Consumers now rank the health of the planet as their number one concern, overtaking personal health which has been the top priority in recent years. In its Top Ten Trends for 2022, Innova Market Insights – the world’s most comprehensive global insight platform for the food and beverage industry – has identified the universal demand for trust in a sustainable future as the biggest driver of consumer behavior in the year ahead.
A sense of joint responsibility for our shared planet is guiding the choices consumers make and the lifestyles they wish to lead. The survey reveals that, when it comes to food choices, the top two environmental actions people are taking are reducing waste (43% of respondents) and eating in moderation (32%).
“Shared Planet” leads Innova Market Insights’ Top Ten Trends, focusing on how everyone can play their part in shaping a sustainable and prosperous future. Consumers tell us they want to be ethically and environmentally conscious, so brands need to work alongside the public to breed confidence in the claims attached to products.
Looking to the future, Innova presents the top trends that will drive innovation and success in 2022:
As planetary concerns outstrip personal health for consumers, brands are moving on from simply proclaiming their credentials to meeting a clear, agreed and understandable measurement of their environmental and social impact. Companies need to work together and with consumers to build trust in claims of zero or negative impact. It is vital to ensure universal acceptance of certifications and greater public faith in the transparency of brand actions. This requires quick, clear, tangible and trusted information combined with a product life story that truly stands up to scrutiny.
Plant-based R&D has refocused from mimicking meat, fish and dairy to optimizing options that stand on their own merits. When asked what reasons consumers have for considering plant-based alternatives, they tell us they consider it healthier and better for the planet. A third reason, the desire for diet variation, is further boosting interest in plant-based beyond the traditional vegan and vegetarian sectors, leading to a 59% increase of new plant-based products in the year to August 2021. From convenience foods to gastronomy, people are looking for the quality alternatives plant-based products can offer.
Technological advances offer greater possibilities to change every aspect of a product’s lifecycle from conception to consumption. While innovators embrace new production methods, consumers turn to apps and AI for guidance on personalized nutrition. Myths and misunderstandings are crumbling, so it has never been more important to engage in honest and open communication with consumers to ensure their continued trust in the advances of food technology. Respondents to Innova’s Consumer Survey say they are more willing to embrace changes such as new food technologies or sharing data if they can be shown to be beneficial to personal and global health.
Lockdowns and the pandemic have reshaped existing eating occasions while at the same time helping to create new ones. Consumers have a greater awareness of the comforts and possibilities of home, so now seek more from going out. Industry leaders will be pushed to better serve evolving consumption occasions, creating products geared to the new expectations.
Consumers are calling the shots and expecting more engagement from brands through digital and real-world channels. People are looking for food and beverages that align with their political, social and ethical values. If they can't find them, entrepreneurial consumers are taking action to fill the gap themselves, satisfying specific market niches and co-creating products that meet their needs.
Health, authenticity, responsibility and the simple craving for pleasure all combine in Innova Market Insights’ Top Ten Trends for 2022.
Source: Innova Market Insights
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