The return of fat

摘要

As in many other areas - notably politics and culture - the world of food and health is splintering into tribes with strong and often conflicting beliefs. Consumers today create their own personal definitions of health, and these drive the fragmentation of food beliefs, behaviours and of markets. Fragmentation is one of the most powerful and far-reaching mega-trends shaping our industry. During a recent trip to UK retailer Marks & Spencer, the extent and the implications of the fragmentation trend were highlighted in the yogurt aisle. Standing side by side were two pots of the retailer's own-label Greek yogurt (photo below). Both are said to be "authentic" and "rich and creamy" and both carry the retailer's Eat Well label, which it adds to certain products "to help customers navigate healthy eating" and to "take the guess work out of healthy eating."