Agrana Fruit: “Seek control” trends in snacks amid increased at-home consumption

20 Nov 2020 --- The shifts in consumption occasions has been one of the notable changes in consumerism in 2020. That is according to Agrana Fruit, who recently published its latest trendblog, “Seek Control,” focusing on the at-home consumption of snacks due to the COVID-19 pandemic.

Agrana Fruit’s latest Consumer Megatrends have revealed that, with increasing complexity and uncertainty in the world, consumers seek to control anything they can. 

Notable consumption shifts
Speaking to FoodIngredientsFirst, Rafael Rodriguez, sales manager for Agrana Fruit in Mexico, says: “One in two consumers globally report to have snacked more during times of COVID-19, while at the same time 80 percent of consumers globally plan to eat and drink healthier as a result of the pandemic.”

As consumers get more conscious about snacking, fruit- and vegetable-based snacks are gaining popularity.“This fuels the need for indulgent yet healthy snacks to be consumed at home. The shift in the consumption occasion from out-of-home or even on-the-go to in-home has, for sure, been one of the main changes during 2020 with regards to snacking,” he explains.  

Consumers today tap into tech by using apps, smartwatches and other devices to keep an eye on calorie intake, movement, blood pressure and many other parameters. Consumers are keen to keep track of these parameters, ultimately giving them a feeling of “being in control,” the company says. 

For F&B products, consumers look for fast, natural and healthy food choices that simplify their lives and find the right balance.

Snacking is one form of consumption linked to this trend. It has gained popularity among consumers of all age groups in recent years. 

As consumers get more conscious about their snacking choices, fruit- and vegetable-based snacks are gaining popularity. 

They offer a balance between an indulgent treat to escape the routine and a healthy functional product, providing them an energy boost. 

Consumers are also shifting their focus from basic convenient snacks to healthier options with value-added benefits like functional ingredients for specific health benefits such as immunity.

Fruits and vegetables, in general, are sought-after ingredients in healthy yet indulgent snacks. They add fiber – an important ingredient supporting gut health and immunity.

The need for functional snacks providing a specific benefit for the consumer, such as energy boost or relaxation, is rising.For fruits themselves, Agrana Fruit foresees usage of both exotic and local superfruits. “For example, blueberry is a European local and traditional fruit, but also perceived as a superfruit,” Rodriguez comments. 

“More exotic superfruits such as yuzu will allow the consumers to travel in their minds to faraway places and escape the boring daily routine with food,” he adds. 

Escaping the fatigue 
Snacks as little treats in between are a good mechanism to escape the fatigue many people experience with the restricted life they face in 2020, Rodriguez notes. 

“At the same time, as the occasions for impulse purchases are fewer, the consumption of snacks becomes more conscious. Snacks are often no longer just an add-on but part of the daily routine – they are consumed for a specific purpose,” details Rodriguez. 

In line with this, interest in botanicals and adaptogens is also increasing.

Permissible indulgence will play a significant role in snacking and functional snacks to tailor for different needs throughout the day will be sought after, says Rodriguez. 

“Sustained energy for the morning, a little indulgent yet healthy treat for the afternoon and a comforting and relaxing snack in the late evening – in both eating and drinking formats. The opportunities are nearly endless,” he asserts. 

By Elizabeth Green

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