FrieslandCampina’s 2022 Trend Report unveils global food trends set to take over

26 Oct 2021 --- FrieslandCampina has released its fourth annual Trend Report. The company illustrates the observed shifts in global eating toward luxury food experiences, mindful consumption and products that help make healthier purchasing decisions a no-brainer. 

The report – which also includes micro-trends, innovative food concepts and company-owned insights – has expanded to encompass new segments, such as soups, sauces and ready meals, as well as interviews with key opinion leaders and the latest consumer data based on growth hacking methods.

The Trend Report is based on FrieslandCampina’s intelligence services, such as market studies and global research, as well as the expertise of in-house industry experts and proprietary research.

The scale of a trend
At local level, FrieslandCampina’s Trend Report considers how the global trends manifest themselves in different cultures and countries. 

FrieslandCampina has observed that mozzarella “corn dogs” are among the applications that have traveled globally.“Taking ‘opting out’ as an example of the global trend that we call ‘Being my better me’, in Asia we might see that reflected in applications such as milk tea with less sugar, while elsewhere a tasty mousse with a Nutri-Score A is more important to consumers and society. Global and local trends feed into each other,” Suzanne van den Eshof, global head of marketing food industry at FrieslandCampina Professional, tells FoodIngredientsFirst.

“Trends travel and we as a global company are acutely aware of that. Especially in this age where social media can see a kernel of a concept go viral overnight, it’s crucial to stay ahead of what’s trending and getting people talking. It’s part of our added value because we have an ear to the ground, with local teams in all the markets we serve.”

Among the applications from the Trend Report that the company observes has “traveled” across regions are mozzarella “corn dogs.” These corn dogs are a particularly popular street food in Korea and are now eaten around the world, details van den Eshof. “However, each country has its own take on this delicacy: in America the mozzarella is prepared in pancake batter, while in Europe the mozzarella is deep fried in breadcrumbs.”

While local trends tend to have a shorter lifespan, van den Eshof notes that the plant-based movement was once viewed by many as a passing fad. “Now it’s entered the mainstream and no menu is complete without a vegan option. That’s why it’s so important that we constantly monitor the market.”

Themes set to steer industry
The 2022 global Trend Report provides global food manufacturers and companies with data, insights and recipes to uniquely position themselves in the market with a novel and surprising offering.

The report captures three major food trends as well as eight underlying micro-trends, supporting manufacturers with precise nuances to cater to their tailored audiences.

“The past year and a half have been difficult for everyone, and it doesn’t come as a surprise that consumer needs and preferences have changed during these unprecedented times,” says Suzanne van den Eshof, global head of marketing food industry at FrieslandCampina Professional.

The report captures three major food trends as well as eight underlying micro-trends.The consumer has become more mindful and has created new habits and expectations, she stresses. “Organizations that truly understand their audiences and who are agile enough to cater to quickly changing demands, are the ones that customers connect with.”

Although they may appear to be subject to local differences, the FrieslandCampina 2022 Trend Report identifies three key global trends, each with their individual micro-trends:

Being my better me
Having been exposed to the vulnerability of life during the pandemic, consumers are more actively making healthier choices. Food supporting this endeavor is on the rise. Examples of this might be a cake that – in addition to tasting great – also happens to support gut health, or a low salt cheese in a folded flat-bread.

This trend was evident among functional launches exhibited at the recently culminated Anuga 2021, which included probiotic-enriched meat alternatives, keto chips made from pomegranates and prebiotic cereal.

In the quest to be a better version of themselves, consumers see these new takes on their familiar foods as the way to ultimately make permanent lifestyle changes. Reformulation strategies, such as pairing sugar reduction with fiber enrichment, further help industry meet this target.

Lovely luxury experiences
From fantastic fast-food to superior products delivered fast, the definition of “premium” is being raised several notches, according to FrieslandCampina. Accessible indulgence is the way forward for 2022, stresses the report.

“Plus, in the wake of the pandemic, the demand for indulgence has come closer to home, with top restaurants now delivering and even serving from food trucks,” says van den Eshof.

Consumers have developed a stronger social conscience.Special treats that were once available only by visiting a top restaurant now come as takeaways, food kits or even from food trucks. Meanwhile, home deliveries from grocery suppliers focusing on local and fresh foods are raising the bar in terms of consumers’ expectations.

Consumers also want surprising pairings that tease their taste buds, like FrieslandCampina’s waffle-croissant combo that’s been christened as a “croffle,” or a pizza topping baked on a croissant crust.

Mindfulness on the menu
Now that societies are opening up again, sharing food with friends and family is an important way of resetting and nurturing mental balance after a long period of enforced absence from loved ones.

Consumers have developed a stronger social conscience. Comforting staples like a social sharing bread are an example of foods that help consumers reconnect with the body and soul.

In addition, there is a growing trend of feasting on locally grown produce, like the home-grown zucchini cake presented by FrieslandCampina.

By Benjamin Ferrer