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June 28, 2021: 12:00 AM EST
Consumers and food and beverage companies remain intrigued by the high-fat low-carb diet known as keto. Mintel data show that new food and drink launches in the U.S. touting the term “keto” in the product description have nearly doubled within the past year, from 1.2 percent of total food and beverage launches in the year ending in May 2020 to 2.3 percent in the year ending in May 2021. Though slightly fewer Americans reported following the diet in 2021 vs. 2020, NielsenIQ says there are seasonal spikes – at New Year’s and in early spring – around keto. Top categories for keto searches on Amazon are breads and buns, cereal, health, recovery drinks; powders, cookies, ice cream, baking mixes, and pasta, with top search terms being "keto," "keto bread," "keto cereal," "keto pasta," "keto ice cream," "keto cookies," and "keto protein powder.
Mary Ellen Shoup, "Keto, a long-lasting trend? New keto product launches double in past year", Food Navigator USA, June 28, 2021, © William Reed Business Media Ltd
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