Consumers appear to be internalizing government, medical, fitness expert and media advice to increase consumption of fruit and vegetables. As Mintel’s 2017 food and drink trend ‘Power to the Plants’ notes, aspirations for healthier and ‘cleaner’ lifestyles are motivating consumers to prioritize fruits, vegetables, nuts, seeds, grains and botanicals.
Looking ahead, the preference for natural, simple and flexible diets will drive further expansion of vegetarian, vegan and other plant-focused formulations, even in frozen meals.
The presence of vegetables in prepared meals ranks amongst the top factors that consumers consider when choosing prepared meals. Across Europe, demand for vegetable servings in prepared meals is highest in Poland, with nearly nine in 10 prepared meals users considering a full serving of vegetables an important purchase factor, along with a significant majority of French, German, Italian and Spanish consumers.