‘Mindful Living’ is how customers now approach shopping, says Nielsen report

By Éilis Cronin in Industry News 12th November 2021

Top trends for retailers to recognise in 2022 include local suppliers, green products and plant-based foods, says Nielsen.

The data specialist adds that all these trends are merging into an overall attitude of customers shopping more thoughtfully than they have previously.

Celina Grena, leader of Nielsen’s BASES breakthrough innovation report on new products making a significant mark, said: “It is worth noting that when you go back to the first report launched 10 years ago, trends such as ‘shopping locally’, sustainability and convenience were the ‘ones to watch’.

“While these trends still exist, a number of these are gradually crystallising into the standout theme of mindful living. In fact, over half of the winners this year have at least one mindful living claim, versus only about one quarter in 2019.”

Products that Nielsen believes could continue to do well in 2022 include the Birds Eye green cuisine range; Magnum vegan ice cream; Innocent Plus, which aims to offer health benefits; and the This Isn’t range of plant-based products.

The report added that compared to the rest of Europe, the UK is proving more innovative in introducing products to the market.

UK products dominate the leaderboard, accounting for 60% of the innovations.

Grena added: “One of the key things we are seeing in this year’s report is that consumers today are more aware and informed than ever.

“As a result, they expect much more from their products – whether that’s health benefits, sustainability, locality or convenience – and consumers are willing to pay a premium to get it.

“Looking at this year’s winners, they’ve built their success through syncing their innovation strategy with their in-market activation. The most successful activation strategies leverage multiple trade and media touchpoints to address the full breadth of their potential consumers.

“As sustainability and health trends continue to drive buying habits, the retailers that can tap into these opportunities by stocking quality innovations in store will be set for success.”

UK winners included: