Taste first, think second: Consumers want products that challenge their sensory perceptions

Proportion of consumers who say that they like food and drink products with new and unusual flavours (2020)

88%

81% 83%

Nigeria South Africa Saudi Arabia

Source: Flavours, Textures & Colours survey, Q3 2020 (4,000 respondents)

Source: Flavours, Textures & Colours survey, Q3 2020 (4,000 respondents)

Why do you like new and unusual flavours (2020) Consumers who like new and unusual flavours

I can often find traditional flavours bland and boring I deem myself adventurous and like to try new flavours I find experimental and exotic flavours make a product more exclusive I like products that stand out from others I like to be experimental when cooking I like to post about new and exotic flavours on social media I like to try new flavours from around the world I like to try new flavours from specific regions from countries around the world I like trying flavours that I haven't tried before Nigeria 19%

82%

72%

69%

75%

21%

85%

75%

79% South Africa

13%

84%

62%

52%

81%

20%

83%

71%

72% Saudi Arabia

19%

86%

59%

67%

64%

13%

62%

65%

64%

The earth is clear: Consumers are looking to take steps to try and reverse damage done to the environment

Consumers in Africa and the Middle East demonstrate high levels of concern towards the environment. This is because consumers are more educated than ever before about a variety of environmental issues and have had first-hand exposure to damage done to the environment because of factors such as industrialisation. Often, consumers in this region can demonstrate higher levels of concern towards the environment than in regions such as North America and Europe. Consumers are feeling pessimistic towards the state of the environment and are conscious that damage done may be irreversible – something that will impact on quality of life for current and future generations. COVID-19 is something that has also intensified concerns about the environment, with some questioning whether the state of the environment contributed to the spread of the virus.

Damage done to the environment is primarily attributed to the practices and policies of big businesses. Consumers believe that brands should be doing more to protect the environment, which is linked to many feeling that corporate greed is a key reason for level of damage done. As a result, it is important that brands operating in the region are seen to be taking a proactive approach to addressing the environment and are monitoring ethical and environmental activity along the whole of the supply chain.

Additionally, consumers are also making changes to their dietary habits in order to lead a more sustainable lifestyle, recognising that small changes can go someway to protecting the planet. As well as adopting plant-based diets, consumers are also making conscious efforts to reduce food waste and seek out more local food and drink.

Although consumers are concerned about the state of the environment, it is important not to overestimate how altruistic they are. For instance, consumers will be reluctant to puchase environmentally-friendly products if they are deemed more expensive or are seen to compromise on taste. Additionally, consumers can often apprehend from activities such as recycling because it is deemed too time consuming. As such, it is important that brands either develop ways that take the hassle and compromise out of leading a more sustainable lifestyle, offer incentives to consumers for behaving in an environmentally-friendly manner, or position sustainable products as offering benefits for the consumer beyond helping to save the planet.