Consumers’ attention is piqued by opportunities to learn more about how products are produced.
More consumers are interested in the stories behind their foods, which clearly influences their purchasing decisions. As a result, companies are increasingly paying attention to storytelling in branding strategies.
In fact, “Storytelling: Winning with Words” leads the list of Innova Market Insights’ Top Ten Trends for 2020.
Although ingredient provenance has always been important, consumer interest in discovering the story behind their foods has risen further and increasingly influencing purchasing decisions. Consumers’ attention is piqued by opportunities to learn more about how products are produced, which promotes an understanding of product benefits and helps build all-important trust in the brand.
As a result, manufacturers are increasingly focusing on ingredient provenance platforms in order to highlight the taste and quality of their products, as well as their uniqueness and sustainability efforts. Provenance platforms can communicate a whole range of messages to the consumer, including flavor/taste, processing methods, cultural and traditional backgrounds, as well as the more obvious geographical origin.
Click through this slideshow for the other top trends of 2020 ...
Plant-based innovation in food and beverages continues to flourish as a result of consumer interest in health, sustainability and ethics, which ties into the broader consumer lifestyle trend toward cleaner living. As the use of the term “plant-based” moves more into the mainstream, the industry and start-up companies in particular, are taking up the challenge to deliver more clean label meat and dairy alternatives with improved nutritional profiles.
Consumers increasingly expect companies to invest in sustainability, with Innova Market Insights research indicating that 85% of, on average, U.S. and U.K. consumers expected companies to invest in sustainability in 2019, up from 64% in 2018. In the area of food waste, upcycling is the new recycling, as companies strive to follow a zero-waste approach by creating value from by-products. Meanwhile in packaging, the focus is on using less of it, as well as developing sustainable alternatives.
Stress and anxiety are key concerns in modern life as consumers manage careers, families and social lives while striving to maintain healthy lifestyles, both physically and mentally. Responses to this vary, although the majority of consumers aim to balance the benefits and costs of busy lifestyles. This, in turn, raises the demand for nutritious foods that are easy to prepare, convenient and portable. Indulgent treats play a role in relaxation and enjoyment.
Last year’s leading trend “Discovery: the adventurous consumer” is still prominent, with consumer demand for something new and different being reflected in more product launches with textural claims. Consumers increasingly recognize the influence of texture on food and beverages, allowing a heightened sensory experience and often a greater feeling of indulgence. According to Innova Market Insights research, 45% of, on average, U.S. and U.K. consumers are influenced by texture when buying food and drinks, while 68% share the opinion that textures contribute to a more interesting food and beverage experience.
The other top trends for 2020 identified by Innova Market Insights are: Macronutrient Makeover, Hello Hybrids, A Star is Born, Eat Pretty, Brand Unlimited.
Innova will hold its Top Ten Trends 2020 webinar on Nov. 6, 2019 at 4 pm CET/10am EST. Lu Ann William, director of Innovation, will highlights the top trends that are most likely to impact the food and beverages industry over the coming year and beyond. Register here: https://bit.ly/2qRAXq3