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January 5, 2021

7 Food And Lifestyle Trends That Will Define 2021forbes.com/sites/eveturowpaul/2021/01/05/7-food-and-lifestyle-trends-that-will-define-2021

Jan 5, 2021,10:55am EST|94 views

Eve Turow-PaulContributor

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Well, you made it through 2020, and now you have to prepare for 2021. Last year, most of us

scrambled to cope with every new historic curveball lofted our way. In the food and lifestyle

arenas, 2020 was marked by shake ups in supply chains, online ordering, and new demands

on local food systems. We also saw novel pop culture trends enter the zeitgeist—from

obsessions with sourdough to #cottagecore to TikTok.

While many are looking to 2021 with trepidation, we now have nearly 12 months of our new

normal to learn from, which means we can be better prepared for what’s to come, personally

and professionally. Here are the top 7 trends anyone working in the food and lifestyle

industries should be paying attention to in 2021.

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Salty snack including peanuts, potato chips and pretzels.

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1. Flavor fatigue

Exhaustion, anxiety and stress are limiting people’s interest in complex flavors, according to

new research published in the Journal of Consumer Psychology. “Hedonic appreciation of

food...varies with the degree to which consumers are mentally depleted,” the study’s authors

write, concluding that “cognitive depletion reduces consumer enjoyment of complex-flavored

(but not simple-flavored) foods.” This finding is reflected in the latest food trends: sales of

salty, familiar snacks like potato chips are up as are sales of sweet treats like chocolate—90%

of U.S. shoppers purchased some form of chocolate in the first few months of the pandemic.

Food for Climate League found similar findings in our fall menu communications research

sprints, with U.S. respondents in particular gravitating toward familiar and simple dish

descriptions.

Recognizing the desire for comfort and familiar flavors, Dunkin’ Donuts brought back their

fall favorite pumpkin donuts and coffee several months early. 85% of consumers say that

eating their favorite snacks makes them feel ‘normal’ and nearly half say that eating them

makes them feel happy, according to Frito-Lay’s annual snacking index.

“Simple foods with a single ‘flavor dimension’...don’t take as much brain power or

comprehension as dishes consisting of multiple flavor components (such as sweet, salty,

bitter),” explains the behavior insights agency Canvas8 in their own analysis of what they call

“flavor fatigue.” “The more mentally drained a person is, the harder it is for them to

appreciate more complex tastes,” they conclude.

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As many of the stressors of 2020 are likely to continue in this new year—think: overwhelming

personal health and safety concerns, economic strife, content inundation, home schooling,

marches for equal rights—those in the food and beverage industry should focus in on simple,

approachable and familiar flavors that will appeal to our emotionally overwhelmed world.

A middle-aged woman in a yoga pose in front of a laptop. Remote work at home.

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2. Mental health awareness

Prior to 2020, the world already faced record high rates of anxiety, depression, and

loneliness, in large part led by the Millennial and Gen Z generation, but in 2020, our mental

health was taxed to a new degree. One-in-four young adults between the ages of 18 and 24

say they considered suicide in the spring of 2020, notes the United States Centers for Disease

Control, specifically citing the pandemic as a leading culprit. Nearly one-third of the 5,412

survey respondents, across all age groups, said they had symptoms of anxiety or depression,

and over a quarter reported trauma and stress-related disorders because of the pandemic.

Those under 40 believe that caring for one’s mental health is just as important as caring for

one’s physical health and discussions of mental health are becoming more open and less

stigmatized, particularly among Millennials and Gen Z. Some of the most popular pop stars

and platforms of 2020 openly address mental health issues, be it Chloe x Halle or Bilie Eilish

or Snap.

In the face of a year that challenged our wellbeing—both physically and mentally—many are

looking to brands to help them lighten the load. For brands, this means a focus on affinity

over awareness is key. “Post-COVID, people are looking for mission-driven brands that help

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them navigate the current situation,” writes Emily Tang, VP of Innovation and Insights at

Datassential. “They’re attracted to brands with clearly stated objectives and values - to

provide comfort, offer a solution to a problem, or to combat current issues.”

LONDON, ENGLAND - SEPTEMBER 03: Models pose during the Oxfam Sustainable Fashion Show at

Oxfam Shop ... [+]

Getty Images

3. Sustainability as table stakes

Early in the pandemic, many made the assumption that, with our personal health at risk,

public attention on the climate crisis would wane. That prediction turned out to be mightily

wrong. 2020 was a banner year for the environmental movement. In the U.S., consumption

of plant-based foods rose and all signs point to this trend continuing in 2021. A survey by

menu research firm Datassential found that 58% of U.S. respondents in July 2020 said they

want to increase their consumption of plant-based foods and 33% want to specifically

increase their consumption of plant-based animal protein substitutes, with many asserting

that plant-based eating is both healthier and better for the environment. The survey also

found that 31% want to decrease their red meat intake.

