‘Consumers becoming curious towards super food’

Consumers are increasingly becoming curious towards “super food” such as products focused on gut health and high protein, a recent report has stated, adding that there has been a slight uptick in people eating plant-based diet.

According to new polling for market research consultancy Savanta, one third (32 per cent) of UK consumers are “feeling healthier’ than last year – a seven-point increase on the same question in 2023.

Savanta’s Q1 2024 Grocery Eye Report, which tracks consumer behaviour every quarter, further paints a picture of consumers beginning to feel a respite from inflationary rises:

• Shoppers eating more healthy products (49 per cent), cooking from scratch more (37 per cent) and exercising more (30 per cent)
• Consumers are increasingly interested in ‘super foods’ such as products focused on gut health (40 per cent) and high protein (25 per cent)
• There has been a four-point increase in consumers saying they eat a plant-based diet since the same time last year, from 8 per cent to 12 per cent, which the largest increases in under 35’s.

However, a significant proportion of UK consumers are still struggling, with four in ten (42 per cent) saying that the cost of healthy food has led them to be less healthy, with around the same amount (39 per cent) sacrificing healthy food to afford other essentials.

Julie Vigne, senior director at Savanta, says, “The UK is starting to feel healthy again, after several years of food shopping being driven by the cost of living crisis. Our research implies people are starting to prioritise their health again, with more consumers buying healthier products and taking the time to cook more from scratch.”

“Interestingly, our Grocery Eye reports suggests younger people continue to drive increases in plant-based diets, a trend which is showing no signs of slowing down. But it’s not all positive, which a big chunk of the public wanting to eat healthier, but unable to.”