Market Trends Food and Beverage

© 2019 INNO VA MARKET INSIGHTS
for 2020
Webinar
November 2019
Top Ten Trends
p rovid e d to hkn@sanovo.com on 20 Nov 2019 09:04 (UTC)


Trend 1. Storytelling: Winning with Words
Consumers are increasingly captivated by the stories behind their food and beverage products
56% “Why do you want to know the story be hind the food
and be ve rage s that you buy?”
of g lob al consume rs say that
stories around a brand influe nce
the ir p urchase d e cision
“To le arn whe re
the ing re d ie nts
co m e fro m ”
Source: Innova Consume r Surve y 20 19. Ave rage of UK, US, Spain, France , Brazil, India, Ge rmany, Me xico and China
3 INNOVA MARKET INSIGHTS
Manufacturers increasingly pay attention to ingredient provenance
A closer look at ingredient provenance platforms Waku: provenance key for benefits, taste and quality
“Waku is a natural and refreshing

herbal wellness tea made from
more than 20 super herbs and
aromatic flowers sourced from the
Andes Mountains in Ecuador ”
Life style Cultural

celebration
Taste and
flavo rs Ingredient
source
Process
Source: Innova Database 20 19

Trend 2. The Plant Based Revolution
Plant based eating is moving from trend to food revolution status
Mainstream opportunity for plant based claims Foodservice & retail targeting the mainstream consumer
“Which claim do you prefer whe n buying

alte rnative s to me at and/or dairy?”
Ve ge tarian Ve gan Plant base d
…ave rage annual growth in
+68% food & be ve rage launche s

with a “plant based” claim Impossible Whopper:
(Global, CAGR 20 14-20 18) …taking aim at the
mainstream consumer
Unite d State s, Ap r 2019

Innova Consume r Surve y 20 19. Ave rage of UK, US, Spain, France , Brazil, India, Ge rmany, Me xico and China 5 INNOVA MARKET INSIGHTS
Taking up the challenge to deliver “clean label” meat & dairy alternatives
A taste for simple ingredients lists Yogurt alternative with a unique clean label formula
“I sp e cifically want
to avo id p ro d ucts
with ing re d ie nts
that are d ifficult to
CLEAN & CLEAR VEGAN ALL NATURAL
und e rstand ” LABEL INGREDIENTS
Only Bio Fermented Oat

Product with Banana Flavor
2 in 3
global consume rs
Israe l, Jan 2019
Ing re d ie nts: Wate r, mashe d
b anana 10%, sug ars, o atme al
(g lute n) 4.6%, le ntils, sunflowe r
se e d s, coco nut, se same , citric
acid , b acte ria and p rob iotics.

Trend 3. The Sustain Domain
Consumer expectations around sustainability are higher than ever, pushing companies to prioritize eco -efficiency
“I e xp e ct co m p anie s
to inve st in
sustainab ility”
Are you willing to pay extra for food /b e ve rag e
p rod ucts that are d e vote d to solving the se issue s?
Plastic Food
Ye s waste waste
Mayb e
2018 % of g lob al consume rs*

65% of global consume rs *ave rag e o f UK, US, Sp ain, France , Brazil, Ind ia, Ge rmany, Me xico and China
2019
87% of global consume rs
Source: Innova Consume r Surve y 20 19. Ave rage of UK, US and China
Companies react to consumer expectations with sustainable solutions
Unite d King d om, May 2019

Renewable
Claims: …More than
energy wate r, Life Wtr is a
sources p latform for e me rg ing
artists. 100% recyclable
bottle made from 50%
recycled plastic …
Fighting
food
waste
Unite d State s, Jun 2019

De scrip tio n: …Ro o t to p e tal te as ce le b rate s
e ve ry p art o f the p lant. We have fo und
United Kingdom, Jul 2019
Recycling cre ative ways to b le nd tasty te as and
Claims: Solar powered for those who like minimize waste by using upcycled
renewable energy. Inte nsity: 4/5. With taste plastic ingredients and harvest by -products. No w
o f b utte re d to ast, mo lasse s, and d ark roots, twig s, ste ms, le ave s, p od s and
cho co late . Fairtrad e ce rtifie d . Ce rtifie d crushe d g rap e skins have the ir p lace to
o rg anic. O F and G o rg anic. shine in yo ur te acup …

