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INTERACTIVE

Trend book EDITION 1

BY


The last 18 months has without a shadow of a doubt, seen the biggest shift in global, social and consumer trends in decades. Many trends which already existed have shifted, speeded up or changed direction. New emergent trends have accelerated far more quickly than previously predicted. In addition, the retail landscape both store based & digital has shifted, becoming less or more important for shoppers & consumers throughout this time.

By understanding the Mega & Macro trends, we can keep our finger on the pulse of changing landscape and impact on consumer behaviour. Then by deep diving into the Micro food & drink trends we are able to explore areas of opportunity for future growth whilst keeping our thinking firmly planted in consumer needs. Each trend is broken out into a description, examples of products reflecting the trend, evidential data, PR, communication & activation, in addition there’s the ‘so what’ which provides suggestions as to how this trend might be used when ideating.

Facing into these dramatic changes, the Innov8 team along with their innovation partners KICR have tracked key trends to understand which are going to be most important for the Food & Beverage industry, our retail partners & their customers & consumers.

We hope as we do, you will find this a useful tool.

This Trend Book provides a framework for innovation, it starts with Mega, then Macro and then into the detail of Micro trends.

Head of Innov8 at Princes

KEVIN evans


Welcome to Innov8 Trends by Princes Innov8 was set up by Princes in 2019. The goal was to revolutionise innovative thinking from the heart of the Princes business driving disruptive, market leading innovation. Innov8 is a dedicated team that focus on creating industry-leading products and face into some of the biggest sector-wide issues. Innov8 supports the Princes vision to proudly help families to eat well without costing the earth, whilst evolving their offer to meet ever changing customer needs. By embracing emergent trends, utilising cutting edge technology and leveraging consumer insight, the team also help Princes to drive sustainability solutions, including plant-based foods. The Innov8 focus is not just on the here and now; Innov8 enable us to track emerging trends and insights, to keep us edging ahead in responding to the future needs of our customers. The team spans packaging, brand, category, culinary and product innovation is made up of newly recruited experts and established Princes colleagues to drive the Princes innovation revolution.

&

KICR is a young Innovation consultancy formed in 2018, but full of expertise & experience. It was formed as a collaboration between the consultancy Food Innovation Solutions & research experts MMR, to address the two key challenges that many innovators face – innovation agility and embedding the consumer viewpoint as part of the innovation process. KICR created a Princes bespoke online community known as Creative Kitchen, now of 3,000 UK shoppers used for a wide range of qualitative and quantitative research tasks, providing immediate insights that helps to create and refine future fit innovation. These shoppers provide product feedback, co-create concepts, provide essential category understanding, trial & taste products and tell us what they think, both the good and the bad. They provide the essential balance required for commercial success which sits between blue sky creativity and shopper acceptability.

Princes & KICR partnership is unique within the industry and does not exist anywhere else.


Our data sources


Trends map

MEGA - global Transformational global forces

tivity c e n con EXPERIENCE

I’m interactive

that define the future world.

MACRO - consumer Long term directional shifts that affect populations on a global scale.

Give Me Experiences Strong Origins Crafting Personalisation Elevated

Global Inspiration Sensory Overload Clean Honesty Comfort Al Fresco Socialising

URBA

NISATIO

Click to explore.

HANGE C E T A CLIM bility a n i a t Sus

N

ce AL U Q E

IT

Y

Body Boost Mental Fuel Controlled Health Beauty Foods Organic Temperance Mood Food

Direct To You Savvy Shopper 24/7 Frozen Rules Need For Speed Help Me Cook

Convenie n

Conscious Consumption Balanced Ecosystem Sustainable Packaging Waste Not, Want Not! Meat Free

HEA

LTH

health

& W ELLN

ESS

IN

Micro - FOOD & BEVERAGE Widespread long lasting changes in food preference.

KEY PACKAGING TRENDS

CHEFS TO WATCH

RESTAURANTS TO WATCH NORTH

SOUTH


Mega Global trends TRANSFORMATIONAL GLOBAL FORCES THAT DEFINE THE FUTURE WORLD


1 HEALTH & wellness

BACK

MEGA GLOBAL Trends 3 4

2 Inequality

Climate change

Connectivity

5 Urbanisation


HEALTH & WELLNESS

PRODUCT DEVELOPMENT

The rigours of late capitalism are putting people under increasing strain. We are more aware of our health than ever before, but find our health goals increasingly hard to achieve. People are looking for an edge wherever they can find it. From mindfulness to meditation, from sleep-optimisation to psychotherapy. Exercise has grown from a means to an end to a lifestyle trend. Food and drink continues to play an outsized role. From cutting down on nasties to boosting their immune systems, people look to their diets to help them stay on top of their game.

