TRENDSREPORT
Future-proof: food for thought
With the global health pandemic profoundly impacting consumer behaviour, Innova Market Insights unveil the key food trends that could be here to stay
W
hile it’s too early to understand the full impact of the health pandemic on life as we know it, many of the changes to consumer food and drink behaviours resulting from life under lockdown could be here to stay for some time. Lu Ann Williams, Director of Innovation at Innova Market Insights discusses some of these key changes, the resulting trends and the products already responding: “The combination of not ‘physically’ going to the shops as often, a desire to stay healthy but still indulge from time to time, as well as a heightened awareness of the vulnerability of the planet and food safety has impacted how and what we eat. It has also emphasised the importance of a reliable food supply and healthy, shelf-stable, sustainable ingredients.” Innova Market Insights identifies three key trends:
RESTORING PERSONAL HEALTH: The health pandemic has caused consumers to think about the importance of keeping healthy, and the primary concern for most consumers is for their personal health and that of family and friends.[1] Williams comments: “Consumers want to nourish their gut and look after their heart and respiratory systems and are willing to reflect that focus in their food choices. With one-third of consumers claiming to be eating healthier, there’s a real opportunity for manufacturers to formulate accordingly. *” New products playing into this trend include[2]: • Kelloggs’ Special K Immune Support Cherry, Dark Chocolate and Almond Multigrain Flakes (UK, Jan 2020). • Iswari Buddha Protein Amandes Grilles: Cacao Roasted Almond Organic Vegan Bar (ITALY, Feb 2020). • Les Fruits Detendus’ Granola Coco-Amande: Coconut Almond Granola (FRANCE, Mar 2020). BACK TO BASICS: As people learn to appreciate life’s simple pleasures, and cost a concern for some, consumers are turning back to basics. Williams adds: “As lifestyles have adapted to new restrictions, two in five European consumers are buying more food, drink and household goods,[3] looking to stock up for 1-2 weeks. As well as looking at the health properties, consumers are considering the shelf-life of goods, with over 43% of Europeans placing more importance here* suggesting a shift away from more indulgent categories as well as some fresh foods. “This has manifested itself in a few different ways; stocking up on favourite staple items that can be stored for longer, a return to processed foods and a new appreciation for frozen, dried and canned goods. Manufacturers have the opportunity to tap into shelf-stable ingredients like nuts and seeds to provide the nutrition and flavour consumers are looking for, with the convenience of product stability.” New products playing into this trend include: • Crazy Jack Organic’s On The Go Mixed Almonds (UK, Apr 2020). • Seeberger’s Snack 2 Go Unsalted Almond Cranberry mix (GERMANY, Apr 2020). • Biscuiterie de Reims Les Coquettes Madeleines a l’amande: Madeleines Made With Almond (FRANCE, Feb 2020).
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INDULGENCE: Although there is a focus on healthy eating across Europe, consumers continue to look for a release from the day to day and treats and indulgences play an even larger role. “With limitations placed on restaurants and coffee shops, there is a desire to still enjoy food, have some fun and recreate outside indulgent experiences at home. Over a quarter (28%) of European consumers are experimenting more with new recipes* and people are sharing what they’ve created on social media – spreading inspiration and encouragement.” New products playing into this trend include: • Haagen Dazs’ Chocolate Choc Almond Ice Cream (GERMANY, Apr 2020). • Planet Organic’s Dark Chocolate Covered Almonds (UK, Jan 2020). • Alesto: Roasted and Caramelized Almonds with Honey and Cinnamon (FRANCE, Feb 2020). Footnotes [1] * INNOVA COVID 19 consumer survey 2020. Country: UK, France, Germany, Spain and Netherlands. % of respondents who are very concerned about the overall impact COVID-19 will have on their lives. 42% of UK consumers are most concerned for their own health and that of family and friends, 43% in DE and 41% in FR 2 INNOVA Database 2020 3 * INNOVA COVID 19 consumer survey 2020. Country: UK, France, Germany, Spain and Netherlands Average of UK, FR, Spain, Germany and Netherlands
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