What if one format could do it all? Following Optimised Eating, we’re honing in on the unsung hero making it possible, and all it takes is water. The Power of Powdered explores how this single format delivers across value, nutrition, taste and convenience, meeting consumers wherever they are across the supermarket shelf.
Why Powdered?
Powdered products are meeting consumers where they are, offering flexibility, ease of preparation and affordability in one format. Gone are the days of processed, ingredient-laden instant noodles; today’s powdered products speak to the wellness-oriented consumer just as fluently as the budget-conscious one. Flavour, provenance, and clean label are redefining not just what powdered can be, but who it’s for.
CONSUMER TREND DRIVERS
Affordability
Accessible formats and affordable preparation with low overall cost.
Convenience
Just add water or oil, requiring minimal equipment and reduced preparation time.
Taste Exploration
Low-barrier access to global cuisines, regional flavours and named seasonings.
Premiumisation
Provenance-led ingredients and precisely calibrated seasoning instructions.
Sustainability
Ambient storage, upcycled ingredients and lower energy use during preparation.
Clean Label
Short ingredient lists featuring simple and recognisable ingredients.
KEY CONSUMER PROFILES
The Nutrition Maximalist
GLP-1, high protein, allergen-aware; using powdered formats to meet specific dietary needs without complexity.The Effortless Eater
Wants speed but won’t compromise on flavour, drawn to premium seasoning formats that feel considered.
The Value Hacker
Uses powdered formats as a passport to global cuisine; provenance and named ingredients matter to them.
WHAT’S ON THE SHELF
Lentil Meal Pots,
Lentiful
- Clean label
- Time saving
- Add water + microwave
Instant Scrambled Eggs,
Blue Hour
- Instant eggs
- 12g protein
- Add water + microwave
Hummus Mix,
Prest
- Shelf stable
- Flavour exploration
- Time saving
For more information on food trends and market insights, check out our journals here.
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References:
1. Convenience Food on the Rise: Global Trends & Growth
2. Variety 8-Pack – Lentiful
3. INSTANT SCRAMBLED EGGS (6-count) – Blue Hour
4. Lemon Dill Instant Hummus Mix – Sesame-Free | Prest
Please note, we are not affiliated, associated, or in any way officially connected with the brands and products mentioned within this post.
