CONSUMER TRENDS
The consequences of these turbulent times can be seen in many ways. Changing consumer behaviour aspirations, and a re-evaluation of their values, are leading us to act in a more agile manner, and at the same time make changes in how we lead innovation processes. We live in times where change is constant, and where the customer should be – now more than ever – at the centre of everything. If last year was all about consumer health,
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this year, concerns about the environment and society have become equally important. Making better choices is at the fore; ‘better for me’ is being replaced by a ‘better for us’ way of thinking, as we all look to take greater care of the environment and society. More than half (58%) of Europeans say they have become more concerned about environmental issues due to Covid-19, with concerns around carbon emissions, global warming, plastic pollution and food waste being the top concerns this year (FMCG Gurus, 2021). What we’ve learned is that this does not necessarily mean consumers are willing to accept compromises. On the contrary, their expectations are now even high(er), and they expect manufacturers, brands and retailers to offer products that will correspond to their needs, in a convenient way. Nevertheless, we can see the continuation and strengthening of trends from last year:
Functional ingredients and nutrition to boost health Taking care of health is no longer limited to physical health, and consumers are taking a proactive approach to address health needs holistically, as mental well-being, immunity and digestion are their top three concerns, having grown significantly in the last two years. More than half of consumers globally say they would like to improve their immune system, and nearly half are changing their lifestyle to better meet their goals, with a focus on avoiding and/or moderating intake of certain ingredients. Product claims targeting the immune system saw a 22% increase in the last couple of years, with more than 70% of consumers recognising the link
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Product claims targeting the immune system saw a 22% increase in the last couple of years, with more than 70% of consumers recognising the link between gut and overall health
between gut and overall health (which is 20% more than in 2018). Consumers are avoiding or reducing consumption of additives that are perceived as bad for them (sugar and artificial ingredients are among the top concerns), and are turning to functional products that offer more beneficial and (preferably) natural ingredients and additives. We’ve seen more innovations adding functionality: vitamins, minerals, probiotics, protein (especially for non-meat eaters) and other functional ingredients to address their needs. Besides the rise of beverage innovations in
hybrid drinks, we could also see a rising popularity of botanicals (ginger, curcuma, green tea and peppermint) and fermented products (kefir, kombucha, cabbage juice), with probiotics and prebiotics achieving significant growth this year, as these are seen as natural and healthy. Innovations in beverages specifically addressing gut health are expected to continue growing, especially those combining multiple benefits (e.g. the increasingly popular dairy alternatives/plant-based products) or adding microorganisms to maintain health (e.g. non- dairy kefir, fermented botanicals and vegetables), while beverages claiming low sugar or no sugar still lead the way and enable guilt-free indulgence for consumers. Mental well-being is another key aspect of overall health, gaining importance particularly in Europe. Products addressing calming effects, stress-reduction beverages and CBD-infused drinks will see increased demand in the future.
Rise of special diets to take better care of oneself and the environment A proactive approach to health and well-being has boosted interest in special diets tailored to individual needs. An emphasis on preventive care for health is encouraging consumers to make better decisions about what and how they
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