From coconut oil to manuka honey. From Peanut Butter to matcha 2016 food trends analysed


There’s always a new kid on the block when it comes to food trends and 2016 was no exception. With the explosion of free-from alternatives, superfood options and exotic new elixirs promising health properties for your body, we took a look at 2016s biggest trends and how they affected shoppers, retailers and the FMCG industry.


Matcha is a powdered green tea from Japan that proved a hit with health bloggers, celebrities and caffeine connoisseurs across the country in 2016. However when we investigated further using mySupermarket’s data we discovered that matcha first appeared on supermarket shelves in 2011 with Teapigs Organic Matcha.

New products entered the market at a rate of one annually over 2012 and 2013 before speeding up to three new entries in 2014. The product really boomed in 2015 with eight NPDs making their way onto supermarket shelves, followed by another four in 2016.

Are shoppers buying it?

So, did the increase in product availability lead to an increase in shoppers placing Matcha items in their baskets on mySupermarket? The answer is a resounding YES!

Searches for Matcha increased 511% between 2013 and 2014, leading to an increase in products entering the market to supply shoppers’ demands.









Looking at purchasing behaviour over the past 5 years we saw a very positive upward trend for Matcha purchases. The biggest spike in items added to shoppers baskets was in January 2016 – right on time for the health boom associated with January and shoppers well intentioned buying habits. Since then the trend has remained strong and looks set to continue into 2017.
















Brands looking to enter this market can take advantage of the mySupermarket Insights platform to understand their shoppers, their digital shelf space and their competitors – giving them the tools to manage their NPD launch and optimise their investments with clarity.

Coconut Oil

Coconut oil is not a new product to UK markets, yet as the almost infinite list of its uses are publicised it’s prominence in shoppers baskets and shelf space instore and online has increased markedly over the past 12 months. This increase in popularity has led to an increase in availability, with the number of items available increasing 169% between 2014 and 2015. As of 2016 Ocado contains the most coconut oil items at 667.










Nut Butter

With the advent of almond, cashew and even pecan nut butter entering the supermarkets over the past four years, we took a look at the effect of the NPDs and increased demand on Organic Peanut butter. The results are not what we predicted!

Despite a growing interest in nut butters, the number of products available for traditional organic peanut butters actually fell between 2012 and 2016. In fact the number of products marked Organic Peanut Butter across the UK grocery market actually dropped 16% between 2012 and 2016. Any companies looking to analyse their spend and investment in this sector would benefit from discovering this trend.









Finally we wanted to look at a high ticket trend, so chose Manuka Honey which often costs shoppers more than £20 a jar. Attributed with a plethora of health benefits, searches for the product peaked in 2015 with over 23,000 individual searches on mySupermarket. The trend has lessened in 2016 with searches dropping 10% to just over 20,000. This is still a considerable trend for retailers to keep an eye on. As new products, items and competitors enter the shelf space and manufacturers look to make a profit in Manuka Honey it may be beneficial to analyse the sustainability of the trend throughout 2017 to maximise investment and navigate the changing scene with ease.


It looks like the real boom time for Matcha, Manuka, Peanut Butter and Coconut Oil may have been 2015, but these trends and the overall interest in healthy alternatives and exotic flavours continues into the new year. FMCG trends have indicated that the influence of superfood ingredients and interesting additions to shoppers baskets continues. 2017 looks to be a popular year for fermented foods, sea vegetables and even insects (source). mySupermarket Insights are able to uniquely offer brands and manufacturers an insight into global e-commerce markets, including trend analysis and a deeper understanding of shoppers behaviour. Grocery data collected from dozens of leading retailers across main global markets powers the mySupermarket Insights Platform and provides a complete overview of trends for brands and retailers.

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