Adapting to the Trend in Healthier Eating

The recent shift towards healthier eating is forcing food manufacturers to adapt product lines to changing consumer demand, new competition, and trends that threaten to become the norm.

Contrary to social media hysteria, seismic shifts in eating patterns and how food manufacturers respond to those changes are not new. As every generation ages there follows a natural shift in consumer buying power. Consequently, trends go mainstream, and fringe lifestyles move from the periphery closer to the center. The key for producers (and retailers) is to ride the wave so they are close enough to the curve to remain relevant and adaptable, but not so far ahead that they rely on small groups of early adopters for revenue.

How Organics Moved the Goalposts

The demand for organic food options was once thought to be isolated to small groups of people who lived on the fringes of the healthier lifestyle movement. These back-to-basic enthusiasts championed the idea of eating the way their grandparents did. Whole, unprocessed foods with no additives and no preservatives. However, as the demand for organic food matured into a social movement the motivations driving healthier food true-believers evolved. Keeping up with the demands of these true-believers is the challenge for many of today’s food producers.

• For “clean eaters” food is often considered medicine and is thought to have a direct impact on overall health and well-being. Clean eating is often associated with diets rich in superfoods (fruits, vegetables, nuts), lean proteins, and healthy fats. As these clean eaters move closer to the mainstream the demand for healthy, nutrient-dense snacks is on the rise. The clean eating tidal wave has moved so fast that even high school students have become proponents of snack bars that are free from harmful additives, improve energy levels, support a stronger immune system, and reduce the risk of chronic diseases.
  

• The original rise in plant-based diets (vegan and vegetarian) seemed to grow out of a collective concern for animal welfare and environmentalism. While these concerns are still relevant, today’s plant-based eaters express solidarity with environmentalists as they point to environmental impacts and the sustainability of modern food manufacturing. These concerns reflect a growing recognition amongst a broader population for a more sustainable and equitable food system. For some, adopting a plant-based diet is a personal choice rooted in a desire to reduce individual environmental impacts.
  

• The sustainability of modern food production methods and how those methods impact human health and the environment has become a huge driver for change. The desire to move away from synthetic fertilizers, pesticides, soil degradation, and extensive irrigation is pushing producers toward alternative solutions. Consumers want products that produce less waste, use natural preservatives, and prioritize soil health, biodiversity, and regenerative farms.

As consumers become more conscious of their impact on the environment, food manufacturers will continue adapting products and production methods to meet the demand for sustainable and ethical food options.