Pandemic repercussion: Agrana Fruit pegs plant-based, gut health and immunity to dominate in 2021

22 Jan 2021 --- Agrana Fruit has released its 2021 global consumer trends for the F&B sectors, with plant-based, gut health and immunity themes running throughout. With increased screen time, eye health has also come into focus, according to the company.

The COVID-19 pandemic has accelerated several consumer trends and others have slowed down. Agrana Fruit says the changes brought about by COVID-19 have hugely impacted the food and nutrition sector, and the changes will also be seen beyond 2021. 

The power of plants
Speaking to FoodIngredientsFirst, Melanie Sturm, global consumer insights manager at Agrana Fruit, says elevated consumer concerns around health and sustainability have increased interest in plant-based nutrition. 

Key health trends outlined by Agrana Fruit are immunity, mental well-being, relaxation and eye health.“Consumers are convinced that plant-based foods are better for them. In our Agrana Fruit consumer study, we identified this as one of the key themes within our ‘leverage nature’ megatrend for 2021 with ‘plant mania.’”

The buzz around the plant-based movement is significant and the high growth rates of these products support that but put into perspective, dairy and meat alternatives are still small parts of the total market, she explains. 

“We see the highest chances of success for products positioned toward flexitarians or people who want to reduce their intake of animal-based products, but not eliminate it.” 

Hybrid potential
The consumer study also revealed that almost 90 percent of consumers who regularly consume plant-based dairy alternatives (at least monthly) are not vegan or vegetarian. They want to incorporate more plant-based foods into their diets.

In terms of innovation in the plant-based space, Sturm predicts “exciting developments” in the direction of cleaner labels on plant-based products and hybrid products emerging. 

“Hybrid products combine animal- and plant-based products into one are a perfect fit for flexitarians or consumers wanting to reduce their intake of animal-based products,” she continues. 

Nearly 80 percent of consumers would be interested in purchasing a hybrid product, especially omnivores and flexitarians who show a high interest in such products, reveals Sturm. 

Gut health and immunity
Industry will see the effects of this pandemic on health and wellness in the upcoming year, says Eric Souza, global category manager for dairy and dairy alternatives at Agrana Fruit. 

Health topics of particular attention are gut health and immunity.

“The main market for our fruit preparations is the dairy segment,” Souza notes. The company predicts “exciting developments” in the direction of cleaner labels and hybrid products.

Fermented foods and yogurt with probiotics  are well-known products supporting gut health and boost overall well-being. 

“Recent studies are proposing that around 70 percent of the immune system lives in the gut. Yogurt ranks at the top of the most recognized fermented products,” he explains. 

To enhance the health benefits of yogurt even more, Agrana Fruit offers a range of functional preparations enabling yogurt producers to safely include functional ingredients such as fibers, vitamins, minerals and botanical extracts after fermentation. 

According to Souza, there will be three main areas of fortification for immune health. 

“Firstly, fibers will be driving innovation forward. Secondly, vitamins and minerals such as vitamins C, B6, B9, B12, D3, calcium and zinc. Lastly, botanical and herbal extracts like ginger, ginseng, turmeric and a broad range of adaptogens will be seen more frequently to answer the demands of immune health.”

Eye health comes into focus
The health trend “forever young” has been significantly accelerated over the last year, and with this, eye health is also an area that has evolved.

The previously niche topic of eye health is gaining momentum as the screen time of both adults and kids has significantly increased due to the pandemic and the social distancing measures in many parts of the world.

Besides the elevated health focus, the higher level of attention placed on avoiding food waste, purchasing local food and more plant-based food in nutrition are key themes in 2021, the company notes. 

By Elizabeth Green

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