Sorcha Connaughton, Library Assistant & Information Specialist, Bord Bia – Irish Food Board
In our increasingly multicultural society, there are growing opportunities to cater to consumers with regard to religious laws, customs and taboos. A recent report from Mintel highlights the ways in which producers can tap into this area. See the key takeaways below.
Religious claims complement clean label: Producers could look into complying with religious dietary laws (halal or kosher) as increasingly consumers see these as healthier attributes in some areas. However, there are still concerns held by consumers in some European countries of the ethical aspects of halal practices.
Feeding the body, mind, and soul: A recent study by Red C highlighted that 52% of people are concerned or very concerned about maintaining a healthy lifestyle while holding down a job. Consumers are certainly stressed and staying healthy is a concern for them. They may find that foods “that can help relax the body, calm the mind, and nourish the soul” more appealing than ever before. There are holistic diets dictated by religious beliefs like Korean Temple Food can provide consumers with foods that have health and nutritional benefits, and at the same time nourish the mind and spirit.
Fasting appeals beyond religion: Mintel identified that there are opportunities for producers to develop products that support weight management through fasting. Consumers who fast for religious purposes and for those who fast for weight management are of particular interest. Though ‘fasting’ claims remain niche, the majority of such claims on-pack between 2013 and 2017 was highest in the snacks category. Fasting looks set to continue to be a trend for both religious and weight management so producers should lookout for ways that fasting claims could present an opportunity for their products.
For more information contact Sorcha.Connaughton@Bordbia.ie
