Demand for low-carb options rises as more consumers emerge from lockdowns

According to recent market research​ by the International Food Information Council, consumer interest in low-carb diets ticked up in the past year to become the fourth most popular diet behind intermittent fasting, clean eating and basic calorie counting. Right behind low-carb, which accounts for 6% of the highly fragmented diet universe, is ketogenic, which accounts for about 5% of dieters. While these my sound like low percentages, for context, the most popular diet – calorie counting – accounts for just 10% of dieters.

As more consumers gravitate to low-carb diets, manufacturers are responding with innovative new product launches which are helping to fuel a sales growth of keto, paleo and other low-carb products. For example, according to Research And Markets​,  the keto diet market is forecast to grow at a compound annual growth rate of 5.3% from 2020 through 2027 to reach $15.2bn.

To seize this potential, Mintel’s Global New Product Database reveals​ new products touting the term ‘keto’ nearly doubled to account for 2.3% of launches between June 2020 and March 2021 compared to the same period the previous year. At the same time, Madore Intelligence​ predicts the global paleo food market will grow at a compound annual growth rate of 5.2% from 2018 to 2023.

To better understand the pandemic’s impact on low-carb, keto and paleo diet trends, as well as how brands are rising to meet consumer demand, this episode of FoodNavigator-USA’s Soup-To-Nuts​ looks at new data from the advertising insights platform AdAdapted that shows how consumer purchasing and priorities are shifting from early in the pandemic to now.

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