Agrana Fruit expert on COVID-19 fallout: At-home consumption and health awareness prevails
Food safety is top of mind, followed by affordability concerns
09 Sep 2020 --- The COVID-19 pandemic has led to high levels of uncertainty and decreased confidence among consumers, according to the latest insights from Agrana Fruit, part of the Agrana Group. “Even before the pandemic, consumer needs for more transparency and traceability in the supply chain of food has been a trend, which was boosted even more by the impact of COVID-19,” Melanie Sturm, Global Market & Customer Insights Manager at Agrana Fruit, tells FoodIngredientsFirst.
For the food ingredients sector specifically, food safety is high on the agenda, notes the company while there are opportunities for NPD in healthy snacking.
“The need for locally sourced products is also increasing. Besides, consumers prioritize health and affordability in their purchasing decisions, considering the current uncertain circumstances regarding the pandemic and the economic development,” Sturm explains.
Industry is facing uncertain and challenging times, but there are opportunities for the F&B industry, says Agrana. Making mid- to long-term predictions in the current environment is not only challenging for Agrana Fruit but for many. However, Sturm believes some changes in consumer behavior will remain for at least the next 12 months and perhaps beyond. 
“These examples are higher in-home consumption, an increased focus on safety, elevated consciousness about health as well as a higher focus on affordability,” she affirms.
Ripe with opportunity
Although industry is facing uncertain and challenging times right now, there are several opportunities for the F&B sector, according to Sturm.
“The main opportunity is to tap into the increased need for naturally functional health products, often consumed as snacks. Sixty-two percent of global consumers say that they have become more conscious about their overall health as a result of COVID-19.”
Consumers are seeking F&B products that boost their immune system. Another niche but the emerging category is eye health, says Sturm.
“The screen time of both adults and children has increased even more due to COVID-19. Consumers will be looking for functional products supporting their eye health,” she notes.
Another opportunity for food producers is the change in diet-related to COVID-19.
“Sixty-one percent of global consumers want to increase their fruit intake to eat more healthily,” she adds. 
Sixty-one percent of global consumers want to increase their fruit intake to eat more healthily, says Agrana.
Agrana Fruit offers natural solutions with a short ingredient list to add more fruit to dairy, ice cream or bakery products, or stand-alone fruit snacks for retail and foodservice.
Besides all the health concerns, consumers still want to indulge. Affordable treats and permissible indulgence are vital to this sphere.
“Fruit snacks, fruited ice cream or desserts with a fruity sauce can be a perfect match for those cravings to lift the mood,” Sturm adds.
Comfort foods on the rise
Many consumers are seeking comfort foods to better deal with stress and anxiety.
According to Sturm, 56 percent of global consumers have purchased more comfort food than before the pandemic.
“Although comfort food is a very individualized concept, some food categories such as ice cream, confectionery, savory snacks and desserts are perceived as more suitable for comfort food.”
When consumers seek comfort in food, they usually do not pay attention to their caloric intake or the nutritional value of the food products they consume, Sturm further details.
“They simply want to indulge and remember easier times – often linked to childhood memories,” she adds.
With high levels of stress and anxiety in uncertain times, consumers long for something familiar to achieve a feeling of security. 
Consumers want to discover new flavors when they are at home – even more so following restrictions around COVID-19.
On such occasions, consumers just want to indulge and escape the daily stress for a moment. Often, they give preference to familiar brands for comfort food.
In June, Innova Market Insights revealed that German consumers were bucking the trend for healthier nibbles, with indulgence claims being the most critical influence on snack purchase decisions in the country.
The market researcher noted that health claims were starting to enter the snack market, despite COVID-19 triggering a shift toward comfort food.
Flavors and world foods boom
“Food is the perfect form of escapism. Consumers can fight boredom by experiencing something new and discovering flavors from faraway places,” Sturm further explains.
In recent years, travel has increased steadily. In addition to consumers getting used to broadening their horizons when it comes to food and beverages, they also want to discover new things when they are at home – even more so during times of lockdowns or travel restrictions because of COVID-19.
For example, 64 percent of US consumers said they love to discover flavors from other countries. Also, diversity in food helps to overcome feelings of boredom and works as a distraction. Agrana Fruit is also exploring emerging cuisines that are currently in the spotlight.
By Elizabeth Green
