Fad or Fundamental?

The health and wellness sector sees a lot of fads, but Nielsen recently identified some top food fads that have shifted to consumer fundamentals—ones that are totally redefining the fast moving consumer good (FMCG) landscape.

The first is fresh as an influencer—the fresh department is impacting products sold in the center of the store. Products containing cauliflower and kale increased 71% in sales last year, and even shampoos and conditioners containing strawberries increased 107%. Functional consumables, like beverages with “an excellent source of protein” are driving significant growth. Protein powerhouse and plant-based options are also on the rise. Finally, consumers are keeping a close watch on sugar. One in two Americans are planning to eat less sugar or buy “no sugar added’ products this year. (Nielsen, 2.7.18)