The Kit

As we learnt in lockdown, “Staying in is the new going out”. 

Food is the constant point of comfort in our lives, and consumers looked to food more and more to provide it. They followed recipes online and watched live cook-alongs, then shared their home-made successes on social media. Pairing plant-based prducts with other ingredients and fresh fruit & veg that you stock – coupled with a recipe – could help increase sales of multiple products. 

Lockdown also taught us that experiential entertainment is what consumers want, so creating your own ‘kit’, or working with a specialist consultancy to help you, could prove to be an important differentiator for you. Think plant-based cheese-making kits, or bespoke recipe boxes.

The Christmas Hamper

The Christmas Hamper is an all-in-one way to offer something for everyone. Pair your hampers with recipes, both plant-based and with animal products, and you’re on to a winner! But what to stock in them? Fears surrounding COVID-19 have shone a spotlight on factors such as building strong immunity, heart health and reducing excess weight. Best to keep in mind that just because a food product is plant-based, it does not necessarily mean it is healthy. Health-conscious consumers will be interested in products with ‘clean labels’, without overly processed ingredients. Plus there has been renewed interest in functional health benefits and items that aid better sleep, digestion and relaxation. Fill your hampers with products that tick these boxes, and talk about them in your marketing.

Value for money

Price and value for money will be huge drivers as we enter a phase post-Brexit where food prices are expected to rise. With financial uncertainty, many consumers will be very strongly driven by price, resourcefulness and reduced waste.