Top trends for 2020 are identified by Innova Market Insights.
The top three food trends for 2020 according to Innova Market Insights are authenticity, holistic health, and customisation.
According to Innova Market Insights, over 50% of worldwide customers stated that a brand’s or product’s backstory affects their choice to buy. Transparency is demanded in more ways than just product labels.
According to Lu Ann Williams, Innova’s head of analysis and innovation, “this is not just an ingredients trend.” “I believe that many businesses have the chance to explain their actions, such as why they include preservatives or don’t. Customers are intelligent people. All they want is sincerity along with openness and honesty. Small brands have performed remarkably well. The time has come for everyone to take action.
Plant-based diets will persist.
According to Innova, over the previous five years, the average annual growth rate for food and beverage items with a plant-based claim was 68%. The market research company anticipates that the momentum will continue in the upcoming year.
According to Ms. Williams, “plant-based eating is going from being a trend to a food revolution.”Plant-based diets and drinks are popular because they support sustainability, which is another major trend for 2020.
“We included sustainability in our list of trends a decade ago, but at the time, I believe it was primarily a Wall Street concern,” Ms. Williams stated. “I believe that people and businesses have spent a very long time to determine what their capabilities and metrics are. Consumers today have an unwavering expectation that businesses will try their hardest.Per Innova, about 90% of customers worldwide stated that they anticipate businesses to make investments in sustainability, a 22% increase from the previous year.
“There’s been a significant change in who cares about what, and there’s a lot of complexity and fragmentation,” Ms.Williams stated. “We are aware that younger consumers are more concerned with plastic waste and older consumers are more concerned with food waste.”
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concentrating on feeling well
According to Innova, mental and emotional health will be prioritized when it comes to wellbeing.
“We’ve talked a lot about holistic health over the past few years,” Ms. Williams stated. We have discussed the conscientious buyer. This is an extension of that pattern. These days, mental health is on the agenda. For many years, discussing it was strictly forbidden, but that is quickly changing.
Innova anticipates a rise in demand for foods and beverages that improve mood in the upcoming year as people turn to “star” ingredients like ashwagandha or cannabidiol (CBD) as stress and anxiety relievers.
According to Ms. Williams, “ingredients have become the stars of many products.” “But the only way you’re going to make something mainstream is if you look at familiarity and acceptance.”
The way that consumers view macronutrients will also have a significant impact on the trends that affect health and wellness. Low- or no-sugar claims, along with those that are high in fiber, protein, and low in fat, will continue to have an impact on consumer purchasing decisions.
According to Ms. Williams, “usually there is only one demon at a time, and right now it is definitely sugar.”
According to Innova, the interest in holistic health may have ramifications beyond the repurposing of products.
Ms. Williams said, “Look at what happened with ice cream.” “From really decadent, dairy-only ice cream, we now have a lot of plant- and protein-based ice cream options. There, Halo Top undoubtedly revolutionized the industry. The category has truly changed.
Opening up fresh experiences
Beyond just flavor, consumers will increasingly seek out novel experiences that incorporate feel. According to Innova, 70% of consumers stated that texture makes food more fascinating, and younger consumers are starting to care more about a product’s texture than its ingredient list.
Ms. Williams used the example of fluffy pancakes, which are renowned for having an exceptionally light and bouncy feel. According to a survey by Innova, 80% of consumers worldwide are interested in trying fluffy pancakes because they think they are better, more decadent, and more delicious than regular pancakes.
“This could be applied to another product—perhaps a dessert with a fluffy texture, like pancakes,” she remarked.
Consumers that are willing to try new things are also quite open to hybrid goods, such as the sweet-and-salty Snickers bar and energy beverages made by Coca-Cola.According to Ms. Williams, there is also room for hybrid goods that incorporate plant-based ingredients with dairy and protein derived from animals.
“These are highly exciting to consumers,” she said. “There’s a lot of potential here; it’s practically mass customisation. The ultimate goal is to assist customers in locating the ideal product to fulfill their current needs.According to Innova, the number of food releases with a limited-batch claim has climbed by 36% during the previous several years. More firms should anticipate releasing highly customized, time-limited items to satisfy consumers’ immediate requirements.
According to Ms. Williams, “there’s a ton of stuff around nostalgia.” “It’s a really good way to connect,”with customers, and it all stems from the narrative movement.