ADM forecasts “whole self” nutrition, microbiome awareness and sustained plant-based appetites to star in 2022

21 Oct 2021 --- Holistic nutrition, microbiome health and the sustained plant-based consumer appetite are in focus within ADM’s second annual list of global consumer trends. Based on in-depth research from ADM’s proprietary Outside Voice consumer insights platform, ADM provides a breakdown of each growth space poised for takeoff in the new year.

“Consumers today continue to navigate a tumultuous environment that has uprooted every aspect of their lives,” comments Brad Schwan, vice president of category marketing for ADM.

“This has led brands to develop new solutions purpose-built to help consumers establish a sense of normality for themselves, their families and their pets. We’re seeing everything from foods, feeds and beverages that promote gut health to plant-based meat and dairy alternatives to biodegradable packaging.”

Below are the eight key consumer trends fueling current and future global growth that point the way for ADM’s innovation, renovation and development platforms:

The recent global pandemic has placed renewed interest on mental well-being, with many looking for more effective ways to cope with stress and anxiety.1. Nourishment for the Whole Self
While this is a long-term trend, the recent global pandemic has placed renewed interest on mental well-being, with many looking for more effective ways to cope with stress and anxiety.

Wholesome nutrition is one important way consumers are looking to support their holistic well-being. ADM Outside Voice finds that 37% of global consumers expect the snacks they eat to improve their mental well-being.

According to Innova Market Insights research, brain and mood health claims make up the largest percentage of botanical and herbal-based food supplement launches in the North American market and are growing quickly.

Speaking to NutritionInsight, supplement industry experts recently highlighted that mental health positionings are poised to edge out immunity in consumer priorities. In this space, flavor and fragrance titan Givaudan recently unveiled an ashwagandha infusion for healthy mood.

2. Plant-based Lifestyles
A flexitarian approach to eating has become mainstream as consumers look to functional, wholesome, plant-based nutrition to support healthy, environmentally friendlier lifestyles. 

ADM analysis forecasts that alternative proteins will “very likely” account for 11% of the total protein market in 2035.

This is being fueled, in part, by COVID-19, which has accelerated interest in plant-based, as a health-forward alternative for consumers who are paying close attention to their body’s nutritional needs. 

At the recently culminated Anuga 2021 trade show in Cologne, Germany, vegan offerings were branching out into new cuisines, targeting adventurous consumers with cravings for grilled Middle Eastern meats, Asian satays and the Mediterranean palate.

3. Microbiome as The Root Of Wellness
Awareness of the microbiome as central to wellness has grown over time. ADM’s Outside Voice data indicates that 58% of global consumers are aware of the potential benefits that bacteria in the digestive system can have on their overall health.

Awareness of the microbiome as central to wellness has grown over time.This trend has led to a proliferation of foods, beverages and supplements that support gut health for overall well-being. Demand for probiotics has risen significantly in the Chinese market, propelling ADM’s latest joint venture with Qingdao Vland Biotech Group.

Consumers’ approach to supporting a healthy gut is evolving from reactive (seeking foods to alleviate discomfort) to proactive (tailored and customized pre-, pro- and postbiotic solutions), as they strive to achieve greater empowerment over their personal health and well-being.

4. Clean & Transparent Sourcing
Consumer demand for “clean label” products, which they consider to consist of real, kitchen-level ingredients, is highly pronounced. This has also led to a desire for transparency across the entire product lifecycle, from how it’s made to how it’s packaged.

As consumers become more sophisticated in their understanding of the products they consume, 58% of global consumers say they will be more attentive to locality claims as a result of COVID-19.

In line with this theme, “Transparency Triumphs” was crowned as a Top Trend for 2021 by Innova Market Insights. Advances in AI, blockchain, machine learning, robotics and the Internet of Things (IoT) are anticipated to raise the bar for digital traceability solutions such as smart labeling and digital tracing at speed.

5. Humanization of Pets
Pets are more commonly seen as part of the family – a trend that has been present over time but accelerated in strength during the pandemic. This extends to what their pets eat, with many pet parents transposing their purchasing values and preferences onto their furry companions.

There’s been a 41% increase in “all natural” pet foods launched globally. Likewise, ADM Outside Voice also found that 30% of global pet owners spent a significant amount of time researching the best food options in the last year.

Evidencing the upward trend of premium ingredients for pets, Netherlands-based biotech company Veramaris recently unveiled natural marine algal oil-based omega 3 fatty acids for pet food called Veramaris Pets.

6. Precise & Responsible Animal Feeding
In addition to the rise in natural-positioned pet nutrition, there is an increased demand for optimized feed solutions. These must support human and animal nutrition in an efficient, environmentally friendly manner for a range of animal species.

This is driving brands to begin providing digital documentation explaining how the animal was raised, particularly related to its consumption of antibiotics or growth hormones.

Nearly half (49%) of consumers are willing to pay a premium for products with high quality assurances and verifiable safety standards, according to ADM.

In addition to the rise in natural-positioned pet nutrition, there is an increased demand for optimized feed nutrition.7. Sustainable Goodness
Consumers see sustainability as a moral imperative as they connect it to what is right and ethical, their community and the environment. In fact, 47% of global consumers say they are now more attentive to sustainability claims.

This has sparked demand for ethical production and sustainable sourcing practices – such as regenerative agriculture and carbon negative production to protect the food supply of the future.

Current Innova Market Insights analysis highlights that the health of the planet is overtaking personal health priorities this year as consumers prioritize a more collectivistic outlook on well-being.

8. Advanced Renewables & BioSolutions
Today’s consumers are more conscious of the environmental impact of their consumption and the food system at large, with a specific focus on the use of finite materials and physical waste. 

ADM notes that 38% of global conscientious consumers are willing to pay more for products made with sustainable materials.

Upcycling is increasingly leveraged as a way to meet this demand. For instance, NutriLeads recently unveiled its immunity-boosting upcycled carrot ingredient, BeniCaros. 

Similarly, Canadian upcycling food company Outcast Foods launched five single-ingredient powders from rescued fruits and vegetables, while a new EU-funded project is aiming to repurpose olive leaves that are typically wasted throughout the olive oil production chain. 

By Benjamin Ferrer