More and more people around the world are turning to food and beverages that offer them functional added value and are tailored to their personal needs. This growing demand is also reflected in a survey conducted by Innova Market Insights: 42 % of respondents said that a product’s health benefits were a key quality criterion for them. According to the survey, one in five is willing to pay more for functional ingredients that address specific health issues (Innova Market Insights: Global Ingredient Trends 2025).
How manufacturers score in the marketplace
This opens up a wide range of innovation opportunities for food and drink manufacturers. By highlighting certain ingredients on the packaging, the functional added value of a product can be better communicated and health-conscious target groups appealed to. The micronutrient experts at SternVitamin help manufacturers to develop innovative products that are tailored to specific target groups and at the same time enable health claims to be made. Based on nutritional trends, the company develops customized micronutrient premixes that reflect current market demand in line with trends.
Personalised nutrition as a key topic
Personalised nutrition was highlighted as one of the key themes in Innova’s Nutrition Trends 2025 study (Innova Market Insights: Top 10 F&B Trends 2025). “Consumers are increasingly attaching importance to products that are specifically tailored to their stage of life or their specific health needs. This applies to dietary supplements as well as to food and beverages,” explains Anna Schäfer, Junior Product Manager at SternVitamin. SternVitamin’s focus is particularly on women’s health. Hormonal changes during pregnancy and menopause mean that women of different ages and stages of life want to actively support their bodies. With premix solutions such as SternWoman 45+, which contains plant extracts such as green tea and blackcurrant extract in addition to various vitamins and minerals, SternVitamin supports interested companies from idea generation to product development.
From nutrition trends to functional products – focus on micronutrients
As Innova’s nutrition trends show, there is growing interest in a wide range of health trends, and increasingly in products with functional added value. With an annual growth rate of 6.4 %, this trend is also reflected in the market for new products enriched with vitamins and minerals (Innova Market Insights, CAGR 2020-2024).
The “beauty from within” trend represents a holistic approach to health that aims to enhance beauty from within. For example, vitamins such as A, C and E are important for a strong skin barrier, while various B vitamins are important for beautiful and healthy hair.
In addition to physical health, consumers are also interested in mental health. Globally, 36 % of respondents cite mental and emotional wellbeing as a primary health goal (Innova Lifestyle & Attitudes Survey, 2024). In line with this, SternVitamin has developed the Matcha Wafer Snack with the SternPowerUp premix, which supports cognitive performance with a blend of B vitamins, vitamin C, zinc and matcha powder, and can reduce the occurrence of fatigue.
The gut is also increasingly becoming the focus of health-conscious nutrition. Scientific research shows that a healthy microbiome is essential for the immune system, digestion, and even mental wellbeing. Manufacturers offering innovative solutions for holistic gut health are thus tapping into another growing market segment. Anna Schäfer: “With SternGutFeeling, SternVitamin has an innovative premix solution consisting of short-chain fructooligosaccharides, vitamins C, D, E, zinc and selenium in its portfolio, and supports manufacturers in product development with scientific expertise in micronutrients.”
Explore the latest global flavour trends of 2025, including mega trends and shifts in lifestyle
Innova Market Insights has been a specialist in consumer-packaged goods trends for 30 years. The company now uses an AI-enhanced platform to analyse insights and observations and generate reports like its report on global flavour trends. Innova’s 360 perspective on insights considers many facets of CPG trends, including consumers, categories, packaging, flavours, ingredients, and products. The company takes a top-down and bottom-up approach to identify trends and drivers, including flavour trends. Top-down factors include megatrends and shifts in lifestyle and attitudes. Bottom-up factors incorporate insights from global trend-spotters, as well as category trends. This comprehensive collection of intelligence can be synthesised into reports such as Innova’s Top Trends in Flavours for 2025.
Global flavour trend #1 – Sensory Therapy
Global flavour trends show that today’s world is highly uncertain, and consumers feel the stress. They look for various paths to mental and emotional wellness, including flavour experiences, that can be uplifting or calming. In fact, consumers participating in global consumer flavour trends research say that the most important feature of flavours is that they can enhance mood. Innova describes sensory therapy as leading to euphoric wellness. Flavour trends indicate that manufacturers offer flavour choices to meet consumers’ emotional needs. Flavours can be cheerful and happy, energised, healthy, or relaxed and calm. Familiar flavours and comforting flavours most impact consumer food and beverage choices, with coffee flavour and brown flavours as favourites, especially paired with products that have a creamy or smooth texture.
Global flavour trend #2 – Authentic & Rooted
Authentic & Rooted is Innova’s #2 global flavour trend for 2025. In global consumer trends research, consumers say that they look for authenticity, connection with others, and comfort through real experiences that are rooted in culture. In fact, nearly half of the consumers researched globally say that honoring food traditions with food choices that reflect their heritage is a very to extremely important factor in their diet. Participants in a global consumer trends research report want to see products on supermarket shelves that reflect old and traditional recipes. Furthermore, timeless traditional flavours are nostalgic. A world of flavours is available in all types of products, from ready meals to beverages, snacks, and coffees.
Global flavour trend #3 – Imaginative Taste Adventures
Innova’s #3 global flavour trend for 2025 – Imaginative Taste Adventures – describes consumer pursuit of experiences with flavour adventures and unique flavour combinations. Taste discoveries provide consumers with enjoyment and pleasure in food and beverages. One example of a global food trend is “swicy,” that is, sweet plus spicy. This food and beverage trend in food and beverage generates positive buzz in the form of social media mentions and sentiment trends across social media and online platforms. Taste experiences are highly important to consumers, and consumers looking for taste experiences will seek out creative flavours.
Global flavour trend #4 – Healthier Enjoyment
The #4 global flavour trend, Healthier Enjoyment, stresses the importance of combining health with flavour. By boosting the taste, texture, and healthiness of food and beverage choices, manufacturers make them more enjoyable, as well as satisfying and better for you. In a global consumer trends survey, participants noted the importance of taste and texture – after price – in food and beverage products that are nutritious. Features that improve nutrition include “light” versions that have less sugar, salt, fat, and/or calories, products that are sugar-free, and products with low or no alcohol claims. Consumers have taste expectations for sustainable products too. Consumers report that taste and texture are barriers to choosing sustainable food and beverage products, including plant-based products that they say need better taste and texture.
Global flavour trend #5 – Quality & Enrichment
Consumers globally tell Innova Market Insights that luxurious flavours feel indulgent and enhance a product’s perceived value. While price is important to consumers, the quality of a product relates to its value for money. When consumers were asked about attributes other than price that make a product a good value, premium quality was their top answer. Furthermore, consumers say that they remain brand loyal only if the products are good quality. Flavour is an important conveyor of quality, and indulgent flavours help satisfy consumer cravings.
Premium fruit and vegetable ingredients supplier SVZ sets out its predictions of the essential trends that will shape the food and beverage (F&B) industry in 2025. With an emphasis on nutritional value, and how it can be further supported by fruit and vegetable ingredients, SVZ’s three top trends reflect how consumers see F&B products as more than just fuel – but as routes to improved well-being, a greener, fairer economy and even authentic self-expression.
1. Back to basics: Fundamental nutrition
SVZ’s first top trend is consumers’ return to fundamental nutritional truths. Half a decade on from the COVID-19 outbreak, the connection between diet and health remains a central topic. Most Europeans report that they eat more healthily now than five years ago, but even so, many still worry about making the right choices amid a sea of conflicting advice.1 In France, 51 % of those surveyed by Mintel stated they felt pressure to eat and drink healthily.2 Pair this statistic with another from the same report which shows that around one in five respondents are attracted to core nutritional claims such as high fibre, vitamin or mineral content, and the ‘fundamental nutrition’ trend starts to take shape.3
“Shoppers are overwhelmed and wary of vague or complex nutritional claims,” comments Johan Cerstiaens, Commercial Director at SVZ. “Instead, they want options with clear, common-sense benefits that reflect the basics of nutrition. A great example is products which help consumers reach their recommended daily intake of fruits and vegetables. It’s a claim valued by more than a third of shoppers, but real fruit puree or a vegetable juice is also a great source of natural flavour and nutrition too.”
2. The ‘so-what’ consumer: Rebellion takes centre stage
Directly challenging the much-discussed ‘nutrition-above-all-else’ attitude, 2025 will be the year of the rebellious food and beverage consumer. This theme is defined by personal expression, imperfections and guilt-free consumption. While some address their dissatisfaction with diet trends by going back to basics, others are taking a more radical approach. For instance, 34 % of French shoppers believe ‘life is too short’ to worry about specific food and drink choices, while worldwide, 43 % of consumers state they want to see more indulgent and ‘crazy’ food and drink creations.4 New-year trend predictions from Mintel, FMCG Gurus5 and Innova Market Insights all reference these rebels who prioritise gratification over righteousness.
“This trend is so interesting because it presents several different routes to success,” Cerstiaens continues. “On the one hand brands can lean into the convention-bucking aspect with wild and wonderful flavour combinations, but on the other they could focus on authenticity by demonstrating how their products align with key consumer values, such as plant-based eating or ethical sourcing.”
3. Supply and demands: Food safety, security and sustainability
SVZ’s final 2025 trend relates to the impact of geopolitical and climate-related disruptions on the food and beverage segment. From major political events to increasingly volatile weather events, global supply chains are under pressure – and shoppers are taking notice. Between on-shelf shortages and the rise of ‘skimpflation’6, reports of consumer concern are unsurprising, with 77 % of Italian adults for instance believing that climate change will affect the availability of supermarket products in their lifetime.7 In fact, globally, two thirds of shoppers state that sustainability is more important to them now than it was two years ago8, suggesting this is a purchase driver that will only continue to grow in importance.
“While it may not always be the easiest of topics, at SVZ we know no discussion about the future of food and beverages is complete without addressing sustainability and security of supply,” states Cerstiaens. “Through our daily operations, we have a seen genuine determination, from farm to fridge, to build a fairer, greener and more efficient global food system. Rather than being discouraged by current challenges therefore, as a sector we should be inspired to collaborate across the supply chain, drive innovation in natural ingredients and adopt sustainable sourcing strategies that help keep the F&B industry climate-resilient.”
With the launch of its trend prediction tool Symvision AI™, Symrise can deliver valuable and actionable insights for food and beverage manufacturers to develop successful innovations. By using AI and a unique data structure it anticipates trends for flavours, ingredients and claims. This helps identify promising market opportunities. The tool enables manufacturers to develop market-relevant food and beverage innovations by analysing multiple data sources and understanding how trends move across the globe and product categories.
In a rapidly changing world, getting ahead of consumer demands has become essential. As consumer preferences for food and beverages shift, manufacturers need to decode and anticipate market changes. This is crucial to create market-relevant food and beverage innovations that consumers love and that cater to their ever-changing wishes. Now, what kind of flavours, ingredients and claims do consumers exactly want? To answer this question, Symrise developed Symvision AI™, a trend prediction tool designed to predict the future of taste, nutrition and health.
“Consumer taste preferences change over time. Symvision AI™ allows us to anticipate these changes and predict trends for flavours, ingredients and claims. It enables us to deliver consumer-preferred taste, nutrition and health solutions for food and beverage innovations at the right time in the right place”, says Leif Jago, Global Marketing Manager Food & Beverage at Symrise.
Symvision AI™ – an AI-based multisource prediction tool
To achieve reliable and valid trend predictions, Symvision AI™ utilises a unique data structure, combining internal and external data sources, including historical data. The tool tracks reliable data at every relevant time point of a trend lifecycle. This ranges from early signals in social media to market and product launch data. Symrise continuously enriches the data sources with additional proprietary research data.
Analysing these data sources with advanced artificial intelligence algorithms enables Symvision AI™ to decode trends for flavours, ingredients and claims. It provides an understanding of how these trends move across the globe and product categories. In addition, the tool shows which consumer needs and emotional benefits specific taste tonalities address. This allows promising recommendations for specific product categories and markets.
“Several factors make our tool unique. It uses a proprietary multisource data structure that is processed by advanced AI such as machine and deep learning models. We will continuously improve and enrich our dynamic tool Symvision AI™ with more data points and more features. This will increase the benefits for our customers” adds Dr Dariah Lutsch, Research Manager, Global Sensory & Consumer Insights Food & Beverage at Symrise.
Enabling future-proof food and beverage innovations
All in all, the tool uses a unique approach to allow manufacturers to develop future-ready and consumer-preferred food and beverages with increased speed. At the same time, decoding the movement of trends across the globe and product categories enables the creation of innovations at the right time in a specific market. In addition, producers can address consumer need states as the tool connects taste tonalities with associated emotions. These benefits allow food and beverage manufacturers to innovate successfully with consumer-preferred taste, nutrition and health solutions.
“Symvision AI™ acts as a fantastic enabler for our business. It connects multiple sources of market and consumer data. It determines how this data is related over time and product categories with a focus on what consumers like and need most. Also, it provides understanding and prediction to guide new Symrise developments. Symvision AI™ provides a platform capability that will continuously grow and become stronger”, summarises Dr Conor Delahunty, VP Global Sensory & Consumer Insights at Symrise Food & Beverage.
European Cider Trends 2024 is a collaboration between GlobalData and the European Cider and Fruit Wine Association (AICV) in producing a guide that demonstrates the current key markets for cider (which includes perry, fruit flavoured cider and in some countries fruit wine).
Although considerably smaller than the wine, beer, or spirits industries, it is nevertheless a fact that in recent years in some EU countries cider and fruit wines have enjoyed one of the fastest growth rates of all alcoholic beverages, underlining the continuous popularity of fermented fruit drinks down the ages.
Across much of the globe, one thing is clear: nearly everyone is actively reining in their sugar intake. What’s interesting are the various ways in which different cultures approach it. ADM Outside Voice℠ research surveyed 13,900 people in 15 countries across four regions about their purchase behaviours. On average, 83 % of consumers are limiting or avoiding sugars in their diets, but the products of particular concern vary widely.
