The premium pantry trend

Provisions is our food industry newsletter covering the food and drink trends we’re most excited about. This month’s edition investigated the premium pantry trend, including why it’s come about, where it’s going, and introducing our pantry power favourites.

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Unpacking the premium pantry trend

Research shows that COVID-19 has made us value food more than ever. Our pantries have become the secret to waste-free, flexible and rewarding food experiences, and our appreciation for the unassuming store cupboard is here to stay.

Lockdown has led to new at-home eating rituals. We’re consuming all our meals (and snacks in between) at home, impulse purchases have switched to meal planning or subscriptions, and we’re buying in bulk. Ambient food sales have rocketed as a result, and although categories like canned food (up 73% year on year) have delivered on value, convenience and much-needed comfort, there’s innovation sparkling at the premium end of the spectrum too. From plant-based staples and fired-up favourites, to restaurant-inspired cook’s ingredients, the pantry really is where the party’s at.

5 KEY PANTRY TRENDS

1. Basics get better

Pantry essentials have been elevated into aspirational ingredients. Rather than challenging shoppers with new, unfamiliar products, brands are upscaling the everyday. Much like their tinned lentils and beans, Napolina launched first-to-market canned quinoa (because sometimes even boiling a pan of water can be too much). Belazu developed a premium ketchup range (Smoked Chilli, Balsamic, Harissa) as a secret-weapon condiment for dipping and marinating. Even instant noodles have gone VIP, and plant-based, nutritionally-complete Future Noodles make Super Noodles look a whole lot less superlative.

2. Restaurants in a bottle

Savvy restaurant brands are making signature sauces, spice mixes and seasonings available online when tiered restrictions are keeping customers at home. Branded products are bringing a sense of occasion to home dining whilst helping restaurants recover unfortunate losses. Indie vegan eatery En Roots has bottled its hot bonnet sauces, whilst Leon’s grocery range has provided valuable on-trade sales (their aioli exceeded sales by over 60%). Over in the US, David Chang’s Momofuku has launched a home cook’s product range, including seasoned umami salts and crunchy chilli oil which are firm favourites at the restaurants.

3. Adventure on-tap

DIY home-cooking has made us increasingly confident, ambitious, from-scratch cooks as 26% of UK shoppers say they’re preparing more unusual meals. We’re looking for niche ingredients in convenient formats to satisfy our curiosity, and also bring a taste of adventure when international travel is restricted. The Original Black Garlic company now sells ‘shots’ of aged garlic to add magic to dishes quickly and eliminate messy prep. Ready-made sauce brand Omsum also taps into this curious-convenience market with their bold flavour kits that recreate authentic south-east Asian dishes at home.

4. Healthyish

We all want to feel as healthy as possible at the moment for obvious reasons, and data shows that the pandemic has accelerated plant-based eating and drinking as a result. Premium oils and butters are on the rise, with brands like Seedible using only top-notch sesame from Ethiopia in their protein-rich butters. We’re seeing vegan twists on pantry favourites too, like the Pink Beetroot Pesto from Wicked Kitchen and a growing number of free-from pasta ranges like Eat Howl’s plant-based reinterpretation of mac ‘n’ cheese in a box.

5. Looking for value

In the face of recession and on-going restrictions (not to mention Brexit implications), price point will remain pivotal in the premium pantry trend. Direct-to-consumer will continue to grow as it’s got a bespoke, high-end feel that conveniently lands on your doorstep, whilst subscription models make us feel like we’re getting a better value deal too. Premium pantry specialists Sous Chef offer a monthly surprise box of hand-picked products, for example, whilst Willy’s Live Apple Cider Vinegar subscription provides a ‘daily dose’ of probiotic goodness for a tenner.

WHAT’S NEXT?

Innovation will surge at both high and low ends of the spectrum, including more no-frills, everyday ingredients like tinned vegetables and sauces, as well as elevated premium favourites that have the edge. Direct-to-consumer will become a significant revenue stream for grocery brands, as we increasingly plan meals and order in bulk. It’s a great time to be a challenger brand too, as we continue to prioritise authentic, good quality pantry products over brand loyalty.