Carol Wong-Li is Affiliate Director, Life and Leisure for Mintel. Carol researches and writes reviews on the Canadian life-style and leisure industries.
The patron strategy to wholesome consuming has at all times been about balancing aspirational objectives with making practical selections. Unsure instances imply there’s consolation within the acquainted and a necessity for validating selections – each wholesome ones and treats for psychological reduction as customers want small wins proper now. For manufacturers, it’s time to assume extra about cross-category collaborations and model extensions as folks look to handle their well being in a extra well-rounded approach.
The pandemic has vastly impacted the bodily context surrounding consuming – every little thing from the place we’re consuming, to when, why, or how usually we’re consuming, even to who we’re consuming with – but the majority of Canadians feel their approach to healthy eating hasn’t changed since the onset of the outbreak.
Good intentions don’t at all times align with real-life selections as seen with the vast majority of Canadians are focusing on maintaining a healthy diet meals more often than not and Statistics Canada reporting that 63% of Canadians have been obese or overweight in 2018.
Balancing huge intentions with small modifications
Wholesome consuming has at all times been about balancing wants. Good intentions don’t at all times align with real-life selections as emotional wants generally demand in any other case. Realistically, customers’ proverbial ‘plates’ have at all times been full, making huge modifications unappealing and thus unlikely. Sure, customers want extra steering and encouragement than ever earlier than, however assist wants to come back within the type of nudges like rewards, and sources and merchandise want to simply match into their current lives.
Useful advantages are essential to validate meals selections
Shoppers float between the motivation to eat healthfully and needing a break within the type of treats. As nearly two-thirds of Canadians feel that comfort foods can be healthy, specializing in purposeful advantages that deal with broader wellness areas (like anxiousness or incapacity to go to sleep) will matter extra in serving to to validate selections – even when the product is extra about enjoyment and indulgence, like ice cream.
Lean into acquainted elements that keep brisker longer
The present self-protection mode is driving Canadians to buy much less steadily at bodily shops the place potential. With Canadians making much less frequent grocery journeys, there’s a higher concentrate on meals that keep brisker for longer. This shift in what they purchase influences the elements they use; thus the meals cooked at house probably additionally look barely totally different than pre-pandemic.
Based on Mintel research on cooking enthusiasts, Canadian house cooks are creatures of consolation, preferring to prepare dinner with acquainted recipes and elements. Furthermore, Canadians are feeling even much less adventurous proper now, seen with a shift in sentiments in the direction of Mintel’s Trend Pillar, ‘Journey’, the place the proportion of Canadians who say they love attempting new experiences dropped from 73% on the finish of 2019 to 67% in July 2020. Financial uncertainty additionally reduces the enchantment of taking meals dangers like new cooking experiments, given a must stretch elements and a need to attenuate meals waste. As such, including somewhat journey or newness must be grounded within the identified. As mentioned within the Mintel 2021 Food & Drink Trend, ‘Quality Redefined’, customers are nonetheless trying to shake up house routines whereas fulfilling the dueling wants of time-savings and creativity.
18-34s are image-heavy, dietary information ‘lite’
18-34s lack readability on making wholesome meals selections. Whereas this can be due, partially, to their lesser chance to be chargeable for grocery procuring or cooking for a family, higher reliance on image-heavy platforms could also be leaving them ‘lite’ on dietary content material and information.
Manufacturers must do a greater job of assembly younger customers the place they’re at. There’s an pressing want to handle this as dad and mom with younger youngsters will battle to go on information of wholesome consuming to the following technology.
For extra data on the attitudes towards wholesome consuming in Canada, purchase the excellent report by going to the Mintel Store here!