Demand for comfort food increases during pandemic

CEBU, Philippines — Comfort food and meals that uplift moods are among the most in demand commodities in this time of pandemic.

Thus, food sellers, and seasoning brands are encouraged to leverage their role in delivering the mood- soothing benefit of consuming comfort foods, which may differ across cultures, Martin Pasco, global food and drink analyst at Mintel, said in a report.

According to Pasco, more consumers want foods to improve their moods amid anxiety caused by the coronavirus disease 2019 (Covid-19).

“Crucially, brands require an ownable execution to prompt trial (eg. Knorr Stock Pot for Bolognese) and to avoid driving sales for their generic category,” he said.

Pasco reiterated the execution of ‘comforting savory food’ may differ between cultures.

“But global consumers share a common emotional bond to treasured childhood dishes, which will often share characteristics e.g., warming, creamy texture, and umami taste,” he said.

In a report, Pasco added that dishes consumers ate during childhood, especially those cooked by their mothers, would nourish them “physiologically and emotionally”, while adults who feel anxious can turn to savory foods from more simple times.

“Meals and sides brands can dial up classic dishes to resonate with consumers (in) the current context,” he said.

Brands can likewise help consumers do modern healthier indulgence.

Indulgent savory foods include those carbohydrate heavy.

“Hence, nostalgic foods will need elevating to reflect modern health consciousness. Meals and sauces brands can use plant-based foods to offer a ‘dirty vegan’ experience to consumers who seek more modern permissible indulgence,” Pasco said.

He said they should “flag their role” in recreating the classic dishes which stressed consumers often turn to for comfort.

“Food is already something consumers associate with mood and wellbeing, hence there is huge potential for mood-boosting foods and diets in the future,” he added.