In North America, 69 % of shoppers are flipping over pancake syrup bottles to review sugar content and ingredients on labels, while it doesn’t even make the list in the other regions. Sugar scrutiny in non-alcoholic beverages is a global priority, yet research shows that sweetening preferences shift considerably across markets. For example, North Americans prioritise milk alternatives, Europeans are focused on the quality of chocolates and pastries, and, in Latin America and Asia Pacific, snacks and specialised nutrition are top areas for product evaluation.
“It’s clear how significant monitoring sugar consumption is, no matter the region. That’s why we have invested in extensive research and analysis to understand attitudes towards sugar, motivations for reading labels, and unique ingredient preferences,” said Sarah Diedrich, Senior Marketing Director, Global Sweetening & Texturising Solutions, ADM. “We began this journey two years ago, and it has culminated in the launch of a new interactive insights tool that provides users with an in-depth look at the nuances of consumer behaviour across the globe.”
Capturing this comprehensive data is ADM’s new interactive tool, allowing food and beverage manufacturers a clear view of how people around the world are navigating their sugar reduction journeys, and the similarities and differences across nations.
ADM’s research reveals that a significant majority of the population is reducing their sugar intake, particularly in countries such as Mexico, Spain, Romania and Brazil, where around 90 % declare they actively limit or avoid sugars. The importance of low sugar content is so crucial that respondents place it on equal footing with satisfying taste across most of the globe; however, Asia Pacific is an outlier, prioritising quality and health benefits more substantially.
“Our research delivers valuable insights for product development. It serves as a roadmap for formulation strategies, highlighting the most important elements on nutrition labels and ingredient declarations that resonate with shoppers from one category to the next. Furthermore, we leverage this data when partnering with brands as they enter new global markets,” said Diedrich. “For example, we’ve observed that consumers are more forgiving on calories and sugar tallies in indulgent food categories like confections, ice creams and sweet bakery. However, there is a notable shift toward reviewing the quality of ingredients and sweetening choices in these segments. From this foundation, we can educate brands on the acceptability of ingredients in different regions, which allows them to appropriately balance great taste with label appeal.”
Within the map of the insights tool, country-specific highlights are also shared. For instance, consumers in Poland are more likely to have purchased nutrition bars and sports performance drinks, citing strong athletic and cardiovascular goals more than other European nations. Australians are more likely to seek out sugar-free products rather than offerings with partially reduced sugar, particularly when compared to three other Asia Pacific countries. For shoppers in Mexico, plant-based claims and alternative sweeteners like stevia and agave are sought-after ingredients; and Brazilians hold high regard for products with sustainable sourcing claims.
“These are just a few trends identified in the extensive statistics organised in our new interactive tool, designed to help navigate consumer desires for limiting sugars,” said Diedrich. “Supplying global and local insights is just the first step to our holistic approach to achieving successful sweetening solutions. Paired with formulation expertise and our vast portfolio of ingredients – all parts come together to address global nutrition goals.”
ADM is uniquely positioned to replicate full-sugar taste through its proprietary approach, Replace Rebalance Rebuild®. The method uses sweetening systems alongside flavours and enabling ingredients to replace sweetness, rebalance flavour and rebuild functionality. ADM is invested in research and dedicated to continually expand its ingredients pantry to solve formulation challenges and support manufacturers taking on sugar replacement efforts.
The latest FRUIT LOGISTICA Trend Report is now available for download
Annual report’s in-depth information and expert analysis help industry representatives understand how fruit and vegetable supply is changing across the globe.
FRUIT LOGISTICA’s latest annual trend report provides the fruit and vegetable sector with free and valuable information about the future of the global fresh produce trade. Entitled ‘Future trends in fresh produce supply’, this year’s report highlights the emerging supply chains, new sources of supply, and market trends that are set to change the business in the next few years.
With this free report, industry representatives can do the following:
Access exclusive insights from industry leaders like Fruitnet, RaboResearch, AgTools, EastFruit, and Sensonomic
Discover new growth opportunities that can drive future expansion of the international fruit and vegetable trade
Explore the emerging supply potential in the southern Mediterranean and how it can reshape global markets
Dive deep into the booming intra-Asia trade and its rapidly evolving dynamics
Spotlight fast-evolving categories with detailed reports on the freshest trends in produce
Unlock sourcing strategies from emerging and high-potential supply countries poised to transform certain trades
The FRUIT LOGISTICA Trend Report is available to read now as a free download.
Mintel, the experts in what consumers want and why, has announced three key trends that will shape consumer behaviour in the years ahead. In 2025 and beyond, we’ll witness the human mind, nature and technology aim to find harmony, though not always achieve it. Consumers and brands will live in a pendulum that constantly swings between a sense of control and a loss of control. Mintel’s objective for 2025 is to delve into the nuances of all seven Mintel Trend Drivers (Value, Wellbeing, Identity, Rights, Technology, Surroundings and Experiences) across three different contexts: Home, Community and Globe.
The three consumer trends for 2025 are:
The Home: Under Construction
In an unpredictable housing market, true comfort and authenticity in our homes will come from celebrating imperfections and individuality rather than chasing an ideal that often eludes us.
The Community: Linked Lives
Communities will exist in a collaborative space that defies physical limits, inspired by what brands and consumers can imagine together.
The Globe: Tradition in Transition
The way things have always been done is changing by force as much as choice. Brands will need to embrace this inevitability to sustain progress and relevance.
The Home: Under Construction
Daniel Takacs, Mintel Associate Director, Consumer Trends, said: “The purpose of ‘home’ is evolving, and brands are being put at the forefront to inspire pieces of a home—not a complete home. Consumers are no longer waiting for the perfect functional space to start living. As people rebalance their routines and habits, they are doing so through a lens of optimising their time (e.g. multitasking) and their well-being (e.g. rituals). This contradiction of harmonising productivity with self-care is shaping the future of the home.
“As individuals grapple with the challenges of securing a stable home and accept that ownership expectations don’t always align with reality, familiar comforts will become even more vital. The growth of childless couples, new relationship models and ageing in your own home and communities, will all influence how people want to live. Concurrently, remote work will reshape family dynamics, impacting how children develop attachment bonds in environments where parents are constantly present. Modern home life, where emotional, practical and economic factors all play critical roles, will result in a reevaluation of defined household roles. In the envisioned future, home is not merely a place to live; it is a hub of health, efficiency and personalised comfort.”
The Community: Linked Lives
Daniel Takacs, Mintel Associate Director, Consumer Trends, said:
“In the face of inevitable change, people are looking to form stronger, sustainable and long-lasting connections to help them grow resilient to whatever life throws at them. Driven by a need to prepare for everything from climate change events to political shifts, the complexity and unpredictability of these issues make it neither logical nor desirable to tackle them alone. Consequently, social groups have become a necessary part of how people plan for the future, seeking out intentional companionship and collective support.
“Despite a fear of growing loneliness and isolation, there’s optimism in the fact that self-expression invites community, whether it’s Swifties or coffee enthusiasts. A brand’s tone can foster a sense of belonging and empowerment with its audiences, shaping a space where individuals can thrive and engage positively with each other.
“Ultimately, brands will have to adopt a balanced approach to AI, ensuring it supports human self-expression to mitigate the risk of increased social isolation. Brands will not only be viewed as a resource for products, but they will be central to creating spaces where individuals feel valued and supported.”
The Globe: Tradition in Transition
Daniel Takacs, Mintel Associate Director, Consumer Trends, said: “Consumers can no longer go about their daily lives without an awareness of the global changes at play, from extreme weather to advancing technology. Brands must be acutely aware of the evolving consumer sentiment that swings between moral values and basic needs. Environmental change, technological advancement and ageing populations will cause significant challenges for consumers. Tensions will arise between generations as Baby Boomers (born 1946-1964) remain active well into old age, and Gen Alpha (born 2010-25) demand attention.
“In addition, the norms around health and beauty will see a notable shift, with the use of weight-loss drugs and cosmetic surgery becoming normalised. While these trends reflect shifting attitudes towards body image, as consumer expectations evolve, there will be a growing emphasis on transparency, safety and efficacy in health and beauty products. Brands will be called on to address immediate aesthetic desires and also prioritise long-term health, setting the stage for a future where wellness is accessible.”
Mintel, the experts in what consumers want and why, has announced four key trends that will shape the global food and drink industry in the years ahead. In 2025 and beyond, expect to see more focus on blood sugar and hormone health, while food and drink will play an increasing role in mental health management. There will be an increase in diversified ingredient sourcing, while the humanisation of technology will be essential for consumers who are apprehensive about technology being used to create, modify and produce the food they put into their bodies. The Mintel 2025 Food and Drink Trends are:
Fundamentally nutritious: The emergence of weight-loss medications like Ozempic will redefine consumer perceptions of ‘food as medicine’ from being an added functional ingredient, to necessary to meeting daily essential nutrient needs.
Rule rebellion: Embrace consumers as ‘perfectly imperfect’ beings who are hungry for brands that help them ‘break the rules’ in food and drink.
Chain reaction: As disruptions to the food supply become more frequent, the industry will need to encourage consumers to welcome and trust the new origins, ingredients and flavours that will emerge locally and globally.
Hybrid harvests: Food and drink companies will need to illustrate how technology and agriculture work together to benefit consumers, farmers and the environment.
Fundamentally nutritious
Alex Beckett, Mintel Food & Drink Director, said: “The emergence of GLP-1 weight-loss medications will inspire consumers to reevaluate the relationship between food and medicine. Starting in 2025, brands must streamline their health claims to the critical nutrients they contain. Simplified claims that highlight protein, fibre, vitamins and mineral content will appeal to people who are using weight-loss drugs, as well as the majority of consumers who define their diets based on their individual needs and how food makes them feel. Expect to see an increase in nutrient-dense product innovations to improve short- and long-term health.
“Increased adoption of personal data collection will happen at the same time as consumers paying more attention to two metrics that are key to how GLP-1 weight-loss drugs work in the body: blood sugar and hormone health. Rising interest in blood sugar could increase the demand for low-glycemic formulas, as well as blood sugar monitoring beyond just diabetics. For hormone health, brands can support men and women as they navigate hormonal changes brought on by ageing.”
Rule rebellion
Alex Beckett, Mintel Food & Drink Director, said: “As society increasingly accepts imperfections, food and drink brands can target these ‘perfectly imperfect’ consumers with innovation that breaks the invisible rules around food and drink consumption. Brands can lean into how consumers want to, or actually, consume food and drink rather than how they feel they ‘should’. By supporting these rebellious tendencies, brands can help consumers feel more represented by the outside-the-norm food and drink choices available to them.
“In the near future, brands will seek to break down continued social stigmas surrounding lesser-talked-about health issues. For example, currently less-seen on-pack and marketing messaging that directly mentions the role of food and drink in mental health management will become more commonplace. Meanwhile, there is further potential for ‘rule-breaking’ innovation from food and drink brands that are feeling the pressure to be sustainable, despite knowing that consumers won’t necessarily pay more for eco-credentials. Innovative brands can create new norms by developing products with unfamiliar sustainable ingredients that can be marketed on their unique taste.”
Chain reaction
Alex Beckett, Mintel Food & Drink Director, said: “More frequent climate-related production challenges and geopolitical events are increasing consumers’ food bills and awareness of how distant world events can affect their meal plans. In an increasingly volatile world, food and drink brands must clearly communicate how adjustments from local to global sourcing were made to benefit consumers. Cross-industry, multinational collaboration and scalable tech solutions will be required, but they are not without complications. More importantly, consumers will feel the consequences of these challenges personally, and brands must be ready with solutions.
“Looking ahead, more ingredients will be sourced from alternative and potentially more reliable growing regions, such as olive oil from Algeria or Peru. Brands can highlight the benefits of diversified sourcing, such as nuanced flavour variations. Many consumers’ local-centric identities will be transformed by social media, immigration and travel.”
Hybrid harvests
Alex Beckett, Mintel Food & Drink Director, said: “A greater use of technology in food and drink production is inevitable to meet current food supply challenges, yet many consumers are not ready to embrace it. Despite this resistance, brands can tap into consumers being open to technological advances that, for example, enhance convenience. They will need to tell consumers how nature and technology complement – or better yet, enhance – each other.
“Over the next few years, food and drink brands must prioritise how these technological advancements benefit the consumer first through better taste, greater nutrition or consistent supply—and the environment second. It will be imperative that new technology is humanised, particularly AI. For example, German juice brand Eckes-Granini’s marketing video announcing its partnership with Microsoft draws attention to how this technology makes a positive difference in their producers’ lives, not just making production more efficient.”
Good value for money more important than low price – and organic is back
The complexity of world affairs has not lessened since March 2023. World crises have not gone away, rather the opposite. One positive development is that the inflation rate dropped in Europe1. This change is also reflected in the survey by Südzucker regarding consumers’ price sensitivity. If the price sensitivity is decreasing, other aspects of purchase criteria must gain importance in comparison. But what are the growing interests of consumers when buying food & beverages?
Main purchase criteria – naturlness, organic and regionality gain focus
The top three drivers for purchasing food & beverages did not change: taste, health and price. But while taste and price dropped significantly, health remained stable. Aspects like naturalness, organic and regionality, however, are continuing to grow in importance.
Taste as the number one purchase decision remained on a high level and far above from the second important driver – health. The drop may indicate that taste is more and more of a given for the consumer and a must-have. The fact that a good taste and sensory profile is a matter of course is also evident when it comes to sugar-reduced products.
