[ health & wellness ]
TRENDS TO WATCH IN 2021 Veganuary ushered in an auspicious start to the New Year, believed to be the biggest ever yet. With about 250,000 people worldwide signing up in advance it kicked off with half the number of last year’s unprecedented 400,000. Kiwis were as keen as ever to be taking the vegan challenge, finding many of their traditional favourites existing in vegan form. The opportunities for the plant-based market are massive. “The future is vegan and 2021 is certainly going to see increased interest in all things plant based as we endeavour to improve our sustainability,” says Vegan Society spokesperson Claire Insley. “Vegan foods and fabrics are set to increase production both in New Zealand and worldwide, as their greater sustainability and lower carbon footprint makes growing crops ever more important. Increasing the amount of plant-based food you eat is the simplest way to help mitigate climate change and one you have complete control over. “With the Labour government announcing a climate emergency recently, we should expect some changes in the way New Zealand sustains itself. We need to build back better and address the climate curve, having mastered the COVID curve, if we want 2021 to be a better year than 2020,” says Insley.
Immune boosters Ongoing anxiety as a result of the COVID-19 pandemic will encourage consumers to prioritise their safety and immune health. According to the Innova Consumer Survey 2020, six out of ten global consumers are increasingly looking for food and beverage products that support their immune health, with one in three saying that concerns about immune health increased in 2020 over 2019. Immunity-boosting ingredients will play a significant role in the coming year, while research and interest in the role of the microbiome and personalised nutrition as ways to strengthen immunity will accelerate.
Work life balance Global market research company Euromonitor International revealed trends that will define consumer behaviour and influence business strategies this year. They predict that in 2021, consumers: • Expect purpose-driven initiatives that support the triple bottom line—people, planet and profits 10
We are finding a new work-life balance.
FMCG BUSINESS - FEBRUARY 2021
Vegan options are popular.
(Build Back Better). Nearly 70% of professionals expect consumers to be more concerned about sustainability than before COVID-19. • Find a new work-life balance, as remote collaboration redefines the traditional office environment (Workplaces in New Spaces). More than half of global consumers previously had a strict boundary between work or school and personal life. • Gain newfound flexibility, scheduling activities in a non-conventional order to suit individual time demands (Playing with Time). • Demand contactless services, exceptional sanitation standards and products that enhance hygiene and immunity (Safety Obsessed). • Reassess priorities and identities in pursuit of a more fulfilled life and improved mental resilience (Shaken and Stirred). Depression and mental health had a moderate or severe impact on 73% of global consumers’ everyday lives last year. “2021 will be a pivotal year,” says Alison Angus, head of lifestyles at Euromonitor International. “Tailoring strategies to these emerging consumer trends will empower businesses to endure the unexpected and overcome adversities.”