Trend 4. The Right Bite
Consumers are managing careers, families and social lives while striving to maintain healthy lifestyles
Be e Ze n Drinks are
focusing on bringing a
“I e xp e rie nce feeling of wellbeing .
stre ss more than
once a day ”
Sp otte d at Anug a 2019
Dealing with the lifestyle, and how food supports
Embracing Balancing Rejecting

“I love having many “I love the b e ne fits of mod e rn “I fe e l stuck and I'm in
thing s to d o and p lan my life b ut ne e d to wind d own se arch for a life style
time e fficie ntly” e ve ry now and the n” chang e ”
Healthy Easy to prepare Home cooked Comforting

food/drinks food food food/drinks
+81% g ro wth o f m e al
kit launche s tracke d
(Glo b al, ’18 vs. ’17)
Mainly Gen Z Unite d State s, Aug 2019 Unite d King d om, Mar 2019 Ne the rland s, Jun 2019 France , Se p 2019 Mainly Gen X

Trend 5. Tapping into Texture
Consumers are increasingly recognizing the influence of texture on food and beverages
The fluffy pancake case

Compared to normal pancakes,
global consumers perceive fluffy pancakes as…
“More
indulgent”
“More
exciting”
“Te xture g ive fo o d
and b e ve rag e s a “Higher
more interesting quality”
experience ”
“Tastier”
7 in 10 8 out of 10 Brazilian consumers wants to try fluffy pancakes.
global consume rs 13%already tried them.
Making the consumer connection through textures
Texture as a Focus on
USP ingredients
United States, Sep 2019 Canada, Jul 2019
Source: Innova Database 2019

Innova Consumer Survey 2019. Average of UK, US, Spain, France, Brazil, India, Germany, Mexico and China 12 INNOVA MARKET INSIGHTS
Trend 6. Macronutrient Makeover
Consumer perceptions of macronutrients in relation to health are evolving
Which of the following claims most

influences your purchase decision?
Then Now
• Consumer focus shifts as media/science dictates what is good and what is not
• Typically one macronutrient at a time is the focus
Source: Innova Consumer Survey 2019. Average of UK, US, Spain, France, Brazil, India, Germany, Mexico and China
Health -related product changes go beyond product reformulation
From a single element to category flip Toward more balanced & complete concepts
Nissin: Noodles with 33% of a person’s RDA
A healthy take
on ice cream
Low/no alcohol
beverages “Each pack of its All-In Noodles contains roughly a third of
a person’s daily nutritional intake requirements, boasting
13 different vitamins, 13 minerals, along with high
amounts of protein and dietary fiber.”

Trend 7. Hello Hybrids
Adventurous consumers are highly receptive to hybrid products
Coffee Energy Drinks Juices & Nectars Alcoholic Drinks

Attracting the adventurous consumer with hybrid concepts
Category fusion Mixing taste profiles Blending ingredients
7 in 10
US consumers “like products
that mix flavors, such as sweet
and salty”
Thailand, Aug 2019 United States, Jul 2018 United States, Aug 2019
“I consider this product exciting”

Innova Consumer Survey 2019 16 INNOVA MARKET INSIGHTS
Trend 8. A Star is Born
Consumer familiarity and acceptance are crucial for mainstreaming unusual ingredients
Consumer familiarity vs. acceptance of selected food and beverage ingredients

Mainstream
High
Low
Low High

Industry continues to experiment with food ingredients
Prebiotic ingredients are entering the mainstream CBD: high familiarity, potential to disrupt
“What do you consider to be benefits of

cannabis/CBD ingredients?”
“Pain relief”
“Reducing anxiety/stress”
“Promoting relaxation”
Nooro Cacao Plus

