Global Trend Tracking

The food industry is more complex than ever with products developed by large global companies and small start-ups vying for attention (and money) from consumers. The consumers themselves are demanding more from these manufacturers in the way of products that deliver exciting flavor, added nutritional benefits, and indulgence while also turning more toward products that are made with naturally derived ingredients or are minimally processed. Every product developer wants an edge over the competition and an understanding of what drives consumers to purchase one food or beverage product over another. Here’s a look at some global food and beverage trends and insights into where they are headed in markets around the world presented at the IFT16 food expo by Innova Market Insights, Arnhem, the Netherlands (innovamarketdatabase.com).

One of the big trends driving the market is the interest in a flexitarian diet and the innovations in both plant-based and dairy-based proteins along with technologies to improve the taste and texture of meat substitutes and meat alternatives, said Lu Ann Williams, director of innovation at Innova Market Insights. Consumers reduce their consumption of meat for any number of reasons, some being concerns over health, the cost of meat products, and the influence of campaigns like Meatless Monday. Realizing the changes in consumers’ attitudes toward meat consumption and determined to remain competitive, some meat processors have added meat substitutes to their product lineup, and nowhere is this more apparent than in Germany, said Williams. Data provided by the market research firm found that 34% of German consumers say they have reduced their meat intake over the last two years and 69% of consumers in Germany said that they eat meatless meals once a week or more. While the popularity of the flexitarian diet in the United States may not be at Germany’s level, there are still opportunities to attract consumers by continuing to improve upon the taste and texture of meatless products and exploring ingredient opportunities with nuts, dairy, pulses, peas, and even jackfruit, a fruit that has meat-like characteristics when cooked, said Williams.

Traditional processing methods like fermentation represent another area of market opportunity, Williams said, noting that these methods can appeal to consumers seeking clean label food products. She said that there are many new cultured food products like miso, sauerkraut, and kimchi being launched that are “on trend but also seen as quite natural because of the way they’re made.” There has been an increase in the number of global fermented product launches every year since 2011, driven by the fact that fermented foods offer digestive health benefits and flavor excitement in addition to the notion that fermentation is a traditional, natural process, according to Innova data. The company pointed to emerging categories like chocolate where manufacturers of some premium brands are promoting that they use more gentle fermentation processes or double fermentation to produce subtle flavor notes, as well as kombucha products available in both hot and cold tea drinks.

Another noteworthy trend is the importance of adding indulgence to products, particularly through innovations with flavor and texture. The dairy product category is one with plenty of opportunity to innovate with indulgence, especially in the United States, where developments in dairy products are behind other countries, said Williams. There is also opportunity for growth in dairy alternative products like vegan cheese, ice cream, and butter. As far as flavor is concerned in dairy products, manufacturers are adding excitement to products like cottage cheese and yogurt with salted caramel and coffee flavors or by layering flavored components within the products. Innova has found that texture claims on dairy products continue to increase, with crunchy and thick textures trending. Texture references are also being incorporated into the brand’s name as another way to grab consumers’ attention.

Whether it is through enhancing the indulgence experience with texture and flavor, exploring traditional processing methods to formulate healthy foods with interesting flavors, improving meat alternatives, or other approaches, opportunities are plentiful to help food manufacturers stay competitive in the global food industry.

Karen Nachay,
Senior Associate Editor
[email protected]