There’s no denying that 2020 will forever be known as the year the COVID-19 pandemic swept across the globe. While the virus has affected some more than others, it has without a doubt changed the way we all go about our day to day activities. Referred to as the “new normal,” many of the changes brought on by the pandemic will persist into 2021 and well into the future, including the ways in which consumers purchase and experience food. This has caused many businesses to significantly accelerate their plans and adapt to meet present consumer needs.
Below is a list outlining three main trends that emerged during the pandemic and will dominant consumer behavior and purchases in 2021. Data was taken from resources published by Nourish Network, Hormel Foods, IPSOS, New Food Magazine and Mintel.
1) The return of the family meal
More families are returning to the concept of meals as a shared experience rather than a ‘solo affair’. This is due in part to families spending more time at home and having the time to cook. While this is a positive shift, many are also experiencing ‘cooking fatigue’ and are craving new and fun experiences that don’t require too much time spent in the kitchen. Keeping in mind that many families have members with unique dietary needs, such as veganism, vegetarian, etc. they are also looking for meals that will accommodate everyone without too many modifications. Many are turning to themed dinner nights, travel by food, restaurant favourites and creative charcuterie/grazing experiences to keep things exciting.
Opportunities for companies and brands
- Kits with recipes that allow for proteins to be added at the end
- Two for one recipe ideas – ingredients that can be prepared for dinner today and used in lunch tomorrow
- Pre-packaged ingredient kits with everything needed to recreate a popular restaurant favourite
- Providing simple global inspired recipes that can be made using the product
2) Food as fuel for the mind
It comes as no surprise that the rampant spread of a deadly virus has made people take a special interest in both their physical and mental health. Now more than ever, consumers are picking ingredients based on their functional benefits. They’re looking for items that will provide benefits for the immune system, improve gut and brain health, increase their energy level and help with stress management. While this is a tall order, the fruit and vegetable industry is perfectly poised to address these needs.
Opportunities for companies and brands
- Use packaging and social media to talk to consumers about the functional benefits of your product. While fruits and vegetables are known to be high in nutritional value, pointing out the specific vitamins in your products and their mental health, immunity or physical wellbeing benefits might give consumers the push they need to pick your brand over another.
- Consider sharing endorsements from health experts or the results of scientific research on the packaging or via QR codes
- Highlight functional benefits in recipes and consider working with notable dietitians and food nutrition specialists when developing recipes
3) Values-based eating
For the first time in recent history, consumers were faced with empty shelves at the grocery store. This confronting reality shifted the focus to the sustainability and reliability of the food chain. There were increased pressures placed on the industry to account for their treatment of migrant workers and the environment. This created a large shift towards the purchasing of products manufactured by companies that had Fair Trade and Food Justice Certifications. In fact, the OPMA 2020 Consumer Report found 51% of Ontario consumers are actively looking for Fair Trade, and Fair Trade produce is important to more people than organic (add link to report). Consumers are no longer purchasing food for the sake of feeding themselves, they’re looking to support companies and brands that treat their employees with integrity and invest in sustainable farming practices.
Opportunities for companies and brands
- Be transparent – Use packaging and social media as a means of communicating your story with consumers. Recognize consumer concerns and be honest about areas of improvement.
- Highlight what you’re doing as a business to support your employees and run a sustainable operation
- Make as many aspects of your business as possible visible to the public – this could mean virtual operation tours, direct access to your employees by way of video interviews, etc.
- If you haven’t yet done so, consider investing in traceability and blockchain technology
The OPMA is here to help!
Looking to share your story and build trust with your consumer? We can help! The OPMA’s consumer facing program, Produce Made Simple provides you with access to a large and engaged audience, hungry for knowledge about where their food comes from. Interested in learning more? Contact us at info@theopma.ca.
Links to Resources:
Hormel Foods and Acclaimed Chefs Reveal Top Food Trends for 2021
Canada Chats 2021 Trends Report Overview
New Food Magazine – Seven challenges and trends the food industry can expect in 2021