The Adventurous Consumer: Top Ten Trends 2019

Health and clean label remain key consumer drivers for innovation within the dairy industry, with gluten free and no additives/preservatives spotted as the top claims among dairy products (Global, 2020). High/source of protein and lactose free claims are also increasingly applied globally.

Plant-forward innovation is still high on the agenda, with an enduring challenge to deliver more “transparent” meat and dairy alternatives. Consumers are also looking for an extra level of sophistication; innovation is moving beyond established categories to new ones such as ready meals, confectionery, soft drinks and so on.

Consumers are seeking products that support their active lifestyle; Sports Nutrition is hence a growing market. Although the global Sports Nutrition category was led by Sports Powders in 2020, innovation is also seen in spreads, drinks, porridge and even coffee with sport enhancing claims. Vegan and Keto claims are also gaining ground within Sports Nutrition.

For many consumers, ice cream and desserts are for moments of indulgence. The traditional way to boost the experience of indulgence - with innovative flavors and textures - is still a popular strategy for many brands. Beyond pure, lavish indulgence, an intensified focus on health continues to boost product development for moments of ‘guilt-free indulgence’.

With consumer preferences shifting toward cleaner living lifestyles, artificial flavors are often criticized. More and more artificial flavors are being substituted with natural flavors, which has resulted in a large variety of natural flavors among the latest product launches. Emerging natural flavors include natural garlic flavor, natural ginger ale flavor and natural salted caramel flavor.

As 2021 is approaching, Innova Market Insights releases its Top Ten Trends for 2021. “Transparency Triumphs” leads the list, underscoring brands upping their transparency game to meet evolving consumer demand. Other key trends expected to dominate the food and beverage industry in 2021 are “Plant-Forward”, “Tailored to Fit”, “New Omnichannel Eating” and “In Tune with Immune”.