Top 10 trends_2020_innova_market_insights

providedtobirgitte.kynde.ravn@arlafoods.comon19Dec201913:51(UT
©2019INNOVAMARKETINSIGHTS
Webinar
Top Ten Trends
for 2020
November 2019

3 INNOVA MARKET INSIGHTS
Trend 1. Storytelling: Winning with Words
Consumers are increasingly captivated by the stories behind their food and beverage products
“To learn where
the ingredients
come from”
“Why do you want to know the story behind the food
and beverages that you buy?”56%
of global consumers say that
stories around a brand influence
their purchase decision
Source: Innova Consumer Survey 2019. Average of UK, US, Spain, France, Brazil, India, Germany, Mexico and China

Manufacturers increasingly pay attention to ingredient provenance
A closer look at ingredient provenance platforms Waku: provenance key for benefits, taste and quality
“Waku is a natural and refreshing
herbal wellness tea made from
more than 20 super herbs and
aromatic flowers sourced from the
Andes Mountains in Ecuador”
Process
Ingredient
source
Taste and
flavors
Cultural
celebration
Lifestyle
Source: Innova Database 2019

Mainstream opportunity for plant based claims Foodservice & retail targeting the mainstream consumer
Impossible Whopper:
…taking aim at the
mainstream consumer
United States, Apr 2019
Trend 2. The Plant Based Revolution
Plant based eating is moving from trend to food revolution status
Vegetarian Plant basedVegan
“Which claim do you prefer when buying
alternatives to meat and/or dairy?”
…average annual growth in
food & beverage launches
with a “plant based” claim
(Global, CAGR 2014-2018)
+68%
Innova Consumer Survey 2019. Average of UK, US, Spain, France, Brazil, India, Germany, Mexico and China

Taking up the challenge to deliver “clean label” meat & dairy alternatives
A taste for simple ingredients lists Yogurt alternative with a unique clean label formula
“I specifically want
to avoid products
with ingredients
that are difficult to
understand”
CLEAN & CLEAR
LABEL
VEGAN ALL NATURAL
INGREDIENTS
Only Bio Fermented Oat
Product with Banana Flavor
Israel, Jan 2019
Ingredients: Water, mashed
banana 10%, sugars, oatmeal
(gluten) 4.6%, lentils, sunflower
seeds, coconut, sesame, citric
acid, bacteria and probiotics.
global consumers
2 in 3

Trend 3. The Sustain Domain
Consumer expectations around sustainability are higher than ever, pushing companies to prioritize eco-efficiency
“I expect companies
to invest in
sustainability”
65% of global consumers
2018
2019
87% of global consumers
Food
waste
Plastic
wasteYes
Maybe
Are you willing to pay extra for food/beverage
products that are devoted to solving these issues?
% of global consumers*
*average of UK, US, Spain, France, Brazil, India, Germany, Mexico and China
Source: Innova Consumer Survey 2019. Average of UK, US and China

Companies react to consumer expectations with sustainable solutions
United Kingdom, Jul 2019
Claims: Solar powered for those who like
renewable energy. Intensity: 4/5. With taste
of buttered toast, molasses, and dark
chocolate. Fairtrade certified. Certified
organic. OF and G organic.
Renewable
energy
sources
Recycling
plastic
United States, Jun 2019
Description: …Root to petal teas celebrates
every part of the plant. We have found
creative ways to blend tasty teas and
minimize waste by using upcycled
ingredients and harvest by-products. Now
roots, twigs, stems, leaves, pods and
crushed grape skins have their place to
shine in your teacup…
Fighting
food
waste
United Kingdom, May 2019
Claims: …More than
water, LifeWtr is a
platform for emerging
artists. 100% recyclable
bottle made from 50%
recycled plastic…

Trend 4. The Right Bite
Consumers are managing careers, families and social lives while striving to maintain healthy lifestyles
“I experience
stress more than
once a day”
Bee Zen Drinks are
focusing on bringing a
feeling of wellbeing.
Spotted at Anuga 2019

Dealing with the lifestyle, and how food supports
Mainly Gen XMainly Gen Z
Home cooked
food
Healthy
food/drinks
Comforting
food/drinks
Easy to prepare
food
RejectingBalancingEmbracing
United States, Aug 2019 Netherlands, Jun 2019 France, Sep 2019United Kingdom, Mar 2019
+81% growth of meal
kit launches tracked
(Global, ’18 vs. ’17)
“I love having many
things to do and plan my
time efficiently”
“I love the benefits of modern
life but need to wind down
every now and then”
“I feel stuck and I'm in
search for a lifestyle
change”