Taste as the number one purchase decision remained on a high level and far above from the second important driver – health. The drop may indicate that taste is more and more of a given for the consumer and a must-have. The fact that a good taste and sensory profile is a matter of course is also evident when it comes to sugar-reduced products. 60 % (incl. Italy) are concerned about how sugar reduction in food/drinks is achieved. In comparison to price, taste went down in Belgium and the UK, while price fell significantly in all countries. One potential reason for consumers‘ decreasing price sensitivity could be explained by the decreasing inflation rate in Europe1; consumers no longer look for the cheapest product, but for the product with the best value for money that also fulfils other consumer needs. It must be clear to consumers what they are getting for their money …
Please download the full Südzucker Consumer Study 2024 for free under www.suedzucker.com.
1Source: Eurostat – Annual inflation down to 2.45 in the euro area (europa.eu)
Explore how different food and beverage categories in Germany are developing
Germany, known for its love of hearty meals and indulgent treats, is experiencing a fascinating shift in its food and beverage landscape. While Germans remain a nation of food lovers, they are increasingly prioritising health and sustainability. Here, through our 360 research into the German food and beverage market, we explore how these values are influencing purchasing decisions across various categories, from beverages to snacks and meal preparation.
Beverages in the German Market
German consumers want to reduce their alcohol intake; however, alcoholic beverages are still at large within the country. When asked why they want to control how much alcohol they drink, the most common consumer response was “because it is unhealthy.” Some consumers are turning to non-alcoholic beverages as replacements. Beer is the dominant non-alcoholic beverage in Germany, but variety and novelty is helping drive other non-alcoholic beverage purchases. Indulgent is the top claim for non-alcoholic beverage drinkers, chosen as most important by 25 % of consumers. A further 16 % look for low/no/reduced sugar claims, so healthy indulgence should be a target of note for innovators.
In soft drinks, bottled water consumption is on the rise, with more than one in five Germans increasing their intake in the past year. Two in three named its healthy image as a driver of consumption. For other key soft drinks subcategories, such as carbonated beverages, energy drinks, iced coffee and iced tea, the combination of low/no/reduced-sugar claims with indulgence positionings are the most influential claims for consumers …
Explore key generational differences within the global food and beverage industry
The food and beverage industry is constantly evolving, driven by a complex interplay of factors like technology, sustainability, and individual preferences. But one of the most significant influences on consumer behaviour is generational splits. From financial concerns to health priorities, and the growing importance of sustainability, here Innova Market Insights unveil the key drivers behind each generation’s place in the market. It will also explore how these differences translate into specific product preferences, and overall consumption patterns.
Generational profiles
Generation Z trends research indicates that the generation is characterized by their low household disposable income, lack of work experience, and single status. They are in the exploration stage of their careers, highly invested in physical exercise, and prioritise skin health and energy stamina. While they are socially active and enjoy mingling in various locations, digital platforms are essential for their connection and entertainment.
Millennials have more disposable income due to increased expertise and authority at work and are often living with two people’s paychecks. They prioritise exercise and healthy food choices, focusing on heart health and stamina. Similar to Gen Z, they are concerned about stress and anxiety, and prefer socialising at home. However, they are more experienced with technology than Gen Z.
Generation X are characterised by their high income, with many reaching career plateaus. They are physically active and emphasise bone and joint health for healthy aging. Their satisfaction levels are similar to Millennials, with anxiety being a shared concern. They prefer socialising at home and are experienced with technology.
Boomers have a medium income and are often retired with steady income sources like pensions. They prioritise food and are the most concerned about aging. Memory and agility are key concerns, and they prefer socializing at home. While they are digitally acquainted, they are less reliant on technology than younger generations.
Megatrends and generation trends
Key shifts in consumer behaviour across generations are partly driven by global megatrends, including factors like inflation, health concerns, and sustainability.
While inflation and financial constraints are top of mind for all generations, younger consumers (Gen Z and Millennials) exhibit a more optimistic outlook. Generation Z trends research shows 27 % of Gen Z say that they invest into foods, beverages, and experiences that uplift their mood, while older generations (Gen X and Boomers) are more likely to cut back on expenses and prioritise saving.
Across all generations, there’s a strong emphasis on healthy living, with nutritious diets and physical exercise being key priorities. Eating healthily is the number one eating-related value for all generations, chosen by 43 % of consumers, even over affordability. Gen Z is particularly focused on mental health, with stress and anxiety being major concerns. Millennials prioritise energy and stamina, while Gen X focuses on heart health. Boomers, on the other hand, are most concerned with memory and agility, reflecting their age-related concerns.
Sustainability is a growing concern for all generations, with different generations demonstrating more attentiveness to specific types of environmental consciousness. Younger generations are more likely to choose products with low environmental impact, and support brands that advocate for social causes. However, older generations are more prone to minimise their food waste, avoid overconsumption, and prioritise choosing local, seasonal produce.
Health and wellbeing across generations
Generation Z trends research indicates the generation prioritises mental health, with stress and anxiety being their top concerns. They are also highly invested in physical activity and prioritise energy and stamina. Skin health is another significant concern for this generation, reflecting their focus on appearance and self-esteem.
Millennials share similar concerns with Generation Z regarding stress and anxiety, but also place a strong emphasis on heart health and overall stamina. They are motivated to manage their weight for reasons such as enhancing self-esteem and physical appeal, as well as preventing chronic conditions.
Generation X is more satisfied with their mental health compared to younger generations, but they are more concerned about sleep and insomnia. They are also physically active and prioritise bone and joint health, reflecting their focus on healthy aging.
Boomers are the most satisfied with their mental health, but they are concerned about memory and mental agility. They are also highly focused on healthy aging, prioritising bone and joint health, and are motivated to maintain their physical and mental well-being.
Pleasure and enjoyment between generations
Two in five consumers consider freshness as the most important element in enjoying food and beverage products. While this preference is shared across generations, there are some key differences in many other indicators of enjoyment. For instance, seniors prioritise nutrition and realness, while younger generations favour taste discovery and sweetness. Multiple products can be noticed catering to these interests, advertising nutritional, fresh elements, as well as rich, novel flavours.
What’s next in Generation Z trends and beyond?
The distinct generational differences identified through Innova’s consumer trend research can unlock brand opportunities for the future. Gen Z and Millennials are especially concerned with their mental and emotional health. Generation Z trend research shows that the generation tends to invest in food and beverage that uplifts their mood or alleviates boredom. Brands can leverage this through developing products that offer nutrients for mood improvement or exciting sensory experiences to alleviate boredom. Gen Z and Millennials are also keenly aware of their skin health, as it is their top physical concern. Appearance matters to these younger generations, and brands can develop products that tap into these attitudes through promoting skin health related claims on their packaging.
For older generations, their health focus falls on preventing or managing chronic conditions. Functional ingredients in products can help incentivise these consumers in their choices, allowing them to improve their overall health through their diet. Honesty and transparency are also important eating values for seniors, emphasising nutrition and realness as drivers of enjoyment and pleasure in food. Natural and nutritious products will likely continue to be enticing to this demographic.
The new edition of the proprietary Symrise trend tool trendscope™ 2024+ has delivered valuable key findings. It provides an overview of current consumer trends and future developments in food and beverages. According to it, health and naturalness continue as the most relevant trend drivers. At the same time, climate-smart innovation and circular consumption is getting more important while digitalisation exerts a fast-growing effect on consumer lives and the industry. By combining qualitative and quantitative research methods the study serves as an important basis for the development of consumer-preferred taste, nutrition, and health solutions.
Consumers today expect a lot from the food and beverage products they choose. They are looking for sustainable, healthy, and tasty options. This leads to the question: How do these expectations translate into food and beverage trends and how can Symrise best respond? trendscope™ provides comprehensive information on trends and investigates how they drive innovation. The results of the tool go into different trendscope™ reports. Symrise uses these insights to translate consumer wishes into innovative food and beverage concepts with inspiring taste, nutrition, and health solutions.
“Consumer behaviors and mindsets change over time and so do their demands for food and beverages,” says Leif Jago, Global Marketing Manager Food & Beverage at Symrise. “trendscope™ allows us to closely monitor and anticipate market shifts. This creates an important basis to design solutions that deliver against these evolving needs.”
Combining qualitative and quantitative research
To decode latest food and beverage consumer trends, trendscope™ combines different methods of analysis. The qualitative research contains for example a meta-analysis of consumer reports, start-up and social media screening, an innovation scan, and insights from the Symrise taste treks with the chef network StarChefs. The quantitative research comprises a meta-analysis of existing studies and surveys and polls related to consumer behavior and mindsets. In addition, social media listening, and AI-based trend forecasting support the findings. This goes hand in hand with an analysis of global urban hot spots. In twelve global locations, Symrise conducted 24 interviews with selected trendsetters like food bloggers, journalists, and trend scouts.
“The tool’s global scope allows us to tailor trends to regional specifics. Based on this, Symrise can develop taste, nutrition and health solutions and tailor them to consumer demands in specific regions and categories. This, in turn, helps our customers to respond to decoded consumer desires with the right food and beverages,” concludes Jago.
The new offer of trendscope™ 2024+
To increase the relevance of trendscope™ further for the Symrise teams and customers, several key changes got incorporated. The current edition puts a spotlight on health as consumer health awareness is growing and has evolved into a key innovation driver. In addition, digitalisation and sustainability are now forming standalone megatrends. Both exert a huge influence on consumer lives and industries. From a research perspective, trendscope™ 2024+ uses more quantitative data sources. This includes social media listening and surveys.
The trendscope™ 2024+ edition got compiled during a global polycrisis. Consumers face a crisis continuum ranging from COVID-19 and its effects to the Ukraine war, rising cost-of-living, surging inflation, and looming recession. As a result, consumers look for stability and emotional anchors. At the same time, they change their buying behavior due to cost-consciousness. Overall, the polycrisis serves as an accelerator of change that boosts or slows down specific consumer needs.
Six global megatrends with several sub-trends identified
Symrise has identified six megatrends. “Digitalisation” forms an underlying macrotrend that permeates all areas of life. It has become a game changer for innovation. The other five items represent trend clusters with several sub-trends.
“Purposeful Sustainability” focuses on the urgency to act in a resource-saving manner. It also includes the consumer wish of making product choices with a positive impact on the climate. Regenerative eating and circular thinking play a key role here. The “Natural Goodness” cluster centers around the wish for natural and clean label plant-based products. This comes with a more critical eye toward ingredients and production methods. Another cluster relates to “Healthy Lifestyle”. Consumers have started considering mental and physical wellness combined. Products supporting mental health and emotional wellbeing experience a boost. At the same time, consumer look for guided health choices to navigate the complex landscape of inflationary health claims. “Emotional Discoveries” presents the wish of consumers for social connection and memorable experiences after the pandemic. At the same time, they demand higher standards of originality, quality and authenticity when discovering new tastes. The “Premium Indulgence” cluster gets strongly characterised by value orientation. Consumers look for indulgent moments in times of rising costs of living. They try to find bliss in little things to treat themselves.
The Symrise experts use these trendscope™ insights to investigate what they mean for the company’s portfolio. “We operate very agile and keep an eye on the competencies we need to address in view of important consumer needs. We want to support our customers in achieving their goals while contributing to Symrise’s sustainable growth,” adds Regine Lueghausen, Vice President Global Marketing Food & Beverage at Symrise.
Prinova has identified growing demand for ingredients for the mind as one of nine emerging food, beverage and nutrition “mega-trends”. In a new report on functional health trends, it also spotlights the increasing prominence of branded ingredients, and growing demand for “real foods”.
The leading provider of ingredients and premixes commissioned expert researchers to analyse patterns in retail and food service and to conduct social media listening. This allowed it to build a framework of nine macro-trends that will shape the industry in 2024 and beyond.
The report highlights the growing number of products containing adaptogens and nootropics, which it attributes to factors such as enduring concerns around performance, focus and “brain fog” in the wake of the pandemic. It also notes growing demand for natural sources of caffeine, such as yerba and matcha, as consumers seek “an antidote to boom and bust caffeination”. Meanwhile, ongoing talk about the stress of modern life, coupled with research on the importance of sleep and rest, has led to “an array of adaptogenic ingredients” being included in everyday food and beverage products.
The Prinova report also notes that “branded ingredients are emerging from the depths of the ingredient list, with logos making their way to the front of product packaging, “particularly in categories like plant-based and performance nutrition. Prinova’s range of branded ingredients includes enduracarb® , a science-backed, slow-release ‘double sugar’ for endurance, and Bacopin®, a bacopa monniera ingredient which, studies show, may help improve memory and attention.
Other mega-trends identified in the report include:
‘Real Food Rules’: A shift away from complicated ingredient lists as consumers embrace ingredients in their most natural, unprocessed form. This includes recognising the benefit of animal-based products again, including previously maligned elements such as full fat.
‘Hack my Health’: With growing interest in the way products interact with our genotypes, phenotypes and lifestyles, companies are increasingly offering personalised services to cater for unique needs.
‘Targeted Nutrition’: Consumers are increasingly aware of the nutritional interventions they can make to improve their wellbeing at different life stages. More knowledgeable than ever, they are looking for products with detailed claims.
James Street, Marketing Director, EMEA & APAC at Prinova, said: “Consumers are looking to food, beverage and nutrition products to meet a growing number of needs. To identify where the opportunities are, and to help our customers create innovative, new products, we’ve created a future-facing framework that identifies the most important emerging trends. We’ve seen how consumers are looking for nutritional ‘hacks’ in areas like cognitive performance and emotional wellbeing, while also yearning for a return to products with ‘real food’ or ‘natural’ credentials. And our research also shows that manufacturers are recognising branded ingredients as one of the best ways to communicate science-backed benefits and bolster credibility.”
Mintel, the experts in what consumers want and why, has announced Global Packaging Trends for 2023, featuring a PESTEL analysis* that explores the macro-environmental factors impacting the packaging industry in 2023 and beyond.
