Trend 2019: Meeting the demands of the "adventurous consumer"
Addressing increasingly adventurous consumers who are looking for new discoveries and experiences will be crucial for further developments in the food and beverage industry in 2019. The networked world has led to consumers of all ages knowing more about other cultures, which in turn has led to a 35 percent increase in advertising messages saying there is something new to "discover" when comparing new product launches in 2017 and 2016.
"Discovery: The Adventurous Consumer" tops Innova Market Insights' list of top ten trends for 2019. The company continuously analyzes global developments in food and beverage launch activities and conducts consumer research to identify trends that are most likely to impact this industry in the coming year and beyond.
The five top trends for 2019, according to Innova, are Market Insights:
1. Discovery: The adventurous consumer
The food and beverage industry is increasingly focusing on satisfying adventurous consumers. Consumers are leaving their comfort zones to explore more bold tastes and multisensory culinary experiences. One focus is on enhanced sensory impressions, often combined with an element of the unexpected.
2. the plant world
The plant market shows no signs of declining. Companies and brand manufacturers are adding more green to their portfolios to attract mainstream consumers who want to add more plant options to their diet. For many, the plant base is about achieving a healthy and sustainable balance between meat and vegetables rather than adopting a "all or nothing" diet.
3. alternatives for all
As more and more consumers focus on health and sustainability, substitute foods and ingredients are becoming increasingly important. Health remains the number one reason to buy alternatives to food, and one in two US consumers reports that health is a reason to buy alternatives to bread, meat or dairy products. The search for alternative proteins leads to an increasing consumption of black beans, lentils, peas, rice, nuts and seeds, chickpeas and even insects as protein ingredients for food.
4. Green Appeal
The industry is increasingly committed to meeting customer expectations for sustainability. This leads to the setting of new corporate goals as companies engage in a range of initiatives for sustainable product and packaging development. These include waste reduction through upcycling ingredients and post-consumer recycling, improved biodegradability and new technologies such as compostable capsules and vegetable dyes.
5. snacks: the clear occasion
Snacks are part of everyday life for most consumers and have always been so. But what is changing is the way people think about snacks and what is considered a snack. Snacks are no longer an optional extra, but a clear occasion for enjoyment. It is a key focus of innovation in all food and drink categories with an average annual increase of 10 percent in product launches in the global food and drink industry over the last 5 years (CAGR 2013-2017) with promotional messages saying it is a snack.
The other top trends identified by Innova Market Insights are:
6. food for me
7. fibre from a different point of view
8. I feel good.
9. mindset of small actors
10. connected to the plate
The Ten Top Trends for 2019 will be presented by Innova Market Insights in a live webinar on November 21, 2018 at 16:00 CET. The registration link for the Webinar can be found in the top right box.
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