Consumers Driving Raw Food Sector Growth

BELLEVUE, Wash.The raw food movement has gained momentum over the past few years as consumers seek out pure, whole foods that promote healthy digestion and reconnect them to Mother Earth; however, eating raw may not be a long-term lifestyle for some consumers, according to a new market analysis from the Hartman Group.

The overarching trend stemming from raw is an increase in fruit and vegetable consumption, particularly from local, seasonal, heirloom and organic origins. Foodservice and retailers should consider adding more thoughtful vegetable selections prepared with a higher level of expertise. According to the report, CPG companies also should look to ingredients popularized by the raw food diet to include in new product development, while creating products that arent too fringe (i.e., coconut oil, fermented non-dairy beverages, sprouted seeds and nuts), but overall experts do not see a raw/living foods diet having long-term traction with mainstream consumers.

The Hartman Group noted nutritional food bars using raw or dehydrated ingredients are gaining market share because they provide a way for consumers to incorporate raw foods into their diet or as a packaged snacks that appears less processed.

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