The Trend Report looks at both macro and micro developments in local markets across the world. Recipes based on the findings are intended to facilitate product innovation to keep up with rapidly changing consumer needs.
The trends are an accumulation of market insights from FrieslandCampina Ingredients in-house analysis, combined with other market studies and further complemented with big data analysis of consumers’ online behavior.
The 2020-2021 Trend Report presents three macro trends and a further deep dive in the form of nine micro trends to give the reader a broader understanding of the key developments in the global food and beverage industry. Although they may appear differently, subject to regional differences, the three identifiable global trends are: Conscious Indulgence, Experience Beyond The Imagined and Shaping A Better World.
Consumer interest in a diet with wellness benefits was already on the rise before the onset of Covid-19. But the pandemic forced consumers to think more about their lifestyles.
Some of the micro trends observed are: taking out (perceived) unhealthy ingredients, added goodness and an increased interest in plant-based alternatives, revealing a deeper dive into the conscious indulgence macro trend. Examples bringing these trends to life are brown sugar milk tea partially sweetened with natural stevia, or smoothie pancakes.
The report noted consumers are finding more time to experiment in-home, get more creative and discover new flavor combinations. Examples cited by the company are cookie cheesecake cupcakes, double brewed milk tea frappé with salted chips milk foam, extreme milk tea tasting sliders and excessively fluffy waffles. Out of home is also following the trend, through DIY kits or online classes. Micro trends now emerging across continents include new takes on texture, re-inventing in-home indulgence and extreme experiences.
Sustainability was important during the pandemic for consumers. People cooked creatively with whatever was left in their cupboards and were conscious about waste, the company added. Prior to Covid-19, consumers wanted ingredients that were ethically sourced, came from closer to home and boasted green credentials. Consumers are enjoying, for example, a brunch veggie loaf or a cappuccino in an edible cup, and feel there are opportunities to make lasting positive changes and shape a better world.
The findings in the report show seasonal and local resources will become key, alongside recognizable ingredients and transparent sourcing. The micro trends emphasize these findings – with back to roots, no waste, and great taste serving as important drivers.
“Increased interest in food and drinks that promote consumer health, bring new experiences to life and shape a more sustainable world will define the new normal. The challenge for manufacturers is to cater to these consumer needs without compromising on delicious taste and the sense of indulgence,” said Suzanne van den Eshof, global marketing director at FrieslandCampina Ingredients Food & Beverages.
“Brands and companies that are able to jump quickly on these trends, together with their ingredient supplier supporting them via recipe innovation and sustainable products, will be the ones that come out on top after these difficult times. Close collaboration will increase the speed to market, while at the same time leveraging opportunities to get creative with and for the consumer.”
Waste reduction is also high on the agenda, the report said, with consumers finding ways to cut their carbon footprint.
“Our listening program shows consumers see positive developments they want to hang on to which brings opportunities to make lasting and impactful changes to shape a better world. We feel the same way and have continued our efforts towards sustainability in order to support our partners and deliver ingredients that consumers can enjoy with a clear conscience,” van den Eshof said.
The focus on the report is on relevant trends in the coffee, (milk) tea, cakes, bakery and pastry, desserts and ice cream industries, in order to serve FrieslandCampina Ingredients Food & Beverage’s partners.
“By presenting our new annual Trend Report, we want to help our partners navigate these difficult times and prepare for tomorrow. Our findings show the rapidly changing consumer needs, enabling our partners to anticipate – both now and in the near future. We’re committed and passionate about bringing innovation to our customers and creating more moments of feeling good,” van den Eshof said.
