The start of a new year is often seen as an opportunity to start afresh. Following the excesses of the festive period, New Year’s resolutions frequently consist of ambitious recalibrations of health and fitness goals. In order to help themselves realise these targets, consumers often embrace exciting product trends in a bid to give themselves a competitive edge.

The prevailing nutrition trends of 2015 largely came not from new foods, but rather from the way in which existing foods were prepared and presented. At the forefront of this were liquidisers. Most popularly represented by the omnipresent Nutribullet, liquidisers offer consumers a convenient manner with which to consume large quantities of nutritious fruit and vegetables. After breaking out in the market in 2014, demand remained strong with sales of liquidisers such as the Nutribullet up 300% in 2015.

The popularity of these processors have had a resultant knock on effect on fruit and vegetable sales. GfK reported that 2015 saw demand for blueberries increase by a third, whilst raspberry sales were up 20%, as the popularity of liquidisers caused consumers to adjust their food preferences. In a similar fashion, the Spiralizer helped consumers to more readily incorporate vitamins into their diet by creating noodle-like strands of their vegetables of choice. Sales of sweet potatoes were up 64% with courgette sales also up 20% as consumers substituted carb heavy pasta and spaghetti for ‘courgetti’ and similar vegetable alternatives.

Looking ahead to 2016, the rise of kitchen appliances looks set to be overshadowed by that of wearable technology, in particular that which records our daily activity such as steps, distance covered and sleep quality. A report by Jupiter Research projected that the number of fitness trackers is set to triple by 2018, rising from 20 million to almost 60 million. For instance Fitbit, a market leader in wearable technology, recorded a 100% sales increase year on year in the 3rd quarter, whilst its app was ranked as No.1 in the free apps category on the App store on Christmas Day. Consumers are incentivised to walk further in order to unlock rewards such as free yoga classes, discounts off health food products and even holidays. After all, who needs air miles when there are ‘earth miles’ on offer every day?

Edmund FitzGerald