HEALTHY INSIGHT
Healthy planet takes priority
Consumers now rank the health of the planet as their number one concern, overtaking personal health which has been the top priority in recent years.
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n its Top Ten Trends for 2022, Innova Market Insights – the global insight platform for the food and beverage industry – has identified the universal demand for trust in a sustainable future
as the biggest driver of consumer behaviour in the year ahead. A sense of joint responsibility for our shared planet is guiding the
choices consumers make and the lifestyles they wish to lead. Innova's Global Lifestyle & Attitude Survey reveals that, when it comes to food choices, the top two environmental actions people are taking are reducing waste (43% of respondents) and eating in moderation (32%). Elsewhere, concerns over health that have been amplified by a
pandemic which has massively changed social habits, the continued advancements in technology, and more confident, vocal consumers, all offer clear signs of the direction innovators must take to successfully meet society's needs and desires in 2022. Consumers want to be ethically and environmentally conscious, so
brands need to work alongside the public to breed confidence in the claims attached to products. Trust and transparency are must- haves for any brand wishing to find common ground with an increasingly educated, forward-thinking and interconnected consumer base. "One of the biggest shifts we are seeing is that the health of the
planet is now the top concern of consumers," says Innova's global insights director Lu Ann Williams. "Personal health has been the big concern for the past few years, but consumers now tell us that this has been surpassed by global issues. Sustainability might not be the top purchase driver for all consumers, but for many it clinches the deal when it comes to choosing between products."
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vendinginternational-online.com Innova's Top Ten Trends, provides insights for those needing to stay
on top of the changing food and beverage landscape. The research delves into the "what" and the "why" behind trends in the food and beverage industry, allowing innovators to forward plan with accurate and detailed insight into the main drivers behind consumer behaviour. Looking to the future, Innova’s top trends that will drive innovation and success into 2022 are as follows:
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