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Webinar November 2020 Top Ten Trends for 2021
Webinar
November 2020
Top Ten Trends for 2021
3 INNOVA MARKET INSIGHTS
Source: Innova Database, Packaging Insights, AIMInnova Consumer Survey 2020. Average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia
Trend 1. Transparency TriumphsA clear winner: brands are upping their transparency game to meet evolving consumer demands
clean living lifestyles sustainable sourcing meaningful storytelling
1Transparency Triumphs: from trend to product
Adopting new packaging technologies
09 Sep 2020
“PepsiCo pilots invisible digital watermark technology
to boost recycling”
US
, Se
p 2
02
0
Fra
nce
, Jan
20
20
“To me product information is of major
importance. I want to know what the product contains”
4 INNOVA MARKET INSIGHTS
Meaningful storytelling to meet evolving clean label consumer demand
Source: Innova Database, DanoneInnova Consumer Survey 2020. Average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia
Then
Now
NaturalNo additives
Nothing artificialOrganic
GMO freeMinimally processed
Real/recognizableShort ingredient lists
Dairy/meat alternativesSugar/salt/fat reformulation
Human/animal welfare Supply chain transparency
Plant-powered nutritionSustainably sourced
France, Feb 2020
global consumers say that they are interested in “learning more about where their food comes from and
how it is made”
5 INNOVA MARKET INSIGHTS
rising mainstream appeal plant-based indulgence emerging alternative proteins
A consumer-driven trend that is ever-evolving Plant-based innovation continues to diversify
Source: Innova Database
The Plant Kingdom The Plant-Based Revolution
Plant-Forward
2019 2020 2021
Fish alternatives
Ready-to-eat meals
Plant powered
snacks
Plant-basedprobiotic
drinks
Specificmeat alternatives
Egg alternatives
Cheese alternatives
Trend 2. Plant-ForwardMainstream appeal for “plant-based” is driving expansion to more market categories and regions
6 INNOVA MARKET INSIGHTS
Plant-based expansion: a global phenomenon with regional differences
Thailand, May 2020
In 2020, OmniPork and OmniEat are launching in 210 stores across all China
Brazil, Sep 2020
Netherlands, Apr 2020
US, Mar 2020
US, Aug 2020
Germany, May 2020UK, Jan 2020
“Out of this world meat cultivation: Aleph’s new ‘steak in space’ program takes off”
21 Oct 2020
→ Earth
→ Space
Source: Innova Database, Food Ingredients First
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Trend 3. Tailored to FitPersonalized nutrition is in the spotlight as consumers look for food and beverage that fit their unique lifestyles
my unique lifestyle functionally healthy digitally driven solutions
of global consumers
64%
1
“I have found more ways to tailor my life
and the products I buy to my individual style,
beliefs and needs”
NesQino Timeless Flair Instant Drink Mix with Strawberry Flavor
China, May 2020
Description: Five sachets of instant drink mix with strawberry, Eastern Europe
seabuckthorn, South American chia seed and Swiss probiotics, in a carton box.
“Nestlé launches nesQino – a personalized solution that reinvents good-for-you drinks”
Source: Innova Database, nesQinoInnova Consumer Survey 2020. Average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia
8 INNOVA MARKET INSIGHTS
Lifestyle-specific personalized nutrition services are gaining traction
Colliding trends: Plant-based personalization for stress relief
Source: Innova Database (2020YTD = Jan 2020 – Sep 2020), Nutrition Insight, myAirInnova Consumer Survey 2020. Average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia
Average annual growth in food & beverage launches with selected claims (Global, CAGR 2016-2020YTD)
Keto +165%
Plant-Based +36%
“How would you prefer to have your nutritional experience personalized?”
Based on my nutritional needs
Based on my lifestyle
Based on my body composition
1.
2.
3.
14 Oct 2020
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Source: Innova Database, Impossible FoodsInnova Consumer Survey 2020. Average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia
Trend 4. New Omnichannel EatingAs foodservice and retail domains overlap, consumers can eat what they want, when and where they want it
cross-channel convenience accessible indulgence richer experiences
Impossible Burger Made From Plants
US, Mar 2020
Cutting out the middle man: Along with restaurant delivery growing, consumers can now directly access many specialty products that were previously only accessible via foodservice.
1 in 3 …global consumers say that they ordered more online from restaurants for home-delivery over the past year.
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“Restaurant branded products are a convenient way to attain the
restaurant experience/restaurant flavors at home”
Source: Innova DatabaseInnova Consumer Survey 2020. Average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia
“I did more home-cooking using convenient / meal solutions during
the past year”
Addressing convenience, richer experiences and accessible indulgence
Leon Beetziki Tzatziki with Shredded Beetroot and Mint
UK, Mar 2020
Fresh Easy Black Label Beef Steak with Vegetable Meal Kit
South Korea, Aug 2020
From consumer insights to NPD…
“Experience the flavors of five US restaurant dishes from the comfort
of home."
“When trying new types of food and beverages, I like having a familiar
element”
Lay’s Nashville Hot Chicken Potato Chips
US, Jul 2020
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Source: Innova DatabaseInnova Consumer Survey 2020. Average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia
Ongoing anxiety stemming from COVID-19 will continue to push consumers toward prioritizing their immune health
prioritizing health boosting immunity feeding the microbiome
Ireland, Jun 2020
Australia, Jun 2020
UK, Jul 2020
global consumers
3 in 5
“I am increasingly looking for food and beverage products
that support my immune health”
Trend 5. In Tune with Immune
12 INNOVA MARKET INSIGHTS
Increased interest in botanical ingredients in the wake of COVID-19
“Which elements do you find most important to achieve immune health?”
Getting enough sleep
Being healthy physically
Choosing foods naturally high innutrients (vitamins, minerals, antioxidants)
1.
2.
3.
Source: Innova DatabaseInnova Consumer Survey 2020. Average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia
54%of global consumers say that, due
to COVID-19, they have spent time educating themselves on
ingredients and procedures that can boost their immune health
Elderberry
Ginger
US, Sep 2020
Indonesia, Sep 2020
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Trends are interconnected…
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…and develop over time
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