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    Guest Feature - Category Insight from VITHIT

    With a growing culture aimed at encouraging and promoting healthier lifestyle choices, wellness in both the workplace and at home, is fast working its way from buzz topic to required norm.


    COVID-19 has accelerated the promotion of well-being brands. With this level of intense modern lifestyle, it’s important to be happy and healthy. Investing in our mental and physical well-being is paramount for achieving better productivity results and having the proper fuel for our bodies can help to achieve these results. We caught up with Kristin Nankervis to understand how a wellness brand like VITHIT is a must for today's drinks fridge.



    So how did it all begin?

    VITHIT is a low calorie, low sugar, full of flavour vitamin drink. Created to combat the lack of healthy soft drinks available in store fridges, VITHIT stands out amongst the abundance of sugar-filled soft drinks available as a tasty alternative that satisfies the needs of today’s increasingly health-conscious consumer. Delivering 100% of your recommended daily allowance of eight essential vitamins in each bottle, plus health giving teas and herbs for overall well being, VITHIT enables both consumers and retailers to benefit from the empowering functional beverage trend that continues to gather momentum in 2020.

    Appealing to the functional and well-being trend

    The functional beverage trend was always set to gain traction in 2020. But with COVID-19 posing such an immense, unprecedented threat to public health, consumer demand for better-for-you options continues to rise beyond all expectations. Packed with 100% of your recommended daily allowance of vitamins, plus health giving teas and herbs for overall health, VITHIT delivers on all the priorities of the 2020 consumer, providing retailers with an innovative way to drive consumer spend in store.

    "...limited exercise options means people are increasingly using their diets to improve health"

    In today’s modern age, we lead increasingly sedentary lifestyles. Combined with the abundance of indulgent snacks on offer and wide array of food delivery services, the fact that six in ten adults are overweight or obese, although scary, isn’t all that surprising.

    Impact of COVID-19 on shoppers behaviours

    On top of these behaviours, COVID-19 has forced many to confront the reality of how their lifestyle choices could be putting their health at significant risk. Not only does being overweight significantly worsen the effects of the virus, but with the imposition of lock-down confining the majority of Brits to the boundaries of their own homes for months on end, even the most active, healthy individuals are moving less and snacking more.

    vit hit 2

    As a result of these behavioural shifts, consumers are becoming more and more conscious of their weight and wellbeing, and with many opting to remain away from gyms in the continued uncertainty of the world, limited exercise options means people are increasingly using their diets to improve health.

    Reducing sugar intake is one of the key ways people are improving their eating habits, but cutting the carbs and calories doesn’t quite cut it in today’s current climate. COVID-19 has heightened people’s awareness of the importance of immunity boosting nutrients such as vitamin-C and zinc as they look to minimise their vulnerability to illness and disease. In fact, 80% of consumers said they plan to eat and drink healthier as a result of COVID-19, which has resulted in people becoming increasingly quick to splash the cash on products that provide benefits to their immune system and holistic health.

    Why VITHIT will attract a wider audience to independent Retailers?

    Likewise, convenient and compromise-free options that can be incorporated easily into peoples’ daily lives remains high on consumers’ lists of priorities. By 2030, consumers will feel more time-scarce than ever before. As they look to limit the time spent at supermarkets, the increase in spend at convenience stores that was driven by the desire to stay away from busy supermarkets during lock-down is here to stay.

    Millennials make up a notable portion of those consumers driving both the wellness trend of 2020 and driving the increase in convenience-store shopping. Conveniently, it is to this younger audience that VITHIT appeals the most, ticking all their boxes when it comes to on-the-go refreshment: low calorie, low sugar, nutrient dense, convenient, and most importantly, delicious.

    The coronavirus crisis has highlighted the critical role convenience retailers play in communities, but with VITHIT, retailers can fast track their way to improved consumer satisfaction by putting health at the forefront of their offering.

    Sourcing Wellness Brand with Epicurium

    Did you like our content? Has this blog helped inspire you? As experts in wholesome snacks, the team at Epicurium have compiled an easy to follow guide to the best wellness snacks and drinks for retailers - from sure fire hits to some of the freshest new brands on the market. With independent brands stealing a march on the more established brand names, driven by authenticity and a strong online brand presence. Take a look at some of the new products you could be stocking to capture a greater share of the snacking audience. With a quick turnaround of 24-48 hours, no minimum order number and free delivery on any order over £80, our team here at Epicurium can have you tapping into freshest healthy snack and crisp alternatives in no time.