A NEW WAVE OF “DO IT YOURSELF” PACKAGED FOODS JOIN THE RISE OF HEALTHY GRAB N’ GO SNACKS, AS BUSY CONSUMERS NOT ONLY SEEK HEALTH AND CONVENIENCE, BUT ALSO HAVE AN INCREASING DESIRE TO BE INVOLVED IN WHAT THEY CONSUME.
The millennial generation are driving this trend. Millennials have been labelled as the most food obsessed generation in history. With this said, Donald Lynch, a highly regarded Professor of Psychology, identifies that they are extremely time poor because of their underlining obsession to live busy lives.
According to Innova Market Insights*, millennials are generally aged between 15 and 35, tech savvy, socially engaged and now account for about one-third of the global population. So, the trend is set with a huge following, but what exactly falls under the healthy convenience umbrella? It’s a broad category, that’s continuously growing, but covers all healthy alternatives that are pre-prepared to a point. This includes pre-cut vegetables, through to healthy baking mixes. Anything that meets the consumers desire to have involvement in creating healthy food but also meets their need for convenience.
There have been a number of factors contributing
to the ‘healthy convenience trend’.
Firstly, more light has been shed on the importance of a healthy lifestyle through information and public health campaigns from governments, as well as famous personalities (like Sarah Wilson and Pete Evans) in mainstream and social media. This has led to an increase of food-related television (like MasterChef), media and motivation from social media such as Pinterest and Instagram, which are inspiring consumers to be involved in the process.
As the market shifts, brands that inspire consumers to participate in creating their own healthy lifestyles, seem to be set for long-term success. According to NPD Group**, consumers will increasingly favour healthier ‘convenience consumption’ options over unhealthy options.
Thankfully, the range of products available that compliment this trend are growing in abundance, with suppliers of ‘grab and go’ products and innovative, convenient DIY mixes on the rise.
* Innova Market Insights, July 2015.
** NPD Group, January 2015.