top ten trends for 2020 - palsgaard · 2020-01-27 · industry continues to experiment with food...

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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


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”


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

https://impossiblefoods.com/burgerking

https://impossiblefoods.com/burgerking


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 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


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


“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”


Trend 4. The Right BiteConsumers are managing careers, families and social lives while striving to maintain healthy lifestyles


“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


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”



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



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



Trend 6. Macronutrient MakeoverConsumer perceptions of macronutrients in relation to health are evolving


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


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



Trend 7. Hello HybridsAdventurous consumers are highly receptive to hybrid products


Coffee Energy Drinks Juices & Nectars Alcoholic Drinks


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


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



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


“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.


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


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.



Trend 10. Brand UnlimitedBrands are engaging consumers like never before by making personalization possible in limited-time releases


global consumers

2 in 5

“I would love to design my own limited edition

product”


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


…average annual growth in food & beverage

launches with a “limited batch” claim (Global, CAGR 2014-2018)

+36%

Australia, Mar 2019 U.S., May 2019


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

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PHONE+31 26 319 2000

Innova Market Insights

top ten trends for 2020 - palsgaard · 2020-01-27 · industry continues to experiment with food...

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