By Mike Montemarano, Associate Editor02.07.22
In times of uncertainty, global consumers hope their foods can help offer novel experiences, both virtually and in real life, and shrink carbon footprints, noted Lynn Dornblaser, director of innovation and insight at Mintel, speaking at a meeting held by the NYIFT called “Where is new product innovation headed in 2022?”
Dornblaser pointed to three consumer trends to watch as brands have already launched products this year that speak to these concerns. The first trend, “In Control,” means that consumers are seeking a sense of agency over their lives through products that give them knowledge about food and options. “Enjoyment Everywhere” speaks to a desire to explore and have novel experiences, both virtually and IRL. “Climate Complexity” covers a growing consumer base seeking help and guidance to shrink their carbon footprint.
In Control
Data from Mintel’s consumer research demonstrates how people are seeking control. For example, 69% of Canadian consumers strongly agree they prefer to pick out their fresh foods in person, and 61% of U.S. consumers are interested in wearable technology that can help detect potential health issues.
Ease in returning products is one element of the shopping process that consumers are seeking, Mintel reported. Dornblaser pointed to the PayPal-acquired brand Happy Returns, which offers return locations that aim to offer a seamless in-person return option for online merchants.
“Consumers want the convenience of online shopping but don’t want to be stuck with products they didn’t see, touch, or try on before purchase. Modernizing the return process adds a level of convenience and assurance, specifically for online merchants,” Dornblaser said.
Enjoyment Everywhere
Consumers are looking for enjoyment in daily routines, and through technology, judging by Mintel’s surveys, and brands should capitalize on this opportunity. About 30% of U.S. consumers who are cleaning more now than last year said it’s because they enjoy cleaning; 62% of U.S. consumers agreed that having new technology is exciting; and just 56% of Canadian Gen Z adults feel more comfortable interacting with people in person, while 44% prefer interacting online.
According to Mintel surveys, 24% of U.S. adults expect to be regularly trying different food in the next year, with Gen Z, Gen X, and Baby Boomers serving as key targets for data-driven suggestions for new products.
Many products on the market come with on-pack serving suggestions to aid with experimentation, Dornblaser said. She also noted that some brands are even crowd-sourcing their flavors, names, and packaging, allowing consumers to determine which products they find the most appealing and building brand loyalty.
Climate Complexity
According to Dornblaser, concern about the climate has reached a “fever pitch,” and while consumers aren’t looking for brands to solve challenges of climate change independently, they are looking for brands to make sustainable choices more accessible.
An estimated 56% of U.S. consumers have good intentions to support sustainability but often overlook it in favor of other purchase factors. Meanwhile, 46% of U.S. consumers say understanding how a purchase directly impacts the environment would encourage them to make eco-friendly choices. Lastly, 66% of Canadian consumers and 63% of U.S. consumers agreed that brands can change society for the better.
Amid continued supply chain issues, people are more aware of their own food waste as a result of school, foodservice, and out-of-home outlet closures. “Reports also emerged of produce withering in fields in some areas because of a lack of labor and limited out-of-home demand,” Dornblaser said.
She also noted the well-received status of products that utilize spent foods, known as upcycling, especially when these products are dense with nutrients such as vitamins and minerals. Waste and emissions offsets, taking part in causes to address social problems, and tree planting initiatives are hot topics in the world of new product launches.
“Over the next few years, momentum around products that are not just sustainable but also planet-positive will put pressure on players across categories to ensure their offerings aren’t just not harmful but are actually good for the planet,” Dornblaser said.
New Product Launches
Overall, branded introductions lost share compared to products introduced by private label, Dornblaser said, and the list of companies with just one or two product introductions annually continues to increase. However, the most innovative products tend to be sourced from smaller CPG companies.
New product claims that increased the most since 2019 include plant-based, sugar-free, economy, premium, no added sugar, and several different types of ethical claims. Meanwhile, Mintel observed a decrease in claims such as high/added protein, functional energy claims, all-natural, free-from preservatives, low/no/reduced fat, and GMO-free.
Health
When it comes to reasons people prioritize their health, “be happier” surpassed “live longer,” (56% vs. 51% respectively), which was not the case in 2020. Furthermore, in new product launches today, plant-based claims are everywhere, and original foods rather than just substitutes or alternatives are in.
The concept of mindfulness is also aligning with food choices, Dornblaser said, such as reductions in alcohol consumption, ingredients which focus on mental well-being, and nutrient density.
Value in 2022
When it comes to value vs premium spending, it’s clear that discounts are driving purchase decisions. When shopping, many U.S. consumers always look for what’s on sale before shopping (69%), compare prices at different retailers (61%), search for coupons and promo codes (58%), and buy store brands instead of name brands (53%). Compare that to how many people always pay more for a premium version of the items they want (37%), or splurge on things they really want even if it’s outside of their budget (34%).
