Within that same time period, an eight percent increase was also observed in the number of products launched carrying a vegetarian claim. In fact, as many as one in eight (12 percent) food products launched in Australia in 2016 carried a vegetarian claim, while six percent held a vegan claim.
The soar in veggie and vegan friendly launches comes as many Australian consumers have a growing appetite for meat-free foods. In fact, one in seven (14 percent) said that they avoided or intended to avoid red meat in 2016.
“Although Australia is still one of the largest meat eating populations globally, health and environmental concerns, along with cost have changed Australians’ attitudes when it comes to meat consumption. Australians have become more mindful in recent years of the amount of meat and the frequency of which they eat meat,” commented Laura Jones, trend and innovation consultant, Mintel.
But it is not just the barbecue that is receiving a health kick; it seems the bottle shops too are showcasing an increasing number of alcoholic drinks with healthy attributes. While just two percent of alcoholic drinks launched in Australia in 2015 held a low, no or reduced sugar claim, this increased to seven percent of alcohol launches in 2016.
In the same time period, the proportion of these drinks launched with a low, no or reduced carb claim rose from one percent to four percent, while the proportion holding a gluten-free claim rose from one percent to three percent.
But while there are more healthy alternatives available, many drinkers in Australia are choosing to cut-down on the grog altogether. The market researcher’s Consumer Metro Study 2016 showed that only 11 percent of Australians aged 18 and over are spending more on alcohol at home compared to a year ago, compared to 27 percent who are spending less. This trend is more exaggerated when going out, with seven percent spending more compared to 35 percent spending less.
As a result, it seems beer sales are falling flat with the market researcher’s Market Sizes data revealing that beer sales have been in decline in Australia from as far back as 2009. Volume consumption per capita is forecast to fall to 48.1 litres in 2017, down from 60.7 litres in 2009.
“Beer consumption is continuing on a long-term downward trend in Australia as consumers drink less alcohol generally, challenging brands to look for new ways to boost market value,” Ms Jones adds.
While meat and regular alcoholic drinks are seeing less consumption, the hottest drink trend in Australia at the moment is kombucha. Australia played host to the second highest number of kombucha drink launches globally in 2016, just behind the US, according to Mintel GNPD.
And it seems these drinks are showcasing their health-enhancing credentials. More than three in four (78 percent) launches of these drinks in 2016 featured an organic claim, with half (51 percent) claiming to be gluten-free and 16 percent featuring a low, no or reduced sugar formulation.
Jodie Minotto, senior global food trends analyst, Mintel, commented: “Kombucha is proving to be far more than a fad and its popularity is gradually spreading amongst health-conscious consumers globally… Kombucha is proving to be a beverage that defies definition and will ultimately compete with other functional and probiotic beverages. While, in essence, it is a tea drink, many brands use fruit juices and superfoods to enhance health credentials. Expansion into other fermented beverages such as kefir and drinking vinegar is emerging as an innovation pathway for kombucha brands looking for growth.”