"New angles to the fibre, hydration and beauty-from-within trends offer rich potential. Supermarkets can win favour by strengthening healthy eating support."
Emma Clifford, Associate Director - Food and Drink
64% of under-45s trust that regularly consuming food/drink products with ingredients linked to beauty leads to visible results, reinforcing momentum behind the beauty-from-within trend. While collagen continues to gain profile, omega-3s represent an underleveraged opportunity given their perceived, albeit non-approved, appearance benefits.
Regulatory pressure on HFSS products is set to intensify, with planned SDIL expansion and a stricter Nutrient Profiling Model set to widen the scope of taxation and restrictions. These moves broadly align with consumer sentiment.
Hailed as the ‘new protein’, fibre benefits from a virtuous cycle of rising awareness and NPD. Beyond quantity, brands can unlock greater value by educating on fibre diversity and the distinct gut health functions of different fibre types. Grounding claims in tangible digestive benefits, such as improved regularity, will strengthen credibility, while clear guidance on gradually raising intake and potential side effects can support engagement and repeat purchase.
Sustained weak consumer confidence constrains healthier choices, with cost a key barrier. This creates short-term opportunities for brands/retailers to grow by spotlighting how they help people to eat healthily on a budget, given widespread healthy eating aspirations among less well-off consumers.
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At Jackman, we believe that powerful strategies are based on human insight. Mintel’s leading-edge reports and insights into consumer attitudes and behaviors are an important input as we develop and execute strategy.
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