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS

32%

Of all adult meal occasions chosen for health needs*

The activewear market accounted for

40%

Of all online sales in the US last year

* Kantar Usage, 52 w/e, 21st Feb 2021 https://blog.edited.com/blog/resources/ activewear-market-analysis


INEQUALITY

PRODUCT DEVELOPMENT

The UK ranks among the most unequal nations in Europe. Poverty is increasing, while austerity policies have created a precariat and shackled social mobility. Younger people are earning less and owning less than their parents for the first time in generations. Meanwhile the rich get richer, and one in five pensioners in the UK is now a millionaire. The pandemic has exaggerated this trend by further polarising society. On one side there are more people struggling to make ends meet and seeking value. On the other side there are more people looking for quality and luxury.

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS Home ownership rates by age 30 have fallen by over

20%

For Millennials when compared to Baby Boomers


CLIMATE CHANGE

PRODUCT DEVELOPMENT

Climate change poses an urgent threat to the planet and marine biodiversity is threatened by overfishing and plastic pollution. There is heightened awareness of the collective responsibility to make the world a more sustainable place by reducing our carbon footprint, food waste and meat and fish consumption. There is a drive across the food and drink industry to make operations carbon neutral or carbon negative. Consumers expect retailers and suppliers to take the lead on producing more sustainable products in sustainable packaging.

BACK

ACTIVATION

Supermarket chain Aldi UK has launched its first food refill station, in a store in Ulverston, Cumbria.

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS

50% OF consumers

Global food giants Foods have joined supermarkets and food and environmental scientists to form a new non-profit organisation that will issue front-of-pack environmental scores on food products throughout Europe.

35% OF shoppers

Pay a lot of attention to environmental and societal issues in the news*

Think it’s extremely important to use products with packaging that minimises waste**

* Kantar’s Sustainability Foundation Study, February 2020 **Kantar ShopperScape, March – June 2020


CONNECTIVITY

PRODUCT DEVELOPMENT

The world has never been a smaller place. Technology and digital tools reduce the miles between us. Covid reduced the barrier to digital connectivity as consumers of all ages resorted to video connection. We have gained a greater understanding of other countries as a result. Consumers have embraced opportunities to host virtual food and drink events with friends and families and as they become more accustomed to shopping and searching for food online and on social media, but they expect brands to connect with, and inspire them.

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

96% of UK households have internet access. Households with people aged 65+ having internet access is growing rapidly at 7% versus total market growth of 3%*

STATISTICS It took

23 Years

*ONS

For online grocery in the UK to reach sales participation of 7% and roughly 23 weeks to go to 15%**

** Retail analyst Clive Black


URBANISATION

PRODUCT DEVELOPMENT

Pre-Covid, the United Nations claimed that 55% of the World’s population live in urban areas. This is predicted to rise to 68% by 2050, driven by economic development. However, in the UK there has been an element of counterurbanisation, with people seeking to live on the edge of towns and cities or in the countryside. This may accelerate now as postCovid there will be more remote working and people seeking a better quality of life away form congested urban areas.

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS Around

90%

Further counter-urbanisation could alter dynamics in the food and drink market, driving changes in areas such as on-the-go and convenience.

BACK

*BBC

Of the UK population lives in towns or cities*


MACRO CONSUMER Trends LONG TERM DIRECTIONAL SHIFTS THAT AFFECT POPULATIONS ON A GLOBAL SCALE


MACRO CONSUMER Trends 2 3 4

1 EXperience

BACK

CONVENIENCE

SUSTAINABILITY

HEALTH


Micro Food & Beverage Trends FOOD & BEVERAGE: WIDESPREAD LONG LASTING CHANGES IN FOOD PREFERENCE


Food & beverage trends GIVE ME EXPERIENCES

EXPERIENCE

STRONG ORIGINS

CRAFTING

Bring the world into the home, online courses, restaurant at home

Local brands, provenance

Small batch production, strong brand & people stories

Global inspiration

Sensory overload

Clean honesty

Global flavours in mainstream

Flavour blasted, sours, smoking, flavour clashes

Convenience

Personalisation

Clean declarations, minimum ingredients, no nasties

Elevated

Individual pots, serves 1 options, tailored recipes

Premiumisation tiering up on core products

Comfort

AL FRESCO socialising

Traditional products, familiar brands, nostalgic recipes

Ethical sourcing, no palm oil, Fairtrade

BACK

Balanced ecosystem

Carbon footprint reduction, sustainable fishing

Sustainable packaging Biodegradable, recycled and recyclable materials

Waste not, want not!

