Behaviours impactingEATING AND DRINKING

A highlight of four emerging behaviours that are impacting the way we eat and drink.

1 DIRTY DINING

2 GOURMET BABIES

3 FROZEN FIXES

4 FANCY FAST

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1 DIRTY DINING People don’t always want to eat clean1 DIRTY DINING People don’t always want to eat clean

Even in the face of the booming health and fitness sectors, the ‘lazy girl’ trope still hits home with overworked, time-pressed Gen Yers. As the pursuit of holistic wellness is increasingly seen as a status symbol, a growing body of users are pushing back against clean eating diet crazes.

BehaviourEating and drinking

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1 DIRTY DINING People don’t always want to eat clean1 Deliciously Stella Parodying wellness with junk food

Instagram is awash with wellness bloggers posting pics of macrobiotic salads and Lycra-clad abs. How’s the average person expected to keep up? Bella Younger glamorises an alternative lifestyle with Deliciously Stella, choosing crisps over kale and a deep-fat fryer over a NutriBullet.

Eating and drinking In practice

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1 DIRTY DINING People don’t always want to eat clean2 GOURMET BABIES Parentsarefeedingkidsbigflavours

The baby food market has begun to adapt to changing tastes. While some are blending trendy ingredients like lentils, chia and avocado into their offerings, cold-pressed baby foods are also on the rise, appealing to parents who want the very best for their kids.

BehaviourEating and drinking

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1 DIRTY DINING People don’t always want to eat clean2 Happy Family

From picking the right manufacturer to finding a product with the right ingredients, feeding infants can be stressful. Organic brand Happy Family wants to make nutrition easier for parents, and it’s pushing to change mums’ and dads’ expectations of baby food.

Eating and drinking

Organic bites for healthy babies

In practice

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1 DIRTY DINING People don’t always want to eat clean3 FROZEN FIXES People are seeing frozen in a new light

Gone are the days when a bag of frozen fruit was seen as a cheap alternative to a fresh punnet of strawberries. Thanks to the smoothie fad, sales of frozen fruit have skyrocketed. But it’s not just health nuts that are going frozen; the category is being disrupted with truly desirable dishes.

BehaviourEating and drinking

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1 DIRTY DINING People don’t always want to eat clean3 Luvo Ready-made meals for busy people

Frozen ready meals used to mean a Swanson TV dinner or junk food from a plastic bag. But Luvo is aiming to prove that the freezer aisle isn’t just for turkey dinosaurs and Arctic rolls. It’s shaking up the category with nutritionally-balanced ready meals made for time-pressed people.

Eating and drinking In practice

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1 DIRTY DINING People don’t always want to eat clean4 FANCY FAST People are ditching the basic burger

Once associated with poor health and late night binges, burgers have become something of an art. And ‘gourmet’ isn’t just about the food itself; brands are revamping their restaurants, with Burger King redesigning interiors along a ‘rustic’ theme and McDonald’s introducing table service.

BehaviourEating and drinking

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1 DIRTY DINING People don’t always want to eat clean4 Gyms Kitchen Protein-firstdiningforgymjunkies

Brits are splashing cash on eating out, but with 27% of people picking a restaurant based on how healthy the menu is, there’s a demand for more wholesome fare. Gyms Kitchen, the UK’s first protein-based eatery, taps into this desire with its meal breakdowns and on-site nutritionists.

In practiceEating and drinking

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