What are the key consumer trends in food, nutrition & health in 2020?

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Food & health business strategy for growth

Premium case study

Gousto: Convenient meals with "a dollop of adventure"

Gousto is one of the biggest meal delivery service brands on the UK market and has raised over £130m ($162m/€149m) in external investment. The company achieved profitability for the first time in Q4 of 2019, having doubled its revenue in the same year. Read more in this case study for our premium subscribers.

Covid-19: what's the direction for strategy?

Protein comes back, garlic grows in consumers’ online searches

Looking at consumers’ sudden surge in supporting their immunity, once the coronavirus crisis broke, vitamin C got a big surge in attention. But vitamin C is now on the decline, with consumer interest in immunity and garlic, ginger and lemon all now higher than for vitamin C.

Report

10 Key Trends in Food, Nutrition & Health 2020

The smartest entrepreneurs, strategists and product developers read the 10 Key Trends report when they want to understand how shifting consumer beliefs in health and nutrition will change the market and create opportunities. And this is the only trend analysis that sets out what strategies companies are following and what the risks and opportunities are.

Premium case study

Bulletproof: Biohacking and MCT oil for sustained energy

Based on the concept of biohacking, disruptor brand Bulletproof offers a range of MCT-infused products promoted for mental and physical performance. The company has an annual revenue of over $100 million and is said to be exploring a sale. Read more in this premium case study.

NNB May 2020 - Ingredient Case Study

Plant-based trend puts need for choline in the spotlight

Shifting toward plant-based diets could have a big effect on nutrition – largely for the better, many believe – but choline is an essential nutrient found primarily in animal products, and most people already do not consume enough. Could more plant-based eating exacerbate an existing choline crisis?

Podcast

Podcast: Oat-milk surge cannibalises soy, coconut and cashew

The surge in sales of oat milk in the US is well-known. What is less well-known is that it has largely come at the expense not of cows’ milk, but at the expense of other plant milks. Oat milk is not a game-changer for dairy milk, but it may be for its plant-based competitors.

Meat snack sales outstrip meat substitutes

Are milk, bread, pasta and meat good or bad for digestion?

Plant-based: how creative NPD made eating vegetables easier than ever before

Catalina Crunch shows that multiple benefits on one product now works much better than in the past

Covid-19: what's the direction for strategy?

£1m dairy campaign highlights the importance of human connections

In a bid to support both consumers and producers, the UK government has joined forces with the nation’s dairy sector on a consumer campaign that highlights the importance of human connections during the coronavirus crisis.

Premium case studies

This month's premium case studies are now available

This month you can read about an established family dairy and three disruptor brands in snacking, plant-based and meals. Click here to access the case studies.

Covid-19: what's the direction for strategy?

Frozen meat brand becomes thought leader by beating down on misinformation

Steak-umm, a Pennsylvania-based brand of thin-sliced frozen beef and chicken, put itself on the consumer awareness map when social media manager Nathan Allebach used the brand's Twitter account to post a nearly 400-word long Twitter thread beating down on misinformation in the current Covid-19 crisis.

Podcast

Podcast: Lactose-free dairy catches up with almond milk

As we forecast back in 2017, US sales of lactose-free dairy milk have caught up with those of almond milk and are now growing at twice the rate of the total US plant milk market. On current trends, lactose-free cows’ milk could surpass plant milks by 2025 – even with the oat milk surge taking place.

NNB May - Plant-based Case Study

Green Giant parent ramps up investment in convenient veggie success

Green Giant is adding convenient, creative forms of cauliflower in new categories, building on the success of a “vegetable forward” strategy it has followed since being bought by B&G Foods five years ago – a strategy it claims has revolutionised the frozen vegetable category.

NNB May 2020 - Direct-to-consumer Case Study

Online sales boom for alkaline water brand amid lockdown

At a time when many companies are bracing for financial difficulty, and the pandemic and potential economic downturn are making consumers cautious with their money, the UK’s leading alkaline ionised water brand is experiencing unprecedented demand.

Trending reports

Food & nutrition strategy in a coronavirus world: 20 questions to help shape your strategy

Food companies everywhere are wondering what Covid-19 will mean for levels of demand and for consumption patterns. We have assembled this report to help companies large and small to think through the next 12-18 months. Its purpose is to set out what the most likely impacts on strategy will be, and enable you to think in a structured way about what might change for your business, and how your strategy should evolve.

Strategy Briefing: Seven Healthy Habits for Commercialising Microbiome Science

This 19-page Strategy Briefing shows how companies can pursue new microbiome opportunities in the food, beverage and supplements markets by using Seven Healthy Habits. We have distilled these from the successes and failures of probiotics and prebiotics suppliers over the last 25 years.

Strategy Briefing: Hybrid strategy – harnessing the health halo of plants

A strategy of “hybrid” or “blended” products allows companies to connect to the plant-based trend in a creative way, by offering plant content along with meat, dairy or carbs. It’s Day 1 of a new product development opportunity which is set for long-term growth and is already showing signs of success.

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