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The Adventurous Consumer: Top Ten Trends 2019

Dec 2018

Consumers are moving out of their comfort zones to explore bolder and novel flavors from a range of global locations, as well as multisensory food experiences. Leading the Top Ten Trends for 2019, from Innova Market Insights, is “Discovery: The Adventurous Consumer,” which denotes how targeting increasingly adventurous consumers set on discoveries and experiences will be key in the food and beverage industry in 2019. Some other key trends pegged for 2019 are “Plant Kingdom,” which illustrates the continuing popularity of plant-based products and “Alternatives to All,” noting that replacement foods and ingredients are on the rise.

Nestle Kitkat Ruby Chocolate Coated Wafer Bar (Netherlands)
2. Carrefour Beef And Vegetable Burgers with Seeds (France)
3. Magnum Vegan Classic Ice Cream (Finland)
4. Regrained Eat Beer Sustainable Supergrain Bar: Honey Cinnamon Ipa (US)
5. Pringles Pizza Flavored Baked Crispy Stix (US)
6. Raw Gorilla Organic And Raw Mighty Muesli Keto Breakfast (UK)
Coca Cola Carbonated Soft Drink with Fiber Plus (China)
8. Oreo Joy Fills Cocoa Pillows with Vanilla Cream Filling (Romania)
9. Ripple Plant-Based Half And Half: Vanilla (US)
Nabisco Oreo Cherry Cola Flavor Creme Sandwich Cookies (US)

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Discovery: The Adventurous Consumer
Nestle Kitkat Ruby Chocolate Coated Wafer Bar (Netherlands). Ruby chocolate coated wafer bar in a plastic wrapper. This crispy wafer bar is covered with pink Ruby chocolate coverture and is after milk, white and pure, the fourth choice that KitKat introduces.

Consumers are ready to pay more for free-from food and beverages, as products free from allergies – such as gluten and lactose – are considered as major attribute of “clean” eating.  “Palm oil-free” and vegan claims are fastest growing claims in recent product innovations. Such free-from claims are commonly found in product launches from bakery, snacks and dairy. Adding to that, health benefits like “fat-free”, “sugar-free” and “calorie-free” are also gaining importance.
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Consumers are becoming increasingly conscious about the kinds of ingredients they are consuming. Although the goal to reduce sodium intake becomes more important to consumers, it cannot be achieved through reducing table salt alone. Therefore, the food industry continues to launch cooking solutions that reduce the sodium content. Sauces and Seasonings are one of the fastest growing food categories between 2017 and 2021 globally.
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With more people working from home and eating at home due to the COVID-19 pandemic, there has been an evolution of the breakfast occasion. Breakfast products are becoming more snackable through new sizes, shapes and packaging. Convenient on-the-go formats and one-size portions allow a quick meal for one.
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Texture plays a key role in how consumers experience food and beverages and can offer a greater feeling of indulgence. In the plant-based market, texture innovation is key to replicate the eating experience of the meat or dairy equivalent. Creamy is the top texture claim in plant-based food and beverages (Global, 2021), however crispy and crunchy texture claims are rising.
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There has been a shift in wellness trends as consumers nowadays take a proactive and preventative approach to their holistic well-being and look for purpose-driven food and beverages. The industry reacts by launching new products with multiple health benefits such as energy support, promoting sleep, and improving cognitive health.
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Nutrition and sustainability play a bigger role as brands refine the next generation of plant-based foods. Within the snack category, new product launches tracked with plant-based claims are growing with an average annual growth of +57% (Global, CAGR 2017-2021). Since health remains the top reason for consumers to consider plant-based alternatives, these plant-based snacking products often also feature health claims related to the protein and fiber content.
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