11 Trend Topics Across 11 Halls

The need for free-from foods is driving innovation across many food sectors. In 2019, 25% of new global food & beverage launches featured a “free-from” claim, with gluten-free products standing out in particular. The free-from industry has grown significantly over the last few years, and foods without lactose, gluten, or animal products are becoming much more mainstream and readily available on supermarket shelves and within the foodservice sector. Food with a “free-from” claim, specifically focusing on personal indulgence, continues to drive consumer choice.

GMO free claims are appearing generally on products with an already positive natural or healthy profile. This includes many products that do not traditionally contain GMO   ingredients, but utilizes the GMO-free message simply to reinforce and support the claim. In 2019, 6% of new food & beverage products launched worldwide carried non-GMO claims. The rising demand for GMO free foods leads the ingredients industry to adapt quickly to ensure that non-GMO varieties of certain key ingredients are available to their customers.

Ready-to-eat products continue to drive consumer choice at every level of convenience – from foodservice, to snacking at home. Consumers want their daily food to be healthier, more wholesome, sustainable, environmentally-friendly, and close to its natural state all while expecting the same taste experience they know and love. Ready meals and side dish NPD continued to grow in 2019 as the ongoing demand for convenient meal solutions combined with other drivers, such as bolder flavors, more authentic, artisan recipes and options, better-for-you, and cleaner labels free from alternatives, continued to support launch activity globally.

Superfoods can be classified as foods that are superior in terms of their nutritional value. They serve as nutrient-rich foods that are especially beneficial to the consumer’s health and wellbeing. The superfoods list has grown to include more nourishing foods, some of which that can be seen as exotic, or surprising. Blueberries, acai, golden berries, avocado, seeds, ancient grains, and fermented foods are all hailed as holding a significantly improved nutritional profile when compared to other foods. As the market grows and consumers become increasingly aware and attracted to health-boosting, yet natural formulations, the superfoods space is likely to continue to see more innovation.

Food consumption in many countries is moving away from home; when a household contains only two people, it becomes more affordable to eat out, rather than preparing a meal. Fresh foods are difficult to handle, and can also be expensive to manufacture and track, all of which can all lead to higher food waste. Franchises are a popular option for fast, casual dining, and for fast food restaurants, such as Subway or McDonalds. Franchises are also a factor in convenience stores. As Asia continues to welcome new franchise brands, it encourages the cross-pollination of brand diversity across the region where many middle-income individuals can fulfil their entrepreneurial dreams.

Halal foods, foods permitted as acceptable to be eaten in accordance with Islamic dietary law, are rapidly gaining positive interest in the eyes of consumers. One major point of appeal of halal foods is that the food preparation methods appeal to consumers concerned with the humane treatment of animals. Another draw is simply the taste in regards to its use of fresh ingredients, experienced preparation. In 2019, 68% of halal foods launches were reported in Asia, where the largest share of the world’s Muslim population lives, followed by Africa and Middle Eastern regions.

With consumers more concerned than ever about contaminants in the products they buy, the demand for greater production, oversight, and certification is growing. Kosher certification is one of the most widely-recognized forms of certification, and there are certainly many more products on store shelves that meet these requirements. Along with choosing kosher products for religious beliefs, one of the most common reasons for consumers to make the decision to buy, based on the kosher certification, is because of food safety. In 2019, 32% of kosher product were also gluten-free, 22% had a “no additives and preservatives” claim, and 16% were an organic claim.

The focus of organic agriculture is primarily on the primary production of the food, and the increased avoidance of potentially contaminating the environment. Consumers in Asia have begun to show greater awareness of towards healthier food options, and an interest in sustainable options. Consumers in Asia have begun to show greater awareness of healthy food choices, and an interest in sustainable options. Although these interests are still on the smaller end, the consumer base is beginning to grow. As such, the region is often considered a key growth opportunity for organic products. Innova Market Insights reports +21% growth in food & beverages launches with an organic claim in Asia (2019 vs. 2018).

The food industry is going through a transition due to the growth of natural organic products, health and wellness, and increased convenience of food products. Notably, private label brands are becoming better positioned than A-brands to respond to consumer demand in these categories. Private label brands are at the forefront of innovation and diversification, with retailers being able to explore interesting, new concepts and get them onto their shelves in a shorter time frame. In 2019, according to new product launch data, tracked by Innova Market Insights on a regional basis, private-label penetration is highest in Europe at 13%, and lowest in Asia at 3%.

The vegan market continues to experience buoyant growth as global consumers increasingly push the demand for more sustainable and healthy products with robust animal welfare credentials. There is ongoing NPD across a multitude of food and beverage categories, as well as in the foodservice industry, catering to the rising number of vegans, flexitarians and meat-reducers. This trend shows no sign of abating. There is a growing popularity of new product development on a vegan platform, with a +23% average annual growth in global food and beverage launches with a “vegan” claim (CAGR, 2015-2019), according to Innova Market Insights.

Eating less meat has proven to be beneficial for our health, our planet, and of course, animals. As a result, a growing number of people are giving up meat, or choosing to limit their meat consumption. The popularity of the flexitarian diet is fuelling interest in plant-based alternatives, with consumers looking for innovative options to include the inherent benefits of plants into their daily lives. Major food manufacturers and restaurant chains are starting to introduce more plant-based products, and plant-based menu items in order to meet this demand for plant-based foods. Innova Market Insights reports that 8% of all food & beverages launches in 2019 have a vegetarian claim, of which 41% are in Europe and 46% in Asia.