FrieslandCampina Ingredients, a global supplier of functional ingredients, released a new report covering five trends and developments which will drive change in foods, drinks, and dietary supplements in the coming year. The report, “Shaping the Future of Nutrition,” offers insight into the latest market and consumer research to help brands pinpoint areas for innovation and new product development in the active, performance, and medical nutrition markets.
 
“Against the backdrop of COVID-19, anxieties around health and well-being have never been greater. Yet research suggests that consumers are tackling this in new and unexpected ways – including recognizing a link between personal and environmental health,” the company said.
 
The first trend is “planet-first nutrition” – 65% of consumers believe food and nutrition brands should do more to protect the planet, the company said, citing survey data from FMCG Gurus. As consumers become more ethically and environmentally conscious, building brand trust is crucial. Transparency is non-negotiable when it comes to creating this trust, but brands will also need to make claims meaningful and tangible to stand out to consumers.
 
Trend two is “resilience in an ever-challenging world. The pandemic created a rare, unifying experience for people all over the world and if one word sums up how people are feeling, it’s stressed,” FrieslandCampina said. In 2022, resilience will be an issue of body and mind. 60% of consumers say improving their general health and wellness is their main priority, with sleep, mood and physical fitness being top of the agenda, the company reports.
 
The third trend is “the future is flexitarian,” the supplier said. Consumers are bolstering their diets with plant-based ingredients alongside traditional protein sources, and one quarter of consumers consider themselves flexitarians. Citing consumer research by Innova Market Insights, consumers view plant-based protein as cleaner but appreciate the taste, texture, and nutritional value of animal products.
 
“Holistic health starts in the gut,” FrieslandCampinas’ fourth trend reads. Globally, two thirds of consumers recognize gut health is key to achieving overall well-being. The supplier projects that with tech-savvy consumers staying up to date on the latest research, and scientific advances being made, gut-boosting ingredients such as prebiotics can serve as a growth opportunity.
 
“Celebrating healthy aging” rounds out this year’s five leading trends. Consumers of all ages are rethinking what it means to age well, and are looking for healthy aging benefits from everyday foods. “With 90% of aging consumers choosing food and drink over traditional supplements, there is a clear demand for new and innovative products supporting healthy aging, aimed at a range of consumers across age brackets,” the company said.
 
“Brands are feeling the pressure to keep up with to date with ever-evolving demands, as consumer behaviors continue to shift and be shaped by external forces,” Vicky Davies, global marketing director of performance, active and medical nutrition, said. “COVID-19 has put health and wellness concerns front of mind, both for the individual and for the collective global population. At the same time, the pandemic has sharpened focus on sustainability and how environmental health influences our current and future well-being. It is crucial for brands to embrace and steer these trends. At FrieslandCampina Ingredients, we are always exploring how to help our customers get the most out of their ingredients by empowering them to tackle pressing global issues. In our latest report, we’re shedding light on these trends so brands can help shape the future of a more sustainable, focused food, drinks and supplement industries.”