David Luttenberger, CPPL, Global Packaging Director at Mintel, examined the political, economic, social, technological, environmental, and legal factors impacting global packaging evaluations, planning, and decision-making: “The decision to use a PESTEL analysis was based on the fact that currently there are so many extraordinary outside influences on package innovation and the packaging supply chain. Pressures from the environmental perspective, the conflict in Ukraine, global inflation, social issues, legal challenges, extended producer responsibility, and other forces mean packaging must navigate new and more challenging routes to market. The PESTEL format enables us to succinctly identify the opportunities and present clear recommendations to retailers, brand owners, and package manufacturers.”
Economic factors impacting packaging
“Economic uncertainty and the associated rising cost of goods have forced consumers to rethink budgets and discretionary spending. Across categories, brands are tapping messaging, technology, and retail strategies to show consumers how packaging can stretch a budget.
“Consumers will look to brands to help them overcome economic-induced stresses with products and packaging that mesh with purchasing abilities and reflect value without compromise. Offering packaging that represents financial value propositions, while not compromising quality, convenience, freshness, safety, and environmental responsibility, will be a differentiator in 2023 and beyond.”
Social factors impacting packaging
“From food shortages and ethical sourcing to responsible water and land use, consumers want to know more about the products they buy and the brands that produce them. In addition to achievements, brands and package manufacturers must be transparent about their weaknesses. Consumers are pursuing transparency through clearer labeling and what those claims mean for the greater good.
“In the future, packaging will paint a picture of a brand’s equity, which increasingly includes social and environmental capital. Consumers want to hear what companies have to say on controversial topics related to diversity, inclusion, and equity.”
Legal factors impacting packaging
“A myriad of laws have been enacted to protect consumers from deceptive or fraudulent business practices. New rules around the use of plastics and pollution-causing materials, as well as protecting human and planetary health, will greatly affect consumers. To get ahead and stay competitive, companies must get a firm grip on current and future legislation around plastics, PFAS, and EPR.”
“Consumers will rally behind legislation that benefits the environment. Their support will spur additional bans which will put significant cost pressures on manufacturers in their quest to meet mandates and find suitable, though more costly, alternatives.”
Packaging perspective of Mintel’s 2023 Global Trends
also discusses the packaging industry implications of the 2023 Global Food and Drink, Beauty and Personal Care, and Household Care Trends, including the future of packaging within these industries.
“The macro factors impacting packaging are universal across all end-use categories, including what my colleagues outline in Mintel’s 2023 Global Food and Drink, Beauty and Personal Care, and Household Care Trends. How the challenges manifest within each category varies, but the data, insights, and expert recommendations are applicable and actionable across all end-use categories, package formats, and regional markets,” continued Luttenberger.
Food and drink packaging trends
“Although costs of living are rising globally, consumers will not be motivated solely by low prices in 2023. They will find value in affordable food and drink that promises clarity, nutrition, and versatility. Package manufacturers must enable clear communication of added-value nutritional content and provide efficient portioning and product preparation. Clean packaging designs that highlight natural ingredients and health benefits will stand out to shoppers. In the future, brands seeking to be trusted partners in the kitchen need to take energy consumption into account and deliver packaging that enables energy-efficient cooking.”
Beauty and personal care packaging trends
“Post-pandemic consumers are seeking experimentation, social responsibility, and value from brands in-store and online. Package manufacturers must deliver physical, emotional, visual, digital, and environmental attributes that mesh with consumers’ changing lifestyles. Packaging remains not only a constant but an integral part of the beauty consumer experience—whether through new eco-responsible structures and materials, 100 % product evacuation dispensing systems, messaging about eco-attributes, or messaging about a brand’s values. Companies must create strategies that embrace next-generation package technologies to connect with consumers at retail, at home, and in any/all channels they prefer.”
Household care packaging trends
“The inward focus on one’s self and the planet has become intertwined with saving money in the household care space. That triad of forces has created new opportunities that will redefine the definitions of responsibility and value. Companies must invest in innovations that optimise such parameters as cube efficiency, weight reduction, materials management, extended shelf-life, and end-of-life or second-life scenarios. The key to delivering the next generation of household care packaging will be simple design, convenient dispensing, and an overt display of environmental and social responsibility.”
*A PESTEL analysis is a framework used to analyse and monitor the macro-environmental factors that have an impact on an organisation, company, or industry examining the Political, Economic, Social, Technological, Environmental and Legal factors impacting global packaging evaluations, planning and decision-making.
Naturalness, health, and climate-friendliness play an increasingly significant role in food and beverages. Premium products are also becoming more important. These findings revealed the current version of the Trendscope™ metanalysis, which Symrise conducts regularly. With this trend tool, Symrise provides an overview of current and future developments in food and beverages. The study combines qualitative and quantitative research methods and serves as an important basis for the development of consumer-preferred taste, nutrition, and health solutions.
The Trendscope™ metanalysis provides comprehensive information on trends as well as five dedicated reports for the beverages, culinary, dairy, snacks, and sweet categories. These show items, such as trend manifestations, product examples and emerging flavors and ingredients. “Trendscope™ allows us to continually observe consumer behavior and to examine current trends,” says Leif Jago, Global Marketing Manager Food & Beverages at Symrise. “We consider this very important since consumer wishes for food and beverages change over time.”
Various methods of analysis combined
Trendscope™ relies on a combination of different methods of analysis. The qualitative research contains a metanalysis of consumer reports, start-up screening and social media listening. The quantitative research comprises a metanalysis of existing studies and market reports as well as surveys related to consumer behavior and mindsets. This goes hand in hand with an analysis of global urban hot spots. For this, Symrise conducted twenty-four interviews in twelve locations with selected trendsetters like food bloggers, journalists, and trend scouts.
This combination of analysis makes it possible to precisely decode and validate trends. The tool’s global scope also allows to tailor trends to regional specifics. Based on this, Symrise can develop taste solutions and tailor them to consumer demands in specific categories. This, in turn, helps Symrise customers to respond to these decoded consumer desires with food and beverages.
Twelve consumer trends identified in four clusters
Symrise has identified twelve consumer trends in total, which we can subdivide into four clusters. “Natural Goodness” focuses on consumers who want to make a positive contribution to protecting the environment and the climate with their nutrition. These consumers increasingly value regenerative agriculture and biodiversity. Another cluster relates to “Healthy Lifestyle.” Today, many consumers want to live healthily and to use their nutrition to improve their gut health or immune system. At the same time, they want products that add fun, pleasure, and convenience to healthy eating.
The “Premium Indulgence” cluster represents a third trend. Brands drive it that meet ethical as well as environmental criteria. Personalized offerings are also getting increasingly important. The “Emotional Discoveries” cluster is ultimately concerned with navigating the effects boosted by the pandemic. The coronavirus pandemic has led many people to spend more time at home, and they are looking for ways to elevate this experience. They prefer comforting tastes that provide both a sense of security and taste adventures for their inner child.
“The coronavirus pandemic accelerated the development of trends and strengthened existing consumer wishes,” says Jago. “Trendscope™ allows us to understand the changing demands and to react to them. Using our technological expertise, we can develop the corresponding taste, nutrition, and health solutions for our customers’ products.”
Top 4 megatrends shaping global beverages in the year ahead
TREATT take a look at the top 4 megatrends set to shape the future of the beverage industry, sharing the latest global data and insights.
For each megatrend TREATT get closer to the key drivers affecting consumer behaviour, what this means for beverages across the world and helps to answer your questions around consumer trends.
The megatrends are:
1. Health and wellbeing
Health and wellbeing has morphed from a trend to a way of life but remains a key motivator of consumer behaviour globally. From the silent generation to Gen Z, all are embracing both a preventative and curative approach to health in a holistic and more personalised way than ever before. Across the CPG landscape TREATT is witnessing a rapid evolution of this megatrend.
2. Sustainability and ethics
The health of the planet is now the top consumer concern. There is a mounting awareness and concern surrounding the scale, complexity, and interdependence of shared social and environmental challenges globally. As the pandemic continues to highlight global inequalities, sustainability and ethical consumption concerns will only increase in significance and further impact consumer purchasing behaviours.
3. Sensory and indulgence
Consumers are seeking enjoyment beyond tangible products themselves. They are becoming more “experience-driven” and are willing to pay more for an enhanced brand experience. It is therefore becoming increasingly important for brands to perform at an experiential level, and offer varied, novel, and complex sensations for optimal enjoyment.
4. Digital lifestyles
Shopping and consumption patterns continue to evolve at a rapid pace in our digital world. In a hyper-connected, technology-enabled society, consumers seamlessly integrate the use of multiple technologies into their lives an d buying behaviour.
Mintel has today announced three trends set to impact global consumer markets in 2022. From technology that predicts the success of potential romances to brands tackling COVID-19 ‘survivor’s guilt’ and eco-anxiety, this year’s trends include:
In Control: In times of uncertainty, consumers crave a sense of control over their lives. Brands can deliver the information and options that consumers need to feel like they’re in the driver’s seat.
Enjoyment Everywhere: Having endured lockdown, consumers are eager to break out of their confines and explore, play and embrace novel experiences, both virtually and in the ‘real’, physical world.
Ethics Check: While many brands have made their voices heard on controversial topics, consumers want to see measurable progress against their goals.
Dana Macke, Director of Mintel Trends, Americas, comments on how the trends were developed, as well as how they will impact markets, brands, and consumers in 2022 and beyond:
“As experts in what consumers want and why, we’re best suited to accurately predict the future of consumer behavior and what that means for brands. In 2019, we took a bold, new approach to predict the future of global consumer markets and expanded our outlook to 10 years. Mintel’s 2030 Global Consumer Trends – known as the seven Mintel Trend Drivers – were developed as a living, growing prediction model that will adapt to the unforeseen. As the COVID-19 pandemic unfolded, impacting nearly every industry worldwide, our consumer expertise and prediction model meant we were well placed to analyze how it would impact markets. Not only did our 2030 predictions hold true, but the pandemic accelerated many of the shifts we foresaw.
“Looking ahead to 2022, our trend analysis and prediction research are grounded by observations of the seven Trend Drivers over the last 18 months and backed by Mintel’s robust consumer and market data, predictive analytics, action-oriented insights and expert recommendations. We put everything into context to better understand what it means for—and how it could inspire—our clients’ business decisions across industries, categories and demographics, and amid global themes and times of uncertainty.”
In Control
“Feelings of precariousness and financial insecurity both created, and exaggerated, by the pandemic mean that consumers are looking for a sense of control over every aspect of their lives. But misinformation is making it harder to carry out the necessary research to make informed decisions. Consumers need clarity, transparency, flexibility and options to make decisions that suit their individual changing needs and circumstances.
“Brands will need to work harder to deliver reliable information and balance censorship and authenticity. The race for the fastest delivery will evolve to focus on being more flexible, giving consumers more control over when products arrive to fit around their schedules or to match their other specific needs. Consumers’ desire to know potential outcomes will manifest in the development of predictive technologies that can anticipate adverse events. From diseases to likely death dates to relationship outcomes using compatibility profiles, technology will evolve to grant consumers the power to plan with peace of mind.”
Enjoyment Everywhere
“Consumers are seeking sources of joy as the continuing pandemic and other local and global crises have caused them anxiety and stress. Many may be feeling a kind of ‘survivor’s guilt’ and, as a result, brands are recognizing the importance of uplifting people by giving them permission to feel happiness once again.
“While the stress caused by the pandemic may no longer be central to consumer needs for fun and escapism, they will continue to seek enjoyment and playfulness. As brand interactions through campaigns, apps and transactions take on more and more gamified elements in response to consumer interest, expect to also see pushback against it and the instant gratification it offers. This tendency will rise from consumers taking a more mindful approach to pleasure and enjoyment.”
Ethics Check
“Consumer demand for, and expectations of, brands’ ethical commitments are evolving. They have moved beyond simply wanting brands to ‘be ethical’ and are demanding to see measurable, transparent and consistent actions from those they choose to support. Consumers will look beyond a brand’s achievements and strengths; businesses will need to be transparent about their weaknesses, too, where and why they fail and how they plan to address these issues in future.
“All the transparency in the world doesn’t necessarily help consumers to understand the impact of a brand, which is why it’s key to use metrics that accurately reflect the problems brands are trying to solve. If a company isn’t properly measuring what they aim to fix or change, it’s difficult to determine whether progress is being made, let alone communicate that progress in a way that consumers will understand,” concluded Macke.
World leader in human and animal nutrition releases second annual list of global consumer trends
ADM, a global leader in nutrition that powers many of the world’s top food, beverage, and health and wellness brands, released its second annual list of global consumer trends.
(Photo: ADM)
Based on in-depth research from ADM’s proprietary Outside VoiceSM consumer insights platform, ADM provides a breakdown of each growth space poised for takeoff in the new year. These insights are used by the world’s leading consumer brands to fuel product innovation.
Brad Schwan, vice president of category marketing for ADM, explains, “Consumers today continue to navigate a tumultuous environment that has uprooted every aspect of their lives. This has led forward-thinking brands to develop new solutions purpose-built to help consumers establish a sense of normality for themselves, their families and their pets. We’re seeing everything from foods, feeds and beverages that promote gut health to plant- based meat and dairy alternatives to biodegradable packaging.”
Below are the eight key consumer trends fueling current and future global growth that point the way for ADM’s innovation, renovation, and development platforms.
1 Nourishment for the Whole Self
Consumers want to be more proactive about supporting their mind and body through a balanced approach to diet and lifestyle. While this is a long-term trend, the recent global pandemic has placed renewed interest on mental well-being, with many looking for more effective ways to cope with stress and anxiety. Wholesome nutrition is one important way consumers are looking to support their holistic well-being. In fact, ADM Outside VoiceSM finds that 37 % of global consumers expect the snacks they eat to improve their mental well-being.