Value doesn’t always imply purely the lowest price, Dornblaser noted. Delivering on costs within a certain range can be essential, such as through nutrient density and sustainability credentials.
Dornblaser pointed to three consumer trends to watch as brands have already launched products this year that speak to these concerns. The first trend, “In Control,” means that consumers are seeking a sense of agency over their lives through products that give them knowledge about food and options. “Enjoyment Everywhere” speaks to a desire to explore and have novel experiences, both virtually and IRL. “Climate Complexity” covers a growing consumer base seeking help and guidance to shrink their carbon footprint.
In Control
Data from Mintel’s consumer research demonstrates how people are seeking control. For example, 69% of Canadian consumers strongly agree they prefer to pick out their fresh foods in person, and 61% of U.S. consumers are interested in wearable technology that can help detect potential health issues.
Ease in returning products is one element of the shopping process that consumers are seeking, Mintel reported. Dornblaser pointed to the PayPal-acquired brand Happy Returns, which offers return locations that aim to offer a seamless in-person return option for online merchants.
“Consumers want the convenience of online shopping but don’t want to be stuck with products they didn’t see, touch, or try on before purchase. Modernizing the return process adds a level of convenience and assurance, specifically for online merchants,” Dornblaser said.
Enjoyment Everywhere
Consumers are looking for enjoyment in daily routines, and through technology, judging by Mintel’s surveys, and brands should capitalize on this opportunity. About 30% of U.S. consumers who are cleaning more now than last year said it’s because they enjoy cleaning; 62% of U.S. consumers agreed that having new technology is exciting; and just 56% of Canadian Gen Z adults feel more comfortable interacting with people in person, while 44% prefer interacting online.
According to Mintel surveys, 24% of U.S. adults expect to be regularly trying different food in the next year, with Gen Z, Gen X, and Baby Boomers serving as key targets for data-driven suggestions for new products.
Many products on the market come with on-pack serving suggestions to aid with experimentation, Dornblaser said. She also noted that some brands are even crowd-sourcing their flavors, names, and packaging, allowing consumers to determine which products they find the most appealing and building brand loyalty.
Climate Complexity
According to Dornblaser, concern about the climate has reached a “fever pitch,” and while consumers aren’t looking for brands to solve challenges of climate change independently, they are looking for brands to make sustainable choices more accessible.
An estimated 56% of U.S. consumers have good intentions to support sustainability but often overlook it in favor of other purchase factors. Meanwhile, 46% of U.S. consumers say understanding how a purchase directly impacts the environment would encourage them to make eco-friendly choices. Lastly, 66% of Canadian consumers and 63% of U.S. consumers agreed that brands can change society for the better.
Amid continued supply chain issues, people are more aware of their own food waste as a result of school, foodservice, and out-of-home outlet closures. “Reports also emerged of produce withering in fields in some areas because of a lack of labor and limited out-of-home demand,” Dornblaser said.
She also noted the well-received status of products that utilize spent foods, known as upcycling, especially when these products are dense with nutrients such as vitamins and minerals. Waste and emissions offsets, taking part in causes to address social problems, and tree planting initiatives are hot topics in the world of new product launches.
“Over the next few years, momentum around products that are not just sustainable but also planet-positive will put pressure on players across categories to ensure their offerings aren’t just not harmful but are actually good for the planet,” Dornblaser said.
New Product Launches
Overall, branded introductions lost share compared to products introduced by private label, Dornblaser said, and the list of companies with just one or two product introductions annually continues to increase. However, the most innovative products tend to be sourced from smaller CPG companies.
New product claims that increased the most since 2019 include plant-based, sugar-free, economy, premium, no added sugar, and several different types of ethical claims. Meanwhile, Mintel observed a decrease in claims such as high/added protein, functional energy claims, all-natural, free-from preservatives, low/no/reduced fat, and GMO-free.
Health
When it comes to reasons people prioritize their health, “be happier” surpassed “live longer,” (56% vs. 51% respectively), which was not the case in 2020. Furthermore, in new product launches today, plant-based claims are everywhere, and original foods rather than just substitutes or alternatives are in.
The concept of mindfulness is also aligning with food choices, Dornblaser said, such as reductions in alcohol consumption, ingredients which focus on mental well-being, and nutrient density.
Value in 2022
When it comes to value vs premium spending, it’s clear that discounts are driving purchase decisions. When shopping, many U.S. consumers always look for what’s on sale before shopping (69%), compare prices at different retailers (61%), search for coupons and promo codes (58%), and buy store brands instead of name brands (53%). Compare that to how many people always pay more for a premium version of the items they want (37%), or splurge on things they really want even if it’s outside of their budget (34%).
Value doesn’t always imply purely the lowest price, Dornblaser noted. Delivering on costs within a certain range can be essential, such as through nutrient density and sustainability credentials.
