How is the pandemic shaping clean living Resolutions?
February 11, 2021
Resolution Behaviors are Continually Changing
This year we compare CLE and Non-CLE consumers for their types of resolutions.
40% of Clean Label Enthusiasts made resolutions in 2021
70% of those made food resolutions
Making Food Resolutions Continues to Decline
CLE Making Food & Beverage
Related Resolutions dropped from 67% (2018 ) > 28% (2021)
Non-CLE Food & Beverage Related Resolutions
32% (2021)
Why are Resolutions Less Common?
Self Confidence / Shorter Focus
- I do not set resolutions ever, I just go for it, that is if it works it works, it not I let it flow.
- I prefer to go with smaller, attainable steps towards a better life for me and my loved ones
Lack of Success / Fears
- I feel like there is so much going wrong in the world that it is hard to stay positive and motivated about things
- With the COVID 19,I didn’t really set any goals for this year.
Biggest Food Related Resolutions for 2021
#1 More Fruits & Vegetables
This is the Second Year as a top resolution for CLE. Non-CLE also have this as a top food resolution.
Adding More Fruits & Vegetables Will Improve Health
We continue to see resolutions to consume more fruits & vegetables in 2021 for CLE and non-CLE
#2 Reducing Carbs is replacing Reducing Sugar
Reduced Carbs is overtaking the more singular focus of reducing sugar which was popular last year.
Specificity in how to reduce carbs is much more common this year – candy, baked desserts, chips, and carbonated sugary colas are the most common items called out.
While last year CLE were focused on sugar as an ingredient, this year the focus on sugar reduction is back to typical levels, but the overall focus across specific types of sugary foods and carbs in general is increasing
#3 Re-thinking Meat
Meat is where the biggest differences are between CLE and Non-CLE. Both have the same goal – to eat healthier, however how they plan to accomplish this is quite different.
CLE are resolving to eat less animal meat and more plant-based meat.
Non-CLE are resolving to eat leaner animal-based meats.
Re-Thinking “Meat” in 2021
Meat-alternatives For CLE Increasing
Other Resolutions to Watch
Reduce Salty Snacks
The concern over salt is starting to increase again, with a specific target on salty snack reduction.
12% of Non-CLE and 16% of CLE want to reduce salty snacks in their diet.
Fewer Carbonated Colas
Carbonated drinks – and colas were specifically called out by 18% of non-CLE and 11% of CLE as something they are reducing this year.
Lower fats
CLE are more concerned about their fat consumption than non-CLE with 14% of CLE focusing their resolution on lowering fats and only 6% of non-CLE.
More water still matters
While not at the levels it has been in past years, increased water consumption still is a focus of 10% non-CLE and 8% of CLE.
Clean Label Enthusiasts’
Hopes & Dreams (Motivations)
Improved Environmental Transparency
“My hopes for clean label foods and products is that they are truthful and can bring products and goods that we can enjoy and feel good about using. I think traceability will be important”
Improved Accessibility
“I joined Amazon Prime so I could order items that I can’t get locally. Stores are more likely to stock processed foods because that’s what sells.”
Balance Convenience and Health
“I’d like to see more simple ingredient, nutritious frozen meal options. I want to better balance convenience and health.
I also like the idea of healthy-choice drinks like kombucha, green smoothies, and sparkling water, instead of soda and juice.”
Improved Education for Children
“More people need to be educated about clean foods and children should be exposed at a young age. More clean foods should be in restaurants and school cafeterias.”
Expanded Clean Label Innovation
“I believe that the COVID virus has slowed things down in areas of the clean label. My hope is that the clean label movement takes off, and becomes much more mainstream, as things kind of get back to normal. I so much believe it’s a great movement helping people stay healthy , educated, in helping people stay away from some of these unhealthy toxic foods.”
