Wellness Redefined: Healthy Eating in a Post-Coronavirus World

August 2020

The emergence of the Coronavirus (COVID-19) pandemic has boosted consumer interest in being healthy. New habits around preventative health including immunity-boosting and mental wellbeing are set to play an even greater role in the pursuit of an optimal holistic state of wellbeing. The current climate has also reinforced a back-to-basics approach where affordability, safety and localism become more important than ever to meet the demands of a more empowered and educated consumer.

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Key Findings

Health becomes the number-one priority

COVID-19 has put health front and centre. However, there is a tension between increased demand for health and wellness offerings (generally premium) and reduced discretionary spending. Strategies around value reassessment will become crucial in the current climate.

Focus on preventative health turns paramount

Consumers are taking greater ownership of themselves and prioritising their health, hence prevention has taken precedence. A focus on functional food, especially immunity-related ingredients, can help to meet consumers’ most immediate needs.

Communicating added value by addressing not only products but also supporting overall wellbeing, including mood enhancement and mental wellbeing, will be key in the long run.

Tradition and localism return to the fore

The pandemic has accelerated demand for food provenance and ingredients that are well known and trusted. Local sourcing is increasingly sought in connection with high quality and food safety as well as a means of supporting the local economy.

The reinforcement of a back-to-basics approach also brings accessibility and affordable nutrition under the spotlight as disposable incomes fall.

Supply chain transparency under a tighter lens

Scrutiny of the supply chain has intensified as consumers prioritise assurance of safety and transparency about the food they eat. This opens up opportunities for food certifications and services that enable a more transparent and reliable “farm-to-fork” journey. Digitalisation and blockchain technology will be crucial to achieve this.

Empowering consumers to make more informed healthy food choices

Tech-enabled solutions take a further leap forward in preventative health on the back of COVID-19. Healthy recipe apps and platforms to identify functional and nutritious foods help to deliver tailored experiences and achieve individual health goals. Digital platforms can help build brand awareness and connect with consumers in a more meaningful way.

A more regulated retail environment with stricter food labelling is also expected to evolve as a means of supporting consumers to make healthier food choices.

Introduction

Scope
Key findings

Healthy Eating in Action

Healthy eating is paramount as part of a wider holistic approach
Healthy eating in a post-COVID-19 world: key themes

Preventative Health

Preventative health: greater focus on food as medicine
Immunity-boosting takes centre stage
Mood management and sleep aid ingredients to support mental health
Mental wellbeing to propel the energy boosting positioning further
Plant-based trends continue to gain momentum
iMuse probiotic yoghurt skyrockets in light of the immunity craze
Actimel taps into growing demand for plant-based and immunity support
Enlightened brings adaptogens to the masses
Preventative health: what should food and nutrition businesses focus on?

Back to Basics

Back to basics: traditions, localism and inclusivity strengthen
Traditional functional ingredients to bring further potential
Spotlight on inclusive nutrition and value reassessment
Support your locals: embracing local food producers in the Netherlands
Junlebao introduces wellness brands at inclusive price points
Back to basics: what should food and nutrition businesses focus on?

Transparency

Clean label takes a back seat but it is set to return
Supply chain transparency: an important part of brand trust
Arla : when clean label meets long-life foods
Danone: building trust through a transparent “farm-to-fork” journey
Transparency: what should food and nutrition businesses focus on?

Self-Education

Self-education becomes pivotal to make healthier food choices
Tech accelerates behavioural shifts towards preventative health
Spoon Guru: guiding consumers to boost their immunity
Key food stakeholders back bid for EU-wide adoption of Nutri-score
Self-education: what should food and nutrition businesses focus on?

Conclusion

COVID-19 accelerates holistic approach to health
What to focus on?
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