Wonky veg, use of skins & pips

Savvy shopper Using leftovers, feeding for less, shopping around

Light meals, snack packs, grazing food

Frozen rules

Need for speed

Help me cook

Home deliveries direct to consumer services, online first activation

Premium products, convenient packs, new brands

Outdoor BBQ’s, picnics, cooking with flame

Sustainability Conscious consumption

Direct to you

Quick cook, less prep and less washing up

24/7

Meal kits, component packs, chef lessons

Health Meat free

Lab grown, fake meats and plant based

Body boost

Protein boosted, energy giving

Mental fuel

Mental sharpness, ginseng, caffeine kick, calming

Controlled health

Keto, calorie free, fat free, fast 800

Beauty food

Collagen supplements, aloe vera, intensive vitamin boost

Organic

Pesticide, fertilizer, synthetic herbicide free

TEMPERANCE Alcohol Free, reduction & abstinence

MOOD Food

Bedtime foods, nourishing, re-vitalisation


Experience


GIVE ME EXPERIENCES

PRODUCT DEVELOPMENT

Product alone is not enough an more, consumers want more depth and more input. There are so many brands competing side by side, it’s difficult for consumers to choose between them. Clever brands go that extra mile, creating memorable experiences stimulating the senses. From playful packaging, dramatic food, learning a new food skill, a restaurant visit with a dramatic sense of theatre or exceptional after purchase service. These experiences make life and our food so much richer.

SO WHAT?

• Interactive cooking content • Home meal kits from restaurants • Online bar crawls • Soda Stream reinvention • Eat with – online dinner parties

BACK

ACTIVATION

IKEA launches immersive experience as part of exclusive online launch of its catalogue, to allow consumers to visualise their products in home.

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS Online ordering up

6%

With 26% of 18-24 year olds looking to order online


STRONG ORIGINS

PRODUCT DEVELOPMENT

Products with a strong history, provenance or a story worth telling. All of these add weight to their product offer, providing credibility, connection and reassurance. Food with context tastes better.

SO WHAT?

• Bring out heritage in brands / supply • Play into Origin stories • Play up Britishness • Tell the family or company story • Promote the chef or creator

BACK

ACTIVATION

The product portfolio of Milk & More, owned by Muller, is supplied every morning by around 1,200 milkmen and women, was expanded with local premium products ranging from cereals and fruit juices to household supplies.

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS

50% OF people

Agree they are willing to pay more for locally produced products*

* Kerry ‘Taste & Nutrition 2020 Global Trends’ Report


CRAFTING

PRODUCT DEVELOPMENT

From mass manufactured to kitchen made and artisan. From small batch to huge scale, hand rolled, folded and blended. With all the extra care, products feel more premium and taste better. All wrapped up in a story connecting you to the brand and those that make it.

SO WHAT?

• Develop more crafted premium tiers • D evelop online only products to gift using crafted manufacture • Shorter runs • More hand care / human input • Use ‘old’ manufacturing methods • Artisan packaging

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

Consumer demand for Craft and Artisanal Consumer foods has steadily increased over the past years, we’ll see accelerated growth in this space as consumers seek to liven up their pandemic pantries with authentic ingredients and hand-crafted meals*

STATISTICS In the year to March 2019, Kantar Worldpanel noted that sales of craft beers grew

16.4%

To £178.2 million, a marked decline from the 54.6% increase seen the year prior.

BACK

* Kerry ‘Taste & Nutrition 2020 Global Trends’ Report


PERSONALISATION

PRODUCT DEVELOPMENT

Something for me or something for you, not mass market. Products which are named or tailored to specific needs, from the perfectly balanced dog food or personally named Coke bottle. Personalised products allows us to be treated as individuals.

SO WHAT?

• Tailored to Men or Women • Personalisation across the whole consumer journey • Tailormade nutrition • S mart technology in home to personalise products • Products to suit individual tastes

ACTIVATION

Co-op has teamed up with Buymie, a same-day personalised delivery service whose mobile app allows customers to book personalised online home grocery deliveries. A personal shopper is appointed, allowing for a seamless shopping process, and ensuring the best substitutions and highest quality fresh produce are selected.

BACK

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS

52% OF global consumers

*Global Data, 2018

Are drawn to product or service recommendations based on their lifestyle and daily activities*


Elevated

PRODUCT DEVELOPMENT

Everyone wants a little more. Everyday eating the same is dull. We all crave something a bit better but not too extreme... Just enough so that it’s appealing and intriguing but not too far to put us off. Restaurant style burgers, barista coffee are just enough to feel treated in an affordable way.

