top ten trends for 2020 - frigiv.palsgaard.com · 9 innova market insights trend 4. the right bite...
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Top Ten Trends for 2020
November 2019
3 INNOVA MARKET INSIGHTS
Trend 1. Storytelling: Winning with WordsConsumers are increasingly captivated by the stories behind their food and beverage products
“To learn where the ingredients
come from”
“Why do you want to know the story behind the foodand beverages that you buy?”
Source: Innova Consumer Survey 2019. Average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico and China
56%of global consumers say that
stories around a brand influence their purchase decision
4 INNOVA MARKET INSIGHTS
Manufacturers increasingly pay attention to ingredient provenance
A closer look at ingredient provenance platforms Maraná: the roots of Peruvian chocolate
Source: Innova Database 2019
Process
Ingredientsource
Taste andflavors
Cultural celebration
Lifestyle
“The San Martin collection is made from the finest Amazonico variety of cocoa beans from Tarapoto, one of the treasures of the Peruvian amazon. Just a taste will sweep you away on a unique journey filled with the fruity aromas and flavors for which the amazon is famous around the world. The roots of Peruvian chocolate”
5 INNOVA MARKET INSIGHTS
Mainstream opportunity for plant-based claims Foodservice & retail targeting the mainstream consumer
Source: Innova Database 2019Innova Consumer Survey 2019. Average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico and China
Impossible Whopper: …taking aim at the
mainstream consumer
Trend 2. The Plant-Based RevolutionPlant-based eating is moving from trend to food revolution status
Vegetarian Plant-basedVegan
“Which claim do you prefer when buying alternatives to meat and/or dairy?”
…average annual growth in food & beverage launcheswith a “plant-based” claim
(Global, CAGR 2014-2018)
+68% Vegan Milk Chocolate: ...even more ways to
choose pleasure with a brand you love
6 INNOVA MARKET INSIGHTS
Taking up the challenge to deliver “clean label” meat & dairy alternatives
A taste for simple ingredients lists Yogurt alternative with a unique clean label formula
“I specifically want to avoid products with ingredients
that are difficult to understand”
CLEAN & CLEAR LABEL
VEGAN ALL NATURAL INGREDIENTS
Only Bio Fermented Oat Product with Banana Flavor
Israel, Jan 2019
Ingredients: Water, mashed banana 10%, sugars, oatmeal (gluten) 4.6%, lentils, sunflower seeds, coconut, sesame, citric acid, bacteria and probiotics.
global consumers
2 in 3
Source: Innova Database 2019Innova Consumer Survey 2019. Average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico and China
7 INNOVA MARKET INSIGHTS
Source: Innova Consumer Survey 2019. Average of U.K., U.S. and China
Trend 3. The Sustain Domain Consumer expectations around sustainability are higher than ever, pushing companies to prioritize eco-efficiency
“I expect companies to invest in
sustainability”
65% of global consumers
2018
201987% of global consumers
Food waste
Plastic wasteYes
Maybe
Are you willing to pay extra for food/beverage products that are devoted to solving these issues?
% of global consumers*
*average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico and China
8 INNOVA MARKET INSIGHTS
Companies react to consumer expectations with sustainable solutions
Belgium, Nov 2019
Claims: Bio-based pack; 80% of packaging is made out of renewable resources. Green Dot Certified. Recyclable packaging. FSC certified.
Renewable energysources
Recyclingplastic
United States, Aug 2019
Claims: Simply made with only 6 ingredients. Made with real hemp cream. Simpler, better. Made from the cream of actual hemp seeds, not just the oil by-product, to unlock the maximum potential of this little superfood.
Fighting food
waste
Source: Innova Database 2019
“FrieslandCampina introduces a fully recyclable and lighter version of the resealable packaging for cheese. FrieslandCampina’s new packaging is made from polypropylene – a material that can be separated, recycled and reused more easily. We have up to 40% less plastic compared to previous packaging”
9 INNOVA MARKET INSIGHTS
Trend 4. The Right BiteConsumers are managing careers, families and social lives while striving to maintain healthy lifestyles
Source: Innova Consumer Survey 2019. Average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico and China
“I experience stress more than
once a day”
Spotted at Anuga 2019
The ultimate relaxation chocolate to help you de-stress and unwind. Infused with flavorful French lavender oil, this dark delight is sure to help melt away the hustle and bustle of daily life with each bite.
United Kingdom, Oct 2019
10 INNOVA MARKET INSIGHTS
Dealing with the lifestyle, and how food supports
Mainly Gen XMainly Gen Z
Home cooked food
Healthy food/drinks
Comfortingfood/drinks
Easy to preparefood
RejectingBalancingEmbracing
U.S., Aug 2019 Netherlands, Jun 2019 France, Sep 2019U.K., Nov 2019
+81% growth of meal kit launches tracked(Global, ’18 vs. ’17)
“I love having many things to do and plan my
time efficiently”
“I love the benefits of modern life but need to wind down
every now and then”
“I feel stuck and I'm in search for a lifestyle
change”
Source: Innova Database 2019Innova Consumer Survey 2019. Average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico and China
11 INNOVA MARKET INSIGHTS
Trend 5. Tapping into TextureConsumers are increasingly recognizing the influence of texture on food and beverages
8 out of 10 Brazilian consumers wants to try fluffy pancakes. 13% already tried them.
