影响健康饮食与健康购物的关键趋势

GroceryEye Keytrendsinfluencinghealthyeatingandhealthyshopping savanta.com SavantaGroceryEyeQ12025 WelcometoourquarterlyGroceryEyereport. Introduction Overthepast10years,ourunderstandingofhealthyeating–andhealthylifestyles–hasevolved,withbrandsexpectedtoadaptinlinewithconsumers’shiftingattitudesandbehaviours. TheGroceryEyehasbeenrunningsince2014,surveyinganationallyrepresentativesampleof500UKshopperseachquartertoprovideyouwithasnapshotoftoday’sconsumers. Fromaone-size-fits-allapproachadecadeago,consumersarenowempoweredtomakeinformeddecisionsaboutwhatisrightfortheirphysicalandmentalhealth. Butwhatdoesthismovetowardsindividualisedhealthmeanforbrandsandretailers? Consumersarelookingforbrandsthathelpthemontheirhealthjourneys.Tomeettheseneeds,brandsneedadetailedunderstandingofthecurrentattitudes,beliefsandprioritiesthataredrivingchangingbehaviour. Inthisreport,wefocusonever-changinghealthtrendsandhowtheyaffectretailersandbrands,including: Overthecourseoftheyear,thereportcoversgroceryshoppingbehaviourwithafocuson4keytopics:healthyeating,cateringforspecialdiets,sustainability,shoppingmissionsandoccasions. •Whatdoeshealthmeanforconsumers? •Whatarethecurrenttrendsinhealthyeating? GroceryEyereportsaimtounderstandaudiencesandexplaintoday’sbehaviourstobetteranticipatetomorrow’s. •Whatopportunitiesexistformanufacturersandbrands? Frombehaviourandproductdemandtoengagementandpersonalisation,thisreporthighlightsthedirectionoftravelwhenitcomestohealthyeating–andbrandsmustkeepupiftheywishtoremaincompetitive. JulieVigneSeniorResearchDirector,Brands Welookedbackatthelast10yearsandidentified5trendsimpactinghealthy eating 01Covid-19changedthewayweperceiveourhealth 02Consumerstakeamoreholisticviewofhealth 03Healthisnowallaboutmoderation 04Beinghealthy isno longer a onesize fitsall 05GenZandMillennialsarechangingthewaywelookathealthyeating Covidchangedhealthperceptions Covid-19setanewbaseline,changinghowweperceiveourpersonalhealth. savanta.com SinceCovid-19,consumersaremorelikelytonotenegativechangesintheirhealth,andlesslikelytoagreetheyfeelhealthier. Thiscouldsuggestalong-termimpactonmentalandphysicalhealth,orgreaterawarenessofwhat‘healthy’lookslike. Forbrands,thereisanopportunitytosupportconsumerswantingtoimprovetheirhealthbyfocusingonthebenefitsoftheirproductsbeyondbetternutrition. Holisticapproachtohealth Consumersaretakingamoreholisticviewofhealth,drawingmoreconnectionsbetweenmentalandphysicalhealth. TREND02 Stressandanxietyareseenasbiggerbarrierstohavinggoodhealth, overillness Theproportionof consumerswhoidentifystressandanxietyasabarriertohealthisgrowing,reflecting an increasing awareness of its everyday impact. At thesame time, fewer cite a lack of willpower, suggesting a stronger commitment to healthier living-though time constraints, injuries, and illness still stand in the way. Consumersareembracingactivitiesthatformpartofahealthierlifestyle,physicallyandmentally Consumerswhofeeltheyhavebecomehealthierclaimtobereducingpotentiallyharmfulbehavioursinfavourofpastimesthatresultinbetterphysicalhealthwhilealsohelpingtocombatstress.Theyaremoreactiveandcookfromscratchmoreoften,whilereducingtheamounttheyeatoutorordertakeaways. Eatingout/ordertakeawayslessoften Followinganexerciseplan Cookingfromscratchmore Brands leading the way Consumersarebecomingmoreconsciousaboutwhattheyputintheirbodies,andtheimpacttheirdiet can have on theirmentalhealth, aswellastheirphysicalhealth. Brandsthatleanintoconsumers’moreholisticapproachtohealthareontherighttrack,supportingconsumersonthequestforbetteroverallhealth. Mindrightisagreatexampleofthis.Thebrandhascreatedaselectionofbrain-focused,nutritioussnackbarsdesignedtoboostmoodsandsupportoverallwellbeing. Intandemwithotherproducts,suchascoffeeenhancersanddailypills,Mindrightaimstohelpindividualsreachpeakmentalandcognitiveperformancethroughtheirselectionofhealthyproducts. savanta.com Where to focus… Increasedunderstandingofhealth Brandsshould beprovidingclarityoningredients,orproductbenefits,backedbyevidence. As more consumers understand what healthy eating means to them,they’re looking for deeper, more detailed information. To support better, more informed decisions, brands need to share clear,trustworthy insights that empower people to choose what works best fortheir lifestyle. These small tweaks can go a long way in driving consumerpreference. savanta.com TREND03 Healthismoderation Healthyeatingisnowallaboutmoderation,withconsumerschoosinghealthieroptionsinareastheyarewillingtodoso. Steps taken for healthy eating TREND03 Approachtobuildingahealthydiet Strikingabalancebetweenfoodgroups(suchassugarorprocessedfood)isrecognisedasthe healthiestapproachtoeating. Consumersarenowminimisingtheirintakeofsomefoodgroups,takingamoremoderateapproach,optingtoreduce rather than cutcompletely. Asaresult,wehaveseenasteadydeclineintheappealoflow/ noproductsoverthelast10years Moderationalsoappliestoalcohol Withthehealthimpactsofalcoholincreasinglywell-kno