Flexible food retailers, take notice: The flexitarian movement continues to grow. Whole Foods Market’s most recent Trends Council report titled “reducetarianism” is a top trend to follow for 2022. It is perfect for those who aren’t ready to give up all meat. ShelfNow, an online food marketplace, stated that between 2020-2021, sales of vegetarian food products increased 156%. Vegan product sales rose 150%. Products like milk and other meat alternatives are also on the rise.
Whole Foods says that the other side of the flexible diet is that high-quality meat, eggs, and dairy products are in high demand. Because consumers are more conscious of animal welfare and environmental concerns, they emphasize quality than quantity. Waitrose’s 2022 Food & Drink Report showed that almost 70% of respondents said it was important to consider the carbon footprint of their food.
Breakfasts bigger and better
The boom in home-working has caused a shift in consumers’ grocery shopping habits. With many consumers still not returning full-time to work, consumers will have more time to enjoy a leisurely breakfast. According to Waitrose, Brits ate eggs 68% more often during the first lockdown than they did in previous years. Meanwhile, bacon sales increased 21%, and pastries rose 25%.
Mushrooms
Although versatile mushrooms aren’t new to superfoods, their popularity is growing. The consumption of ordinary mushrooms is on the rise. However, they’re also found in unexpected places, such as mushroom powder which adds a punchy flavor to other meats and varieties like Lion’s Mane, which provide functional benefits for beverages.
Bottled cocktails
Pre-batched, bottled premium cocktails are convenient, affordable and delicious. Pre-mixed cocktails are available in cans that can be used immediately or larger bottles that can be opened later for a refreshing drink. The specialty drinks industry has revamped the category to capitalize on premiumization. Waitrose believes pre-batched bottled cocktails will be a top trend in food and beverage.
Nostalgic desserts
British consumers are still enjoying the novelty of retro food, and they continue to return to old-fashioned comfort foods for a dose. TikTok has seen over 100,000 views of one video featuring a traybake-style school dinner. According to Waitrose, searches for knickerbocker glory on their website were up 171%
Japanese flavors
Since the pandemic, British chefs have been creating dishes inspired by foreign languages. Experts have also observed a growing interest in Japanese flavors during the period leading up to and following the Tokyo Olympics. Waitrose saw an increase in sales of its own brand Umami Paste by 17%, while sushi sales increased by 54%. Customers were keen to make their sushi. 2021 saw an increase in sushi mat sales by 57% and nori sales by 56% over the same period in 2020.
Levantine food
The Levantine cuisine, which covers many of the Eastern Mediterranean, inspires consumers. Waitrose reported that searches for Levantine increased by more than 2500% on its website, with products such as pomegranate molasses, Turkish Urfa chili flakes, and Feta parcels selling quickly.
CBD
Due to growing interest in healthy food and CBD’s benefits for mental and physical well-being, the CBD market sees a lot of activity. However, CBD products are increasingly moving away from health food shops to become food and drink products. This is an area that fine food retailers should explore. ShelfNow noted a growing interest in CBD, and products such as Canada (a premium CBD-infused beverage) are becoming more popular.
Potato milk
Could potato milk become the next big thing in the vegan milk alternative sector? DUG, a new brand, has been noticed by experts, including Waitrose’s buyers and Heather Morris, SHFoodie’s food consultant. They love its sustainability credentials and creamy flavor. There is reason to believe that plant-based milk will continue to grow in popularity, with alternatives like almond milk and oat milk continuing to enter the dairy market.
Spicy food
Waitrose reports that Brits are becoming more interested in adding flavor to their food with traditional spices such as garam masala or cardamom and southeast Asian flavors such as gochujang and American-style barbecue rubs. After a strong 2020, Waitrose’s sales of herbs and spices are up 41%. Middle Eastern spices lead this category. It ties in with the growing popularity of Levantine cuisine and specialty salts.