These key themes promise to inspire the market and consumers for years to come.
A new survey by ADM (Archer Daniels Midland), a world leader in human and animal nutrition, has revealed the global consumer trends that are expected to drive the food market in the coming years.
With themes related to health, well-being, sustainability and food safety, the eight trends will motivate innovation in niche products and services in the new year. They will also influence consumers’ choices, demands and expectations regarding brands.
According to Brad Schwan, the company’s vice president of marketing, people have become concerned with what they are consuming, analyzing whether food is beneficial not only for their body and mind, but also for the global community and the planet.
For this reason, to be successful in the coming years, organizations in the food, beverage and nutrition sectors will have to evolve in line with these new needs of today’s consumers.
1. EXPANDED PROTEIN OPTIONS
Do you know the flexitarian diet? According to ADM, 52% of global consumers are fans of this type of food. Within that percentage, nearly two-thirds are prioritizing the consumption of plant-based foods, resulting in increased demand for expanded protein options.
“It is a flexible diet in which a vegetarian diet is followed most of the time, but occasionally one eats some type of food of animal origin. It is an increasingly popular dietary model for those who want to reduce their meat consumption, but without depriving themselves to eat when you feel like it,” he explains Livia Queirosnutritionist at ADM.
In some cases, the flexitarian diet can be a good alternative for those who want to gradually change their lifestyle until they reach vegetarianism or veganism.
“Taking into account that in this type of diet there is an increase in the consumption of foods of plant origin, such as fruits, cereals and more natural foods, it is expected that the flexitarian diet can bring health benefits, for example the prevention of diseases cardiovascular disease, diabetes and various types of cancer”, underlines the nutritionist.
2. BALANCED WELL-BEING
In addition to physical health, the mental, emotional and even spiritual aspects have been viewed with great importance by consumers, who are making their choices, including food, intentionally, consciously and with the aim of achieving their complete well-being. .
Worldwide, 79% of them believe their mental health has an impact on their overall health. This year’s prebiotics report, developed by FMCG Gurus, indicates that mental well-being has become a top concern for 48% of consumers, after immune, digestive and heart function, for the next year.
“Foods are able to affect our health and our mood, which is totally connected to the concept of holistic health, or when we involve the mental, physical and emotional part in the same concept”, reports Livia.
3. CUSTOMIZATION
Personalization is gaining traction in the world of health and nutrition, as what works for one person may not work for another. Now consumers are denying “one size fits all” and seeking what is “best for me.”
According to the Personalized Nutrition Report 2021, released by UK gurus FMCG, 63% of global consumers say they are interested in food and beverage products customized to meet their individual nutritional needs.
55% of consumers say they are willing to spend more on functional foods that can actually provide health benefits.
These customized solutions also align with each individual’s lifestyle, considering each individual’s taste and culture.
4. TRUST AND TRACEABILITY
Consumers around the world want to understand how the food they consume is produced, whether it has humane conditions, and what ingredients are included.
Using data from this year’s Route to Sustainability Report, by FMCG Gurus, it can be seen that there has been progress in relation to consumer confidence, as 42% of them believed more in the environmental claims made by brands in the last two years.
In addition to food safety concerns, this need for transparency stems from a desire to connect with food and the communities that produce it.
For this reason, honest and authentic companies that provide technologies that allow the traceability of products and ingredients back to their origins have gained the support of the people.
“Knowing the origin of a food, how it is processed and what it is made of is important, above all, so that consumers can make more informed choices and establish healthier eating practices”, warns the ADM nutritionist.
5. ENVIRONMENTALLY RIGHT PRODUCTION
The adoption of a greener lifestyle has influenced the food choices of consumers and, according to the 2022 Route to Sustainability Report, 49% of them say they have made changes to their diet due to environmental concerns.
They also demand a higher standard of environmentally friendly practices from the companies they buy from. Reducing food waste is another goal for consumers, who expect the same from the brands they support. Also, they want proof of reconstruction and environmental restoration.
“Food waste is a very big obstacle to guaranteeing food safety. It can cause environmental damage, as it generates, for example, the greenhouse effect. Therefore, uneaten food is a waste of energy and resources, which could be used in a better way,” says Livia Queirós.
6. FAIR TREATMENT OF WORKERS
Using their voices and purchasing power, consumers are demanding that companies practice fair and humane treatment not only for the animals from which their products come, but also for the people involved in all aspects of production.
Nearly 30% of global consumers have actively boycotted a product or brand due to its ethical credentials, and 40% look for brands that ensure farmers are treated ethically.
Securing the livelihoods of workers and farmers, employing methods of inclusion and diversity throughout the organization, and keeping products affordable and accessible to the end user are important considerations for modern consumers when making purchasing decisions.
7. MODERN PET FARMING
Often considered part of the family, pets aren’t left out when it comes to nutrition, as they also have dietary and emotional needs.
In light of this, many pet owners want their pet’s food to be made with the same ingredients as their own.
FMCG Gurus’ Pet Care Health Report 2022 says that over 60% of dog and cat owners globally say branded healthy ingredients for their pets are critical.
In this context, it is clear that a holistic approach to companion animal care is consolidating, prioritizing mental well-being, physical health, exercise and nutrition together.
8. EXPERIMENTAL EATING
Trying new things and having an adventure with food has been a trend among consumers. 74% reveal a desire to experiment with new flavors from around the world and 63% say they want to innovate when cooking, according to FMCG Gurus’ 2021 Flavors, Colors and Textures report.
While searching for new flavors, people also intend to get involved with fun and playful brands that can make the experience even more interesting.
“If an individual has a diet based on the same foods, it may be that they are not ingesting the nutrients necessary for the health of the body. However, in addition to this nutritional problem, when trying new foods, there is also a problem related to the sensations a person experiences when ingesting something new. The individual may end up discovering a new flavor or texture that brings pleasure and promotes emotions that are beneficial to mental health,” says nutritionist Livia Queirós.
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Source: Terra
Ben Stock is a lifestyle journalist and author at Gossipify. He writes about topics such as health, wellness, travel, food and home decor. He provides practical advice and inspiration to improve well-being, keeps readers up to date with latest lifestyle news and trends, known for his engaging writing style, in-depth analysis and unique perspectives.
