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Lacey Bertucci

By: Lacey Bertucci on February 27th, 2019

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DataBite: What’s trending? Food, pets and household cleaners get some fresh ingredients

NPI  |  data bite  |  pet food

Sales data powered by Nielsen Product Insider


Americans are all about the superfoods. And not only have we added these ingredients into our diets, we’ve found multiple ways to incorporate them in other parts of our lives.


We’re well underway into 2019, but we took a moment to look back at the overall trends of 2018 so we can see what may dominate store shelves this year. Americans are cramming in all the health they can into each high-protein bite, meal-prepped lunch, or diet fad du jour. In fact, they’re also taking some of these foods and cleaning with it, and sharing the love with their pets, too.

According to our analysis of ingredients, based on data from Nielsen Product Insider powered by Label Insight, the top five trending ingredients were coconut/coconut oil in packaged foods and pet foods, pea protein in supplements and in packaged foods, olive oil in household cleaners, and ginger, and quinoa in packaged foods.


We think it’s interesting that two types of oils made it on the list, with coconut and coconut oil finding its way into our pets’ food bowls in addition to our own. We’ve seen coconut/coconut oil in 25,280 products and it raked in more than $19 billion last year. And who would have thought that olive oil has a prominent place as an ingredient alongside your most beloved multi-surface cleaners? It’s been spotted in 13,325 products and has become a popular ingredient in household cleaners over the last year.


Now let’s look a bit further into the last two we named on the list – the root and the seed – ginger and quinoa.


Americans have been recently obsessed with tiny germs floating around their guts. You’ve probably seen studies linking good guts to better mental health, clearer skin, and feeling healthier overall. We’re finding various ways to keep that population of bacteria in our guts, from kombucha and fermented drinks – one of the top 10 categories that account for nearly 55 percent of growth of ginger – to yogurt and kefir, bone broth, and more. Ginger is in other places, too, such as frozen dinners, perhaps our attempt to quickly squeeze in a bit more health to the classic at-home fast food. Don’t miss out on also putting it on your face. In addition to your nightly regimen of jade rolling, apply ginger to your hair and skin for an extra glow.


And while people improve their guts and watch their inflammation deflate with ginger, Americans use quinoa to bulk up their protein intake without all the gluten. We saw quinoa across a number of aisles and in some of our most comforting foods, such as breads and buns, salad kits, bars, chips, and other categories that account for nearly 80 percent of quinoa’s growth. Quinoa is technically a seed and a solid source of plant protein and fiber, and one of the few foods that contain all nine essential amino acids. For those of you who haven’t tried quinoa or are convinced you don’t like it, take a stab at making it perfectly fluffy and add it to a color-popping salad.


Now that we’re well versed with last year’s top trending ingredients, shall we take bets on what will make it to the top in 2019?


About Lacey Bertucci

Senior Solutions Consultant @Label insight: Lacey received her Bachelor of Science from Cornell University and was a four year member and team captain of the Varsity Women’s Basketball team. With ten years experience in the CPG industry, she has a passion for ingredients, syndicated data and analytics.