Introduction There is no denying the correlation that exists between innovation and consumer trends. Companies need to fulfil the ever-increasing demands from consumers in order to remain profitable and ahead of the trends. According to a report by Food and Drink Europe, the top innovation drivers within Europe can be broken down into 5 categories, with pleasure/indulgence being ranked as the number one driver at a 47.8% share.1 While health ranked as the second largest driver of innovation within Europe, it is ethics that has been identified as the most dynamic driver of them all, which can largely be attributed to the recent major spike in ecological concerns we have seen from consumers.
Food innovation trends
Drivers of innovation in Europe (%)
Source: Data and Trends report 2019, Food and Drink Europe1
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