Innova Market Insights' “The Right Bite” trend inspires convenient, nutritious NPD

07 Apr 2020 --- The modern consumer is faced with the balancing act of juggling family, career and social responsibilities, while striving to maintain physical and mental wellbeing. Recent analysis by Innova Market Insights emphasizes that food and diet plays an essential role in this endeavor, inspiring product developers to take a closer look at which food qualities can be leveraged to align a brand with consumer lifestyle patterns. In turn, this raises the demand for nutritious foods that are easy to prepare, convenient and portable, while indulgent treats also play a role in relaxation and enjoyment.

“The Right Bite” is ranked as one of Innova Market Insights’ 2020 Trends, reflecting how food and drinks supporting lifestyle choices have risen to become a top driver of NPD this year. The market researcher outlines the target audience for such products as consumers seeking to “embrace healthy lifestyles, balance busy schedules and/or reject their current lifestyles in search for change.”

The demand for home-cooked food has boosted interest in meal kits, with 28 percent growth in the number of launches tracked globally by Innova Market Insights (CAGR 2015 to 2019). “[They are] consumers embracing a healthy lifestyle tend to love having many things do and are dedicated (working long hours, exercising, etc.), but need to plan their time efficiently to get the best benefits,” the market analysts explain. “Those seeking healthier lifestyles also seek to find a balance between health and indulgence, while also looking for individual needs and preferences to be met, including the development of more balanced and complete concepts in terms of their nutritional needs.”

Healthy snacks, energy-boosting food and drinks as well as on-the-go food and beverages are all of interest, with high protein and energy claims of particular significance. According to Innova Market Insights data, global snacking launches featuring high protein claims had a CAGR of 16.8 percent between 2015 and 2019, while the use of energy and alertness claims rose 13.7 percent over the same period.

“Balancing busy lifestyles is necessary as consumers want to live life to the fullest (holidays, dining out, etc.) and benefit from this, but feel that it also takes a toll on them, with ‘fast’ lifestyles also necessitating compromise and rebalancing. Convenience is key in this area, prompting a demand for meals that are easy to prepare and cook, which in turn provides opportunities for ready meals and meal kits,” the company details.

Big year for meal kits
The demand for home-cooked food has boosted interest in meal kits, with 28 percent growth in the number of launches tracked globally by Innova Market Insights (CAGR 2015 to 2019). In this space, plant-based offerings have noticed a significant boom at the intersection of the “Plant-based Revolution” and “The Right Bite” trends. For instance, UK-based The Meatless Farm Co announced a new partnership with meal kit company Gousto in February, and has begun exploring similar opportunities to expand its vegan offerings in the US market.

Merylin Miguel, Communication Specialist at natural ingredients supplier Biorigin, points out in an exclusive interview that people have less time to prepare healthy food at home. Among Millennials, the preference is for snacks that are more convenient and do not require preparation. “For ready meals, bringing the appeal of convenience, quick preparation, without losing the natural taste of a home-cooked meal prepared with kitchen cupboard ingredients is certainly the biggest challenge,” she notes. 

Food and mental wellbeing
As another facet of “The Right Bite,” Innova Market Insights explains that consumers looking for a change in lifestyle are likely to increasingly distract and distance themselves from their challenging endeavors to wind down. Emotional comfort is key here, with interest in comforting, relaxing and sleep-inducing food and drinks that particularly carry mood, energy and sleep improving claims.

Stress and anxiety are key concerns in modern life as awareness of their negative impact on mental and physical health grows. In a 2019 Innova Consumer Survey 32 percent of UK consumers and 39 percent of US consumers claimed to experience stress at least once a day, rising to over half in India. The industry response has included more products targeted at improving low mood, tiredness and fatigue and sleep.

 Emotional comfort is key in NPD, with interest in comforting, relaxing and sleep-inducing food and drinks that particularly carry mood, energy and sleep improving claims.Cannabidiol (CBD), the non-psychoactive relaxative component in the cannabis plant, has rapidly gained a foothold across global markets – where regulation has not hindered the ingredient’s mass applicability. Cannabis formulated into food and beverages could present ample potential as a new market category in Canada, for instance, since the nation legalized the sale of edibles, extracts and topicals last year.

Meanwhile, in the energy boosters space, consumer palates have shifted toward more natural ingredients. The rise in cold brewed coffee is taking the beverages sector by storm as a replacement for traditional energy drinks. According to Innova Market Insights data, there has been a 65 percent growth in new iced coffee launches tracked with a “cold brew” claim. (Global, CAGR 2014 to 2018).

In this space, Ocean Spray Cranberries recently launched Ocean Spray Brew, a first-of-its kind hybrid drink made with real fruit juice and cold brew coffee. Similarly, Coca-Cola’s Honest Tea company expanded last September into the cold brew coffee market with its own line of ready-to-drink (RTD) varieties, which includes three flavors: Unsweet Black, Just a Tad Sweet Cubano and Just a Tad Sweet Mocha.

Lu Ann Williams, Director of Insights & Innovation at Innova Market Insights will present The Right Bite webinar on April 14 at 4pm CET/10 am EDT, highlighting key trends in the energy-boosting food/drinks, convenient solutions and comforting foods that are becoming an essential part of today’s consumers’ busy lifestyles. Register here.

By Benjamin Ferrer