What Impact Will Covid-19 Have on the EU Farm to Fork Strategy?
Pre-Covid, the importance of Health and Wellbeing was rising in importance. As outlined in Bord Bia’s Consumers Lifestyle Trends, 75% of global consumers say they are likely to buy products or services that will enhance their sense of emotional wellbeing in the next 12 months, but what impact will this global pandemic we are living through have on this stat and how can brands appeal to consumers in a post-covid world? (Bord Bia, 2020)
According to a recent Mintel report, “Formulating healthy products for the “next normal”, going back to basics with health products that support health and address the new environmental risk factors consumers are facing in a post-Covid world will be key (Mintel, 2020).The approach to this is laid out under three key recommendations for businesses as discussed below.
1. Go back to healthy basics
The Covid-19 pandemic has encouraged a renewed interest in healthy eating, forcing individuals to pay more attention to their health and in particular the link between diet and health. Due to the fact that obesity and diabetes are two major risk factors for detrimental Covid-19 outcomes, sugar reduction is of prime importance, while salt reduction is another major concern for consumers.
On another note, an increasing number of global consumers are beginning to see the appeal of a plant-based diet since the outbreak occurred. 20% of consumers in Poland agree that the vegan diet is more appealing to them. This in turn will translate into increased interest in plant based foods and even cultured meat alternatives.
The idea of intuitive eating or “un-dieting” is also on the rise with 55% of US consumers agreeing that it is a healthy style of eating. It involves making behavioral changes that lead to sustainable and lasting weight loss and a healthier lifestyle. This style of eating focuses on nutrient-dense foods which provides opportunity for brands to develop products that have a high ratio of beneficial nutrients compared to calories.
Opportunity: In summary, there is opportunity for brands to develop nutrient dense foods that are low in sugar and salt. General Mills combined nutrient density with salt-reduction to develop their Multi-grain Tortilla Chips.
2. Support the Immune System Holistically
The need to consider a multi-faceted approach to support immune health is on the rise. Protein is set to be of huge importance to elderly individuals seeking immunity post Covid-19. The link between protein and things like weight management, immunity and muscular strength and function will be extremely attractive to older consumers as they have become increasingly aware of their vulnerability when it comes to this global pandemic.
Gut health will be another area of importance to individuals looking to support their immune system post-Covid. Probiotics, prebiotics and postbiotics can play a role in functional food and drink to help consumers support their immune systems by supporting their microbiota.
Opportunity: There will be an increased want for products that support the immune system holistically paired with products high in protein and also those that support gut health.
3. Offer Dietary Solutions for Environmental Risk Factors
Globally, the number of people working from home has increased and for many, this could be the new normal into the future. This in turn will lead to the growing interest in products that focus on mental wellness at an affordable price. Prolonged screen time will also be a concern for these individuals working from home providing opportunity for brands to dial up the benefits of their products that contain nutrients like zinc, lutein, Vitamin A and Omega 3 fatty acids which are all beneficial for eye health. In recent months attention has been brought to the idea of anti-pollution diets, highlighting the important role nutrition can play in protecting people from pollution. This diet would involve eating foods rich in omega 3, Vitamins C and E and carotenoids.
Opportunity: There is huge opportunity for brands to dial up the nutritional benefits of their products which support things such as eye health and anti-pollution which are growing concerns for consumers in a post-covid world.
References:
Mintel. (2020). Formulating healthy products for the "next normal". Mintel.
Bord Bia. (2020). Bordbia. Bordbia. Retrieved 31 July 2020, from https://www.bordbiaconsumerlifestyletrends.ie/.