11 Trend Topics Across 11 Halls

Free-from, as a category, is continuously growing in popularity. In 2018, 23% of new food & beverage had a “free from” claim. Although, it is well-known that allergy and intolerances rates are increasing across developed world, free from products also target healthy consumers. They seek “better for me” products as gluten-free and lactose-free which are perceived as being healthier. Gluten-free products stand out within this group.

Although there are no proven health issues related to genetically modified ingredients (GMOs), consumer skepticism is largely centered on the idea of a potential, maybe yet to be understood, impact on health. At the same time, there is suspicion related to the possible environmental implications of interfering with the natural order of things. Consumers associate natural and unadulterated diets with health & wellness, therefore as a result, GMO-free claims are most widely appearing on products with an already positive natural or healthy profile.

Traditional meal times and occasions are becoming less prevalent as people seek quick, convenient, yet healthy solutions for busy lifestyles. As a result, we are seeing snacks that are not only healthier but that are also more wholesome, satisfying, sustaining and nutritious. This is creating opportunities for snacks to increasingly fulfil the role of mini meals and play a more meaningful role in contributing to nutritional needs throughout the day.

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 health and wellbeing. Even small portions of some superfoods can supply an abundance of vitamins, minerals, proteins, antioxidants and more. As the notion of personalized nutrition continues to gather pace around the world, eating superfood-packed food appeals to a more health-conscious consumer.

Franchising and the franchise business model are part of a global success story that has offered products and services in more than 300 business categories, including F&B. As Asia continues to welcome new franchise brands, it encourages the cross-pollination of brand diversity across the region, especially in developing countries where many middle-income individuals can fulfil their entrepreneurial dreams. Businesses that can react and adapt to industry trends and local and regional consumer demands while retaining the essence of their brand will benefit from the hype.

 Rising demand for convenience foods that meet halal standards in emerging Middle Eastern markets, coupled with a growing need for these products in the West has led to strong growth in halal certified foods. In 2018, 67% of halal foods launches were reported in Asia, where the largest share of the world’s Muslim population lives. Africa and Middle East also concentrate an important market of halal foods.

The demand for products that meet kosher standards is intensifying. These foods that conform to Jewish dietary law are increasing in prevalence worldwide according to Innova Market Insights new product launch data. In 2018, 33% of kosher product were also gluten-free, 25% were GMO-free and 22% had a “no additives and preservatives” claim. The main categories for kosher claims are bakery, sauces & seasonings and snacks.

Organic products are promoted as healthy because they rarely contain artificial colorings, preservatives, aromas and flavorings, and are grown without the use of pesticides. Also, the demand for greater transparency is resulting in strong growth organic and GMO-free foods. Innova Market Insights reports 11% CAGR in organic claims on global food & beverages launches (2014-2018).

While significant gains are being made in terms of the private-label share of tracked global product launch activity, private-label product launch penetration varies worldwide. In 2018, according to new product launch data tracked by Innova Market Insights on a regional basis, private-label penetration is highest in Europe at 11.7%, and lowest in Asia at 2.4%. Brand loyalty in emerging markets is proving to be a challenge for private-label development, so consolidation in developed markets is vital in which innovation plays a pivotal role.

There is a growing popularity of new product development on a vegan platform, with a 35% increase in product launches recorded with a vegan claim in 2018 from 2014, according to Innova Market Insights. The leading market sub-categories in 2017 for vegan claims on a global basis are cereal & energy bars (4.9%), meat substitutes (4.0%), and dairy alternative drinks (3.8%). There should be no slowing down for new product innovation with vegan suitability going forward, with plant-based milks and meat substitutes already rapidly moving into the mainstream.

There is rising global interest in developing meat-free ready meals in many markets, particularly in developed economies. Although many products in the global prepared meals sector are naturally vegetable-based and meat-free, a significant number are now also being specially positioned on a vegetarian platform. Innova Market Insights reports that 8.6% of all food & beverages launches in 2018 have a vegetarian claim, of which 43% are in Europe and 40% in Asia. This trend is not only driven by vegetarians and vegans, but also by a large number of meat and dairy reducers, flexitarians, the lactose intolerant, and people, especially the millennial demographic, who enjoy non-meat options.