Focus: Sustainability, health and transparency among top sector trends for 2021
Global nutrition business ADM offers up its view of the five sector trends that will impact the way consumers eat and drink in the new year, including its take on the confectionery and snacks market
As the business explained, its latest study is based on in-depth research, from its proprietary OutsideVoiceSM consumer insights platform, the report provides a breakdown of each trend that will come to the fore in the 12 months ahead.
Each of these trends is strongly influenced by behavioural and societal changes that have emerged since the beginning of the pandemic, including heightened feelings of anxiety and stress, shifting priorities, changes in social connectivity, and the adoption of a more holistic approach to wellness. “The global health crisis has changed consumer preferences in new and unexpected ways,” says Vince Macciocchi, president, Nutrition.
“We are seeing a heightened demand for foods and beverages that support immune systems, enhance our mood and reduce our environmental impact, driven in part by emerging human tensions.
The five trends that will spur innovation in the new year, include: 1. A More Proactive Approach to Nourishing the Body and Mind
The company’s research finds that 31% of consumers are purchasing more items tailored for their health and 50% report a preference for foods and beverages that naturally contain beneficial ingredients. The desire to influence health and wellness through foods and beverages is creating new opportunities for nutrient-dense products with functional health benefits aimed at supporting immune systems, enhancing mood and sustaining energy. Sensory factors like flavour and colour are also playing an increasingly crucial role. Consumers are gravitating toward foods and beverages with bright and exciting colours that indicate citrus flavours, with their naturally occurring Vitamin C, as well as products with familiar, nostalgic flavours during these stressful times.
2. Sustainability Takes Centre Stage Over two-thirds
A total of (65%) of consumers want to have a positive impact on the environment through their everyday actions. This is a key reason why 32% of consumers buy sustainably produced items (including within confectionery, bakery and snacks ranges). The growing awareness of our collective impact on the environment has elicited increasing demand for companies to demonstrate their sustainability commitment beyond just the end product – to responsible sourcing and operating standards.
Specialised feed to reduce methane emissions in livestock, for example, is helping to address consumer interests in more eco-friendly protein sources. New farming practices, such as regenerative agriculture, are being used to enrich soil, resulting in carbon drawdown and improvements to the water cycle. Renewable plant-based materials such as cornstarch and even seaweed are appearing in consumer packaging to reduce landfill waste.
3. The Gut Microbiome Emerges as the Gateway to Wellness Approximately 25% of global consumers suffer from digestive health issues2. Of those, 50% claim that it has a moderate or severe impact on their overall health. The pandemic has accelerated consumer interest in a more holistic approach to health, which includes a greater understanding of the foundational role of the gut microbiome on each individual’s health. Products targeting the microbiome have been shown to help address specific metabolic conditions and issues such as weight management, immune system support and better emotional wellbeing.
This provides fertile ground for food and beverage innovation with functional solutions like prebiotics, probiotics and postbiotics that support microbiome function.
4. Plant-Based Food Boom Expands Beyond the Bun Globally,
A total of 56% of plant consumers are trying to eat more plant-based foods and beverages, pushing alternative proteins into an increasingly mainstream phenomenon, which includes a number of snacks-based products that fall within confectionery and on-the-go snacking categories that have excelled in the past year.
Demand for plant-based protein products is rapidly expanding beyond just burger analogues to new and novel products including alternative seafoods like shellfish and shrimp, plant-based cheeses, ready-to-eat protein snacks and more. Alt meat products also continue to evolve, with new technologies like 3D printing and protein fermentation playing a role in driving innovation. New plant-based meats on the horizon includes whole-muscle products like steak and chicken breast, lunch meat, bacon and more. The dairy alternative category, an early leader in the plant-based nutrition space, is growing to encompass other formats such as yogurt, ice cream, butter, spreads and creamers. To stand out in the dairy aisle, products must deliver more protein than traditional dairy, and feature a nutritional label fortified with vitamins and minerals or functional ingredients like probiotics.
5. Transparency Builds Consumer Trust
Consumers now expect food labels to provide greater transparency around the entire product lifecycle. This is helping drive the demand for locally sourced products as consumers seek greater clarity on where the ingredients in food and beverages come from. In fact, 26% of global consumers look for the country of origin on food and drink labels. The quest for cleaner ingredients extends to flavours and colours, with many seeking natural alternatives, whether it be elderberries to give a product a rich blue hue or peppermint and mint to elicit an energising burst of coolness in foods and beverages.
Sweeteners such as monkfruit and stevia are growing in popularity as consumers seek out natural ways to reduce their sugar intake. The global pandemic has drastically changed consumer perceptions of the world, influencing the way we eat, drink and connect with one another. With these nutrition trends gaining steam in 2021 and beyond, ADM is positioned to provide brands with the innovative solutions required to meet customer needs in an ever-changing marketplace.
Commenting on the study for its impact on the confectionery and snacks sector, Ana Ferrell, Vice President Global Marketing at ADM, said: “As consumers take a more proactive approach to nourishing the body and mind, we expect to see an increased appetite for healthy, nutrient-dense snacks, baked goods and confectionery. Amid the ongoing pandemic, 50%+ of global consumers claim they are currently suffering from moderate, high or extreme levels of stress.
“Now consumers are looking for permissible indulgences that satisfy their desire for a tasty treat, without making them feel guilty or compromising their weight management goals. In 2021, we expect to see an increased focus on sensory aspects that signal energy, nostalgia, or comfort, for example citrus and bright colours for energy, vanilla and warm or earthy colours for comfort. Ingredients that utilise hand crafted, culinary crafted or slow cooked techniques can be used to convey authenticity and real-ness too, such as fruit fillings and sweet food bases.”
