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NPD in action: Top Ten Trends 2021

Dec 2020

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”.

Transparency Triumphs
Vuna
Tailored to Fit
New Omnichannel Eating
Tune
Nutrition Hacking
The Next Occasion
Dunkin’
Modern Nostalgia
Ben and Jerry’s

7/10

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Mood: The Next Occasion – Waterdrop Focus Microdrink with Lime, Baobab and Acerola Flavor (Germany). Twelve plastic trays for preparation of refreshing drink with lime flavor, baobab pulp and acerola extract, with sweetener and vitamins, held in a carton box. Stay in focus. Vitamin C and thiamine helps with normal functioning of nervous system. Pantothenic acid helps with intellectual capacity. Benefit for body and spirit. Sugar-free. Suitable for vegans. Green Dot Certified.

Innova Market Insights data indicates that there is a 2% growth in snack launches globally from 2019 to 2023. Snack Nuts & Seeds (21%) was the leading subcategory of snacks, but Finger Foods/Hors D’oeuvres was growing fastest with 8% growth from 2019 to 2023. Additionally, there was a notable surge in launches for plant-based snacks, which saw a 24% growth from 2019 to 2023.
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Innova Market Insights data indicates that the use of protein ingredients in food and beverage launches globally had a 3% average annual growth from 2019 to 2023, with Bakery being the leading category. Plant-based claims grew the fastest, with a notable increase of 27%. This surge has led to the rise of various plant proteins such as lentil protein, fava bean protein concentrate, field bean protein, and others.
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Innova Market Insights data indicates that there is a growth in low/no/reduced sodium claims in various food & beverage categories. Hot Drinks had a 24% average annual growth from 2021 to 2023. Categories Desserts & Ice Cream and Meat, Fish & Eggs are also on the growth path and show innovation potential.
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Innova Market Insights data indicates that organic claims are expanding into various food & beverage subcategories, painting a new landscape for the use of this claim. Organic flavored alcoholic beverages had a 35% average annual growth from 2019 to 2023. Other subcategories are also gaining ground, like wrapped chocolate pieces and others.
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Innova Market Insights data indicates there is a 2% average annual growth globally in cocoa ingredient use for food & beverage launches. Confectionery is a leader of these launches, with chocolate being the frontrunner, but there is fast growth of cocoa use in meat substitutes with 61% growth from October 2018 to September 2023.
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Consumers are rushing into the world of bold and exciting flavors. Innova Market Insights predicts that flower & botanical flavors will take the lead in food & beverage flavor innovation in 2024. Other flavor trends on the rise include nostalgic vibes, fantasy flavors, emphasis on local delights and a mix of sweet and sour influences.
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