If you haven’t noticed the surge in popularity of superfoods, smoothie bowls, quinoa, plant-based products and organic produce, where have you been?!
The statistics are astounding. In 2011, the emerging health and wellness industry drastically outperformed soft drinks and fast food. In recent years, healthy convenience food has boomed. This has been a great opportunity for innovations and a re-think of the way food is sold and marketed, and has paved the way for up and coming entrepreneurs to make their mark. Beginning with the likes of Deliciously Ella and Joe Wicks, the movement has snowballed, especially with the endorsement of countless celebrity chefs such as Jamie Oliver, who recently launched his new superfood book. Even celebrity non-chefs such as Fearne Cotton and Davina McCall have jumped on the bandwagon.
The past few decades, as the increase in life-style related illnesses such as obesity, diabetes and certain types of cancer has led to a building awareness of the evils of processed, sugary and fatty foods, more and more people have been trying to turn their lives around. The aesthetically pleasing presentation of “clean” foods on social media platforms such as Instagram has given people the inspiration they have been looking for, as well as the “cool” factor.
And as more and more young and local entrepreneurs are catching on and starting their own unique take on this craze, is clean eating set to become more and more accessible to a wider demographic?