Innova Market Insights has put consumer interest, convenience, texture and plant-based products front and centre of its top trends for the food and drink industry in 2020.
The market research company’s top five trends are:
- Storytelling: Winning with Words
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 flavour/taste, processing methods, cultural and traditional backgrounds, as well as the more obvious geographical origin.
- The Plant-Based Revolution
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.
- 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.
- 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.
- Tapping into Texture
Consumers increasingly recognise the influence of texture on food and beverages, allowing a heightened sensory experience and often a greater feeling of indulgence. According to 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.