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Top Ten Trends for 2022 2021
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doing my part
building trust
transparency triumphs
Trend 1. Shared Planet
Joint responsibility: Trust and transparency are key to building a product life story that stands up to scrutiny
“Health of the planet” is now the top global issue for consumers
2020
“Which of these global issues concern you the most?”
2021
1.
Health of the population
1.
Health of the planet
2.
Health of the planet
2.
Health of the population
Trust and transparency are key to help consumers make responsible choices
France, Jun 2021
United States, Jul 2021
United Kingdom, Sep 2021
Sources: Innova Database Innova Lifestyles & Attitudes Survey 2020 and 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia) 3 INNOVA MARKET INSIGHTS
Building trust with a more tangible communication strategy
55%
“There are too many environmental labels, so I don’t know what to look out for”
of consumers globally
Connecting with consumers
Redefining communication
Measures for comparability
+93% “By eating the new meat from The Vegetarian Butcher (instead of animal meat), you save animals and make a positive contribution to the environment. To develop this Impact Meter, we have worked with data from reliable research.”
“I prefer one label that captures the complete impact on the environment over multiple labels”
64%
of consumers globally agree or strongly agree
Year-over-Year growth of on-pack carbon emission communication (Global, Q4-2019/Q3-2020 vs. Q4-2020/Q3-2021)
No Carbon Whole Milk Brazil, Jul 2021
Sources: Innova Database, The Vegetarian Butcher, Etiquettable Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 4 INNOVA MARKET INSIGHTS
pace setter
the adventurous consumer
changing taste expectations
Trend 2. Plant-Based: The Canvas for Innovation
Nutrition and sustainability play a bigger role as brands refine the next generation of plant-based foods 2019
2020
2021
2022
The Plant Kingdom
The Plant-Based Revolution
Plant-Forward
Plant-Based: The Canvas for Innovation
“For what reasons would you consider plant-based alternatives?”
2020
2021
1
IT IS HEALTHIER
IT IS HEALTHIER
1
2
IT BRINGS VARIETY TO MY DIET
IT IS BETTER FOR THE PLANET
2
3
IT IS BETTER FOR THE PLANET
IT BRINGS VARIETY TO MY DIET
3
4
IT TASTES BETTER
IT REPRESENTS MY VALUES & BELIEFS
4
Environmental sustainability across regions “The new protein line reinforces its commitment to promote a sustainable ecosystem that treats the planet, animals, and us right”
United States, Jun 2021
Hong Kong (China), Jun 2021
Sources: Innova Database, Omnifoods Innova Trends Survey 2020 and 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia) 5 INNOVA MARKET INSIGHTS
Consumers are looking for quality alternatives to meat, dairy and more Increasing need for plant-based food optimization
132% in 3 +93%
…consumers globally would not consider buying 100% plant-based alternatives
“because of poor taste and texture”
Mimicking or competing? From tech to table Aqua Cultured Foods has developed the first whole-muscle cut sushi-quality seafood alternatives created using microbial fermentation.
…growth in food & beverage launches* with a plant-based and a premium & indulgent claim (Global, Nov 2019 – Oct 2020 vs. Nov 2020 – Oct 2021)
13 Sep 2021
United States, Sep 21
“Roquette expands plantbased gastronomy reach with new French protein center” Sources: Innova Database, Food Ingredients First, Aqua Cultured Foods Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 6 INNOVA MARKET INSIGHTS Note: *excl. sports nutrition and baby & toddler products
celebrating tech
the future now
consumer conversations
Trend 3. Tech to Table
Technological advances have created serious innovation opportunities for the entire food and beverage industry
2 in 5 consumers globally
Speeding up commercialization
“Europe’s cell-based movement serves up cultured seafood as players race to lower production costs”
“I am more open to new technologies now that I have seen where it has brought plant-based innovation” Protein derived from air
Measuring health
The wearable sensor to track glucose levels to provide instant feedback on food choices.
14 Sep 2021 Sources: Innova Database, Food Ingredients First, Solar Foods, Veri Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 7 INNOVA MARKET INSIGHTS
Opening up to new technologies through consumer conversations Benefit-driven communication boosts cell-based potential
“I believe that cellbased technologies can be the future of the food industry”
“Leonardo DiCaprio investing in Mosa Meat and Aleph Farms predicted to advance cultivated meat”
23 Sep 2021
“Leo brings a proven track record as an investor and advisor to companies working tirelessly to combat the effects of climate change in order to protect our planet.
