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Mindfulness, Sustainability and Spice – Waitrose Report 2019.

The Waitrose Food and Drink report 2019 has stated that the main food trends for 2019/20 are: mindfulness, sustainability and spice.

They found that consumers have a need to be mindful with their spending, being careful with what they spend their money on and only buying what they need, but also in their behaviour – we have a ‘passion for compassion’ and are increasingly doing more for others as opposed to ourselves.

An obvious trend for 2019 was sustainability – shoppers are conscious about changing their habits to be better for the environment. This includes bringing your own bags and bottles to fill up at the shops to combat wasted and unnecessary packaging.

Spice was an interesting but significant trend within Waitrose shoppers, with people finding more innovative ways to use spices and the rise of cooking Indian food at home.

These trends are beneficial for brands to know what shoppers are doing, to balance their products with this behaviour – for example, more gifting options for the mindfulness trend.

Source: Waitrose Nov 19 | In-store Analysis