SO WHAT?

• Coffee Shop Style Chilled Drinks • Canned Heritage Tomatoes • Ice-Cream made with Crème Fraiche • Extra sour sourdough • Pasta sauce made in Tuscany • Aberdeen Angus Corned Beef • Pasta made with extra virgin Olive Oil • Quadruple cooked chips

BACK

ACTIVATION

M&S launch a best ever range to provide an ultra premium tier, sitting above their gastropub lines.

COMMUNICATIONS

NEWS OR CLAIMS

Since lockdown, Brits have collectively spent over £2.15bn on coffee machines and products whilst working from home to replicate their favourite drinks at home.

STATISTICS Average at home dinner spend up

7% In 2020


GLOBAL INSPIRATION

PRODUCT DEVELOPMENT

Mainstream products brought to life with a global twist. Consumers are tempted to blend familiarity with adventure through everyday purchases. Travel the globe through your tastebuds without venturing from your home or your sofa!

SO WHAT?

• Region specific dishes • Add niche ingredients to common ingredients • U se restaurant openings & menus as inspiration • Jump on world trending flavours • Align with key world events

ACTIVATION

Nestle launch new brand Mezeast which features a line-up of 13 products ranging from mixes, sauces, spreads and breads.

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS

75%

OF millennials

BACK

Love to discover flavors from around the world


SENSORY OVERLOAD

PRODUCT DEVELOPMENT

The challenge of our senses through surprising extremes. Juxtaposed taste combinations, sounds, sights, smells, flavours and sensations. Flavour clashes, textural stimulation and surprising colours. Designed to stimulate the brain to respond differently to ‘the unusual’ and create experiences which are memorable.

SO WHAT?

• Texture in drinks that gives more interest • Creamy/velvet texture • Extra crunch • Pops of colour • Extra chilli spice & heat • C all outs on pack descriptions CRUNCH, POP etc… • Extra acidity – pickles • Salty, sweet, hot, sour, umami

BACK

ACTIVATION

Lost in Found has created an eightcourse Vietnam Discovery menu, which is served while colourful images and videos are projected on the walls, and interactive music is played through its state-of-the-art speaker.

COMMUNICATIONS

NEWS OR CLAIMS

31% of consumers globally say that ‘I get my flavours’ inspiration from restaurants, cafes, cafeterias, sandwich shops, canteens and food stalls.’

STATISTICS

1 in 2 consumers globally

Say that ‘In the supermarket, I look for new flavors that I have never tried before


CLEAN HONESTY

PRODUCT DEVELOPMENT

Pared back foods with a focus on the basics, clean declarations and simple recipes along with minimal ingredients. Why should food be complicated when minimal natural ingredients taste so good and are healthier too?

SO WHAT?

• One ingredient only claim • Declaring ingredient quantity • Creating a story about simplicity • Stating Natural • I ngredients that are ‘store cupboard’ not scary • No artificial ingredients • No preservatives • Non GMO • White packs • Ingredient transparency

BACK

ACTIVATION

NEWS OR CLAIMS

COMMUNICATIONS

‘No artificial ingredients’, ‘No preservatives’ and ‘all natural’ appear in the top 4 of most important claims*

*L.E.K.

STATISTICS In 2019

34% *Mintel

Of food and drink launched featured a natural claim*


COMFORT

PRODUCT DEVELOPMENT

The emotional connection with the food we eat, brands we buy and experiences we have is deep. Digging into nostalgia returns us to our formative years and memories, feeling safe, warm and nurtured through our consumption. Food that gives us a hug, from familiar favourites to memory loaded treats and old trusted brands.

SO WHAT?

• Treat and reward occasions • Small but indulgent • Familiar family favourite • Play with the comfort of carbs • Re-vamp old classic brands • L ink to self-care/mindfulness - it’s not all about healthy eating • Support the return of the slow cooker • Share old recipes • Nostalgic flavours and textures

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

Co-op saw sales of nostalgic foods soar in 2020, e.g. 738% in dried trifle and 336% in custard powder

STATISTICS There has been a

21%

Increase in ‘treat or reward’ occasions in the last year*

*Kantar, November 2020


AL FRESCO SOCIALISING

PRODUCT DEVELOPMENT

Despite the British climate, we don’t stop dining outside. We provide the right environment to enable this Gazebo’s outdoors shelters, outdoor heaters, wool blankets and firepits make the outdoor dining experience accessible all year round. We need the right food to eat outside, not just BBQ’s but picnics, hot toddy’s, one pot meals and wood fired pizza.

SO WHAT?

