Categorywatching Report - Mother's Day

Our latest categorywatching report recaps what we saw across the recent Mothering Sunday, one spent in lockdown at a distance for the vast majority of us. The report includes a look at Retail Food & Drink as well as Out of Home Food & Drink.

We've recapped our top three take outs from the report.

A Brighter Day

Mother's Day 2021 is a time to show that we care for mother's and those mother like figures. In the UK, however, the day also marks a year of living with the pandemic. While still in lockdown, we are looking forward to brighter times with less social restrictions. Mother's Day food and drink reflects this with brighter shades and a celebration of all that Spring has to offer running through food and drink. From floral magnolia martini cocktails as part of a meal kit to a wild garlic Spring puff pie, the future is bright, whilst reconnecting us with nature.

Elevated Convenience

Just under half of consumers still haven't been able to see their mum in person this year. However, we have still remained connected. Online slots filled for gifts, and we could get used to this level of convenience. Waitrose's partnership with Deliveroo meant that flowers could be delivered quickly and Michelin starred meal kits brought restaurant quality food home. Anything from afternoon teas to breakfast in bed deliveries were enjoyed. From Caravan's kimchi pancakes with crispy pork belly to a roast meal kit finished off with a handmade, sour cherry chocolate, the bar was raised in terms of taste.

Twists on Classics

After the year that we have had, many consumers simply wanted to enjoy the simple things in life. For many this meant a family walk followed by a home-cooked roast. Twists on classics dominated both at home, and with take-aways. Sourdough glazed chicken offers something slightly different, and Made in Oldstead's Bucks Fizz cocktail made with foraged sea buckthorn, meadowsweet and woodruff offers some newness whilst remaining very familiar.

Trendhub subscribers can read the full report here. If you're interested to find out more and to get access to this report and others, get in touch today.