11 Trend Topics Across 11 Halls

For several years now, Innova’s Top 10 Trends have been headed by issues related to transparency and building consumer trust. By 2022, this had zeroed in on environmental issues, with Shared Planet now the #1 trend. This centres on the rising importance of measuring environmental impact and making clear, understandable and trusted claims that stand up to scrutiny. Between 2020 and 2021, Innova’s Lifestyle & Attitudes Surveys showed a shift in key consumer concerns. Even in a pandemic, the health of the planet took over as the top global concern ahead of population health. Over half of consumers say sustainability is of major importance. Research shows that many are now taking direct action to be more environmentally responsible in their choices. Launches of products carrying environmental claims are growing at three times the pace of total food and beverage activity. There has been even faster growth surrounding specific issues. In the five years ending 2021, launches of food and beverage using upcycled ingredients rose at a CAGR of 63%, compared with 20% for products using recycled materials, 46% for products with water saving claims, 30% for products carrying carbon emissions claims and 35% for palm oil free products.

With personal health and global sustainability key drivers of consumer choice, plant-based R&D has refocused from mimicking to optimizing options that stand on their own merits. Whether for quick convenience or as a gastronomic delight, the sector is now more than an alternative: it is the canvas for innovation. There is annual growth of 46% (CAGR, 2018-2021) with food and beverage launches with a plant based and premium & indulgent claim. This is evidence that manufacturers are trying to gauge the consumers globally who keep form buying plant-based alternatives due to poor taste and texture. While innovators embrace new production methods, the key is to communicate honestly and openly with consumers to ensure their continued trust in the advances of food technology.

Clean labels are important to meet demands related to wellbeing, transparency and sustainability. Overall, between one-fifth and one-third of consumers say that transparency, health aspects and environmental aspects are becoming more important to them. Around half of consumers globally consider the absence of additives and use of only natural ingredients to be at the heart of “clean” eating, ahead of organics and sustainability. Additives are also a consideration for health. Over one-third of consumers are cutting back on artificial ingredients. Europeans are most averse to additives, with Asians most accepting. Ingredients delivering product safety and clear health benefits are most acceptable.

In line with Innova Market Insights’ 2022 Trend “Plant-based – The Canvas for Innovation”, the meat substitute space has become more sophisticated, moving beyond burger patties and into raw meat or fish substitutes. 2 in 3 consumers globally state that they eat meat substitutes, while 23% even consume them at least once a day. Health is the main driver for this trend, followed by taste/flavour and sustainability. However, poor taste/flavour also gets quoted as the most common reason not to consume meat alternatives, followed by price. Fava bean (+124%), rice (+100%) and pea protein (+56%) are showing the strongest growth in alternative meat NPD (CAGR 2017-2021), according to Innova’s new product database.

As consumers struggle with uncertainties surrounding the pandemic, many decided to approach their personal health holistically. They are searching for both products to support their mental wellbeing as well as functional and natural ingredients, such as botanicals. Products supporting gut health are a nice example of the search for functional food, with 2 in 3 consumers stating that they see gut health as a key aspect to achieving holistic wellbeing. The interest in digestive health can also be linked to the pandemic, as 62% of global consumers make a connection from it to immune health as well. Consumers are interested in having their food and beverage experience personalised based on nutritional needs, functional needs, body composition and genetic profile, which is being reflected in NPD with a move to keto, sugar reduction or increased protein claims.

Consumers in fast-developing regions are still playing catch-up in terms of convenient choices. At the same time increasingly affluent and tech-savvy populations are not only open to new ideas and concepts but seeking them out. Overall, consumers in Latin America and Asia show greater interest in adding convenient and quick solutions to their eating and shopping choices. Ready-to-eat solutions can be seen to enhance other established positionings; for example, 3 in 10 consumers* also consider convenience factors when they indulge or treat themselves. Convenient cooking also shows gains specially in China and Latin America where more than 35% of consumers use convenient meal solutions within home cooking.

Superfoods are nutritionally dense foods which bring holistic health benefits. They are no longer reserved for a niche group of people that want to eat something nutrition-packed, but more consumers are introducing superfoods to their daily nutrition. Due to Covid-19 situation, superfoods are much leveraged as they tap into health support. There is a clear association between health and naturalness in the consumer consciousness. 21% of consumers globally choose products that positively boost nutrition or product which benefit their body functions. While 18% choose natural products to avoid additives and preservatives as much as possible. Globally 41% of the consumers find natural ingredients as an important aspect of healthy food and beverages with 31% for high in nutritional value.

The pandemic is likely to drag on for a little while yet, and industry players will continue to adapt their products and services to satisfy an audience, whose day-to-day routines and social habits have been profoundly altered. Franchising brands finding their way on to retailers’ shelves with 1 in 3 consumers saying that “when I go to a retail store, I prefer buying restaurant-brand products whenever possible”. With an increasing number of foodservice brands infiltrating the self-service arena, we could soon be witnessing a franchising delivery revolution, at the same time franchise operators will have to come up with ever more creative ways of turning a visit to their establishment into a unique experience beyond what can be recreated at-home.

All regions have recorded a growing trend of halal product launches in the past 5 years. In particular, Africa is the most dynamic market in terms of new product launches with a 20% annual growth since 2017 (Africa, CAGR 2017-2021), followed by Asia (16%) as the biggest market with the highest launch numbers in every past five year. Meanwhile, the second and third biggest market, Middle Eastern and West Europe also spot a modest growth with a 13% and 12%, respectively, annual growth (CAGR 2017-2021).

Organic products, once appealed only to the health-conscious consumer demographic, it is now rapidly diversifying. Consumers are paying more attention to food safety, supply chain transparency and social/ethical concerns. Consumers’ definition of natural and clean label is remarkably similar. Many believe natural to also be organic. Top descriptors include: No additives or preservatives, Absence of artificial colours/flavours, Healthier, better for the environment and safe. Expectations for organic food and beverage are evolving beyond no pesticides or antibiotics. 4 in 10 would pay more for products that conserve and rehabilitate biodiversity and the environment. Consumers believe organic is healthier than other food and beverage and are influenced by natural and organic product claims. Organic claims around the world are defined and regulated by governments. Products with an organic claim and/or logo must meet benchmarks for percentage of organic ingredients.

There is a significantly growing popularity of new product development by private labels, with a 7% annual growth in private-labelled product launches (Global, CAGR 2017-2021). Yet, private-label product launch penetration varies in different regions and throughout the past five years. Europe so far leads private-label launches with a 62% penetration rate, offering from mass products to recently premium ones, such as private-label chocolate confectionery and emerging sports nutrition. On the contrary, Australasia and North America have taken on a decreasing private-label launch penetration rate in the past five years.