• Chargrilled flavours • Griddled marks • Sharing options • Accompaniments to mains • Food pairing ideas • Smokiness • Flame Grilled • Woodfired • Cook on the BBQ formats – sweet & savoury • Paired drinks • Alcoholic Hot Chocolate

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

Consumers spent more per BBQ occasion at £4.38, a rise of 18%*

*Kantar, 2020

STATISTICS There were

189.9 Million

BBQ meals in 2020, up 40% vs 2019


CONVENIENCE


DIRECT TO YOU

PRODUCT DEVELOPMENT

Everything to your door. From your weekly or bi-weekly shopping to your monthly collagen and Michelinstarred menus. No need to move from the sofa, except to answer the door. As logistics experts battle to see who can get products to customers as quickly as possible, an increasing number of consumer goods brands are cutting out the middle man and selling direct. Consumers expect brands to get their products to them quickly but also to provide them with added-value, better service and unique online only products in return for their loyalty.

SO WHAT?

• Bulk packs for convenience • Letter boxed sized products • Unique online only products • Added value services • Complete meal box solutions

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS UK online retail sales total

£99 BILLION In 2020*

52% OF UK HOUSEHOLDS Almost

52

Plan to maintain level of online buying postCOVID and 13% plan to spend more** Shops a day disappear from the high streets***

*ONS ** Barclays Corporate Banking Report: A Direct Approach, December 2020 ***BBC Sept 2021


SAVVY SHOPPER

PRODUCT DEVELOPMENT

Regardless of being well off or otherwise, everyone likes to be savvy. Looking for value for money, a deal, a bargain. Be it bigger pack sizes, more for less, feeling that we’ve found a bargain, makes us feel good.

SO WHAT?

• Bulk packs and multipacks • Meal Deals / bundle deals • Subscription / loyalty models • Refills • Budget friendly recipes • Store cupboards and freezers • Healthier value options • Menus for the week • Online planning

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS The UK’s discount market is set to grow by

36.1%

By next year, reaching £32.5 billion

*GlobalData June 2021


24/7

PRODUCT DEVELOPMENT

There is no such thing as 3 meals a day! Food is consumed at all times of the day and night! Meal occasions are fragmented and snacking continuous. Bite size (or bigger & sharing) portions are perfect for keeping you going in-between main meals or eating a series of medium snacks can keep you going all day.

SO WHAT?

• Portion control • Multi-packs • Re-thinking dayparts from ‘day to night’ • Healthier evening grazing • D rinks that replace snacks ‘micro-treats’ • E asy healthy snacks for kids to help busy parents

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS

6 in 10 People

Say snacking will be part of their ‘new normal’ after the pandemic ends


FROZEN RULES

PRODUCT DEVELOPMENT

The freezer is the second store cupboard. For a long time out of fashion, seen as down-market with the freezer box size reducing in line with consumer demand. Covid has been an immensely positive impact on freezer use and perceptions. Ranges are growing, premium tier has returned and freezing your batch cooking the norm.

SO WHAT?

• Premium ranges & brands • Convenient product formats • Family solutions • Easy cook solutions • Freezer friendly pack formats • Ready to bake or cook solutions

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS

+13.8% VALUE SALES GROWTH

YoY (52 w/e) in Frozen Food, vs 11.1% Total Grocery and 11% Fresh & Chilled


NEED FOR SPEED

PRODUCT DEVELOPMENT

There are so many exciting or essential things to do in the world that time is precious. A few saved minutes here and there, make such a difference. So food solutions which save time either in preparation or cooking or washing up are highly sought after.

SO WHAT?

• Build in functionality of packaging • Connecting with AI • Vending • Pre-mixes • One pot meals • Quick cook / No cook recipes • Pre-portioned packaging • Tips for shortcuts • Time related claims

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS

41% OF consumers

24% Of shoppers

BACK

*PWC

Are willing to pay a charge for same-day delivery while nearly a quarter

Said they would pay more to receive packages within a one or two hour window of their choosing*


HELP ME COOK

PRODUCT DEVELOPMENT

All cooks are different, there are so many different skill levels, food knowledge and interests. Cooking at home, and from scratch increased significantly during Covid and this trend is not likely to go away quickly. Every now & then, everyone needs a little bit of extra help with their cooking.

SO WHAT?

