Categorywatching Report - Valentine's Day

Our latest categorywatching report is one for the romantics as we recap Valentine's Day 2021, one which was heavily online focused. 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.

Love Meal Kits

Super market dine in for two deals continued to be popular this year, yet the wealth of choice from meal kits brought a fresh take to that cosy night in. From pizza meal kits with a cheeky rhubarb spritz thrown in to a Michelin starred 5 course meal including smoked salmon and whipped buttermilk followed by beef wellington and perfectly matched 'opposites attract' wine where the softness of Merlot is balanced with Cabernet Sauvignon, we were well and truly spoiled. Cheaper than going out and often making for a more intimate occasion, we could see more elevated meal kits next year.

Share the Love

Last year's trend towards making the most romantic day of the year a lot more inclusive accelerated this year. In the UK many of us were unable to physically meet family and friends, little ways to show that we care became that bit more important. The more inclusive softer shade of pink dominated chocolates… and the occasion. Whether it was sharing tapas with the whole household or simply showing a friend that we cared with cake, this year was about everyone, pets included! For years, it's been about a meal for 2, yet there could be an opportunity for more flexible meals- Dishoom in the UK launched their bacon naam kit for Valentines, and tapas was popular for a wider number of people.

Show Stopping

More time at home has meant that many of us have had more time to cook and bake. The bar is therefore set high when it comes to Valentine's. Complex, irresistible flavours came to bakery and desserts such as sea buckthorn and pineapple heart cakes or chicory root bringing coffee notes to a chocolate fondue. Hyper-real shapes also trended with intricate rose pastries. Chef techniques and complex flavour that is harder to replicate at home makes it even easier to justify that gift or treat.

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.