Processed foods losing favour among shoppers as fresh food movement grows

Clean eating is sweeping the nation, with grocery shoppers turning away from some types of foods. These are the products which have fallen out of favour among consumers.

Consumers are now focusing on fresh food and shunning processed products.

Grocery shoppers who believe “fresh is best” are turning away from some tinned and packaged foods.

Supermarket data reveals that in the past year, purchases of canned fruit dipped by 5 per cent and canned vegetables by 3 per cent.

Cooking sauces and long-life prepared meal sales volumes fell 6 per cent, according to market researcher IRI which tracks shopping patterns at major supermarkets across Australia.

IRI Asia Pacific chief commercial officer Alistair Leathwood said there was an increasing desire to buy fresh ingredients.

“There’s a growing trend away from processed and canned food towards locally sourced and fresh products,” Mr Leathwood said.

Full-cream milk and butter are back in favour.

He said other declining categories include canned fish, baby food, long-life juice, salad dressings, and canned and packet soups, with the amount bought dropping between 2 to 6 per cent in a year.

IRI’s latest research also confirms full-cream milk and butter are back in favour.

Over the last two years, dollar sales of full-cream milk were up 16 per cent. Spending on reduced or no fat milk fell 12 per cent over the same period.

Butter sales surged 16 per cent over two years. In contrast, margarine sales fell by 5 per cent.

“Social influencers and health and wellness experts are impacting on the decisions of shoppers, particularly around whole milk. Butter has definitely benefited from the perception that it’s a healthier and more natural option,” Mr Leathwood said.

The popularity of extra virgin olive oil as part of a Mediterranean diet saw sales spike 16 per cent in two years.

MORE: SAY HELLO TO COLES’ LONGEST SERVING EMPLOYEE

MELBOURNE MILK SUPPLY HIT IN E.COLI OUTBREAK

Mr Leathwood said health food aisle dollar sales grew 8 per cent in the last year.

These included products such as nuts, protein balls and bars, and “super foods” such as chia seeds and goji berries.

“High-protein and low-fat diets used to be the preserve of body builders and elite athletes, but are now increasingly being pursued by everyday Australians,” Mr Leathwood noted.

The top food and grocery health trends were maintaining digestive health; high-protein products including new types of yoghurts; ‘good’ fats and carbs; being clean and green; and lower-fat and lower-sugar versions of indulgences, such as ice cream and chocolate.

[e-mail]

@KarenCollierHS