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Innova Market Insights: Top Ten Trends for 2020

Dec 2019

Crowning Innova Market Insights’ Top Trends for 2020 list is “Storytelling: Winning with Words,” which underscores a growing consumer affinity for products backed by a compelling narrative. Other key trends identified for 2020 are “The Plant-Based Revolution,” “The Sustain Domain,” “The Right Bite” and “Tapping into Texture.”

Danone
Good Catch Foods
Grumpy Mule
Hello Fresh
Nescafé
Dacheng
Tea Riot
Vital Leaf
Teatox
Skittles

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Storytelling: Winning with Words – Danone Yogurt Drink with Guava Flavor (Mexico). The magic and wisdom of this yogurt blended with the best fruit and local milk produce a yogurt with a Mexican soul. Full of pride and passion, Danone offers you a yogurt that is the result of love for Mexico. Made with local guavas. Sweetened with agave. Made from 100 percent Mexican milk. Contains natural ferments. Contains guava, the “pink gold,” from a colorful place called Michoacan. Recyclable packaging.

Organic ingredients appeal to consumers by promising healthy and free-from products that match their wellness preferences and support eco-friendly practices. Innova Market Insights data indicates that there is an increasing organic claim use in the Spreads, Fruit and Vegetable and Confectionery categories. Whey, milk chocolate, tomato concentrate and walnuts are some of the ingredients showing more growth.
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The food and beverage industry is rapidly embracing sustainability to meet environmental concerns and consumer preferences, with a notable 5% global average annual growth in launches featuring ethical claims over a five-year span from July 2018 to June 2023. This includes a spectrum of practices like sustainable sourcing and farming, the promotion of healthy eating, innovative packaging and the integration of circular economy principles.
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Over the last five years, food and beverage brands have been integrating greater wellness concepts into NPD. This shift has resulted in a rise in health-focused claims, for example, sugar-free, high protein, and low/no/reduced carb options. These ten global new product launches promise to provide well-being to consumers. 
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With consumers becoming increasingly aware of the potential health risks associated with artificial food colors, the demand for natural alternatives is on the rise. The use of natural coloring in food and beverages has experienced an average annual growth of +2% globally between 2018/H2 and 2023/H1. During 2022/H2 – 2023/H1, the top categories launched using natural colors are Confectionery (17%), Bakery (14%) and Soft Drinks (12%).
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Innovation in dairy products has been consistent in the last five years. Dairy-based ice cream & desserts as well as spoonable dairy yogurt are the leading subcategories, while non-dairy cheese shows the fastest growth. Global launches of dairy alternatives with plant-based claims are growing the fastest. Palm oil-free and sugar-free claims are also gaining ground. Truffle mushroom flavor shows high potential for innovation and NPD.
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Food texture is a key factor that influences what consumers like and choose to eat. The use of texturizing agents for food & beverage launches has a +3% average annual growth from the year 2018 to 2022. Bakery was the leading category for product launches with texturizing agents, but meat substitute launches show the fastest growth in the last five years. 
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