• Component recipe boxes or kits • Collaborations to provide full meal solutions • Specialist ingredients to ‘cheat cook’ with • Technologies for an easier perfect bake/cook • Recipe suggestions • Scratch cooking with kids / for kids • Host cook along / community forum • Specialist chef line

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

Hello Fresh Group Revenues Climb in Q2 2021, adds 3.5 million global customers*

STATISTICS Ease and speed are amongst the

Top 3

Most important factors when cooking

*Food Navigator USA Aug 2021


Sustainability


CONSCIOUS CONSUMPTION

PRODUCT DEVELOPMENT

Consumers want to do their bit for the greater good of the planet. They increasingly want to know the product journey from ingredient to shelf. People expect more transparency on origin of products, how they are grown, where they are sourced and transported from, so they can make more informed decisions.

SO WHAT?

• Dial up Britishness • P romote ingredients / locally sourced ingredients • Tell the story on packaging & communications • Promote traceability • Tell an ethical story

BACK

ACTIVATION

A Cotswolds supermarket has become Britain’s first retailer to make it mandatory for suppliers to tell shoppers where ingredients are sourced from. The Midcounties Co-operative requires suppliers to publish – and prove – where they source all food.

COMMUNICATIONS

NEWS OR CLAIMS

There has been +12% average annual growth in ‘sustainable sourcing’ claims between 2015 – 2020

STATISTICS

3 Global in 5 consumers

Say that they are interested in “learning more about where their food comes from and how its made”


BALANCED ECOSYSTEM

PRODUCT DEVELOPMENT

There is a drive for business to offset their impact and move to a more responsible way to source/deliver their products. Business models are being totally re-thought to reduce impact on all end to end operations whilst reviewing the role of waste. Examples include packaging return systems, carbon neutral businesses and restaurants serving their own grown veg.

SO WHAT?

• Capture the packaging waste back • Return systems for tins on sites/stores • Support local activations in the community • I ncorporate waste veg in drinks and food products

BACK

ACTIVATION

Co-op announces plan to produce carbon neutral own-brand food and drink by 2025.

COMMUNICATIONS

NEWS OR CLAIMS

+7.9% YoY increase in penetration of ‘eco-active’ brands vs + 4.8% non eco-active brands*

STATISTICS

50% OF consumers

* Europanel ‘Who Cares Who Does’ vs Kantar Worldpanel UK top 1000 brands

*PWC

Say they are more eco-friendly following the pandemic*


SUSTAINABLE PACKAGING

PRODUCT DEVELOPMENT

From naked soaps to edible drinks pods. Brands, governments and consumers have woken up to the damage decades of packaging waste is having on our planet. As a result, brands are finding ways to offer less packaging, recyclable packaging and more environmentally friendly packaging solutions.

SO WHAT?

• Recyclable • Refillable • Re-usable • 100% rPET • Turn hard to recycle packaging into new products • Future proof packaging formats by developing new packaging from inception e.g. paper pulp bottles

BACK

ACTIVATION

Tesco has begun rolling out soft plastic recycling points to 171 stores

COMMUNICATIONS

NEWS OR CLAIMS

Sainsbury’s, Aldi and Co-op trial fully recyclable plastic-free sandwich packaging

STATISTICS There has been a

+74.9%

CAGR of new food and beverage launches with a packaging reduction or plastic free claim


WASTE NOT, WANT NOT!

PRODUCT DEVELOPMENT

Consumers are increasingly questioning where their food comes from and the impact that it has on the environment. It is only natural that there is a want to reduce the amount of food waste in the UK and beyond. Food waste products are now being utilised. Beer made from bread offcuts and banana peel used to make rum. Restaurants are now rewarded for sustainability initiatives with a green Michelin star.

SO WHAT?

• Utilise waste products in packaging • Wonky vegetables • Use waste to add texture e.g. pulp • Collaborate with food waste initiatives

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS The UK produces an estimated

14 Million

Tonnes of food waste each year


MEAT FREE

PRODUCT DEVELOPMENT

Everything plant, from fake meats to chickpea foam. For most meat products there is now a plant-based alternative, the world can’t get enough of it. Better for you, better for the planet with the emphasis on tasting great.

SO WHAT?

• Promote vegetables as the hero • Explore analogue • Deliver the flavour • Ensure great experience • Promote the benefits

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS Flexitarians, who follow vegetarianism with the occasional inclusion of meat, form

14%

Of the UK’s population

BACK


HEALTH


BODY BOOST

PRODUCT DEVELOPMENT

The most important way to fend off dreaded illnesses and to stay physically well is to tackle them from within. Boost your levels of immunity and body health with unique ingredients such as vitamins and minerals. Or added protein and protein bites to increase stamina, boost energy levels and build muscle.

SO WHAT? • Personal tailored nutrition • Added protein • Spices & Herbs – Ginger & Turmeric • Functional ingredients • Increased fibre • Increased Immunity

ACTIVATION

Sainsbury’s supplements health-conscious customers with new wellness hubs.

