The predictions were drawn from the New York consumer insights agency’s inhouse knowledge and qualitative studies, including digital ethnographic interviews, conducted with US consumers throughout 2020.

Trend 1: Bringing life into your space

With consumers preparing for a winter and early spring indoors, attention remains focused on optimising homes and bringing the outside world in, physically and virtually.

Trendsetters: Fairfields and Brakes

All the beef without the bull

UK artisan crisp producer Fairfields Farm has launched its plant-based Rib of Beef Crisps to capitalise on the growing demand for vegan offerings that still offer a mighty meaty punch.

Made from hand-selected potatoes grown on Fairfields Farm just metres away from its purpose-built crisp factory in Wormingford in Essex – which uses renewable energy – the vegan variant offers the taste of a rich roast dinner in a bag without any of the bull.

“We’ve had so many requests to launch a roast beef flavour, however our vegan customers are very important to us, so we wanted to ensure that whatever we created would appeal to both meat eaters and those following a plant-based diet,”​ said Laura Strathern, co-founder of Fairfields Farm.

The Roast Rib of Beef Crisps join the family-run producers growing portfolio of snacks, which includes Bacon & Tomato, Lightly Sea Salted, Sweet Chilli, Seal Salt & Aspall Cyder vinegar, Sea Salt & Black Pepper, Cheese & Onion, Kelly Bronze Turkey and Adnam’s Ghost Ship & Lentil Bites, available online and at EofE Co-op and online for an RRP of £18 for 12 x 150g bags.