What’s in my food? That’s the question consumers are asking more often and it signifies a trend towards conscious food choices.
In the US and UK seven in 10 consumers want to know and understand the ingredient list while four out of 10 have increased their consumption of perceived healthy foods.
One in five US customers say they are most influenced by authentic ingredients, and ethical claims on packaging are top of mind. In response, better-for-you claims continue to be on-trend, having increased their market penetration from 4. 2% in 2012 to 49% in 2017 YTD.
And that’s according to Innova Market Insights which analyses global developments relating to the launches of new foods and drinks.
Director of innovation, Lu Ann Williams, says “Today’s consumer displays a high level of mindfulness about well-being and the environment. So it is no surprise that consumers are becoming increasingly mindful in their food choices, wanting to know what is in their foods in order to make decisions about health, sustainability and ethical issues.”
Innova Market Insights’ top five trends for 2018:
1. Mindful choices
Consumers are more conscious than ever about making responsible food choices, and iare more concerned about ingredients and how food is produced. At the same time, rising levels of interest in ethical issues have resulted in the use of ethical claims for food and drink.
2. Lighter enjoyment
As consumer health consciousness continues a lighter touch in terms of alcohol content, sweetness, flavor, texture or even portion size is becoming more appealing, although not at the expense of good quality and indulgent favourites!
3. Positively processed
An embracing of traditional processes such as fermented foods and cold brew tea and coffee, fit with the desire for authentic products.
4. Going full circle
The notion of closing the circle is increasingly taking hold, with greater consumer expectation that companies and brands will be more resource-smart, working with innovative uses for food waste and more biodegradable and renewable packaging.
5. Beyond the coffeehouse
It’s time for tea. Yes, although coffee is a clear trend among Millennial and Generation Z consumers, tea is seeking to reinvent itself among the younger generations. The food and beverage industry is increasingly using coffee and tea to flavour other products such as energy bars, yogurt and jam.