Food Trends: the healthy eating revolution and how Marketing can save Londoners habits

Abstract

London is known as the city of fish and chips, weak tea and busy people in a hurry, where the lack of time and knowledge about food is ruining both adults' and children's health: it is only partly true. The emergence of new food trends has resulted in a change of direction for what concerns consumers' behaviour and something is switching in people's mind, together with the market and, above all, with the marketing. If in the 90's the goal of marketing strategies was, in fact, to draw the customers' attention to the new wave of junk food, nowadays the healthy eating revolution is massive and ready to revolutionize people's habits.

Calling revolutionary a food trend that basically represents the act of eating easier dishes, not industrial and processed food and approaching the fruit and vegetables dietary could sound like a contradiction, because of the basic nature of these foodstuffs that are directly offered by the earth, and that most of the time don't need to be altered to result amazing in flavour. However, in 2018, both lifestyles and tastes of big cities' citizens have changed and finding time to cook or just select the right ingredients sounds like it might be impossible.

The present work is meant to describe how the Marketing strategies of natural food companies can lead to a re-education of consumers, especially in a city like London, by first giving a review of the literature about food trends, the role of the foodies in today's society and how the perception of food has shifted in people's mind. Then the Londoners eating behaviours will be examined in depth, with both the use of qualitative tools like interviews and the data analysis of healthy trends in London, focusing on the reasons why insights and context contribute to a better understanding of reality.

In support of this claim, the discussion will continue analysing the case of Natoora Ltd, an English company based in London, specialised in the trade of natural food products. In particular this example will show the way Natoora's Marketing strategy aims at spreading the culture about healthy food, educating consumers to discover the real flavour of ingredients and revolutionizing the supply chain of the food system.