Chicago — In the coming year consumers’ interest in sustainability, transparency and wellness will have outsized impacts on food and beverage categories, according to ADM, which is highlighting five trends to watch in 2021 based on the supplier’s OutsideVoice insights platform.
“The global health crisis has changed consumer preferences in new and unexpected ways,” says Vince Macciocchi, ADM president of nutrition. “We are seeing a heightened demand for foods and beverages that support immune systems, enhance our mood and reduce our environmental impact, driven in part by emerging human tensions. This has provided a unique opportunity for brands to develop disruptive new products that will forever change the way we eat and drink. It’s going to be a year of innovation, marked by significant breakthroughs in nutrition.”
The supplier expects the follow five trends to drive innovation in 2021:
1. Proactive Approach To Nutrition: More than 30 percent of consumers are buying items tailored for their health, and half report a preference for products that naturally contain beneficial ingredients. This is creating new opportunities for nutrient-rich items that support immune systems, enhance mood and sustain energy.
2. Sustainability Still Top Of Mind: For 65 percent of shoppers, having a positive impact on the environment with their everyday activities is a key consideration and moves 32 percent of consumers to buy sustainable products.
3. Gut Microbiome And Wellness: About a quarter of global consumers suffer from digestive issues, and of those half say it has a moderate or severe impact on their overall health. This along with the pandemic is driving interest in more holistic approaches to health, including a greater understanding of the role gut microbiome plays in individual health.
4. Plant-Based Continues Gaining Traction: More than half of global consumers are trying to eat more plant-based foods, pushing alternative proteins into mainstream markets. This is moving beyond burger analogues to new products such as alternative seafoods, plant-based cheeses and ready-to-eat protein snacks.
5. Transparency Key To Trust: Shoppers expect food labels to provide greater transparency around the entire product lifecycle. This is driving demand for locally sourced products as consumers’ interests in where their foods come from becomes more important. In fact, ADM finds 26 percent of shoppers worldwide look at country-of-origin labels.