TRENDS
Food to go
FUTURE As the turn of the year approaches, what are the prevailing trends, consumer concerns and possible opportunities, shaping the development of the food to go sector in the wake of so much change, disruption in recent times? It’s a complex picture, but here we outline just some of the most noticeable developments. GLOBAL CONCERN Global sustainability has now overtaken personal health as consumers’ biggest issue, claim Netherlands-based global food sector researchers, Innova, in their latest Market Insights’ Top Ten Trends for 2022. Consumers now rank the health of the planet as their number one concern, overtaking personal health which has been the top priority in recent years. In its Top Ten Trends for 2022, Innova Market Insights – a comprehensive global insight platform for the food and beverage industry – says that it has identified the universal demand for trust in a sustainable future as the biggest driver of consumer behavior in the year ahead. A sense of joint responsibility for our shared planet is guiding the choices consumers make and the lifestyles they wish to lead. Innova’s Global Lifestyle & Attitude Survey revealing that when it comes to food choices, the top two environmental actions people are taking are reducing waste (43% of respondents) and eating in moderation (32%). Elsewhere, concerns over health that have been amplified by a pandemic which has massively changed social habits, the continued advancements in technology, and more confident,
vocal consumers, all offer clear signs of the direction innovators must take to successfully meet society’s needs and desires in 2022, they feel. ‘Shared Planet’ leads Innova Market Insights’ Top Ten Trends, focusing on how everyone can play their part in shaping a sustainable and prosperous future. Consumers have told them that they want to be ethically and environmentally conscious, so in turn brands need to work alongside the public to breed confidence in the claims attached to products, feel Innova. Trust and transparency are must-haves, they suggest, for any brand wishing to find common ground with an increasingly educated, forward-thinking and interconnected consumer base. “One of the biggest shifts we are seeing is that the health of the planet is now the top concern of consumers,” says Innova’s global insights director Lu Ann Williams. “Personal health has been the big concern for the past few years, but consumers now tell us that this has been surpassed by global issues. Sustainability is no longer just a Wall Street issue. It might not be the top purchase driver for all consumers, but for many it clinches the deal when it comes to choosing between products.”
44 November 2021 www.sandwichandfoodtogonews.co.uk
TOP TRENDS Innova’s top ten trends are based on extensive, top quality consumer and industry knowledge, with the aim of providing the best insights for those needing to stay on top of the changing food and beverage landscape, say the company. Its continually updated consumer research delves into the ‘what’ and the ‘why’ behind trends in the food and beverage industry, allowing innovators to forward plan with accurate and detailed insight into the main drivers behind consumer behaviour. Looking to the future, they have identified the following top trends that they feel will all be driving innovation and success in 2022.
