Key trends for 2017
As we wave goodbye to Christmas and close the door on 2016, all eyes turn to 2017. With that, Euromonitor International has identified some of the key trends set to shape the global market next year.
Nutrition
According to Sara Petersson, nutrition analyst at Euromonitor, 2016 highlighted the pivotal role of the ever increasing consumption of sugar in the obesity crisis. The recent World Health Organisation (WHO) recommendation for a minimum 20% tax on all sugary soft drinks not only reinforced this message, she says, but also created a platform for further discussions around the importance of good nutrition.
Health and wellness
The $711 billion health and wellness industry, meanwhile, will continue to grow in 2017. Maria Mascaraque, health and wellness analyst at Euromonitor, says fortified/functional products are still going strong, but recognises the even more increasing movement towards the naturally healthy offering such as ancient grains based foods.
Ewa Hudson, head of health and wellness research, Euromonitor, explains, “These combined initiatives are likely to result in sugar reduction in beverages or launches of new, containing less added sugar beverages, as well portion size restrictions for snacks (for example, Magnum at 250 kcal).”
She adds that increasing sustainability to build consumer trust will be important, with ethical labelling on the rise thanks to various certification schemes.
Ethical labels
Speaking of ethical labels, Alan Rownan, ethical labels analyst at Euromonitor, says, “2017 will see the continued flourishing of clean label, as major food and beverage players continue to move away from artificial ingredients, toward simple, natural alternatives.
“There will also be an enhanced focus on the intersection of corporate social responsibility and sourcing, for those that look to gain a competitive edge through ethical initiatives and increased supply chain transparency.”
Packaging
For the packaging industry, flexibility in terms of pack sizing with brands placing particular emphasis on smaller pack sizes will be a key trend in 2017. Rosemarie Downey, head of packaging at Euromonitor, notes, “Smaller pack sizes that will answer consumers’ health concerns both in portioning confectionery and snacks alongside specific sugar concerns in soft drinks.”
“Smaller packs that will enable simple consumer affordability in populous growing emerging markets with India set to lead global growth for packaging in 2017. And smaller packaging sizes that will serve to facilitate product portability, ease of use and elevate consumers’ experience with brands as increasingly apparent across food, beverages and beauty products.”
