From niche to trend: 40% of the Swiss follow at least one of the food trends. Especially superfoods, high protein and vegan products offer further potential for growth.
The four macroeconomic trends – global aging, chronic diseases, food as medicine, and educated & connected consumers – are reinforcing the focus on food trends. This is also evident in Switzerland: 50% of all respondents in our current study say that more and more people in their environment pay higher attention to a healthy diet. Superfoods such as acai berries or chia seeds play a significant role. 20% of all respondents follow this food trend, among the millennials (18-34 years) it’s even 27%.
But also other food trends such as lactose-free, high protein, veggy and gluten-free substantially influence the market. For all these categories the percentage growth versus previous year is in the double-digit range. So it’s not surprising that e.g. high protein yoghurts/quark no longer represent a niche, but already account for 5% of sales in the total yogurt/quark market in the Nielsen Switzerland universe.
Focus on Millennials! The demographic group of 18 to 34 year olds is increasingly gaining purchasing power and appreciating vegan alternatives, high protein products and superfoods to promote their health and performance. They drive these trends forward and represent an indicator for the future development in the Swiss retail market.
With regular Nielsen household panel surveys, we’re researching the latest consumer trends. Summarized in the current study “Food Trends Switzerland”, we capture the potentials for growth. If you would like to know more about this topic, please send us an e-mail to CSOnlineCH@nielsen.com or use our Contact form.