His long-standing commitment to environmental causes makes him highly influential”
Cultivated beef is projected to reduce
1 in 2
Climate impact by
Air pollution by
Water usage by
Land usage by
consumers globally
-92%
-93%
-78%
-95%
Sources: Mosa Meat, Food Ingredients First Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 8 INNOVA MARKET INSIGHTS
evolving food landscape
at-home gastronomy
catering to social needs
Trend 4. Shifting Occasions
The pandemic reshaped existing eating occasions and helped form new ones
Out-of-home Leveraging technology to create “safer” OOH eating environment
22 Sep 2021
Enhancing at-home experiences with restaurant branded products available globally
Retail
1 in 2
New Zealand
Japan
Netherlands
United States
Food Service
Brand collaborations as new consumer-retail channels
PepsiCo unveils touchless menu technology as an alternative to traditional touchscreen kiosks, recently trailed in KFC Poland
consumers globally want to try out new delivery concepts (e.g., drone delivery, <5min delivery, Gorillas delivery).
At-home
Sources: Innova Database, Food Ingredients First, Starbucks Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 9 INNOVA MARKET INSIGHTS
Seeking elevated eating experiences top of mind for consumers Extending the ultimate sushi experience to homes
Kappa Sushi restaurant chain rents out sushi conveyor belt to select diners for at-home use Jul 2021
It’s time to socialize again…
60% of consumers globally say
“I expect companies/brands/restaurants to expand on services that enhance social interactions”
Retail re-launch chat desks
Source: Jumbo, Netherlands
Socializing still optional
Buy a round when you’re not around. When you can’t join your friends at the bar, HADOM lets you send them drinks.
Sources: Innova Database, Kappa Sushi, Jumbo, Hadom Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 10 INNOVA MARKET INSIGHTS
joining the conversation
consumer co-creation
entrepreneurial mindset
Trend 5. Voice of the Consumer
Consumers are calling the shots and expecting more engagement from brands
“A company should listen to consumers more when developing products, flavors or strategies”
“Menu for change”: EIT Food targets healthy food access for Gen Z in latest program
26 Jul 2021
Joining the conversation
3 in 4 consumers globally
“The FutureFoodMakers will embody the role of a sustainable food activist; gaining access to the food sector to drive positive change and help design a food system they understand and feel connected to.”
Sources: Innova Database, Food Ingredients First, EIT Food Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 11 INNOVA MARKET INSIGHTS
Consumers are demanding control and brands are granting it Consumer conversations
Consumers in control
Taika (415) 212 7711 Matcha Latte
Cadbury Dairy Milk – VOTE TO KEEP ME
United States, Aug 2021
United Kingdom, May 2021
Turning backlash into conversation
Using consumer criticism as a conversation starter that allows education and interaction
Sources: Innova Database, Taika, Beneath the Surface 12
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know your gut
interconnected health
exploring ingredients
Trend 6. Gut Glory
The microbiome has the potential to be a game changer in how consumers manage their health
“Gut health is key to achieving holistic wellbeing”
“To what extent do you think are the following physical health aspects influenced by gut health?”
1. Immune Health 2. Energy Levels 3. Sleeping Better
2 in 3 consumers globally
4. Mood UK, Sep 2021
Sources: Innova Database, Superloaf Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 13 INNOVA MARKET INSIGHTS
Future will center around understanding the full potential of ingredients Bubble size: number of food and beverage launches* with a gut health claim and selected ingredient (Global, 2021YTD)
80% How effective do you think the following ingredients 75% related to gut health are?
EFFECTIVENESS
% of consumers saying ‘somewhat’ or ‘very’ effective
Figure | Consumer familiarity vs. attitude toward effectiveness of ingredient types for gut health
Fiber
70% Probiotics
65% 60%
MAINSTREAM
55%
50%
WATCH LIST 45% 40% 20%
Postbiotics 25%
30%
35%
40%
45%
50%
How familiar are you with the following ingredients related to gut60% health? 55%
65%
% of consumers saying ‘very’ or ‘extremely’ familiar
FAMILIARITY Sources: Innova Database Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 14 INNOVA MARKET INSIGHTS Notes: 2021YTD = Jan 2021 – Oct 2021 *excluding baby & toddler products
trust and transparency
sourced from
community conscious
Trend 7. Back to the Roots
Consumers increasingly value the functionality, freshness and authenticity of local food Freshness, flavor & function amid pandemic “Grown Locally, Harvested Daily, Delivered Fresh”
“When buying food/drinks, what factors have become more important to you over the past 12 months?”