Compared to normal pancakes,
global consumers perceive fluffy pancakes as…
“Tastier”
“More indulgent”
“More exciting”
“Higher quality”
“Texture gives food and beverages a more interesting
experience”
The fluffy pancake case
global consumers
7 in 10
Source: Innova Consumer Survey 2019. Average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico and China
12 INNOVA MARKET INSIGHTS
26-35 55+
“I care more for the texture experience than for the ingredient list of a food
product”
Strongly agree Strongly disagree
Making the consumer connection through textures
Focus on ingredients
Texture as a USP
Canada, Jul 2019Japan, Nov2019
Source: Innova Database 2019Innova Consumer Survey 2019. Average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico and China
13 INNOVA MARKET INSIGHTS
Trend 6. Macronutrient MakeoverConsumer perceptions of macronutrients in relation to health are evolving
Source: Innova Consumer Survey 2019. Average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico and China
Which of the following claims most influences your purchase decision?
• Consumer focus shifts as media/science dictates what is good and what is not• Typically one macronutrient at a time is the focus
Then Now
14 INNOVA MARKET INSIGHTS
Health-related product changes go beyond product re-formulation
From a single element to category flip Toward more balanced & complete concepts
“Lots of protein, lots of power, fruity taste: the new high protein yogurt is super creamy and fruity with a strong 20 grams of protein per cup, with no added sugar and no lactose. Your new fruit yoghurt, which is filling, tastesgood and only 120 calories per cup.”
Fruit-Oat High protein yogurt: 120 calories per cup
A healthy take on ice cream
Low/no alcohol beverages
Source: Innova Database 2019
15 INNOVA MARKET INSIGHTS
Trend 7. Hello HybridsAdventurous consumers are highly receptive to hybrid products
Source: Innova Database 2019
Coffee Energy Drinks Juices & Nectars Alcoholic Drinks
16 INNOVA MARKET INSIGHTS
Attracting the adventurous consumer with hybrid concepts
Category fusion Mixing taste profiles Blending ingredients
“I consider this product exciting”
7 in 10U.S. consumers “like products that mix flavors, such as sweet
and salty”
Source: Innova Database 2019Innova Consumer Survey 2019
Thailand, Aug 2019 United States, Jul 2018 United States, Aug 2019
17 INNOVA MARKET INSIGHTS
Trend 8. A Star is BornConsumer familiarity and acceptance are crucial for mainstreaming unusual ingredients
Cannabis/CBDAshwagandha
Probiotics
Acc
ep
tan
ce
Familiarity
Consumer familiarity vs. acceptance of selected food and beverage ingredients
LowLow
High
High
Mainstream
Source: Innova Database 2019Innova Consumer Survey 2019. Average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico and China
18 INNOVA MARKET INSIGHTS
Industry continues to experiment with food ingredients
Prebiotic ingredients are entering the mainstream CBD: high familiarity, potential to disrupt
U.K., Apr 2019
“What do you consider to be benefits of cannabis/CBD ingredients?”
“Pain relief”
…growth in food & beverage
launches with prebiotics(Global, 2018 vs. 2017)
+20%
US, May 2019
US, Aug 2019
Source: Innova Database 2019Innova Consumer Survey 2019. Average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico and China
“Reducing anxiety/stress”
“Promoting relaxation”
Lifeway Plantiful Plus CBD Bliss Dairy Free Probiotic Plant Based Drink
United States, Jun 2019
CLAIMS Science has shown that probiotics are natural inflammation reducers, and the addition of CBD will create an unmatched combination in the beverage space. Plant-based probiotic beverage with CBD that helps consumers support their physical and mental wellbeing in a convenient and delicious drink.
19 INNOVA MARKET INSIGHTS
Trend 9. Eat PrettyThe food and beverage market is seeing a growing number of launches that border on the cosmeceutical
Hair
1 in 3Chinese consumers
increasingly consume food & beverages that support their physical appearance
Body
Skin
Source: Innova Database 2019Innova Consumer Survey 2019
“I consume food and beverages that promote physical appearance because it is good for…”
Australia, Oct 2019 Vietnam, Sep 2019
US, Jul 2019
US, Sep 2019
20 INNOVA MARKET INSIGHTS
Food and cosmetics cross-over
Cosmetics inspired food packaging Beauty products inspired by foods
Etude house Dear Darling Tint Ice Cream
Haeyo mayo hair nutrition mask
Beautiful shapes, colors, fonts and designs for food and beverage products impart a feeling of luxury and elegance.
Source: Innova Database 2019
21 INNOVA MARKET INSIGHTS
Trend 10. Brand UnlimitedBrands are engaging consumers like never before by making personalization possible in limited-time releases
Source: Innova Consumer Survey 2019. Average of U.K., U.S., Spain, France, Brazil, India, Germany, Mexico and China
global consumers
2 in 5
“I would love to design my own limited edition
product”
22 INNOVA MARKET INSIGHTS
Making the consumer connection with limited quantity
Limited quantity: a growing niche, big brands set the trend New Coke uses modern nostalgia to connects with fans
Source: Innova Database 2019
…average annual growth in food & beverage
launches with a “limited batch” claim (Global, CAGR 2014-2018)
+36%
Australia, Mar 2019 U.S., May 2019
23 INNOVA MARKET INSIGHTS
The Innova Database is an online,
cutting-edge food & beverage product
database - created by a dedicated
team of industry-leading food and
beverage experts that collect the latest
data from more than 90 countries.
Innova operates the biggest food
and drink product database in the world.
We pick up and record brands,
ingredients, claims, packaging, patents
& promotions in every major market.
Global Headquarters
Velperweg 18
6824 BH Arnhem
The Netherlands
For insight led future
growth opportunitiesEMAIL
PHONE+31 26 319 2000
Innova Market Insights