CONSUMER TRENDS
consume on an everyday basis. Mindful diets and greater emphasis on nutrition have increased the popularity of special diets, from plant-based (primarily seen as beneficial for the planet and health) and keto to carbs avoidance and fasting regimens, as well as increasing opportunities and product innovations targeting specific needs or consumption occasions. Further, the ageing population, chronic health conditions and greater mindfulness around what, how and when we consume have increased interest in personalised nutrition solutions (in the form of adjustable product content as well as self-diagnostic/evaluation kits to address individual needs and goals more closely).
Consumers are more demanding and will be less willing to compromise, not only when taking care of themselves, but also when it comes to the impact we will leave for future generations
Naturalness, clean labels and transparency Product naturalness and ‘clean’ labels with fewer ingredients and ingredients that are easy to pronounce are still growing in importance. Products containing only natural ingredients are believed to be healthier, although trust in claims of naturalness may not be enough. Consumers want maximum transparency in a product’s origin and ingredients, creating the need to simplify labels and nutritional information. Also, half of European consumers say
they are more attentive to locality claims this year, and have turned to locally produced food primarily for safety reasons (known origin and production cycle) as well as to reduce food miles and support local economies. To conclude, consumers are more demanding and will be less willing to compromise, not only when taking care of themselves, but also when it comes to the impact we will leave for future generations. Brands that will truly understand them and their needs, and be willing to respond and address these promptly and in a responsible way, will have a promising foreseeable future, rewarded by consumer attention.
| 17
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44
