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.
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