2. Plant-based Lifestyles
A flexitarian approach to eating has become mainstream as consumers look to functional, wholesome, plant-based nutrition to support healthy, environmentally friendlier lifestyles. In fact, it is expected that alternative proteins will very likely account for 11 % of the total protein market in 20352. This is being fueled, in part, by COVID-19, which has accelerated interest in plant-based, as a health-forward alternative for consumers who are paying close attention to their body’s nutritional needs. Food and beverage brands, in response, are broadening the landscape of nutrient- dense plant-based options for consumers, aiming to meet their growing demand for products that are sustainable, health and wellness oriented and safe.
3 Microbiome as The Root Of Wellness
Awareness of the microbiome as central to wellness has grown over time. Data from ADM Outside VoiceSM indicates that 58 % of global consumers are aware of the potential benefits that bacteria in the digestive system can have on their overall health. Today’s consumers are looking for foods, beverages and supplements that support gut health and overall well-being. Linked by consumers to immune function, aspects of metabolic health and even mood, mental acuity and feeling energized, consumers’ approach to supporting a healthy gut is evolving from reactive (seeking foods to alleviate discomfort) to proactive (tailored and customized pre-, pro- and postbiotic solutions), as they strive to achieve greater empowerment over their personal health and well-being.
4 Clean & Transparent Sourcing
Consumer demand for ‘clean label’ products, which they consider to consist of real, kitchen-level ingredients, has become table stakes. Today’s shopper is consistently searching for foods and beverages containing real, simple ingredients that can help promote a healthy, sustainable lifestyle. This has led to a desire for transparency across the entire product lifecycle, from how it’s made to how it’s packaged, and beyond. This is especially true during COVID-19, with consumers placing an increased emphasis on learning where their food comes from and trying to ensure the health and safety of themselves, their families, their pets and their communities. As consumers become more sophisticated in their understanding of the products they consume, 58 % of global consumers say they will be more attentive to locality claims as a result of COVID-195.
5 Humanization Of Pets
Pets are more commonly seen as part of the family – a trend that has been present over time but accelerated in strength during the pandemic. This extends to what their pets eat, with many pet parents transposing their purchasing values and preferences onto their furry companions. There’s been a 41 % increase in “all natural” pet foods launched globally3. Likewise, ADM Outside VoiceSM also found that 30 % of global pet owners spent a significant amount of time researching the best food options in the last year1. As consumers are challenged with changing lifestyles and a return to work, they will continue to monitor their pets’ overall well-being to ensure they’re providing foods and supplements aimed at helping them care for their minds and bodies.
6 Precise & Responsible Animal Feeding
The interconnectedness of the animal product supply chain is top of mind for today’s consumer. There is an increased demand for optimized feed solutions that support human and animal nutrition in an efficient, environmentally friendly manner for a range of animal species. This is driving brands to begin providing digital documentation explaining how the animal was raised, particularly related to its consumption of antibiotics and/or growth hormones. Nearly half (49 %) of consumers are willing to pay a premium for products with high quality assurances and verifiable safety standards4.
7 Sustainable Goodness
Consumers see sustainability as a moral imperative as they connect it to what is right and ethical, their community and the environment. In fact, 47 % of global consumers say they are now more attentive to sustainability claims5. This has sparked demand for ethical production and sustainable sourcing practices – such as regenerative agriculture and carbon negative production to protect the food supply of the future. Brands are responding by taking positions on environmental matters, aiming to reflect their commitments to increasing the sustainability of their production and distribution systems.
8 Advanced Renewables & BioSolutions
Today’s consumers are more conscious of the environmental impact of their consumption and the food system at large, with a specific focus on the use of finite materials and physical waste. With 38 % of global consumers being willing to pay more for products made with sustainable materials5, conscientious consumers are paying close attention to seeking out food, personal care and home care products that support the needs of their families, the environment and their local communities. And, consumers increasingly believe that companies should take greater responsibility for reducing waste and energy use from development to disposal.
Each of these growth trend spaces represents an opportunity for forward-thinking brands eager to maintain relevance with today’s consumer. ADM, a global powerhouse in human and animal nutrition, is positioned to provide these brands with the insights and novel solutions needed to meet consumer needs as they evolve in today’s ever-changing marketplace.
1ADM Outside VoiceSM 2Boston Consulting Group and Blue Horizon Corporation, Food for Thought, The Protein Transformation Report, 2021 3Mintel, The Future of Pet Food 2021 report 4Nielsen, Quality and efficacy may beat out price sensitivities amid coronavirus concerns, 2020 5FMCG Gurus: How Has COVID-19 Changed Consumer Behavior, Q21
The long-established trend towards proactively managing our health and well-being has been brought into sharper focus by COVID-19. Research by Innova Market Insights reveals a new wave of opportunity for functional nutrition product launches for 2021 and beyond.
Even prior to COVID-19, consumers were taking a more holistic approach to health, focusing on positive nutrition to boost the body’s resilience and improve physical, mental and emotional well-being. The impact of the pandemic brought health needs even more to the fore, with the growing desire to maintain physical and mental fitness developing alongside the more immediate focus on personal health security and hygiene. This included choosing functional food and beverages, as well as maintaining or increasing exercise, protecting the body from health threats and utilizing more self-care products at home as access to shops and services was restricted.
Consumers across the globe are placing increased emphasis on positive nutrition rather than the more traditional reductionist methods of diet control. An average 71 % of respondents in Innova’s 2020 Health & Nutrition Survey agreed that it was important or very important to choose food and drink products that positively boost nutrition or benefit how the body functions.
Consumers from different generations and different parts of the world are invested in their own personalized nutrition, with varying needs, motivations and behavior driving interest in specific functional benefits. The under 35s tend to focus more on physical appearance and performance, for example, while the older groups, particularly the Boomers (56+ years), are more interested in targeted or age-specific health benefits.
Gut feeling
According to Innova Market Insights, future directions for NPD will be influenced by consumers continuing to seek foods and beverages that actively improve physical and mental health, with growing opportunities for products carrying multiple health claims, such as gut health, immunity and mood.
The additional benefits of a healthy gut, beyond the more established areas of digestion and immunity, continue to be explored. For example, there is rising evidence about the gut-skin axis and how reducing sugary and fatty diets can help tackle skin and joint inflammation. Similarly, there is a growing understanding of how good bacteria in the gut can prompt improvements in mental health.
The need to boost the body’s resilience has driven a greater focus on the emotional aspects of mental health, enabling improvements in mood and happiness by reducing stress and fatigue, as well as optimizing relaxation and sleep patterns. Consumers have become more interested in the way that food and beverages can contribute to their mood and mental state. This has seen rising use of mood-related claims for new products, particularly those highlighting brain function, focus and concentration, often linked to the inclusion of adaptogens such as CBD.
Historically the juice and squash category’s growth were hampered by sugar taxes and a negative health image, however, this trend is set to reverse in the coming years. The industry has a forecast growth of 4 % from $ 52.4 bn in 2020 to $ 54.6bn in 2021*, bolstered by health concerns which are seeing consumers prioritise ‘immunity-boosting’ claims over ‘sugar free’, according to GlobalData, a leading data and analytics company.
GlobalData’s survey found that almost two thirds (61 %) of consumers globally spend a mid to high amount on juice**.
Elisabet Gonzalez, Innovation Team Leader at GlobalData, comments: “Due to the pandemic consumers are more worried about their health and this could be the reason behind the juice category’s success at maintaining its appeal during this tough period. Boosting the immune system has become a top priority for shoppers, hence, functional juice drinks and healthy beverages that offer nutrition-rich ingredients are likely to stand out on the shelves and keep strong positioning.”
GlobalData identifies that health & wellness is a popular trend and a key theme in the juice industry. Some examples of innovative product launches include a Morinaga Sunkist super grape juice in Japan, which is said to contain ‘juice-derived polyphenols. Polyphenols are believed to improve the treatment of weight management difficulties, digestion issues, cardiovascular diseases, and diabetes. In the US, Softresco launched a charcoal fruit drink shot, which offers a fruit drink with added vegetable charcoal. The infusion of activated charcoal may resonate with the 35 % of US consumers that think charcoal will have a positive impact on their health***.
Gonzalez continues: “While out-of-home juice consumption has taken a dip due to lockdown restrictions, at-home consumption and expenditure seems to be steady for the category as it is expected to post a compound annual growth rate (CAGR) of 2.6 % over 2021-2025 to reach $ 60.4bn*. Juice drinks might be seen by consumers as the perfect beverage to help them fight the virus, as it can provide the ideal dose of vitamins and nutrients needed to boost the immune system in an easy and convenient format for both children and adults.
“The COVID-19 pandemic could help some brands to strengthen their positioning and to reinvent themselves as a must-have product, rather than a beverage bought only for specific occasions. The health benefits of fruit juices and their many functional positioning possibilities, aligns well with today’s consumers’ needs, hence, there is a huge opportunity for the category to grow in the long-term and maintain its momentum in a post-pandemic era.”
*Data from GlobalData’s Global Market Data: Channel Insights Cube **Data taken from GlobalData’s 2021 Q1 Consumer Survey. ***Data taken from GlobalData’s 2019 Q3 global consumer survey
The now, next, and future of the global food and drink industry
The events of 2020 caused a fundamental reset in human behaviour. Recognising this transformation, Mintel’s 2021 Global Food and Drink Trends are inspired by recent shifts in consumer purchases and attitudes across industries. Through collaboration with consumer analysts and insights from Mintel Trends, a global team of food and drink experts have identified new opportunities in line with three of the Mintel Trend Drivers: Wellbeing, Value, and Identity.
In 2021 and beyond, expect food and drink companies to create mental and emotional wellbeing solutions, deliver on new value needs, and use brands to celebrate people’s identities.
Feed The Mind
Innovative food and drink formulations will offer solutions for mental and emotional wellbeing that will create a new foundation for healthy eating.
Quality Redefined
Brands will be challenged to respond to new definitions of trust, quality, and ‘essential’.
United By Food
Food and drink brands can balance a person’s need to feel unique and special with the desire to be part of communities of like-minded individuals.
Please download the free 2021 Global Food and Drink Trends here.
Mintel, the experts in what consumers want and why, has announced seven trends set to impact global consumer markets in 2021, including analysis, insights, and recommendations centered around consumer behavior, market shifts, innovative brands, and opportunities for companies and brands to act on in the next 12 months:
Health Undefined: An awareness of wellbeing is at the forefront of consumers’ minds, but a playbook doesn’t exist. Brands have a responsibility and opportunity to set new rules.
Collective Empowerment: Consumers around the world are making their voices heard loud and clear in the push for equity, agency, and rights.
Priority Shift: Consumers are seeking a return to the essentials, with a focus on flexible possessions and a reframing of what ownership actually means.
Coming Together: Consumers are coming together in like-minded communities in order to connect with and support each other, driven by the impact of the global pandemic.
Virtual Lives: Physical separation due to the pandemic, increased need for escapism, and improved technology are driving consumers towards digital experiences.
Sustainable Spaces: COVID-19 has subtly but significantly shifted consumer awareness of our relationship with the spaces in which we live, accelerating demand for sustainability.
Digital Dilemmas: While there are many benefits to a more digitally-connected life, concerns about its negative impacts are putting consumers in a predicament.
Please download the FREE 2021 Global Consumer Trends under www.mintel.com.
Enterprising partnership gives food companies a head start in technology
DuPont Nutrition & Biosciences is accelerating its open innovation strategy to prepare food and beverage manufacturers for fast-developing trends and disruptive change. DuPont is a partner with global innovation platform Plug and Play’s Food & Beverage program in the Silicon Valley, California. In early 2021, Plug and Play will open a new location in Chicago, Illinois and DuPont will be a founding partner of the new office with direct access to the emerging technologies that will keep food and beverage companies ahead in the future.
The source of these new technologies is talented entrepreneurial start-ups that look for support from larger corporate partners to develop and scale their business. By acting as an investor and mentor, DuPont will both accelerate their development and bring their innovative capabilities to market faster.
A technological win-win
Birgitte Borch, global marketing leader, Food & Beverage, DuPont Nutrition & Biosciences, expects the expansion of the Plug and Play partnership to be a true win-win.
“In recent years in particular, we have seen how disruptive change can take the established food industry by surprise. Plant-based meat and dairy offerings have proliferated fueled by new innovations driven by start-ups that are closing the gaps with traditional products. said Borch.
“Through our partnership with Plug and Play, we were able to influence the technology focus and tap into enterprising start-ups, bringing the latest innovative technology in plant-based proteins, functional ingredients and consumer testing. As a founding partner of their program in Chicago, we will be able to expand our focus into innovative technologies in biotechnology, personalized nutrition, food safety, functional ingredients, sustainability and market analytics.”
Strong track record
Plug and Play has a strong track record as an innovation ecosystem. An early investor in Google, PayPal and Dropbox, it operates more than 60 accelerator programs worldwide and in 2019 supported in excess of 1,450 start-ups. Plug and Play’s Food & Beverage program was launched in 2017.
“We use our trend insights and market forecasts to identify the technologies that will be business critical to the food industry moving forward. Plug and Play then provides a shortlist of promising enterprises within those technology areas. The most promising candidates are invited to pitch their technologies to our business and technology teams, and discussions about potential collaboration will begin,” added Borch.
The shortlist of talented start-ups for 2021 has already been drawn up. By the middle of next year, DuPont Nutrition & Biosciences Food & Beverage platform expects to have established open innovation agreements for unlocking the future of food.
About Plug and Play Plug and Play is a global innovation platform. Headquartered in Silicon Valley, we have built accelerator programs, corporate innovation services, and an in-house VC to make technological advancement progress faster than ever before. Since inception in 2006, our programs have expanded worldwide to include a presence in over 30 locations globally, giving startups the necessary resources to succeed in Silicon Valley and beyond. With over 30,000 startups and 400 official corporate partners, we have created the ultimate startup ecosystem in many industries. Companies in our community have raised over $9 billion in funding, with successful portfolio exits including Dropbox, Guardant Health, Honey, Lending Club, and PayPal.