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS

45% OF global consumers

BACK

*Global, 2019

Say they’re consuming more food & beverage products that boost their immune system in the wake of COVID-19*


MENTAL FUEL

PRODUCT DEVELOPMENT

Mental health is no longer taboo. The importance of health of the mind is out in the open due to celebrity voice and covid. Mental health foods and drinks have been designed to stimulate the mind, making it sharper, give it longer focus, keep it operating optimally, keeping it agile, de-stressed and calmer.

SO WHAT? • Tailored to individual needs • Include superfoods • CBD for calm & balance • S hrooms to increase stamina, Stimulants Cold brew coffee & tea for mood lifting • Natural ingredients such as nuts

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS

61% OF consumers

Multiple population measures have revealed

BACK

Globally plan to improve their physical health in the coming year, with 41% also intending to improve their mental health.

Deteriorations in mental health & wellbeing since the start of Covid.


CONTROLLED HEALTH

PRODUCT DEVELOPMENT

Take it out or add it in! Remove the fat, refined carbs, sugar, salt. Add the ‘good stuff’ - protein, complex carbohydrates, fibre and good fats. Count the calories, points, syns. Portion control means removing the bad without compromising on flavour.

SO WHAT? • Target core eating plans e.g. Weight Watchers • Calorie controlled treats & snacks • Small portions • No compromise for the tastebuds • No unnecessary additives • Recipe cards • Nutrition advice

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS More than

40% https://news.sky.com/story/sugar-tax-consumptionof-sugar-from-soft-drinks-falls-by-10-12242372

*July 2021 BBC

Of adults in England have gained weight during the pandemic*


BEAUTY FOOD You are what you eat and beauty comes from within. Consumers are increasingly selecting food and drinks that support their physical appearance and reduce the effects of aging. These products focus on beauty-enhancing ingredients for the benefit of body, nails, hair and skin. Overall, this has increased interest in herbal and botanical extracts and the further development of more traditional ingredients such as collagen.

SO WHAT?

• Radiance • Plumping ingredients • Anti-oxidants • Collagen & Aloe Vera • Vitamin C and Zinc

BACK

PRODUCT DEVELOPMENT

ACTIVATION

Supermarket operator Tesco has announced plans to roll out a chain of beauty salons and spas at its stores in the UK.

COMMUNICATIONS

NEWS OR CLAIMS

Snacks, dairy and hot drinks are the leading categories for ‘aging well’ claims

STATISTICS

1 in 10 Consumers globally

Say that their main motivation for changing eating habits/ diet is to improve their skin, hair and nails


ORGANIC

PRODUCT DEVELOPMENT

Fewer pesticides, antibiotics, growth hormones and animal byproducts. More expensive than their non-organic counterparts. Organic foods have become synonymous with wealthier demographics and yummy mummies.

SO WHAT? • Focus on Fruit & Veg • Compostable Packaging • Natural pesticides • Promote ecological balance • Promote Naturalness

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

In the year ending 1 Nov 20, total organic food and drink volumes in GB retail rose by 12.9%. This is ahead of the market growth for the non-organic equivalent, which increased by 8.9%*

*Kantar

STATISTICS

78% OF us consumers

Say natural / organic foods should be more affordable


TEMPERANCE

PRODUCT DEVELOPMENT

From dry January to long term temperance. Alcohol free beer, wine and spirits are all becoming better tasting by the minute. There’s no longer the need to be embarrassed by not drinking, it’s now a badge of honour.

SO WHAT?

• Replicate alcohol experiences • Lifestage solutions • Adventurous flavours, textures and appearances • Food and meal pairings • ‘Relaxing’ ingredients such as CBD • On-trade solutions

ACTIVATION

Brewdog launches first alcohol free beer bar.

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS

47% OF UK consumers

BACK

https://www.theguardian.com/society/2020/dec/31/ record-number-of-britons-to-take-part-in-dryjanuary

Who have limited/reduced their alcohol consumption in the last 12 months claim it is to improve their health


MOOD FOOD

PRODUCT DEVELOPMENT

Food is powerful, it can pick you up and bring you down, re-nourish and re-energise. Put you in a happy, sad, reflective or energetic mood. Consumers are becoming more selective about how food impacts their feelings throughout the day. With the increased awareness of mindfulness, a key trend is for anti-energy products, intended to have a calming effect or to help aid sleep.

SO WHAT?

