Betterment on the brain

It’s official…we’re still getting fatter (with an estimated one in three British adults obese, rising to half of us by 2045*) …but we are actually more informed and healthier than ever. We want to look good plus feel great from the inside and not harm our planet in the process. No pressure then.

We’ve survived ‘Dry January’ and ’Veganuary’, but will your consumers continue with their initial 2019 burst of betterment enthusiasm? It appears so…betterment will remain a key priority in 2019 and beyond.

Looking globally the total wellness industry is now worth an astonishing 4.2 trillion US dollars according to the Global Wellness Economy Monitor and it was one of the fastest growing industries of 2018. This growth is a result of a shift in consumer mindset and wellness is becoming part of our everyday routine.

IGD shopper survey for IGD Shopper of the Future report

Of the 4.2 trillion dollars, healthy eating, nutrition and weight loss contributes 702 billion dollars. In the UK retailers are moving quickly; from the ongoing success of Marks and Spencer’s new 60 product plant powered range ‘Plant Kitchen’ to the more controversial vegan version of the sausage roll from high street savoury snack favourite Greggs.

To many it seemed like a social marketing exercise with a gimmick launch to coincide with ‘Veganuary’, however the appetite for this vegan, low cost snack is high with Greggs stating it’s their fastest-selling new product in the past six years, it’s flying off the shelves and hasn’t cannibalised sales of their traditional sausage-filled roll. An excellent example of a brand staying true to its core yet creating new and relevant opportunities. Stand still and you stand to lose:

As consumers we are less loyal than ever, we want new for news sake and ’pay back’ when we buy. That could mean added benefits for us (feeling better), for others (charity) or for the planet…the traditional loyal shopper rarely exists today. We are drinking and smoking less while embracing healthier options like low-calorie drinks, but we are also indulging more in treats and snacks and takeaways, here are some trends set to hit 2019.

Cauliflower

Ticks the box for a versatile, texture-rich ingredient and is increasingly appearing in product launches to ‘health-ify’ traditional comfort foods such as pizzas, breads and rice. It’s seen growth but that’s just the start, it’s expected to pop up in more categories than just fresh and frozen in 2019, with the purple cauliflower containing the antioxidant anthocyanin which is linked to a wide variety of health claims such as prevention of cancer and dementia.

Oat milk

The demand for milk alternatives and more specifically oat milk is forecast to be so high that market leader Oatly have upped their production by 1,250% to meet potential demand. In the recent Waitrose Food & Drink report they state that 25% of their ‘milks’ range is now made up of non-dairy options and that the biggest growth area is oat milk (up +116%). Nielsen predict the global dairy alternatives market will double in growth from 2018 to 2024 to reach $34 bn. At Parker Williams, the creative arm of Sun Branding, we are working hard to create a fantastic new non-dairy brand right now...launching soon…watch this space.

Ice cream

Following the healthy indulgence trend of 2018, ice cream is well positioned to answer the demand for guilt-free pleasure and taste sensation. Radical indulgence and instagrammable

“80%… of UK shoppers say they are open to trying new products, services and experiences ”

*Study by University College London and pharmaceutical company Novo Nordisk

moments prove a more-than hype opportunity. In 2018 Halo Top (the low calorie, dairy free US ice cream) made its UK debut and scooped £13m of sales and along with fellow tubs brands Brayers Delights, Oppo and Wheyhey – adding over £21.2m to the market. However handheld ice cream brands are also seeing enormous growth, with innovative luxury flavour sensations and textures coming through from Magnum and Haagen-Dazs. Global influences such as street food from Thailand, Hong Kong and Taiwan are driving an abundance of trendy new metro parlours (such as tacos from Pan-n-ice) who create insta-friendly recipes to tap into the ‘kidult’ craze.

Hemp-based CBD (Cannabidiol)

A non-intoxicating compound in hemp and cannabis plants that’s credited with relieving anxiety, insomnia, pain and inflammation.

Parker Williams (the creative arm of Sun Branding Solutions) created the new identity for the first bottled spring water containing natural CBD hemp extract to be launched in Europe, called Love Hemp. Becky Fone, Brand & Innovation Director at Parker Williams said “Our task was to bring credibility to an ingredient that has a certain stereotype attached to it. Hemp, once the darling crop of the USA, swiftly fell from grace and was linked with psychedelic effects enjoyed in the 60’s. Fast forward 50 years and its health benefits are now once more being heralded.