In Tune with Immune is one of Innova Market Insights’ Top Trends for 2021, reflecting how immunity and health has become top of mind for consumers, with ongoing anxieties over COVID-19 continuing to be a key focus for next year and beyond.
“Ongoing anxiety stemming from the COVID-19 pandemic is continuing to push consumers toward prioritizing their immune health,” according to Lu Ann Williams, Global Insights Director at Innova Market Insights. “Immunity boosting ingredients will play a significant role for the coming year”, she reports, “while research and interest in the role of the microbiome and personalized nutrition as ways to strengthen immunity will accelerate”.
According to Innova’s Consumer Survey 2020, six out of ten global consumers are increasingly looking for food and beverage products that support their immune health, with one in three saying that concerns about immune health increased in 2020 over 2019.
Innova’s research also indicated that 54 % of global consumers claimed to have spent time educating themselves on ingredients and procedures that could boost their immune health in the wake of concerns over COVID-19. When asked which elements would be most important to achieve, immune health, choosing foods naturally high in nutrients (vitamins, minerals, antioxidants) featured in the top three. Also prominent was getting enough sleep and being physically healthy. There is an associated increase in interest in botanical ingredients in particular.
As might perhaps be expected in the light of this, the use of immune health positionings for food and drinks is also rising, with 1.65 % of global launches over the first ten months of 2020 using this type of claim, up from just 1 % five years previously.
Rising numbers of launches in a wide range of food and beverage categories are focusing on the use of terms such as immune health, immune boosting, immunity support, etc. These feature across a wide range of different types of product, led by baby & toddler products (particularly milks and formulas), ahead of sports nutrition (particularly sports powders) and dairy products (particularly drinking yogurt/fermented beverages).
The link is also increasingly being made between probiotics/prebiotics, digestive/ gut health and immune support. Consumer awareness of the benefits of probiotics is still gaining traction, with its relationship to gut health and a strong immune system increasingly being made.
Prebiotics have generally been slower to establish themselves in the consumer consciousness; although they have been around for many years, it is only relatively recently that they have started to move into the mainstream. Innova Market Insights reports a 20 % global growth for food and beverage launches with prebiotics in 2018 over 2017 and a further rise of over 13 % for 2019. Often used in combination with probiotics, prebiotics are featuring across a range of food and drinks launches, led by baby & toddler products, ahead of soft drinks and dairy products.
Rising demand for plant-based drinks with added health benefits
Consumer enthusiasm for plant-based foods continues to grow unabated. This is also affecting the beverage market. Market research company Persistence Market Research (PMR) predicts annual growth rates exceeding six percent for plant-based drinks through 2028. And that’s not all: The “plant-based revolution,” as Innova Market Insights terms this top trend, opens further value-add potential. Fortification with micronutrients gives products additional health value. Plant-based alternatives to dairy products are by far the strongest category, according to Innova. SternVitamin has developed special micronutrient premixes for this segment that upgrade plant-based drinks based on oats and other protein sources. Its new SternHeartV, SternGutV and SternBonesV premixes let manufactures align plant-based drinks precisely to the special needs of specific target groups.
For example, SternHeartV addresses athletes, professionals with high-stress jobs and older people. This micronutrient combination of B vitamins, vitamin E, folic acid, iodine and zinc supports normal homocysteine metabolism and the formation of new red blood cells. In addition, it contributes to optimum muscle function and to protecting the cells from oxidative stress. For keeping bones healthy into advanced age there is SternBonesV for plant-based drinks. Its combination of vitamin D, vitamin K2, magnesium and calcium helps maintain bone health, and is appropriate for women in all age groups, vegans, and lactose-intolerant persons who want to be sure of getting a good calcium supply from plant-based products.
Manufacturers of plant-based drinks with SternGutV can reach a broad audience. This premix supports the gut-associated immune system, through a combination of micronutrients for strengthening immune defences, and fibres with prebiotic and immune-modulating properties. Whether stress at work or study, whether professional or weekend athlete, plant-based drinks with SternGutV support the immune system and help it perform well. At the same time they offer good taste and a pleasant mouth feel. According to PMR, one of the main goals in the development of plant-based alternatives is to meet consumers’ nutrition preferences, i.e. to offer added health benefits without compromising on taste. SternVitamin achieves this goal through its close cooperation with Planteneers, whose expertise in plant-based alternatives provides for full flavour enjoyment while SternVitamin supplies the added health benefits. At their own Plant Based Competence Center these sister companies develop attractive combinations of ingredients for a wide range of applications to meet the individual wishes of specific customers. The health benefits of these premixes can be marketed effectively on the drink packages using EU-approved Health Claims.
The World Citrus Organisation (WCO) Secretariat, together with its partner Fruitnet Media International, is finalising preparations for the first edition of the Global Citrus Congress, which will take place on 5 November 2020. The Global Citrus Congress will bring together the citrus community to discuss the current trends, challenges and opportunities for the citrus sector. More than 300 participants from across the globe have already registered to attend the virtual congress.
The programme of the first edition of the Global Citrus Congress 2020 will highlight the key areas of interest for the sector. This will include production and marketing trends, facilitating cooperation between suppliers and retailers to add value to the citrus category, new technologies and supply chain innovation helping citrus producers and marketers to respond to consumer demands towards increased sustainability, and harnessing the nutritional power of citrus to develop more effective marketing campaigns. Confirmed speakers include top representatives from the global citrus community, including Ms Naomi Pendleton from AM FRESH Group, Mr Jose Luis Molina from Hispatec, Mr John Chamberlain from Limoneira and Stephan Wesit from Rewe.
WCO Co-Chair and Director of AILIMPO Jose Antonio Garcia affirmed, “There is no doubt that this first edition of the Global Citrus Congress will provide an excellent opportunity to discuss the challenges of the future and consolidate the role of the World Citrus Organisation as a meeting point for the great citrus fruit family. Cooperation, communication and constructive debate are the key to tomorrow’s success as these are the objectives of the Global Citrus Congress”. WCO Co-Chair and CEO of the Citrus Growers’ Association of Southern Africa Justin Chadwick added “As the World Citrus Organisation goes from strength to strength in terms of membership, this Congress will share important global citrus information and the views of leading actors in the sector. It is an event not to be missed”.
The Global Citrus Congress will be available live in both English and Spanish, and is free to join online and open to anyone with a smartphone or laptop and a high-speed internet connection. Registrations are still open at www.citruscongress.com.
The ready-to-drink cold brew coffee boom continues in 2020, proving its longevity as a category in the face of the global pandemic.
According to Allegra World Coffee Portal, cold-brew coffee generated $10.4bn US sales in 2019, achieving an exceptional 7.3 % growth. As opportunistic brands jostled for position in the chilled aisles in supermarkets around the world, innovation in the category was key to capture consumer attention.
Plant-based innovation
The rise in veganism is making its mark in the RTD coffee market and we are seeing many brands introduce plant-based beverages to their portfolios alongside traditional dairy offerings. Health-conscious consumers are looking to improve their lifestyle and plant-based RTD lattes that use almond, oat, hazelnut, rice, and coconut milks are proving increasingly popular. In fact, the global demand for dairy alternatives is estimated to be over $25.5bn by the end of 2028.
With a clean and sophisticated flavour profile, plant-based RTD coffee is also reaching new audiences who are looking to dabble in a dairy-free lifestyle without committing full time.
Nitro coffee
If you add nitrogen to a cold-brew coffee, you’re rewarded with nitro coffee. Previously considered niche, nitro coffee had made its way into the mainstream as shoppers look to treat themselves to more luxurious beverages. This premium RTD offering is popular with consumers due to its creamy mouthfeel, high caffeine content and sweet flavour.
Nitro coffee is brewed, put in a keg, and then infused with nitrogen before being sold in cans in supermarkets in a variety of flavours, including caramel and vanilla.
Single-origin
Tapping into the provenance trend, coffee drinkers around the world are seeking our RTD coffee that has a distinct flavour profile from coffee beans connected to a single country, region, producer or even farm. This trend is changing how roasters use extracts in RTD coffees as consumers opt for lighter roasts with distinctive characteristics, sourced from specific areas of the world.
Hard RTD coffee
Like hard seltzers, hard RTD coffee offers a healthier, low calorie alternative to other alcoholic beverages on the market. These flavoured beverages marry up two of the fastest growing beverage trends in 2020, adding sugar fermented alcohol (used in hard seltzers) to RTD coffee. Hard RTD coffees are often combined with milk and flavours such as salted caramel and chocolate, to give a creamy, sweet flavour.
Functional energy drinks
Brands are repositioning RTD coffees as the beverage of choice for health-conscious shoppers who need an energy boost, dubbing them as functional energy drinks. As consumers look to switch out traditional sugar laden energy drinks for healthier energy drinks, that give them their much-needed pick me up without the white stuff, Treatt expect to see more low-calorie RTD coffees with natural flavourings and vitamins hit the market.
There’s a good reason why this trend is growing; functional energy drinks that use natural and organic ingredients are on the up, with Grandview Market Research predicting sales to reach $32 billion by 2025, which accounts for nearly 40 % of the US market.
Caffeinated fruit juice
An exciting innovation being seen in North America is caffeinated fruit juice, where fruit juice is infused with cold brew coffee. This is another arm of the functional energy drink category, tapping into the demand from health-conscious consumers. The beverages can deliver multiple benefits, including antioxidants, vitamin C, vitamin B and a wake-up kick from the caffeination. Juice flavours seen enjoying the buzz include cranberry, guava, and citrus.
European Cider Trends 2020 is a collaboration between Global Data and the European Cider and FruitWine Association (AICV) in producing a guide that demonstrates the current key markets for cider (which includes perry, fruit flavoured cider and in some countries fruit wine).
Although considerably smaller than the wine, beer, or spirits industries, it is nevertheless a fact that in recent years in some EU countries cider and fruit wines have enjoyed one of the fastest growth rates of all alcoholic beverages, underlining the continuous popularity of fermented fruit drinks down the ages.
The purpose of the document is to increase the awareness of cider to stakeholders (principally lawmakers and those involved with policy formulation) who may not be familiar with cider and all its varieties. …
The 2020 edition of the European Cider Trends brochure is now available for download: www.aicv.org
Innova Market Insights’ latest report on global flavour trends in the food and beverage industry highlights how it is no longer just about tantalizing the taste buds with a range of adventurous, innovative and reimagined flavours, but increasingly about how flavour use can complement and develop the storytelling behind products and brands. In fact, 56 % of consumers in a global survey agreed that stories around a brand influenced their purchasing decisions.
Consumers are increasingly captivated by the stories behind products and brands, and flavours have a key role to play in this, making Storytelling the first of Innova Market Insights’ Top Ten Flavor Trends for 2020. Other important trends include the rise in plant-based alternatives, wellness associations, macronutrient influences and flavours supporting textural developments.
Innova Market Insights Top Five Flavour Trends for 2020 are:
1. Storytelling
Increased consumer interest in the origin of their food and beverage products is resulting in ingredient provenance proving its worth as a key element of brand storytelling. Over 40 % of global consumers wanted to know the story around a brand because they wanted to learn where the ingredients were from, according to an Innova Market Insights survey. Storytelling strategies include a focus on authentic tastes, flavours and recipes, as well as uniqueness through ingredient provenance and artisan/small batch processing.
2. The Power of Plants
The use of plant ingredients and plant-based recipes is soaring across a range of food and drinks categories, with an Innova Consumer Survey finding that 3 in 5 global consumers are increasingly incorporating plant ingredients into their diets. Plant ingredients can provide a healthy and colourful touch, with the use of a multitude of vegetable flavours for a healthy halo, including on-trend purple potato as part of the purple vegetables trend.
3. Wellness Flavours
Pursuit of healthier lifestyles is not only driving the plant-based trend, but also the demand for flavours targeting more general wellness, both mental and physical. Botanical flavours are increasingly popular for relaxation, stress reduction and sleep enhancement, featuring ingredients such as lavender, CBD/cannabis and turmeric. Floral flavoured drinks increasingly have mood associations, being seen as potentially relaxing or energizing.
4. Macronutrient Challenge
Consumer perceptions of macronutrients in relation to health are also evolving. There is a need to maintain taste profiles while reducing sugar, calorie and/or fat content, with sugar seen as a particular priority. Active ingredients are also impacting product flavours, with high protein options, such as cheese, seeds and nuts, as well as the association of ‘source of vitamins’ claims with fruity flavours.
5. Tapping into Texture
Consumers are increasingly recognizing the influence of texture on eating and drinking experiences, with 7 out of 10 global consumers agreeing that texture makes food and beverages a more interesting experience. Meanwhile, 6 out of 10 said that texture claims influenced their purchasing decisions. As part of this, there is growing interest in flavours that create a richer texture experience, such as honeycomb and toffee, while the industry continues to experiment with nuts in a wide variety of applications, including crunchy flavors and smooth bases.
The other top trends identified by Innova Market Insights are:
6. Hello Hybrids
7. All Time Favorites
8. Triggering the Taste Buds
9. Brown Flavours
10. Flavours Unlimited
Mintel, the experts in what consumers want and why, has announced two trends impacting the global packaging industry in 2020:
Ahead of the Recycling Curve: Packaging manufacturers and brands must continue to develop and commercialize recyclable package innovations even if the capabilities to recycle them do not yet exist.
In-store Refill: The rapid growth of independent packaging-free stores is driving retailers across the industry to consider how to create simple, branded, and engaging refill opportunities in-store.
Looking ahead, Mintel Global Packaging Director David Luttenberger discusses the major trends influencing the packaging sector worldwide during the coming year.
