Almond Board of California: 2021 trends point to “new kind of consumer consciousness”

07 Jan 2021 --- With consumers prioritizing their health, the Almond Board of California (ABC) says almonds can help manufacturers address evolving demands for clean label, healthy and versatile ingredients from sustainable supply chains. 

With the onset of the COVID-19 pandemic, 2020 marked a global step-change. The day-to-day lives of consumers dramatically changed and this has been especially visible in food and beverage choices, says ABC.

The pandemic’s effect
A focus on personal health became a priority and a responsibility and expanded to cover both physical and emotional well-being.

Consumers are now seeking products tailored to their specific needs and not just from a nutritional perspective; they seek indulgence and escapism through food.

The pandemic also fast-tracked food safety, making the matter front of mind with concerns over hygiene and production.

Almonds are incredibly versatile, with 14 different forms and formats.Simultaneously, the growth of plant-based food rocketed, and transparency became even more important to consumers. They want to know not just what’s in their food but what benefits the ingredients offer, where ingredients are sourced, and how they are grown and produced.

What role can almonds play?
Ingredients such as California almonds are valuable to industry because they offer endless opportunities for healthy product development with appealing flavor and texture, the Almond Board maintains.

Due to rigorous safety standards, manufacturers can feel confident in a safe and sustainable supply of almonds – even during a pandemic.

Dariela Roffe-Rackind, director for Europe and global public relations at ABC, believes almonds are a great example of an ingredient with a story to tell.

“They are perfect for manufacturers seeking to create nutritious products with a multitude of health benefits, and on the other hand, there’s the sustainability story about how California almonds are responsibly grown.”

“So as consumers continue to seek more information about where their food comes from, what’s in it and how it’s produced, manufacturers can feel confident that California almonds are both good for you and good for the planet as well as tasting good,” she explains.

Transparency in the spotlight
After a year dominated by COVID-19, “Transparency Triumphs” was crowned the top trend by Innova Market Insights.

Lu Ann Williams, director of innovation at Innova Market Insights, explores some key trends set to drive food product innovation this year.

For manufacturers, it’s never been more important to know about the ingredients you’re working with, she highlights. It is crucial to understand the functional benefits of products as consumers gravitate toward foods that benefit beyond nutrition.

“Foods offering immunity benefits are set to take Consumers are gravitating toward foods that have benefits beyond nutrition.storm as consumers seek to bolster their immune systems and protect against unwanted illness. Consumers view food as a key pillar for their immunity, and this goes beyond the well-being aisle. They’re looking to fulfill both their physical and emotional health with a considered approach to what they eat,” says Williams.

But it’s not just what’s in our food and what it does for our health; consumers want reassurance that their food is produced safely, ethically and sustainably. These beliefs have a real impact on purchase power, she expresses.

Tailoring health
Last summer, Innova Market Insights highlighted the move toward restoring personal health as a trend resulting from the pandemic. This trend has evolved to take on an even more personalized approach, one that is “Tailored to Fit.”

Williams expects personal health to remain in the spotlight this year, but as consumers look for products that fit their unique lifestyles, “it will evolve to take a more tailored approach.”

When it comes to a personalized approach, almonds are an ingredient that can play to a multitude of nutritional needs, according to Roffe-Rackind.

“Almonds’ clean label credentials make them suitable for a whole range of dietary and lifestyle choices. As one of the most researched foods, there is a body of over 180 research studies exploring the role that almonds can play in heart health, diabetes management, weight management and skin health, to name a few, so they’re an ingredient that consumers – and therefore manufacturers – can feel confident will bring health benefits.”

Planting goodness
Plant-based is also set to remain center stage this year but, thanks in part to the diverse and successful range of products introduced into the category and the rise of flexitarianism, Williams expects it to become more mainstream.

“From plant-based alternatives to meat, cheese, plant-powered snacks and probiotic drinks, manufacturers are responding to accelerating demand, and the opportunity for exciting innovations shows no sign of slowing,” Williams explains.

Almonds are a useful ingredient to consider when it comes to creating plant-based alternatives because of their ability to pair well with other ingredients, building both a taste profile and a complete protein.

“Per 30 g serving, almonds contain 6 g of plant protein, so pairing them with ingredients which have contrasting amino acid profiles can create a complete protein,” Roffe-Rackind continues.

“Legumes, lentils or pulse are great options to pair them with to create tasty complete proteins.”

Almonds are incredibly versatile, with 14 different forms and formats. “Depending on which you choose, they can help to enhance flavor and textures so manufacturers can create really innovative plant-based alternatives.”

Mood enhancers
In 2020 consumers found an outlet in food to help them unwind and feel good. According to Innova Market Insights, this is set to continue this year as consumers look for food that can contribute to better mental health, better sleep and better skin, to name a few.

Dariela Roffe-Rackind believes almonds have “a great story to tell.”“We’ve seen growth in new products with specific claims relating to mood, and this is a reflection of consumers taking a more holistic approach when it comes to food, seeking to improve both their health and well-being. Whether it’s physical, spiritual, mental or emotional well-being, consumers are turning to food and beverages to help them feel good,” Williams comments.

Globally, three in five consumers are interested in new sensory experiences – from aromas to taste, textures and sensations.

When it comes to product innovation, there have been concepts merged between mealtimes, sweet and savory flavors, and solid to liquid textures, and all are areas where almonds can play a fundamental role in innovation.

“Almonds have a multitude of health benefits that consumers can feel good about because they are loaded with good nutrients,” continues Roffe-Rackind. “They contain magnesium which contributes to the reduction of tiredness and fatigue, and they’re a great addition to your beauty regimen, with recent research showing that daily consumption of almonds can contribute to reduced wrinkle severity.”

“What’s more, their variety of forms and ability to pair well with other ingredients – both sweet and savory – make them perfect for indulgent, yet healthy hybrid products.”

For food manufacturers, continued success in 2021 means not just recognizing these trends but adapting and innovating at the pace that’s needed to future-proof their business.

As consumers focus on health and a return to good nutrition basics, food professionals should consider the benefits that whole, nutritious ingredients like almonds can bring to NPD.

Edited by Elizabeth Green

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