Keto, a long-lasting trend? New keto product launches double in past year

According to Mintel’s Global New Product Database, the number of new food and drink launches in the US touting the term ‘keto’ in the product description have nearly doubled within the past year from 1.2% of total food and beverage launches (for June 2019 through May 2020) to accounting for 2.3% of launches (June 2020 through May 2021), indicating continued consumer and market interest in the high-fat, low-carb diet. 

And while Google search trends data suggests a cooling off in consumer interest over the past three years (see chart below), and slightly fewer Americans reported following the diet in 2021 vs 2020 according to IFIC survey data​, the keto diet, like clockwork, typically sees a strong spike at the beginning of each calendar year in renewed online shopper activity, commented Lauren Gibbons, marketing director at Label Insight (now part of NielsenIQ).

“We’ve noticed seasonal spikes around keto. The volume of searches ​[on Amazon] in Q1​ [2021] was up 23% compared to Q4, suggesting trends stemming from early 2021/New Year’s and early spring diets,”​ Gibbons told FoodNavigator-USA.

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