K GROUP'S TREND REVIEW 2021: CONSIDERATIVE CONSUMPTION THE BIGGEST FOOD TREND, WHILE CHILDREN'S EVERYDAY FOOD PREFERENCES ARE CHANGING

The biggest factors influencing purchasing decisions for Finns are currently considerative consumption, striving for holistic wellbeing, and the desire to develop as a cook. Conscientious consumption, which has been the biggest food trend for several years, has split into two: considerative consumption and good-conscience choices. Considerative consumption affects the everyday choices of 38% of Finns, and it is now the biggest food trend.

“The fact that considerative consumption is now topical is certainly related to the Covid-19 epidemic, as there is a need to make economically sensible choices and support Finnish production. However, people also want to reduce the load on the environment by choosing low carbon footprint products, and are even willing to make an effort,” says Heidi Jungar, head of customer insight at K Group’s grocery trade division.

In addition to considerative consumption, Finns pay attention to their own overall wellbeing, which is the second biggest trend. Up to 37% of Finns strive to influence their mental and physical wellbeing with what they choose to buy at the grocery store.

Food experiences common from an early age

According to the study, as much as 73% of families offer children new and unusual food experiences so that they do not grow up to be picky adults. Macaroni casserole is no longer the number one everyday food: instead today’s guacamole kiddos, broccoli babies, ginger tots and sushi sweeties enjoy increasingly varied and spicy dishes. This may also sets limits for adults: the desire to become a better cook is the third biggest trend in 2021, and up to 30% of Finns want to learn new cooking techniques.

”Our sales data shows that, for example, ethnic meals have grown this year. In families with children, sales of ethnic products have increased by 30% over the past year. Finnish homes cook more and more Indian, Thai and Japanese food. Families with children also buy more than 30% of the sushi made at the store. Other restaurant-level solutions also appeal to more and more people,” says Harri Hovi, Vice President, Commerce, K Group’s grocery trade division.

”As grocery store selections grow, restaurant food is now more readily available also to families with children. Super-effortlessness is combined with memorable experiences. The threshold for trying out new foods at home is lower when bought from a store or made at home, as prices are more affordable than when dining in a restaurant,” says Jungar.

Products that will be bought in 2021

The 2021 trend shopping comprises the top 15 ingredients, products and services listed by pioneering consumers, who will choose increasingly ready solutions as well as products that are sustainable and support wellbeing.

"The end of the list is particularly interesting, showing trends that have only become more pronounced this year, such as products made from food waste, buying dishes prepared by well-known favourite restaurants from the grocery store, the growing popularity of vegetarian convenience food, and personalised food bags that have become more popular with the growth of online grocery sales and people spending more time at home," says Jungar.

1. Reduced-price products close to the use-by date (51%)
2. Unpackaged foods or foods with as little packaging as possible (42%)
3. Sushi (40%)
4. Oat-based alternatives to dairy products, such as oat yoghurt or milk (39%)
5. Purchasing food online (38%)
6. Healthy convenience foods (37%)
7. Snacks that are easy to carry and eat on the go (36%)
8. Low-carbon-footprint products (32%)
9. Finnish superfood (31%)
10. Ginger (31%)
11. High-protein products (28%)
12. Personalised food bags (25%)
13. Products made from waste food (24%)
14. Dishes prepared by well-known or favourite restaurants (22%)
15. Vegetarian convenience foods (22%)

The Food Trends 2021 study results are based on interviews of K Group’s grocery trade experts as well as a survey carried out in K Group’s Kylä customer community consumer panel: 1,151 consumers responded to the survey in August 2020. The sample was weighted to correspond to the Finnish population by age, gender and domicile. The study was carried out by Frankly Partners.