Insights

Food and Drinks Trends: how is Covid affecting innovation?

What brands should be considering

Understanding the new covid world we live in and creating solutions that reflect it is critical to the survival of new and old brands alike.

In a recent report we compiled with Huxly, part of the MMR Group, we share insight into the way things are shaping up and what businesses should be thinking about.

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Here are a few key takeaways from the report:

People are looking for easy ways to boost their health.
This has had an impact on supermarket shelves where products demonstrating functional benefits or ‘better for you’ credentials are rapidly appearing.

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Preserving positive mental health has also been important.
The trend in mood and energy boosting foods and drink has continued, with brands communicating the mood boosting benefits they offer.

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Indulgent comfort food and snacks and experiencing an uplift.
Boredom and being at home all day has caused this strong trend.

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Consumption of hot beverages at home has grown dramatically.

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More families are eating dinner together.
Rising from 28% in February 2020 to 44% during lockdown, according a study by Travelodge.

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Social distancing will impact how people want to share snacks.
Especially if another socially distant summer is a possibility.

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Frozen food has had a huge COVID boost.
Sales shot up over 16% when lockdown was announced and have continued to maintain high levels even when panic buying died down.

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More people are more hands on with food and experimentation.
Partly due to necessity (to facilitate fewer trips to the store) and a joy (as people had more time on their hands in the kitchen).

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People are becoming more cost conscious.
Either through job loss or a desire to preserve their financial future. This could result in more shoppers visiting discounters or switching into private label.

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So, what does this all mean for food and drinks brands?

In the report, we’ve identified 4 key trends to look out for…

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1. Better Mind & Body

Innovation that helps consumers feel more in control of their physical and mental health, such as Yuno bio tactical drinks and Cloud Water.

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2. Comfort Snacking

Innovation that builds on the desire for comforting snacks, such as Kit Kat Snax which go just as well with a beer as a cup of tea.

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3. Home Cooking

Innovation that capitalises on the growing trend in home cooking, such as local restaurant meal kits.

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4. Socially Distanced Living

Innovative ways that the food industry is responding to the new socially distanced normality, such as the Pot Noodle Fresher’s Fair, a gaming experience for students who are starting university virtually.

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You can find out more about all these trends and the brands capitalising on them by reading the full report here.

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A little more about Huxly

Like us, Huxly is part of the MMR Group. They are a unique team of strategists, designers and sensory scientists who use radically new approaches to build stronger, more successful products and brands.

Being part of the MMR group gives them a global network of researchers and strategists, powerful digital tools and a data science capability. This allows them to understand strategic and cultural situations globally and develop inspiring creative solutions.

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Contact us (details below) to find out more about how this thinking could assist your marketing efforts.