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Keto for healthy ageing: F&B brands tap into ketone production with older generations in mind How are brands responding to growing demand for keto-friendly food and drink that supports healthy ageing?
Proponents of keto say health benefits associated with the new diet trend are far reaching, from supporting weight loss to improving acne and reducing ‘brain fog’.
Supporters have also drawn links between keto and healthy ageing. And with older population numbers on the rise in most European countries – largely due to a higher life expectancy, a decline in mortality rate, and an increase in fertility – food and drink brands are taking notice.
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Is keto tipping to the mainstream? ‘I cannot remember an underground buzz like the one ketogenic is sowing’ By Katy Askew Keto has long been tipped as the next big diet trend. But, while it has found favour in the US, consumers this side of the pond have been slower on the uptake. Could 2021 be a breakthrough year for ketogenic food in Europe?
The global keto diet market is expected to grow from US$10.3bn in 2018 to US$17.8bn by 2026 at a CAGR of 7.1%, according to forecasts from Fior Markets.
Ian Hills of Purple Pilchard, a marketing agency that specialises in working with break-out food and beverage brands, believes that few trends have resonated as much or generated as much excitement as keto does today.