5 TRENDS TO WATCH IN 2020

5 TRENDS TO WATCH IN 2020

According to Innova Market Insights, the top trends for 2020 are:

1. Storytelling: Winning with Words Ingredient provenance has always been important, but consumer interest in discovering the story behind their foods has risen further and is increasingly influencing purchasing decisions. Consumers want to learn more about how products are produced and understand product benefits, which helps build all-important trust in the brand.

As a result, manufacturers are increasingly focusing on ingredient provenance platforms to highlight the taste and quality of their products, as well as their uniqueness and sustainability efforts.

2. Plant-Based Revolution Plant-based innovation in food and beverages continues to flourish as a result of consumer interest in health, sustainability and ethics, which ties into the broader consumer lifestyle trend towards cleaner living. As the use of the term “plant-based” moves more into the mainstream, the industry and start-up companies in particular, are taking up the challenge to deliver more clean label meat and dairy alternatives with improved nutritional profiles.

3. The Sustain Domain Consumers increasingly expect companies to invest in sustainability. In the area of food waste, upcycling is the new recycling, as companies strive to follow a zero-waste approach by creating value from byproducts. Meanwhile in packaging, the focus is on using less of it, as well as developing sustainable alternatives.

4. The Right Bite Stress and anxiety are key concerns in modern life as consumers manage careers, families and social lives while striving to maintain healthy lifestyles, both physically and mentally. Responses to this vary, although the majority of consumers aim to balance the benefits and costs of busy lifestyles. This, in turn, raises the demand for nutritious foods that are easy to prepare, convenient and portable. Indulgent treats play a role in relaxation and enjoyment.

5. Tapping into Texture Last year’s leading trend “Discovery: the adventurous consumer” is still prominent, with consumer demand for something new and different being reflected in more product launches with textural claims. Consumers increasingly recognize the influence of texture on food and beverages, allowing a heightened sensory experience and often a greater feeling of indulgence.