COVID-19 changed lives overnight, with government lockdowns shutting restaurants, pubs and cafes, and keeping people at home. But how did it change the eating and drinking habits of those who lived through that time, and will those habits ever change back?
How did the global pandemic change eating and drinking habits?
In short, the answer to this question is, a lot! Lockdowns stopped all socialising and switched the status quo of commuting to work to all non-essential workers working from home. Gone were pre-work coffees purchased from the local café. Gone were the sandwiches and salads purchased for lunch. And gone were the after-work drinks with friends and colleagues in the local pubs or bars. Everything changed, and instead, people ate all meals at home, from breakfast to dinner. So, what new food and beverage trends emerged during this time?
One of the first and most prominent, is the comfort food trend, putting meals such as casseroles, homemade soups, pasta bakes and pies, firmly on the menu.
“The COVID-19 pandemic has had a lasting impact on mental health, with many consumers turning to comfort foods as a coping mechanism,” a spokesperson for market insight firm, Mintel, told FoodNavigator.
And, not only has this trend endured in the years since the pandemic, but it is expected to continue as global uncertainty in other areas leads consumers to continue seeking comfort.
“Comfort food has became a go-to source for many consumers amid crises,” says Mintel. “This trend is expected to continue as the climate crisis worsens, with food and drink providing moments of joy and comfort.”
Furthermore, it appears this is especially evident amongst younger generations.
“Whereas previous youth cohorts used alcohol or smoking to de-stress and escape their worries, Gen Z uses comforting treats,” Jonny Forsyth, director of Mintel Food & Drink, told FoodNavigator. “This need for comfort food has increased since COVID-19.”
This also ties in with the nostalgia food trend, which has gained widespread popularity in recent years, as consumers seek to relive happier times.
Another major food and beverage trend to emerge during the global pandemic is, unsurprisingly, home cooking.
“The lockdowns led to a renewed interest in home cooking,” says Mintel.
However, in contrast to the comfort food trend, the home cooking trend is proving less powerful in the wake of the return to normal life.
“Busy lifestyles have dampened the enthusiasm for home cooking, with many consumers now preferring easy-to-prepare meals,” says Mintel.
This leads into the next trend to emerge from the pandemic, the convenience food trend, including takeaways and ready meals. And this one’s proving to have a little more staying power. In fact, such is the strength of this trend that figures from Innova Market Insights show that three in five consumers, globally, are using convenience foods once a week or more. Moreover, one in five are opting for convenience foods more than once a day, with these figures predicted to rise.
“A net increase of 3% in convenience food usage has been observed globally, with developing countries, particularly India and Indonesia, showing the strongest growth,” says a spokesperson for Innova Market Insights.
And as with the comfort food trend, this is being fuelled by the younger generations.
“The growth in convenience foods is largely driven by younger demographics,” confirms a spokesperson for Innova Market Insights. However, they note that higher-income groups are also a major influence.
The final major food trend to emerge from the pandemic, is the wellness trend.
“The pandemic heightened awareness around health and nutrition, with many consumers seeking healthier eating options,” says Mintel.
Consumers are embracing wellness in a way that few might have predicted prior to the pandemic, leading it to a global value of 5.61 trillion USD, according to market insight firm, Statista. And this is another pandemic food and beverage trend that’s set to stick around as the global market value is projected rise to an estimated 8.47 trillion USD by 2027.
What’s more the wellness trend is also giving rise to its own sub-trends in the form of the gut health trend and the decline in alcohol consumption, both of which are proving hugely popular with consumers.
“COVID-19 has made people more health conscious and willing to change their lifestyles to stay well,” says Douglas Broom, senior writer on Forum Agenda for the World Economic Forum.
So, what opportunities do all of these food and beverage trends offer manufacturers?
What opportunities do the new food and beverage trends offer manufacturers?
There’s really no denying it, the global pandemic has had a huge influence on eating and drinking habits and many of those habits are here to stay. This offers the food and beverage manufacturers a whole range of innovation and marketing opportunities.
Whether brands want to get involved with the comfort food trend by launching a range of cosy-dinner favourites, explore the convenience food trend with a new range of ready meals, enter into the gut health trend by creating gut-friendly products, or tap into the low- and no-alcohol trend by developing alcohol-free beverages, the possibilities are endless.