Across the pond, the pandemic has accelerated the uptake of veganism. A quarter of British

21- to 30-year-olds say that the COVID-19 pandemic has made veganism more appealing to

them, found Mintel. In fact, this fall, students at Oxford voted to ban lamb and beef from

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most of campus eateries in an effort to make the university more environmentally-friendly.

During the past year, around the world, people adopted many new sustainable eating

behaviors such as wasting less food, which is one of the most impactful actions for tackling

the climate crisis. The rapid shift in grocery availability gave many people a new focus on

using all of what they have. The FMI U.S. Grocery Shopper Trends COVID-19 Tracker from

the month of May shows that 51% of consumers say they’ll be better in the future (versus

before the pandemic) about not letting food they have at home go to waste.

The eco-conscious mindset has also infiltrated the fashion, retail, and travel markets, with

clothing and home goods companies launching new products with recycled, organic, circular

materials, and hoteliers and cities alike are integrating sustainability standards into their

business models. Skift Research’s 2020 Hospitality Innovation award went to Sensible

Sustainable Solutions by Bensley, an open-sourced guide on integrating sustainable design

into architecture and interior design for hotels.

In 2020, the concept of sustainable fashion, home goods, and travel also progressed beyond

the things we buy and shifted to a focus on what we don’t purchase, or, in the case of travel,

where we don’t go. Fashion brands have begun to taut their long-term wearability as a

sustainable bonus. Consumer packaged goods companies are launching reusable containers,

bulk, and responsible sourcing to all limit waste, and often, cost. When it comes to travel,

some destinations are noting that, in order to maintain the sustainability of their cities, the

number of visitors each year must be limited. Over-tourism has entered the list of sustainable

travel concerns. Other issues like fair wages and gender equality are also a part of the

sustainability conversations.

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BOSTON, MA - AUGUST 14: Assistant farm manager Sabrina Pilot-Jones reaches for a carton of broccoli

... [+]

Boston Globe via Getty Images

4. Relocalization

There are many sociological factors signaling a new relocalization movement. From

championing local farmers, local talent, local businesses to local attractions, the COVID-19

pandemic has forced us all to center our attention on what’s in our surroundings and what

makes our town, city, region or state unique, beautiful and resilient.

World Tourism Organization (UNWTO) expects domestic tourism to return faster than

international travel, providing a likely economic boost for local businesses. The lockdown has

urged people to investigate every nook and cranny of their local environments. Additionally,

the Black Lives Matter movement inspired many to seek out local businesses owned by

people of color. This exploration sparked new patrons for many of these minority-owned

establishments and a discovery, for some, of new local businesses.

Relocalization has also been a major issue is the agriculture sector. 2020 sparked greater

consumer demand for local foods. For example, interest in farm box deliveries spiked around

the world. These direct-from-farm boxes allow eaters to receive fresh, nutrient-dense foods

from farmers they can meet and communicate directly with — two aspects of safety and

security so direly desired these days. Further, these kinds of locally-sourced food services

allow for safe culinary exploration—many are discovering new types of grains, legumes, fruits

and vegetables cultivated right in their hometowns. Grocer shortages also inspired this

movement, with many finding their local food systems to be more reliable.

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“Relocalisation can not only improve food security, but support a more climate-smart

sustainable food system,” notes the British agency Veris in their insights report. Even mega-

businesses like Unilever are seeing the benefits of relocalization.

“Previously we shipped many of our products’ ingredients around the world,” Harry Brouwer

then CEO of Unilever Food Solutions told Food Inspiration Magazine. “Since COVID-19 we

were getting a different view on the goods supply chain. First we focus on obtaining the

ingredients as local as possible. For each composite product we first check the possibility to

acquire the raw materials locally. Only if that is not possible, because the ingredient is not

locally produced, we are looking across the border.”

When asked if Unilever plans to revert to their more globalized systems once a vaccine is in

place, Brouwer responded: “Absolutely not. We are not going back. This was a process we

should have started a lot earlier. It is utterly ridiculous that we ship ingredients across the

globe while they are also produced locally. The coronavirus crisis made our company realize

that it is urgent and necessary to initiate this process right now.”

Mountain hiking trail lined with beautiful aspen trees on a clear autumn day

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5. A desire to commune with nature

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During a year in which many of us were housebound, the great outdoors took on new

significance. Sales of seeds and baby chickens hit all time highs in the U.S. while people

looked for birds and nearby trails to explore. NPD group notes that sales of bicycles were up

63% compared to the same time last year. Golf gear and paddle board equipment also saw

growth as did searches for plant identification apps. In Japan, 2020 inspired many to look

for plots of forestland. As reported in the Japan Times, a company that lists forested land for

sale said they typically have around 10 to 20 deals a month, but in August of 2020, they

received 500 inquiries, a fivefold increase from the same period last year. In September, they

received around 650 inquiries. Meanwhile, in the U.K., folks looked not toward the forests,

but their backyards as a potential natural oasis. A survey by LV=GI found that Brits spent an

average £125 on their gardens during lockdown, with Millennials and Gen Zers between the

ages of 25 and 39 spending the most on their outdoor spaces.