The CBD market is forecast to top 22 billion dollars by 2022 in the US alone (according to cannabis industry research firm The Brightfield Group). Compare this to the recent hype plant ingredient of Turmeric which topped 11 million dollars in 2017 and was everywhere. CBD could be twice as prevalent.

Plant Based

According to Mintel, sales of meat-free foods (including vegan products) have shot up 22% between 2013-18 with growth forecast to reach 44% by 2023 to £1.1 billion (£740 million in 2018).

56% of UK reveal to eating vegetarian/meat free food from January to July 2018, a growing increase from the same time in 2017 of 50%.

The top perceived health benefit of eating less meat is improving health (32%), then saving money (31%) and being better for the environment (25%).

Food-to-go specialist, Crussh turned its Soho store 100% plant-based for the whole month of January. The plant-based store offered over 70 vegan recipes, including a vegan feta ‘cheese’, and featured plants hanging from walls and ceilings throughout the store.

The vegan store forms part of Crussh’s ‘Powered by Plants’ initiative, which will see new vegan products launch across all its branches. Crussh currently offers over 50 vegan products across its sites, whilst over 70% of its food range is vegetarian.

Personalisation

We’re seeing expanding free from ranges being given priority locations in UK retailers and the launch of new stand-alone concept wellness stores such as ‘The Kitchen’ by Woolworths in Australia, a smart move from the Aussie retailer to use as a real time test bed for new innovative organic, and healthy products. With a focus on sustainability (shopping trolleys made of recycled milk bottles) it’s also testing new smarter packaging solutions.

Lidl in Finland have taken a different approach from a physical concept store test to an online health-inspired store offering their own private label ‘Sportyfeel’ nutritional supplement range (which make up half of the products available) topped up with additional health-focussed products, supplements and superfoods. Offering a wider range than sold in-store, Lidl are leveraging the demand for more health-conscious products including larger pack sizes plus convenience as online shoppers can collect their products at Smartpost lockers in Lidl stores.

Technology

In 2019 we forecast we will see an influx of apps created to make it easier for shoppers to live a healthier life…a live example comes from Turkish retailer Migros which shows customers a breakdown of their purchases through the app. It then offers personalised discounts on the food groups that they appear to be lacking, as a healthier living recommendation. 44% of those using the app reportedly ‘changed their eating behaviour’.

In the UK, Asda is working with Foodmaestro to offer personalised filtering on the website. Shoppers can select and save filters matching several food allergens, intolerances, diets and lifestyles. They can also sort the results by sugar, salt, carbohydrates and fat. In the US we are seeing technology advance in the form of interactive mirrors that double as a virtual fitness instructor (www.mirror.co). If you think this product is only available to the top earners amongst us, you’d be (kind of) wrong, they do offer a monthly subscription package, an alternative to the mainstream gym membership but minus the need to leave home. This product helps overcome the barrier for the time poor and for the less able to exercise regularly.

If you are a brand or retailer hoping to hop on to the wellness trend, you need to understand your consumers hopes, dreams and aspirations. The market is full of start-up challenger and campaign brands, so to cut through you must stay true to your core brand beliefs and relevant to your market. Now where’s my lycra…

Get in touch

+44 (0)1274 200 700hello@sunbrandingsolutions.com

At the heart of Sun Branding Solutions is a team of brand, innovation and packaging experts, drawn from five different specialisms but with one shared focus; creating the very brightest ideas for brands.

Each team, whether it’s strategic design, pack science, graphics, legal or digital, is brilliant in its own right, and you can work with one, two, or as many as you need to get your big idea off the drawing board and into your customer’s shopping basket. But it’s when the teams come together that we’re at our very brightest.

Our experts’ combined experience and insight, gathered from many years working with big name brands and retailers, is what shapes the way we work - with our clients and with each other.

Because even if one specialism isn’t directly working on your project, their insight and knowledge of your market has gone in to shaping what we deliver, and how. That means more creativity, more innovation and more for your money.

Our experts are brighter together, and with them on your side, your brand will shine brighter too.

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