United Kingdom, Apr 2019 China, May 2019 Coconut CBD Bar
Unite d King d om,
Jul 2019
…growth in food & be ve rage De scrip tio n: Cacao and
+20% launche s with prebiotics co co nut CBD bar with
natural no o trop ics, in a
(Global, 20 18 vs. 20 17)
Australia, 45g p lastic p acke t.
Jan 2019

Trend 9. Eat Pretty
The food and beverage market is seeing a growing number of launches that border on the cosmeceutical
“I consume food and beverages that promote physical appearance because it is good for…”
Hair
Body
1 in 3
Chinese consumers Skin
increasingly consume food
& beverages that support
their physical appearance

Innova Consumer Survey 2019 19 INNOVA MARKET INSIGHTS
Food and cosmetics cross-over
Cosmetics inspired food packaging Beauty products inspired by foods
Beautiful shapes, colors, fonts and designs for food and Etude house bubble tea sleeping pack
beverage products impart a feeling of luxury and elegance.
Haeyo mayo hair nutrition mask

Trend 10. Brand Unlimited
Brands are engaging consumers like never before by making personalization possible in limited -time releases
“I wo uld lo ve to
d e sig n m y o wn
limited edition
p ro d uct”
2 in 5
global consumers
Making the consumer connection with limited quantity
Limited quantity: a growing niche, big brands set the trend New Coke uses modern nostalgia to connects with fans
…average annual growth in food & beverage

+36% launches with a “limited batch” claim
(Global, CAGR 2014 -2018)
Australia, Mar 2019 United States, May 2019

Innova Market Insights

Innova operates the biggest food
and drink product database in the world.
We pick up and record brands,
For insight led future ingredients, claims, packaging, patents
growth opportunities & promotions in every major market.
EMAIL
The Innova Database is an online,
cutting-edge food & beverage product
analyst@innovami.com Global Headquarters
database - created by a dedicated Velperweg 18
team of industry-leading food and
beverage experts that collect the latest PHONE 6824 BH Arnhem
data from more than 90 countries. +31 26 319 2000 The Netherlands

Market Trends Food and Beverage

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© 2019 INNO VA MARKET INSIGHTS

p rovid e d to hkn@sanovo.com on 20 Nov 2019 09:04 (UTC)

p rovid e d to hkn@sanovo.com on 20 Nov 2019 09:04 (UTC)

“Waku is a natural and refreshing

Life style Cultural

Source: Innova Database 20 19

“Which claim do you prefer whe n buying

Ve ge tarian Ve gan Plant base d

…ave rage annual growth in

+68% food & be ve rage launche s

Source: Innova Database 20 19

Only Bio Fermented Oat

Source: Innova Database 20 19

2018 % of g lob al consume rs*

Unite d King d om, May 2019

Unite d State s, Jun 2019

Source: Innova Database 20 19

Sp otte d at Anug a 2019

Embracing Balancing Rejecting

Healthy Easy to prepare Home cooked Comforting

Source: Innova Database 20 19

The fluffy pancake case

United States, Sep 2019 Canada, Jul 2019

Source: Innova Database 2019

Which of the following claims most

Nissin: Noodles with 33% of a person’s RDA

Source: Innova Database 20 19

Coffee Energy Drinks Juices & Nectars Alcoholic Drinks

Source: Innova Database 2019

Category fusion Mixing taste profiles Blending ingredients

“I consider this product exciting”

Source: Innova Database 2019

Consumer familiarity vs. acceptance of selected food and beverage ingredients

Source: Innova Database 20 19

“What do you consider to be benefits of

Nooro Cacao Plus

Source: Innova Database 20 19

Source: Innova Database 2019

Cosmetics inspired food packaging Beauty products inspired by foods

Haeyo mayo hair nutrition mask

Source: Innova Database 20 19

…average annual growth in food & beverage

Australia, Mar 2019 United States, May 2019

Source: Innova Database 2019

Innova Market Insights

23 INNOVA MARKET INSIGHTS

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