Over the past year, when people weren’t outside, they were sitting on the couch learning

about nature. Many of the top streamed documentaries of 2020 touch on the topics of the

natural world. Think: David Attenborough: A Life on Our Planet, My Octopus Teacher, Kiss

the Ground, and Down to Earth. Nature even dominated screen time on TikTok, Animal

Crossing and Minecraft.

Oneness with nature is being discussed a cure all: A way to improve one’s mental health, a

place to work out our bodies, and also an avenue to address the climate crisis. Some are

calling for a “rewilding” of lands and our way of living. Rewilding is the return of our natural

lands and ways of living to be in sync with nature. Some cities (like Detroit) and countries

(like Britain and Australia) are seeing widespread adoption of urban rewilding programs.

Some have named rewilding a 2020 gardening trend. And, in April of this past year, the

Global Charter for Rewilding the Earth was released, a document already endorsed by over

30 NGOs around the world.

Ultimately, the interest in nature is all about health — healthy lands, healthy minds, and

healthy bodies. And it’s a trend that’s likely to accelerate as we maintain our semi-

quarantined lifestyles.

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Variety of iced colorful latte drinks Iced coffee, turmeric and matcha latte cocktails in glass jars ... [+]

Universal Images Group via Getty Images

6. Health and immunity as essential

It should come as no surprise that, in response to a global health crisis, demand for products

that claim immune-boosting properties is on the rise. Hartman Group’s 2020 report on

Functional Food & Beverage Supplements finds that almost 90% of American adult

consumers today look for functional benefits in their food, beverages, and, of course,

supplements.

"Consumers are looking to become more empowered and resilient to help propel them

through this time of uncertainty,” explains Laurie Demerrit, CEO of The Hartman Group in a

Specialty Food Association webinar. “This has resulted in a stronger focus on health and

wellness, which will open up new opportunities for functional products of all types.”

In the UK, the COVID-19 pandemic also shifted Briton’s diets, with 51% claiming to be eating

more fruits and vegetables. In India, there’s a particularly potent focus on using one’s diet for

immune-boosting benefits, with many emphasizing the power of ayurvedic ingredients.

This attention to personal health and a desire for control over one’s wellbeing has also

benefited the supplements market. Nutrition Business Journal estimates immunity

supplement sales in 2020 will be 51.2% over 2019 sales. “The biggest winner of all is

elderberry—the purple syrupy herb is being pegged by NBJ to grow at just north of 200% in

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2020. But it’s not even just immune-centric supplements that are being snatched up—sales of

multivitamins, the cornerstone of nutritional wellness, are up about 112% in 2020,” notes

New Hope Network. Similarly, Hartman Group reports that 31% of U.S. consumers are

taking more supplements and 29% say they’re consuming more functional foods and

beverages as a result of COVID-19.

What does this mean for businesses? It’s likely that, for a long time to come, people will be

asking: What can this food, drink, lotion, or supplement do for me? How can it help protect

me?

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7. Democratization

2020 was a year of reckoning with ever-present issues around racial equality. The Black Lives

Matter movement is influencing perspectives on human rights issues worldwide. Indigenous

populations are vocally protesting the co-option of their native lands, methods and

traditions. In the U.S., Black Americans are pointing at the inequalities in healthcare brought

starkly to light during the pandemic. Blue collar workers are demanding health and economic

protections currently offered to white collar and higher-income individuals.

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Much like 2019’s Me Too Movement, 2020’s Black Lives Matter Movement will have lasting

impacts on the way we talk about and address inequalities across racial and economic lines.

It’s a topic that once seen can no longer go unseen, and is an issue that has begun to impact

the makeup of corporate boards, fair wage programs for factory workers, and internal HR

policies.

Without question, the focus on racial equality will also infiltrate the other areas mentioned in

this article: Access to nature, affordability of healthy foods, support for minority-owned

businesses, democratization of sustainable living options, widespread need for mental health

services and wellness programs, and even the diversity of flavors and representation of

BIPOC communities in our local and global food systems and on restaurant menus.

While it may feel overwhelming to think about what comes next, you’ve already made it

through one of the most turbulent year in modern human history. With that fortitude and

strength, 2021 can become the year of a resilient recovery and innovation.

What trends would you like to see me cover next? Leave a comment below!

Follow me on Twitter or LinkedIn. Check out my website or some of my other work here.

Eve Turow-Paul

Eve Turow-Paul is the author of "Hungry: Avocado Toast, Instagram Influencers and Our

Search for Connection and Meaning," and Executive Director of Food for Climate

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