2021 Top Food & Drink Trends
Photo credit: Anna Shvets
2021 brings an enlightened consumer looking beyond COVID. Time at home brought self-education and experimentation. Now we’re smarter and more demanding for it.
REGENERATIVE
Photo Credit: Airin Party
2020 saw another year of devastating natural disasters. From the tragic wildfires to a record-breaking hurricane season, global warming is growing more severe. The media is highlighting regenerative farming, as the “quickest” way to reverse climate change. This is an appealing and convenient angle for consumers already voting with their wallets. Several brands are paving the way.
Carrying the Ecological Outcome Verification and overt claims of reducing carbon emissions, this bar uses beef raised on regenerative farms. EPIC hopes the the bar spurs on consumer conversations around revitalizing land to aid the climate epidemic.
La Tourangelle Regenerative Sunflower Oil*
This limited edition oil, was pressed from sunflower seeds grown in California. The brand hopes that enthusiasm for this product will mobilize farmers to increasingly embrace regenerative practices.
* La Tourangelle is a BeCovet client
Alexandre Farms Regenerative Certified
Alexandre Farms wants to prove that dairy farms can implement regenerative practices at scale. They are the first US dairy farm to carry a Regenerative Organic Certified and Ecological Outcome Verification.
MENTAL WELLNESS
PHOTO CREDIT: ALEXANDR PODLVANY
Brain is the new gut. Coming out of the pandemic, mental self-care has become a priority. Consumers are searching for solutions outside of medication to manage focus, sleep and stress. Here are some brands taking this trend head-on.
Seizing the COVID stress-laden moment, Pepsi expedited the launch of Driftwell, a L-theanine and magnesium enhanced blackberry lavender water. The beverage promises to relax and “de-stress,” for a more restful sleep. Additionally, the brand positions itself as a 360 resource with rich content to help consumers find true relaxation.
IQ Bar touts brain nutrients as its lead benefit. The bar supports new brain cell development, memory and cognitive speed through ingredients, like omega-3S, lion’s mane & flavonoids. As the world opens up, more “smart” on-the-go feeding will occur.
CLEAN & TASTY PLANT BASED
PHOTO CREDIT: AMIRALI MIRHASHEMIAN
COVID and global warming concerns drove Americans to buy $7 bln (+27%) plant-based products in 2020. Though the category has come a long way, the taste disparity to dairy/meat and heavy processing remain consumer hurdles. However, here are two examples paving the way towards long-term omnivore acceptance.
Though there is a plethora of vegan cheese brands, almost none can replicate the melt of sliced dairy cheese. Applewood’s smooth, creamy texture and taste has won consumer accolades for replicating its dairy counterpart. Nicely done for a non-GMO product.
This brand has the winning combination to win over omnivores and vegans alike. Its pull apart texture and incredible chicken flavor, are amazingly achieved with a clean label. Even more incredible, the product sizzles and browns like its poultry counterpart. Daring is setting the pace for other plant-based proteins to deliver a true and clean “meat” experience.
POSTBIOTICS
PHOTO CREDIT: DOMINIK MARTIN
In the midst of the pandemic, popular publications are promoting medical research tying the gut microbiome to COVID symptoms. As a result, we are seeing more claims on probiotic, prebiotic, and now- postbiotic. This emerging ingredient is the byproduct of probiotic fermentation in the intestine. Medical experts are now saying the positive benefits (lowering inflammation, boosting immunity, etc.) previously tied to probiotics are actually due to postbiotics.
Here are some brands embracing this new ingredient:
Though Gallinée is a beauty brand, their approach to outside/inside “triple biotic” care is unique. This Duo includes prebiotic, probiotic and postbiotic ingredients for their face cream and supplement. Both have the goal of skin repair and inflammation reduction. With increased usage of antibacterial sanitizers (stripping “good” bacteria), maintaining a balanced microbiome will continue to rise in interest.
R’s Koso is based on a century-old Japanese fermented drink, which is meant to be consumed as a supplement. The opposite of a short label, this drink is made from >100 fruits and vegetables. It’s concentrated format opens the door to interesting mocktail recipes with its unique Japanese plum flavor and pre + pro + postbiotic benefits.
BRAND TRIBES
There’s a growing wave of brands prioritizing community. Those that create a “tribe,” find an eager, evangelical audience for their products. This community spreads the love, battles the haters and inspires innovation.
When talking about Oatly, most bring up the great product and quirky ads. Not enough credit is given to the incredible social community that they’ve built. This starts with content that goes beyond the product. Topics, like climate change and social entrepreneurship, genuinely interests followers, and they love the brand’s unique take on all. With every comment on their posts, Oatly answers each like a friend. Taking the time to build the tribe pays off with a devoted consumer base.
Scroll through Magic Spoon’s IG posts and you’ll find passionate loyalists who comment on comments, convince skeptics and beg for the (perpetually sold out) spoon. It’s hard to believe this fun keto cereal brand is just 2 years-old, as their followers lament over current and past flavors. And Magic Spoon takes their tribe’s opinion to heart. Many packaging revisions and innovations are consumer-driven. Additionally, the brand takes great care in their witty and timely responses to the “Spooner” community. In turn, the tribe’s enthusiasm results in consistently sold-out products.