The ongoing COVID-19 pandemic has undoubtedly changed many facets of American life, including when, how, where, and what people eat. From restaurants adapting to allow for safe dining to the demand for immunity-boosting ingredients, the pandemic is a key driving factor behind quite a few of 2021’s top trends. With more people cooking and eating at home, consumers’ cravings, expectations for food, and even reasons for eating are shifting. Let’s take a closer at a few of the ways we anticipate the pandemic shaping food and flavor trends this year.
Comfort Food Reimagined
Consumers reach for their childhood favorite foods in times of stress, and given how immensely stressful the past year has been, it is no surprise that comfort foods have seen a major increase in demand recently. Over the past few years, comfort foods have been on the rise, but consumers are seeking them out now more than ever. Classic comfort foods like pizza, chocolate chip cookies, fried chicken, mac and cheese, and chicken soup have all seen substantial growth in the past year. The increase in at-home cooking has surely contributed to this trend too.
Keep in mind, however, that consumers get bored faster these days, especially when it comes to food. Younger consumers, in particular, are always seeking out what’s new and what’s next, but given the nature of the pandemic, consumers in general, regardless of age, are looking for something different to shake things up. Consumers will still be reaching for those classic comfort foods, but they’ll be looking for new twists on their old favorites. Think green chili cheese mashed cauliflower, Moroccan spiced baby back ribs, and blackberry lavender chocolate cake. Consumers will look to trendy ingredients and ethnic flavors to bring some excitement to familiar foods.
Not only are consumers experimenting with livening up their comfort food favorites at home, but they’re counting on brands to shake things up and offer innovative takes on classic products too. This is a great way to attract a wider consumer base, as the familiarity attracts less adventurous consumers, while new twists appeal to those who are tired of eating the same things over and over again.
Stress Relief, Well-Being & Mindfulness
These days, consumers have high expectations for their food – in addition to tasting great, they also want it to provide some sort of functional benefit. While functional ingredients have received a lot of buzz in the past couple of years, they’ve received a major boost from the ongoing pandemic. The types of benefits that consumers have been seeking has changed though. Rather than looking for products that offer long-term benefits, consumers want immediate results in the form of immunity and stress relief.
Again, given the stressful times we’re living in, stress relief has been at the top of consumers’ minds. They’ll be seeking products that promise much needed relief from stress. Ingredients like peppermint, green tea, and chamomile will see a boost as a result. Looking beyond stress relief, consumers will also be seeking products that support their overall mental and emotional well-being.
Mindfulness is having a moment as the pandemic has shifted consumers’ priorities. This will also influence food trends as some consumers begin to be more intentional with their food choices. They’ll be looking for brands and products that reflect these values too.
Not sure how to translate these trends into actual products? Our marketing insight experts are here to help! Contact us today!