Food swapping is about making small changes to consumer’s diets for cutting down on calories, and/or foods perceived to be "unhealthy." The concept is used for making healthy improvements to everyday diet, but it also offers other benefits. These include saving money and improving sustainability, while maintaining comfort and familiarity in diet. Exploring consumer trends that are driving food swaps, and highlighting alternatives to five key food components - protein, carbohydrates, dairy, fat, and sugar - will reveal significant innovation opportunities.
Globally, over a quarter of consumers try to eat as much protein as possible, while nearly 50% try to eat a moderate amount. Interestingly, almost 40% of the global consumers are trying to eat fish/seafood as much as possible for their source of proteins. Pulses, beans, nuts and seeds, are also other popular protein sources. Consumers are more likely to try cutting down on consumption of traditional protein sources like dairy products and red meats.
The report "Opportunities in Food Swaps", outlines the key consumer trends and innovation opportunities aligning with the food swap concept. Food swaps are being used by consumers to make small changes to their diet, as they seek to limit or avoid certain foods for a variety of reasons such as health, sustainability, comfort, and affordability.
The concept is creating numerous innovation opportunities as consumers seek to replicate consumption experiences using different ingredients. The research explores food swap opportunities in five key food groups: protein, carbohydrates, dairy, fat, and sugar.
- There are four key consumer mega-trends influencing food swap trends and opportunities, which are Health & Wellness, Easy & Affordable, Sustainability & Ethics, and Comfort & Uncertainty.
- Food swaps appeal to four specific consumer mindsets, which are 1) weight warriors, 2) vegans, vegetarians, and flexitarians, 3) wellness-seekers, and 4) money-savers.
- Food swaps are used to make health improvements to the everyday diet, but also offer other benefits. These include saving money and improving sustainability, while also maintaining comfort and familiarity in the diet.
- Identify the key consumer behaviors shaping food swapping trends.
- Gain specific insight and implications into the food swapping concept.
- Analyze key innovation approaches in food swaps.