“Better for you” products have been popular in America for decades and include products labeled diet, caffeine-free, low carb or reduced sodium. However, this trend’s popularity has started to lose its hold, according to a recent article in Prepared Foods.
In 2014, “better for you” product sales dropped by 27% from 2008, an all-time low after declining sales over the last six years. Buying items that are natural and are not altered to fit the latest dieting craze has become the new consumer trend.
Consumers are becoming less interested in avoiding unhealthy substances such as fat and cholesterol and are more focused on consuming real, unaltered food products.
“Have we altered the food supply so much to make it better for us, that there is now a backlash against those products? It is looking like we want more of our foods and beverages to be natural,” says Harry Balzer, senior vice president, The NPD Group’s Chief Food Industry Analyst and author of the NPD Group’s Eating Patterns in America Report. “I think we’re looking for foods and beverages to be as they were meant to be. It is part of the new ‘healthy food revolution’ happening in this country.”
In the push for items that are natural and unaltered, honey is a great option for those looking to add some sweetness to their products. Companies have recognized this consumer trend and have started offering products flavored with honey in a variety of markets including breakfast foods and bakery items.
Quaker recently found success when it launched its Real Medleys line of oatmeal, multigrain bars, multigrain cereal and granola mixes, made with fruits, nuts and honey. Other companies have followed suit, providing consumers with plenty of options to find the natural products they want without compromising flavor.