• Rosemary & Lavender • CBD • Magic Mushrooms • Slow release energy • Emotive language e.g chill out

BACK

ACTIVATION

COMMUNICATIONS

NEWS OR CLAIMS

STATISTICS

51% OF UK consumers

Agree that eating crisps/nuts/ savoury snacks is a good low-cost way to boost one’s mood


1

2 Savvy shopper

Top 5 Overall Trends 3 4

Sustainable packaging

Global inspiration

Direct to you

5 Conscious consumption


1

Top 10 FOOD Trends 3 4

2 HELP ME COOK

6 SENSORY OVERLOAD

COMFORT

MEAT FREE

7

8

WASTE NOT WANT NOT

Give me experiences

5

NEED FOR SPEED

9

ELEVATED

10 Mood food

24/7


1

2 Body boost

6

Top 10 BEVERAGE Trends 3 4 Temperance

7 Beauty food

Sensory overload

Controlled health

8

Give me experiences

9 Elevated

5 Crafting

10 Personalisation

Waste not want not


Key packaging trends Disruption Category Norms

Oil in tetra packs

Soups in bottles

Harnessing natural materials

Drinks bottle made from sugar cane

BACK

Burger brand switches from box packaging to grass paper wrapper

Breaking into new channels

Flat pack wine to mail order, Garcon wines

Olly’s Olives, using pouches to break into out of home channels

Reducing CO2 emissions

Quorn have introduced CO2 impact on all their products

Designing for circularity

Boots is trialling a recycling scheme in stores

H&M offers a discount for recycling clothes

Lidl is introducing Eco scores to their products – measuring carbon emissions

Single-use to reuse

Caulibox, UK’s first reusable lunchbox scheme

Morrisons trial of refillable milk bottles in Sheffield

Elevating pack to product

Roberts bakery bringing artisan to the mainstream

McCain delivering the takeaway feel in home

Alternatives to plastic

Pip & Nut is rolling out glass jars to replace the current plastic jars.

Nestle have been transferring many brands to paper based packaging


Chefs to watch OLI MARLOW

Oli Marlow has travelled the world before returning to the UK and winning a Michelin star at Roganic. His cooking style is very seasonal, deceptively simple, and based on classical English flavours.

SELIN KIAZIM

At Oklava, Selin Kiazim expertly navigates Turkey’s diverse culinary landscape, drawing on her own Turkish Cypriot heritage to create delicious dishes that are bursting with flavour.

TOMMY BANKS

In the beautiful Yorkshire countryside, Tommy Banks utilises his family’s farm to create complex, contemporary dishes that perfectly represent the local area.

BACK

TOM BROWN

Tom Brown is a bright young talent now in charge of his own Michelin-starred restaurant – Cornerstone, with a menu inspired largely on sharing plates and seafood.

KIRK HAWORTH

Kirk is renowned for taking plantbased as a starting point to create high-end food experiences and boundary-pushing content that celebrates all nature has to offer.

RUTH HANSOM

Having become the first female winner of Young National Chef of the Year, Ruth Hansom is still constantly reaching new culinary heights and is fast becoming one of England’s most exciting chefs.

CLARE SMYTH

Clare Smyth MBE is the first and only British female chef to hold three Michelin stars in the UK. Core opened in 2017, with an emphasis on natural sustainable food.

KRAY TREADWELL

Kray Treadwell burst to fame on Great British Menu in 2019 for his creative approach. He serves up a mixture of European and Asian influenced dishes, inspired by takeaway food.

ROBERTA HALL-McCARRON

The Little Chartroom is the jewel in the crown of a resurgent Edinburgh food scene. Roberta’s style of cooking is traditional Scottish in style influenced by French techniques.


Restaurants To Watch – in The North THE NORTH TRIUMPHS AT NATIONAL RESTAURANT AWARDS 2021

Moor Hall wins Restaurant of the Year for a second year. Listen. Do you hear that? That’s the sound of North West restaurant websites crashing as people scramble to book tables after the events of yesterday evening. The National Restaurant Awards 2021 was a biggie for the North of England as restaurants and chefs from the North West and Yorkshire placed highly in the Top 100 with Moor Hall, The Angel at Hetton and chef Tommy Banks coming away with major awards.

WTLGI

Stockport’s sustainable restaurant Where The Light Gets In celebrated with Michelin green star.

MANA

Manchester gets first Michelin star in over 40 years for Mana in Ancoats.

BACK


Restaurants To Watch – in The south

We create plant based products and experiences

BACK

SIMON ROGAN’S EIGHT SEATER CHEF’S TABLE IN SOHO LONDON


I hope you enjoyed the innov8 trend book Should you want to talk it through, or learn about how we use it in Princes or about how you could use it to grow your business, feel free to contact me

Kevin Evans • Kevin.Evans@princes.co.uk