Ahead of the Recycling Curve
“Despite the world’s wishes, single-use plastic will exist for decades to come. With a fraction of the world’s plastic waste actually being recycled, there is a dire need to explore technologies that are ‘technically’ recyclable now, and for the development of plastic alternatives – not just single-use plastics, but for all types of plastics and packaging. Time is of the essence; these technologies must be developed today, ahead of their ability to be recycled, rather than the other way around. But next-generation technologies are only small pieces of the greater equation that will address and solve the waste and recycling crisis. With all the will in the world, ‘reduce, reuse, recycle’ is not universal; it’s hard to recycle if consumers aren’t first reminded to ‘return’ packaging to the proper recycling bin or store take-back system. The ultimate solution is brands, manufacturers, packaging industry bodies, governments and environmental non-profits working in harmony to better inform consumers, develop more easily recyclable packaging and establish better collection systems and recycling processes.”
In-store Refill
“Regardless of the material used, the next iteration of the circular economy is clearly focused on reusability, alongside recyclability. With single-use now a toxic phrase for many consumers, refillable packaging is becoming more and more commonly known and used. While consumers want packaging reduction that comes from reuse, they expect this to be a simple and mess-free transaction. But without packaging to serve as one of the main communication channels from brands to consumers, branding can become challenging. Brands should look to offer memorable experiences through refill in order to create brand engagement, with those bringing some theatre to the refill moment most likely to succeed. And whilst many smaller refill stores use Instagrammable containers (such as attractive heritage glass jars), if refill is to become mainstream, consumers will expect refillable options that are easy to use from start to finish. By meeting this need, brands have an opportunity to ensure that their message is maintained.”
To find out Mintel’s predictions for what consumers in 2020 (and 2030!) will want and why, and what manufacturers and brands must do now to stay ahead of the competition, download the free thought piece here.
As this year saw the rise of the sober-curiousness trend, non-alcoholic drinks such as wine waters have a great market potential, due to their natural antioxidants content and their functionality. Wine water, either still or sparkling, is promoted as healthy and naturally functional, with a distinctive wine taste. According to GlobalData’s Q3 2019 global consumer survey, 92 % of surveyed consumers consider that eating healthily creates a feeling of wellness and 60 % say they believe antioxidants have a positive impact on their health.
Ana-Maria Iscru, Consumer Analyst at GlobalData, explains: “A new water concept, wine water is different from alcoholic seltzers, non-alcoholic wine and fruit flavored waters, in that it does not contain alcohol but does have a wine-infused flavor, for a more sophisticated taste. The wine essence water from Wine Water Ltd., for instance, was released last year and has already sparked interest. The brand taps into a few consumer trends, namely the absence of alcohol, low sugar content, low calories and an elegant glass bottle packaging instead of plastic.”
Another slightly similar brand is Napa Hills, flavored water ‘with red wine’s natural antioxidants’, but without a wine flavour. PepsiCo also gave the trend a try, releasing a limited-edition rosé-flavored sparkling cola, which was served at the first edition of the BravoCon in November. Moreover, Walmart recently introduced a rosé wine drink enhancer, but it is not expected to come too close to the wine taste.
Iscru adds: “Wine waters are seen as much lower in calories and sugar than actual wine, enough to respond to the growing health & wellness demands. All of this while not ditching the classic wine taste that a lot of people love.
“The category is yet to grow, as there is not a large variety of wine waters, but it has potential in the way it is presenting itself: natural, sustainable and tasty. However, until wine water as a category grows globally, for now consumers are just left wanting more.”
Like apple. Says esarom, the Austrian producer of flavours and compounds and makes us curious to get to know more about the trendy taste for 2020.
esarom has created an extensive apple portfolio which goes beyond the actual fruit: On the one hand there is the delicate apple blossom, on the other hand the harvested and already processed apple in the form of cider, apple spirit, apple pie or baked apple.
There are flavours where the character of individual apple varieties like Gala, Golden Delicious or Granny Smith is in the foreground, but you can also enquire for profiles like juicy-sweet, crispy-fresh or sour-tangy.
It is astonishing how diverse in taste a fruit can be which has become for us an everyday product.
Originating from real fruit and apple juice of different apple varieties nature identical flavours have been created orientating on those taste profiles. The flavour profile depends on the wishes of the beverage producer and also includes natural flavours which are suitable for organic products.
Considering the current food trends esarom has been right to choose the apple as trendy fruit. The apple being at home in more than 100 countries of the world, the apple has been the cosmopolitan among fruits and at the same time almost everywhere a local fruit – thus the taste of the apple fits perfectly to concepts which focus on local fruits. Every child is familiar with the saying “an apple a day…” and it also reflects the healthy image of the apple. Consistent: products which focus on the trendy topic Health & Wellbeing and taste like apple. The taste of apple has been a timeless taste which has always been there and still is a top taste. Among the world-wide beverage launches of the last two years together with orange and lemon it has been among the top 3 flavours.*
The curious consumer who likes to try out new things – the trend scouts of Innova speak of Adventurous Consumer, top Trend Number One 2019 – would like to be surprised and rewards interesting concepts with a Like which combine familiar and popular aspects and are enriched by unexpected flavour notes.
The apple is a sociable fruit and goes well with many fruits like with the popular botanicals. This results in classical products with a trendy twist which have potential that they are liked by many – consumers and producers alike.
The esarom apple portfolio enables to offer with the fruit apple alone to offer a diversity of seasonal products for an entire year: in spring an energy drink with apple blossom awakens the spirits of life, a water-based apple drink with the taste of the variety Braeburn serves as a thirst quencher in the hot summer months. Autumn is the time of the cider – there are cider notes from sweet to tangy in an alcohol-free soft drink for the Young Urbans. When winter begins Hygge is the motto and baked apple is the taste of the season.
* Source Mintel GNPD
As experts in what consumers want and why Mintel is best suited to accurately predict the future of consumer behaviour and what that means for companies and brands. Announced early in November, Mintel is taking a bold approach with its predictions about the future of global consumer markets by incorporating seven key factors that drive consumer spending decisions:
Wellbeing: Seeking physical and mental wellness.
Surroundings: Feeling connected to the external environment.
Technology: Finding solutions through technology in the physical and digital worlds.
Rights: Feeling respected, protected, and supported.
Identity: Understanding and expressing oneself and one’s place in society.
Value: Finding tangible, measurable benefits from investments.
Experiences: Seeking and discovering stimulation.
Here, Matthew Crabbe, Director of Mintel Trends, APAC, explores the seven drivers and how they will impact markets, brands and consumers over the next decade.
Wellbeing
“Wellbeing is no longer about simply wanting to look after oneself in broad terms, nor is it about the extremes of a total lifestyle change. Instead, a holistic approach is becoming a key motivator of consumer behaviour, underpinned by convenience, transparency, and value. Over the coming 10 years, there will be opportunities for brands to become wellbeing partners with customers. While the mass-market and ‘one-size-fits-all’ approach will still have value, we will see further adoption of bespoke solutions. Clean air and water will become selling points, while conscious movement and mindful exercise will become as important as physical fitness.”
Surroundings
“The increased global population and climate crisis are forcing people to reduce their consumption, waste, and energy use. They are learning to share limited space more efficiently and to work more collaboratively. Better and more affordable telecommunication technology allows for flexible work conditions, as consumers increasingly become digital nomads. Over the next 10 years, social tensions will increase as competition for resources rises. This could result in greater stratification of society and failure to tackle the need for more efficient use of resources and better urban planning. There will be greater pressure on cities to continue to expand, encroaching into remaining wildernesses and rural farming areas, exacerbating the cost of producing food – making even basic products more expensive for most people.”
Technology
“Mobile technology continues to blur the lines between time, travel, and location for work, learning, and leisure. Elements of virtual and augmented reality (VR/AR) will revolutionise industries like tourism and entertainment, while virtual esports will rival physical sports in popularity. Over the coming decade, consumers will push back against cashless payments and fully unmanned stores, demanding more privacy and seeking more ‘human’ interaction. We’ll also see technologies developed to mitigate the effects of climate migration and displacement, amidst the broader challenges of economic inequality and an ageing society.”
Rights
“‘Cancel culture’ is growing as consumers feel increasingly empowered to call out companies, brands, and people they disagree with, greatly shifting influence into the hands of the collective consumer. Youth activism will take the lead in drawing public awareness of causes and will push legislative leaders to develop and enact ideas to make real change. Meanwhile, a more human-centric approach to data is emerging, empowering people to control how their personal data is collected and shared. Consumers are beginning to realise the true value of this data and they are demanding more for it. Looking ahead, blockchain technology will change data ownership, empowering consumers to put the control back in their hands by determining who has access to their information online.”
Identity
“Consumers are moving away from the rigid definitions of race, gender, and sexuality, and a movement is emerging toward more fluid, self-selected identities. But as the movement grows, rising feelings of loneliness and isolation are making people feel like they are, in fact, losing their identity. While people are more connected today than ever before, feelings of loneliness and isolation are on the rise and will reach epidemic proportions by 2030. Expect to see companies, brands, social organisations, and governments create technology-based solutions to help combat this. And as identities change, so too will socialising. In the future, people will increasingly be living with members of their ‘tribe’ – dictated by their mindsets and hobbies – rather than their family.”
Value
“The current era is one of excessive and unsustainable consumption. Social media’s ‘swipe up’ culture has perpetuated the chase for buying more and buying better. However, with climate change as one of the defining issues of modern society, consumers are taking a closer look at their own consumption habits. While consumers are in search of a more mindful approach to their spending, they also desire something that is authentic and unique to them. Expect to see a move towards slower, minimal consumerism that emphasises durability and functionality. Rapid urbanisation will shrink available space in the home, office, and shared environments, demanding consumers buy less ‘stuff’.”
Experiences
“While the demand for stimulation is not new, the role it plays in consumer decision-making is evolving. No longer should ‘the experiential’ be diminished as a mere marketing tool or a fad; instead, consumers are experiencing powerful emotional connections to brands that are creating a point of differentiation. Technology is driving experiences, but the constant connectivity is also causing demand for offline interactions to become more extreme and boundary-pushing. Looking ahead, collective experiences will gain more and more popularity. People will start to redefine what experiences they want as individuals. This will include the experience of doing nothing as people make more mindful decisions about what to do with their time.”
Increased consumer interest in the stories behind their food and beverage products and their notable influence on purchasing decisions has resulted in companies increasingly paying attention to storytelling in branding strategies. “Storytelling: Winning with Words” leads the list of Innova Market Insights’ Top Ten Trends for 2020. The top five trends for 2020 are:
1. Storytelling: Winning with Words
Although ingredient provenance has always been important, consumer interest in discovering the story behind their foods has risen further and increasingly influencing purchasing decisions. Consumers’ attention is piqued by opportunities to learn more about how products are produced, which promotes an understanding of product benefits and helps build all-important trust in the brand.
As a result, manufacturers are increasingly focusing on ingredient provenance platforms in order to highlight the taste and quality of their products, as well as their uniqueness and sustainability efforts. Provenance platforms can communicate a whole range of messages to the consumer, including flavor/taste, processing methods, cultural and traditional backgrounds, as well as the more obvious geographical origin.
2. The Plant-Based Revolution
Plant-based innovation in food and beverages continues to flourish as a result of consumer interest in health, sustainability and ethics, which ties into the broader consumer lifestyle trend towards cleaner living. As the use of the term “plant-based” moves more into the mainstream, the industry and start-up companies in particular, are taking up the challenge to deliver more clean label meat and dairy alternatives with improved nutritional profiles.
3. The Sustain Domain
Consumers increasingly expect companies to invest in sustainability, with Innova Market Insights research indicating that 85 % of, on average, US and UK consumers expected companies to invest in sustainability in 2019, up from 64 % in 2018. In the area of food waste, upcycling is the new recycling, as companies strive to follow a zero-waste approach by creating value from by-products. Meanwhile in packaging, the focus is on using less of it, as well as developing sustainable alternatives.
4. The Right Bite
Stress and anxiety are key concerns in modern life as consumers manage careers, families and social lives while striving to maintain healthy lifestyles, both physically and mentally. Responses to this vary, although the majority of consumers aim to balance the benefits and costs of busy lifestyles. This, in turn, raises the demand for nutritious foods that are easy to prepare, convenient and portable.Indulgent treats play a role in relaxation and enjoyment.
5. Tapping into Texture
Last year’s leading trend “Discovery: the adventurous consumer” is still prominent, with consumer demand for something new and different being reflected in more product launches with textural claims. Consumers increasingly recognize the influence of texture on food and beverages, allowing a heightened sensory experience and often a greater feeling of indulgence. According to Innova Market Insights research, 45 % of, on average, US and UK consumers are influenced by texture when buying food and drinks, while 68 % share the opinion that textures contribute to a more interesting food and beverage experience.
The other top trends for 2020 identified by Innova Market Insights are:
6. Macronutrient Makeover
7. Hello Hybrids
8. A Star is Born
9. Eat Pretty
10. Brand Unlimited
As one of the only industries that can connect environment at a personal level to the individual, by also talking about health, Food and Beverage brands have an opportunity to drive change through the way they communicate with consumers on these converging topics, to meet this growing and pressing need.
This year’s global research study conducted by Tetra Pak, in partnership with Ipsos, investigates the convergence of health and environment and reveals six new segments of consumers. Each group has unique attitudes around both health and environment, which present clear opportunities for targeted products and messaging for Food and Beverage brands.
The beverage sector has undergone a significant transformation over the past decade in line with changing consumer preferences.
Sumit Chopra, Consumer Research Director at GlobalData, a leading data and analytics company, highlights six major innovation trends that are set to impact the production, marketing and sales of the beverage sector in Asia-Pacific (APAC) in 2019.
Unusual ingredients and featured flavors
GlobalData’s 2018 Q4 Consumer Survey found that 17 % of consumers in APAC often like to experiment with novel ingredients, creating opportunities for manufacturers. For instance, India-based urban lifestyle beverage brand Zago launched Iced Masala Chai, which offers a ‘refreshing’ twist to traditional ready to drink teas infused with traditional aromatic flavors such as cardamom and ginger.
