In this, part 2 of 4, we look at food trends related to our bodies. Read part 1 here.
Tailored, Toxin-Free and Friendly Bacteria
Global connectivity continues to influence our lives, and is creating a more informed global population who expect more targeted solutions. From elimination of toxins and allergens, to addition of specific digestion-enhancing ingredients, to medical profiling as a way to determine diet; the trend toward targeted solutions is in motion.
3. Personalized Solutions:
As technology becomes increasingly accessible, consumers are using it to inform their eating styles. Advanced analytics from DNA testing, for example, will continue to play a role in guiding consumers concerned about their health to proactively tailor their diets. According to the Tyson Trendsetters Council, this will allow people to adjust and customize food products in real-time.
Awareness about food allergens is rising, and with it, consumers willing to try alternative solutions to fuel their bodies. According to Mordor Intelligence, the global free from food market is expected to record an estimated CAGR of 4.84% in 2018-2023.
Healthy and allergy-free alternatives to everyday food and beverage items took one fifth of the 2019 Product of the Year Awards. Based on Nielsen research evaluating consumer responses to products in terms of relevance, uniqueness, excitement, likeability, value perception, and purchase intent, the Awards are an indication of the climate on the ground.
China currently holds a major share of the free-from market; and by 2023 the demand for free from food is expected to rate highest in Asia-Pacific and Africa, as a large portion of gluten and lactose intolerance consumers belong to these regions (Mordor Intelligence).
Technologies to create free-from foods are becoming more easily attainable; and dedicated free-from factories are also increasing.
Gluten and dairy continue to hold the largest share of the free-from food market, with sugar, soy, eggs, peanut and other tree nuts, trans-fats also rising in awareness.
The global gluten-free retail market grew from USD 1.7 billion in 2011 to USD 3.5 billion in 2016 and is forecasted to grow to USD 4.7 billion in 2020.
Innovations in beverages addressing consumer concerns around sugar are also expected to grow. According to Mintel’s Better for You Report 2017, 47 % of consumers are working to minimize their sugar intake.
5. Gut Health:
Gut health is soaring in popularity across beverage and food categories. Products containing probiotics, such as yoghurt, sauerkraut, miso, kimchi and kombucha are all expected to grow, due to their ability to support overall digestive function and the body’s immunity. Among soft drinks, immune health is the fastest-growing functional claim, according to Innova data.
This is an exciting time to be in food. More than ever, consumers are open to unconventionality, in packaging, ingredients and ethos; and are seeking both tradition and innovation. They expect more of their food and of their suppliers; and they are in many cases, willing to pay for it. This is not an isolated instance; these trends are echoing around the world. However they are not displaying identically in each and every market; each market has its own history, culture, and people with which these trends mix. If you’re interested in learning more about the nuances of a particular market and category, reach out. This is our area of specialisation and we’d be more than happy to help.