Trend 5. Tapping into Texture
Consumers are increasingly recognizing the influence of texture on food and beverages
8 out of 10 Brazilian consumers wants to try fluffy pancakes.
13% already tried them.
Compared to normal pancakes,
global consumers perceive fluffy pancakes as…
“Tastier”
“More
indulgent”
“More
exciting”
“Higher
quality”
“Texture give food
and beverages a
more interesting
experience”
The fluffy pancake case
global consumers
7 in 10

Making the consumer connection through textures
Focus on
ingredients
Texture as a
USP
Canada, Jul 2019United States, Sep 2019

Trend 6. Macronutrient Makeover
Consumer perceptions of macronutrients in relation to health are evolving
Which of the following claims most
influences your purchase decision?
• Consumer focus shifts as media/science dictates what is good and what is not
• Typically one macronutrient at a time is the focus
Then Now

Health-related product changes go beyond product reformulation
From a single element to category flip Toward more balanced & complete concepts
“Each pack of its All-In Noodles contains roughly a third of
a person’s daily nutritional intake requirements, boasting
13 different vitamins, 13 minerals, along with high
amounts of protein and dietary fiber.”
Nissin: Noodles with 33% of a person’s RDA
A healthy take
on ice cream
Low/no alcohol
beverages

Trend 7. Hello Hybrids
Adventurous consumers are highly receptive to hybrid products
Coffee Energy Drinks Juices & Nectars Alcoholic Drinks

Attracting the adventurous consumer with hybrid concepts
Category fusion Mixing taste profiles Blending ingredients
“I consider this product exciting”
7 in 10
US consumers “like products
that mix flavors, such as sweet
and salty”
Thailand, Aug 2019 United States, Jul 2018 United States, Aug 2019
Innova Consumer Survey 2019

Trend 8. A Star is Born
Consumer familiarity and acceptance are crucial for mainstreaming unusual ingredients
Consumer familiarity vs. acceptance of selected food and beverage ingredients
Low
Low
High
High
Mainstream

Industry continues to experiment with food ingredients
Prebiotic ingredients are entering the mainstream CBD: high familiarity, potential to disrupt
United Kingdom, Apr 2019
“What do you consider to be benefits of
cannabis/CBD ingredients?”
“Pain relief”
Nooro Cacao Plus
Coconut CBD Bar
United Kingdom,
Jul 2019
Description: Cacao and
coconut CBD bar with
natural nootropics, in a
45g plastic packet.
…growth in food & beverage
launches with prebiotics
(Global, 2018 vs. 2017)
+20%
Australia,
Jan 2019
China, May 2019
“Reducing anxiety/stress”
“Promoting relaxation”

Trend 9. Eat Pretty
The food and beverage market is seeing a growing number of launches that border on the cosmeceutical
Hair
1 in 3
Chinese consumers
increasingly consume food
& beverages that support
their physical appearance
Body
Skin
“I consume food and beverages that promote physical appearance because it is good for…”
Innova Consumer Survey 2019

Food and cosmetics cross-over
Cosmetics inspired food packaging Beauty products inspired by foods
Etude house bubble tea sleeping pack
Haeyo mayo hair nutrition mask
Beautiful shapes, colors, fonts and designs for food and
beverage products impart a feeling of luxury and elegance.

Trend 10. Brand Unlimited
Brands are engaging consumers like never before by making personalization possible in limited-time releases
global consumers
2 in 5
“I would love to
design my own
limited edition
product”

Making the consumer connection with limited quantity
Limited quantity: a growing niche, big brands set the trend New Coke uses modern nostalgia to connects with fans
…average annual growth in food & beverage
launches with a “limited batch” claim
(Global, CAGR 2014-2018)
+36%
Australia, Mar 2019 United States, May 2019

The Innova Database is an online,
cutting-edge food & beverage product
database - created by a dedicated
team of industry-leading food and
beverage experts that collect the latest
data from more than 90 countries.
Innova operates the biggest food
and drink product database in the world.
We pick up and record brands,
ingredients, claims, packaging, patents
& promotions in every major market.
Global Headquarters
Velperweg 18
6824 BH Arnhem
The Netherlands
For insight led future
growth opportunities
EMAIL
analyst@innovami.com
PHONE
+31 26 319 2000
Innova Market Insights

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