Innova Market Insights reveals trends for 2020

Increased consumer interest in the stories behind their food and beverage products and their notable influence on purchasing decisions has resulted in companies increasingly paying attention to storytelling in branding strategies.

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The trends are:

1. Storytelling: Winning with Words

Although ingredient provenance has always been important, consumer interest in discovering the story behind their foods has risen further and increasingly influencing purchasing decisions. Consumers' attention is piqued by opportunities to learn more about how products are produced, which promotes an understanding of product benefits and helps build all-important trust in the brand.

As a result, manufacturers are increasingly focusing on ingredient provenance platforms in order to highlight the taste and quality of their products, as well as their uniqueness and sustainability efforts. Provenance platforms can communicate a whole range of messages to the consumer, including flavor/taste, processing methods, cultural and traditional backgrounds, as well as the more obvious geographical origin.

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, with Innova Market Insights research indicating that 85% of, on average, US and UK consumers expected companies to invest in sustainability in 2019, up from 64% in 2018. In the area of food waste, upcycling is the new recycling, as companies strive to follow a zero-waste approach by creating value from by-products. 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. According to Innova Market Insights research, 45% of, on average, US and UK consumers are influenced by texture when buying food and drinks, while 68% share the opinion that textures contribute to a more interesting food and beverage experience.

6. Macronutrient Makeover

Media science reports and social media have a huge impact on what consumers think is good or or not good. Having said that consumers perceptions about macronutrients are evolving; fibre is making a comeback, and views on fat is also changing.

7. Hello Hybrids

There are many opportunities in Hybrid products, according to Innova. For example consumers like products that are both sweet and salty.

8. A Star is Born

This refers to ingredients like fibre, ashwagandha, cannabis, probiotics and prebiotics – ingredients that are gaining consumer acceptance. According to Innova taking an ingredient mainstream requires increasing its familiarty and acceptance of consumers.

9. Eat Pretty

Products that are eaten or drunk tthat promote better looking skin, hair, or body.

10. Brand Unlimited

Brands are engaging consumers. Mass personalisation and limited time releases are gaining popularity.

Source: Innova Market Insights