Ever since we can remember, health and wellness trends have shaped the food and drink industry, and how we choose to eat. And in more recent years, sustainability has too. In fact, eating healthily is front of mind for 45% of people1, and 80% are willing to pay more for sustainably produced or sourced goods.2
How we’re consuming these foods is always changing too – thanks to our evolving understanding of health, wellness and sustainability, plus shifts in the economy.
Take the cost-of-living crisis… Since it began, 28% of people say they’re forced to eat less healthily.3 But Mintel reports that as it’s easing, 42% say they would step up their buying of healthy food and drink products.4
So, all signs point towards continued demand for more health-conscious and environmentally sustainable products. And that can only mean one thing… more ingenious, delicious food and drink to discover!
Always up for scoping out what’s new, we headed to The Casual Dining Show and LUNCH! exhibitions to see (and taste!) it all. The latest health, wellness, and sustainable trends in action were…
1. Finding function in water
Whether you’re all clued up on the ‘functional water’ trend or it’s complete news to you – there’s plenty to explore in the world of water. Think CBD-infused water for days in desperate need of a chill pill. Or collagen water with its claims to improve skin hydration and elasticity.
It’s one that’s been catching on, with the UK consumption of flavoured and functional waters rising 16% to 530 million litres in 2022 – and expected to reach 620 million litres by 2027.5 At the show, we checked out some contenders…
Who caught our eye: Juno Bamboo Water – for their bamboo water packed with antioxidants and essential minerals.
These guys have created a beverage that not only hydrates but also offers natural health benefits through bamboo’s properties – from detoxifying and enhancing immunity to boosting collagen production! Every drink’s made from sustainable and ethical bamboo, so this unique, plant-based option is perfect for both health- and sustainability-conscious consumers willing to try something new and interesting! Available in Juicy Mango, Passion Fruit and Zesty Yuzu, the flavours are just as on-trend too!
Also on the scene: Notable mention goes to Jamu Wild Water – a sparkling water with nourishing British-grown botanicals. With Blood Orange, Raspberry and Lemon flavours, these drinks contain 100% of your daily prebiotic requirements and 17% of fibre (both great for gut health!).
2. Tackling waste with ‘wonky’ fruit and veg
Perhaps you’ve heard Jamie Oliver begging you to whack ‘wonky’ fruit and veg into your weekly dinners, or sustainable grocery box companies basing their entire models on out-of-shape supplies. It’s all for good reason – because the planet can’t afford to waste food because of the way it looks!
It’s now also being put to use in different products that are ready to consume – from soups to ready meals and drinks.
Who caught our eye: Mockingbird Raw Press drinks – for their ‘raw crafted’ smoothies and juices made (you guessed it!) from imperfect fruits.
It seems Mockingbird has two missions – to reduce food waste by using fruit that would’ve otherwise been thrown away and to serve up next-level quality in every single bottle. Their colourful juices and smoothies are pressed and packed into bottles using recycled materials, and are also vegan friendly, with no added sugar. All in all, great news for eco- and health-conscious consumers looking for flavour-packed drinks!
Also on the scene: Daily Dose for their cold-pressed juices, smoothies, and health shots using wonky fruit from UK farms and cold-press techniques to lock in flavour. An extra shout out to Flawsome Drinks – not only for their genius name, but their 16+ sustainable and healthy drinks like the stand-out Wonky Pumpkin Tonic!
3. Prioritising gut health, superfoods, and unprocessed foods
Over the last couple of years, topics like the gut microbiome, unprocessed foods, and the full benefits of nutrient-dense superfoods have really peaked in consumers’ consciousness.
73% say that eating a wide variety of plant products is important to support general health and 62% say the same for gut health6, showing just how much of an impact these relatively new insights are having on us all.
From the probiotic-rich ‘three Ks’ for gut health (kefir, kombucha, and ‘kraut) to popular superfood ingredients like acai and goji berries – we’re seeing plenty of brands driven by health and wellness trends innovating with these next-level ingredients!
Who caught our eye: Unrooted Drinks – for their unique, punchy baobab health shots.
Taking its core ingredient from the baobab tree native to Madagascar, Africa, and Australia, Unrooted have created two superfruit-fuelled healthy shots. Thanks to the power of baobab, their ‘Mighty Ginger’ and ‘Punchy Turmeric’ flavours are rich in nutrients (like fibre and vitamin C), aid digestion, and are a great source of energy and prebiotics. And apart from boosting health, the brand’s also making sure it boosts the planet – taking emissions reduction, sustainable packaging and waste, and biodiversity as seriously as their product.
Also on the scene: We saw so many brands meeting the trend in weird and wonderful ways! Fhirst for their natural ‘living soda’ with a casual two billion(!) living cultures in each can. Buddy Drinks for rethinking energy drinks through superfoods – enhancing concentration, memory, and energy. Remedy kombucha that’s packed with gut-loving antioxidants and organic acids. And Boundless for their ‘happy snacking’ approach – with delicious chips and nuts to boost gut health.
4. Embracing sustainable packaging
This last trend’s not just talking about ditching single-use plastic for paper or cardboard – this is some real out-of-the-box thinking from savvy (and sustainable!) brands. In fact, 38% of people judge producers’ sustainability practices for their eco-friendly packaging alone7, so brands creatively solving this problem are bound to catch their eyes!
You might’ve heard about Veuve Clicquot using grape skins to make 100% biodegradable packaging (that keeps champagne cool for two hours after refrigeration!), or IKEA’s mushroom-based polystyrene alternative. That’s just for starters!
At the show, we saw plenty of planet-friendly innovations to (hopefully) give single-use plastic packaging the boot for good.
Who caught our eye: Sorbos – for their edible straws!
As much as we applaud the move from plastic to paper straws, let’s face it… their structural integrity’s definitely questionable. Sorbos have entered the market with edible straws that stay rigid for 40+ minutes, are biodegradable and compostable, and come in a load of flavours depending on your drink! Our favourites were Lime (perfect for mojitos), Coffee (for all your iced caffeine hit needs), and a wild card – Cinnamon. Sorbos are a win-win – a planet-friendly straw and a tasty snack with every drink!
Also on the scene: We love how bottle up are using sugar cane to make stylish and colorful reusable, recyclable water bottles. And Neo Wtr’s British spring water in bottles made from plastic collected from coastlines at risk of ocean plastic pollution. As well as No More Lids for their foldable cup to make plastic lids obsolete!
Everything we saw at the Casual Dining Expo and LUNCH! reminded us just how quickly food, drink, and packaging innovation is evolving to meet health, wellness, and sustainability trends.
From packing nourishing natural ingredients in water and using game-changing superfoods to nourish our bodies, to finding savvy ways to limit food waste and our environmental footprint – food and drink brands are blending curiosity with creativity… Giving conscious consumers new food experiences to feel good about!
Want to amplify your nutritious or sustainable product? Click here to check out how we drove Sodexo’s food waste initiative with a strategic marketing campaign and branding.