Countdown predicts surge in demand for fermented food and drinks

CountdownNew Zealand supermarket Countdown is predicting a surge in the numbers of Kiwis purchasing fermented foods and drinks this year, as more and more consumers make changes in their diet.

Fermented milk drink Kefir, is top of the list of products expected to fill up trolleys this year as gut health becomes a focus for shoppers.

“This year we predict that products which focus on our customers’ overall gut health such as fermented foods and drinks like kombucha, kimchi, switchel and kefir, as well as probiotic in yoghurt or cereals, will continue to grow in popularity, “ Countdown dietician Deb Sue said.

The supermarket has seen a noticeable shift in consumer’s purchasing habits, with the percentage of vegan customers doubling in the last year.

With 30 per cent growth in demand for vegan and vegetarian chilled foods, set to increase even more this year, the supermarket has increased its range of products.

“We’re not saying that New Zealanders are all turning into vegetarians or vegans by any stretch, but we are seeing a huge increase in the demand for more plant-based meal solutions such as veggie burgers, “mince” made from plants, and other proteins like falafel. Even ice cream is going vegan. We already have eight different vegan ice cream products in the range and later this month we will also be stocking Magnum and Cornetto ice creams which are made from soy and pea protein.”

The supermarket expects more consumers to adopt a flexitarian-based diet as more products which incorporate veggies and meat together, start to appear on shelves.

Countdown has expanded its own brand of Macro health and wellness products which now include 90 plant-based products and nuts.

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