Authentically indulged
According to GlobalData’s 2018 Q4 Consumer Survey, around 40 % of APAC consumers are willing to pay more for better quality beverages. Against this backdrop, beverage manufacturers are aiming to create an authentic brand image to foster consumer trust and loyalty. In Australia, Podpac is offering new coffee pods under the Baileys trademark in order to give coffee drinkers a premium indulgence that is marketed under an alcohol brand name.
Revitalized & balanced
GlobalData’s 2018 Q4 Consumer Survey highlights that 65 % of consumers in APAC are always or often influenced by how a product impacts their health and wellbeing while making their consumption choices. Against this backdrop, beverage companies are mapping out the wellness considerations for the products they are offering to attract a niche market of specialists such as sports enthusiast and athletes, whilst also appealing to the mainstream of active lifestylers. For example, Applelachia launched a sparkling apple cider drinks range that incorporates foreign ingredients like Yuzu, a citrus fruit used as a tonic by samurais to boost their immune system, in Australia.
Packaging formats
GlobalData’s research reveals that APAC consumers prefer small single-serve pack sizes and seek out new products packed in PET and small metal cans, reflecting the overall emerging trend in the region towards on-the-go consumption. For instance, Locally Merci Buco 100 % organic coconut water in a 330 ml tetra pack variant bagged a packaging excellence award for an innovative PET squeezable bottle in 2019 in the Philippines, as it catered to the strong association between energy drinks and on-the-go consumption.
Sugar war raging
Beverage companies need to be ready for the likelihood of stringent regulations, as the governments across the region are exercising more power, particularly around issues such as obesity and consumer welfare. Malaysia’s Ministry of Health is all set to impose a sugar tax on sugar-sweetened beverages from 1 July 2019. Against this backdrop, key beverage brands are reformulating their portfolios. For instance, Malaysia-based Fraser & Neave (F&N) Holdings Bhd is looking to reformulate 70 % of its products to mitigate the sugar tax impact.
Moderation & avoidance
Consumers are increasingly becoming health-conscious and proactively addressing their health issues by curbing alcohol indulgence. Manufacturers are therefore striving towards offering zero alcohol beverages with healthy ingredients. Heineken’s launch of new zero-alcohol beer Heineken 0.0 in Singapore fulfills the growing demand for non-alcoholic alternatives for evolving customers.
Two out of three US consumers “love to discover new flavors’, while the same proportion say that ‘going out for dinner inspires their home cooking” (Innova Market Insights consumer survey 2018). Adventurous, daring and re-imagined flavors are emerging to entice trend-conscious consumers, who enjoy an element of the unexpected on their palates.
Flavor remains the number one factor of importance when buying food and beverages. An increasingly adventurous consumer creates opportunities for bolder, unconventional flavors and novel varieties that bring an element of surprise and the potential to create a social media buzz. Millennials and Gen Z in particular drive the trend of novel, creative, impactful foods with funky colors, shapes and flavors that are exciting to share through social media.
Globalization has sparked the curiosity of consumers to discover new food and beverage, with Innova Market Insights research indicating that three in ten US consumers ‘love to discover flavors of other cultures’.
Food and flavor trends are traveling faster than ever in today’s connected world. Consumers love to explore new flavors from different countries with and increasing range of ethnic flavors appearing across the board to satisfy culinary adventurers. Ethnic flavors proliferate, with sixty five percent growth in food and beverage launches with an ethnic flavor (Global, 2018 vs. 2014). Mediterranean and Far Eastern flavors are seeing the biggest growth in launch activity, with meat, fish and eggs and sauces and seasonings the leading categories.
People now travel the world and are connected online more than ever, getting increasingly familiar with other food cultures, flavors and experiences. To drive deeper connections with the adventurous consumer, brands satisfy their curiosity not only through exotic world flavors, but also new food experiences and telling the story behind the product. Consumers are increasingly engaged by interactive devices such as voting for favorite flavors, submitting their own flavor ideas and sharing flavor experiences with friends and/or online.
Brands also engage with consumers by telling the unique stories behind them, including greater transparency about the source and nature of their ingredients, recipes and processing. There is also rising use of limited editions to create a temporary buzz around brands, via novel and exciting flavors, shapes and concepts.
drink technology India South (dti-South), which took place for the first time in Bengaluru from April 10 to 12, has established a strong position on the South Indian market. With more than 90 brands, 6,481 visitors and an extensive supporting program, the dti family further expands its footprint to the southern region of India.
“We are delighted that the first edition of dti-South in Bengaluru was so compelling. With it we have created an especially customized platform best suited to address the needs of our participants with even better networking opportunities with relevant buyers of the region.,” says Petra Westphal, Exhibition Group Director of Messe München. The local approach is intended in particular to address those sectors that are represented locally. Bhupinder Singh, CEO of Messe Muenchen India, explains: “In this region of India, non alcoholic beverages as well as beer are predominant segments. Key exhibitors addressing these sectors, such as Ambicon Breweries, DVKSP, Goma Engineering and Hilden Packaging, presented their solutions and were able to get the most out of the visitor potential in the metropolitan region.” This is also reflected by the positive response of the exhibitors as expressed by Mr. Jeetendra C Rane, Aquapuro Equipment Pvt. Ltd.: “For the first time we are targeting the South Region and the idea behind participating in dti-South was to target the Bengaluru and South Market: We are not only happy with the number but also with the quality of visitors. We will be participating in all the upcoming editions of drink technology India.”
Supporting program: Buyer-Seller Meetings and beer trends
With over 500 meetings, the Buyer-Seller forum was very well received. Prior to the trade fair, potential customers were able to register for the meetings in order to meet specific exhibitors and initiate new business relationships. These included Amrut Distilleries, Hindustan Coca Cola, John Distilleries, Kaveri Industries,Marico Limited, Mondelez International, Mother Dairy, Pepsi, Pernod Ricard, and United Breweries, to name a few. Vijaya Kumar, Team Leader- Quality Assurance, Hindustan Coca-Cola Beverages Pvt. Ltd. one of the key buyer quoted: “The purpose of our visit to drink technology India-South was to understand the new technologies in the market. This event was organized very well. We were able to sense some of the new technologies which we can engage in our organization and we would like to thank the organizers for this beautiful event. The quality of the meetings were very good at the buyer seller forum.”
From trends and ingredients for brewing to craft beer variations: In addition to the Buyer-Seller Meetings, the place2beer and the Brewer World Seminars provided insights into future topics of the industry. Representatives of microbreweries, medium-sized and industrial breweries as well as suppliers for the brewing industry used the place2beer for networking and knowledge exchange. In addition to this platform, where even Indian beer was tasted, the Brewer World Seminars took place on the first and second days of the trade fair. There, experts discussed topics such as quality assurance of raw materials and ingredients and global trends in beer brewing.
dti-North
dti-North will take place in New Delhi in December of this year in conjunction with pacprocess and food pex India from Messe Düsseldorf India. “We are pleased to host the trade fairs at Pragati Maidan from December 12 to 14, 2019,” says Mr. Singh. In North India, the focus is on dairy, soft drinks and beer.
drink technology India continues to be the international hub for beverages, dairy and liquid food industry in India. The next event will take place from December 9 to 11, 2020 in Mumbai.
The fast-moving consumer goods (FMCG) sector has undergone a significant transformation over the past decade and it continues to evolve.
Sumit Chopra, Consumer Research Director at GlobalData, a leading data and analytics company, highlights top five innovation trends that are going to impact the production, marketing and sales of consumer goods in Asia-Pacific (APAC) in 2019.
Fat gets thumbs up
“The consumer sentiment towards fats is evolving. Perceptions such as ‘Not all fat is bad’ and ‘fat is prosperity’ have started picking up in recent years. In an era of personalized nutrition, interest in specialty diet trends such as Keto, Paleo or Whole30 will continue to grow as consumers are questioning the role of sugar weight management, thus, adding more protein and fats to their diets. As specialty diets which rely more on fats move into mainstream, food and beverage makers are capitalizing on the opportunity to deliver low-carb and high-fat products. Buoyed by the unexpected success of high-fat, moderate protein and low-carb keto diet, companies such as US-based Just Inc are exploring Asia’s market to launch their products.
‘Better-for-you’ alcoholic beverages
“Consumers are gravitating towards lighter, less caloric, flavored alcoholic drinks, creating opportunities for manufacturers. Liquor manufacturers are paying close attention to nutrients, calorie counts and healthful ingredients while incorporating ‘better for you’ ingredients such as fruit juice, water and tea. The ‘better-for-you’ alcohol trend is graduating from niche status to a broader market sufficient in size and scope to interest alcohol manufacturers at the global level. Manufacturers in APAC are already keeping a close eye on this space. The Cannabis Co launched The Myrcene Hemp Gin, claimed to be the world’s first cannabis-infused gin that has value as a ‘dietary health and wellness supplement’ in Australia. In the first phase of ‘better-for-you’ alcoholic beverage revolution, we will see alcohol companies find even more ingenious ways to reach out to health-oriented consumers and more product launches in the flavored alcohol category are expected this year.”
360-degree wellness
“According to GlobalData’s 2018 Q3 Consumer Survey, 64 % of consumers in APAC are always or often influenced by how a product impacts their health & wellbeing while making their food choices. Against this back drop, FMCG companies will map out the wellness considerations for the products they offer and position them positive to consumers of all ages to leverage on growing consumer interest in healthy eating, local flavors, and personalization. In the wake of the health & wellness trend, Nestle forayed into the breakfast cereal category with Nesplus to offer healthy breakfast options to Indian consumers. In the non-alcoholic beverage category, Kombucha, turmeric latte or kefir will remain very much on-trend to attract interest from major soft drink manufacturers.
Changing regulatory landscape
“FMCG companies need to be ready for the likelihood of increased regulation of specific products, markets and packaging as governments across the world are exercising more power, particularly around issues such as obesity, consumer welfare and plastic pollution. The Indian government is exploring frameworks to ensure GST rate cut benefits to reach consumers along with proposing new packaged food labeling rules while food and beverage manufacturers in China are required to use a new set of quality and safety standards and have a food production license for all food categories.
Halo effect of plants
“Plant-based ingredients are seen as safer, more natural and better for the environment than ingredients from other sources. As a result, FMCG companies in Asia are beginning to add plant-based ingredients to their products, rebranding them as sustainable and environmentally friendly. Unilever’s move to launch vegan ice-cream in New Zealand under its Magnum brand is an example of major companies getting creative with iconic food ingredients in the region. We will be seeing more launches similar to PepsiCo India’s new packaging format made from 100 % compostable plant-based material for Lay’s and Kurkure snacks products. FMCG non-food makers are also turning to plant-based ingredients.”
Jonathan Davison, Beverage Analyst at GlobalData, a leading data and analytics company, identifies the defining beverage market trends in 2018:
1. Company diversification:
Responding to a game-changing shift in consumer attitudes towards health and wellness, carbonated soft drinks giants looked to protect their volume and value sales through category diversification. Delivering on its promise to become a “total beverage company”, Coca-Cola led this trend through a wave of acquisitions across multiple industry sectors, as well as revamping the marketing of Diet Coke and Zero Sugar.
The company also expanded into other categories such as dairy alternatives, increased its energy and juice drinks portfolios and made its presence felt in Foodservice with the £3.9bn acquisition of Costa Coffee.
2. Combatting packaging waste:
The strength of consumer demand for sustainable packaging solutions is driven by industry collaboration and company innovation.
Over 106 brands signed up to the UK’s ‘Plastic Pact’, while PepsiCo joined Nestle, Danone and Origin Materials in the NaturALL Bottle Alliance. When asked about the effect of a tax on plastic products, *79 % of global consumers indicated their shopping behaviour would change. In the UK, Government and industry have reflected this sentiment in a number of actions this year.
The Gov’t continues its consultation on a UK wide deposit return scheme (DSR) for drinks containers. Starbucks introduced a ‘latte levy’ of 5p on single-use paper cups, Carlsberg launched its pioneering ‘snap packs’ solution to bond packs of multiple cans together without using plastic rings and a number of resealable and recyclable can innovations have been launched.
3. Cannabis-infused drinks:
Functional beverages continue to play an important role in the beverages market with the perceived health benefits of cannabidiol (CBD) driving a surge of interest amongst young consumers in 2018.
This emerging sub-category has caught the attention of the biggest players in the market. Constellation Brands and Molson Coors made significant investments in August and both Coca-Cola and PepsiCo are keeping a watching brief on developments.
4. Blossoming plant-based sub-category:
Vegans and vegetarians make up just *7% of the world’s population so it is significant that attitudes to plant-based drinks from non-vegetarians shifted markedly in 2018, as the multi-layered benefits of these drinks became more apparent. The growing consumer interest in this sub-category has taken it mainstream, with market volumes set to increase by **5% in 2018.
Key developments in 2018 included Coca-Cola’s relaunch of its dairy-free smoothie brand AdeZ and the introduction of a range of plant-based milks under its Innocent brand, together with new launches from Starbucks and PepsiCo.
5. Individualism and self-tailoring:
GlobalData’s latest report, ‘‘TrendSights Overview: Individualism & Expression – Exploring the impact the Individualism & Expression mega-trend has on innovation across the FMCG space, 2018”, reveals that consumers are looking for more bespoke, individual experiences, with 61 % of global consumers expressing an interest in creating their own products.
In the crisps market, Walkers’ ‘Salt ‘n’ Shake’ provides a good example of how well this concept can work and some soft drinks brands are now including similar options for customization. Kolibri Drinks launched of a range of botanical products this year which allow consumers to tailor the flavour and sugar content themselves, by using a syrup-based sweetener stored in the cap. This concept could be widely adopted by ready-to-drink (RTD) formats, providing consumers with more choice by offering customisation with convenience.
*Source: GlobalData 2018 Q3 global consumer survey **Source: GlobalData