2020
+9ppt
2021
34%
Freshness
43%
+7ppt
Flavor
36%
43%
+2ppt
31%
Nutritional Benefit
29%
United States, Sep 2021
“If you have bought/sourced more local produce in the past 12 months, to what extent do you expect to continue after the pandemic?” Much less
“A modern take on traditional Mexican tepache”
Much more % of consumers globally
United States (Import from Mexico), Mar 2021
Sources: Innova Database (ppt = percentage point) Innova Lifestyles & Attitudes Survey 2020 and 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia*) 15 INNOVA MARKET INSIGHTS Note: *Canada (2021 survey only) excluded for consistent comparison with 2020 insights
“Back to the Roots” strategies: what’s next on the shelves? A growing consumer taste for…
Community Conscious
Fresh Comfort Food
Local brand for products sourced from* CharenteMaritime (17), France
Frozen pie, Unbaked
Naturally Functional
Elix: Barry Callebaut breaks into nutraceuticals with EFSAbacked cacaofruit drink
Plarre’s Bakehouse Pie Society Artisanal Slow Cooked Greek Lamb Pies with Lemon and Fetta Mash
Australia, Oct 2021
15 Oct 2021
Since Oct 2020 Sources: Innova Database, + de 17 dans nos assiettes, Pie Society, Nutrition Insight *Local/seasonal products with at least ¾ of ingredients sourced from Charente-Maritime
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INNOVA MARKET INSIGHTS
hungry for experiences
taste testing
food as entertainment
Trend 8. Amplified Experiences
Accelerated by the pandemic, consumers are hungry for new food and beverage experiences
More than
1 in 2
consumers globally say: “post COVID-19, I want to be more adventurous with my food and beverage choices”
Setting your taste buds free from lockdown
After Hard Seltzers, other categories are turning hard Coors expands their products beyond hard seltzers with Coors Seltzer's Orange Cream Pop ice cream
“Australians love to travel but going abroad has been difficult in the pandemic. Magnum is helping to satisfy the Aussie travel bug with these new flavors inspired by Amsterdam, Tahiti and New York.” Australia, Sep 2021
The King of Beers meets the UK’s best-tasting popcorn brand to launch the official Budweiser Popcorn
Sources: Innova Database, Magnum, Coors, Joe & Seph’s Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 17 INNOVA MARKET INSIGHTS
Celebratory moods are spurring exciting and wacky NPD Consumers globally say… “I would like to see more technological collaborations to create indulgent flavors, texture, and/or format combinations.”
“I want to taste/try out new products, but only if I am familiar with the brand.”
Sep 2021
Cup Noodle is celebrating their 50-year anniversary with Cup Noodle Soda. Four of their most popular and bestselling flavors—original, seafood, curry and chili tomato— have been turned into fizzy beverages.
United States, Sep 2021
United States, Oct 2021
Sources: Innova Database, Cup Noodle, Food Ingredients First Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 18 INNOVA MARKET INSIGHTS
finding value in waste
storytelling opportunity
moving mainstream
Trend 9. Upcycling Redefined
Ingredients that were once considered waste are being given a new lease on life in the circular economy “A product that contains upcycled ingredients is more appealing to me than other products”
“Industry’s first upcycling food label targets over 255 product certifications in 2021” 04 May 2021
1
Upcycled Food Association (UFA) is rolling out the “world’s first mark certifying upcycled food”
21 Sep 2021
35%
of consumers globally
“Upcycled beauty start-up Honestly It’s repurposes waste ingredients amid rising circular beauty trend”
The “My Addiction” Foaming Scrub Powder is made of 50% upcycled coffee grounds
Sources: Innova Innova Database, Food Ingredients First, Personal Care Insights Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 19 INNOVA MARKET INSIGHTS
Different entities join hands to address global food waste issues +62%
…average annual growth in food & beverage launches with a food waste/upcycling claim (Global, CAGR Q4 2016 – Q3 2017 to Q4 2020 – Q3 2021)
“If you prefer upcycled ingredients, what makes them better in quality?” (Top 3 reasons) 1. Sustainability
India, Sep 2021
2. Healthiness/Nutritious
Canada, Sep 2021
Creating future food from waste, a circular approach Researchers produce meat analogs using organic waste recycling of by-product, Okara
17 Sep 2021
3. Freshness
United States, Sep 2021
“Meat analogs are the future food. Both business and science will have to reconsider the effect of using secondary raw materials, and it will benefit all the parties by reducing costs and saving resources. Science is the key to an efficient shift.”- KTU Food Institute
Sources: Innova Database, Food Ingredients First Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 20 INNOVA MARKET INSIGHTS
lifestyle driven
personal expression
reflects my values
Trend 10. My Food, My Brand
Food choices are now signals of entire lifestyles as personal values intertwine with purchasing decisions Personal and social values are becoming increasingly important in assessing the value of food & beverages
“How important do you think these values are when it comes to your diet?” Humanitarianism
Inclusivity
Diversity
62% 56% 53%
Germany, Sep 2021
United Kingdom, Sep 2021
United Kingdom, Mar 2021
From Targeting consumers by adapting to consumption related preferences To Targeting consumers by reflecting their beliefs and values
Sources: Innova Database Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 21 INNOVA MARKET INSIGHTS
Health redefined: The importance of values, identity and self-love “I care about positive body type awareness on social media”
47%
of consumers globally
“Nutritious cereal? General Mills launches “Good is Good Enough” campaign to redefine healthy eating”
18 Aug 2021
Starburst #DoYou puts a spotlight on self-love and challenges consumers to treat themselves instead of restrict themselves
Sources: Innova Database, Nutrition Insight, Starburst Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China, Indonesia and Canada) 22 INNOVA MARKET INSIGHTS
Trends are interconnected…
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…and develop over time
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