PRODUCT DEVELOPMENT
The increasing emergence of the next ‘must-have’ superfood has increased new product development. Since According to Mintel, since Kale became the ‘it’ food of the moment, its presence in food new product development increased fivefold between 2013 and 2015.
PROTEIN PROTEIN AND MORE PROTEIN
As a result of a prolific growth in interest on sports nutrition, especially amongst the younger generation – protein has attracted more and more interest and attention. New product development containing ‘high-protein’ claims doubled between 2013 and 2015.
EATING HEALTHY MOST OF THE TIME ON THE INCREASE
Healthy diets have well and truly become part of a large number of the UK’s diet with 48% of the population agreeing that they try to eat healthy the majority of the time.
COOKING FROM SCRATCH
Attention has well and truly been drawn to the importance of cooking from scratch in order to take control of ensuring a healthy diet. Mintel reported that 52% of people asked stated that they regularly cook from scratch.
WE WILL PAY MORE FOR MORE
With quality often comes cos – but are we willing to pay it? A third of UK adults think it is worth paying more for highly nutritious foods (eg high in vitamins, minerals etc), rising to 40% of under-35s and 40% of ABs.