1. Breakfast Like a King

The home working boom caused a shift in consumers’ grocery buying habits driven by more time in the mornings for a leisurely breakfast.  Brits ate eggs for breakfast 68% more times than in the previous year, while bacon sales were up 21% and pastries were up 25%, Breakfast cereals also grew by 6%

As hybrid working models become more common place, consumers continue their newly formed habit of partaking in the breakfast occasion but will be spreading breakfasts out across the morning, rather than confining it to being eaten first thing driving breakfast choices to become much broader and personalised. OTG formats will also fight back to regain their share of stomach driven by functional health and convenience.

2. Nostalgic but Decadent Desserts

The novelty of retro foods has not worn off on British consumers, who are still returning to nostalgic recipes for a dose of comfort food. Younger generations are getting involved too, with one video of a school-dinner-style traybake receiving more than 100,000 views on TikTok. Instagram-able decadent desserts are also growing in popularity with outlets in London such as ‘Humble Crumble’ which gives the traditional childhood crumbles a contemporary twist. These flavours are migrating across into different categories such as biscuits, bars, cereals and even alcoholic drinks.

3. Climate-Conscious Foods

Sustainability will continue as an element of many food trends in 2022. 38% of global consumers would consider a sustainable or more ethical alternative over a conventional product because “it makes them feel good” 74% of gen Z’s state that they want to be more sustainable in 2022.

The increasing interest in plant-based dining will also carry forward the idea of careful cuisine. And the explosion of non-meat protein alternatives continuing into next year will highlight a desire for mindful options among the many food trends of 2022.

4. Adaptogens

Mood food NPD is seeing staggering growth and claims on pack that relate to specific mood platforms. 44 % of global consumers say that they have taken action to improve their Mental & Emotional Wellbeing. Over the last year we have seen adaptogens (a natural substance considered to help the body adapt to stress) as key ingredients in food and beverages trending up as consumers seek out natural superfoods to support their wellbeing.

5. Healthy Longevity as a Primary Health Focus

50% of proactive health consumers state living a longer healthier life as their primary health goal followed by avoidance of preventable diseases. Whilst the COVID pandemic initially boosted the demand for immune supporting claims, consumers are moving towards more subtle lifestyle changes to better prepare themselves for a healthier future with the lines blurring between physical and mental health with an overarching holistic view. As well as gut and digestive health trends continuing to grow we are seeing increased importance placed on sleep, relaxation and stress relief to support overall health and wellbeing.