In 2014, $300-million was wiped off breakfast cereal sales in the US. But this money didn't disappear. Instead, $70-million of it was diverted to increase the sales of one of the biggest disruptive innovations in the breakfast category, Belvita breakfast biscuits. The rest went to a host of high-growth challenger brands.
Food Trends 2014
People are maturing from obsessions with the likes of bacon, cronuts and kale to a love of all sorts of dishes and cuisines – and with that expanding repertoire come broader interests in wellness, natural and what makes food taste good. Here’s a snapshot of what The Hartman Group sees happening to food culture on a wide scale. It goes far beyond food fads to some of the most meaningful shifts the US has seen in decades.
Consumer demand for products gluten-free products is rising rapidly. Health-conscious Americans were first to avoid it in significant numbers. Sales of gluten-free food and drink there have surged from $5.4 billion to $8.8 billion over the past two years, according to Mintel. They are set to grow a further 20% by 2015. Europe is now quickly catching up...
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