The report,“Shaping the Future of Nutrition,”found that consumers are tackling the stresses of COVID-19 in unexpected ways, including by recognizing a link between personal and environmental health. The five trends we can expect to see:
- Planet-First Nutrition. 65% of consumers believe food and nutrition brands should do more to protect the planet. Transparency and meaningful, substantial claims and goals are non-negotiable when it comes to building trust with consumers—trust that a brand aligns with shoppers’ ethics.
- Resilience. Building health in body and mind will be a major focus, as people look to recover from the past two years and prepare for the future. 60% of consumers say improving their general health and wellness is their main priority, with sleep, mood, and physical fitness being top of the agenda.
- Flexitarianism. Shoppers are increasingly incorporating plant-based ingredients into their diets alongside traditional protein sources, with over 25% of consumers considering themselves flexitarians. Combining plant and animal protein allows consumers to tick all the boxes—health, taste, and texture.
- Microbiome. Globally, two in three consumers recognize that gut health is key to achieving overall wellbeing. As the science continues to build, consumers will look more and more for foods, drinks, and supplements that support the gut, providing a clear opportunity for formulators.
- Healthy Aging. Consumers are looking to stay healthy as they age—and 90% of what the press release calls “aging consumers” are choosing food and drink over traditional supplements, creating major demand for new and innovative functional food products to support this goal.
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“Brands are feeling the pressure to keep up with to date with ever-evolving demands, as consumer behaviors continue to shift and be shaped by external forces,” said Vicky Davies, Global Marketing Director, Performance, Active and Medical Nutrition, in the press release. “COVID-19 has put health and wellness concerns front of mind, both for the individual and for the collective global population. At the same time, the pandemic has sharpened focus on sustainability and how environmental health influences our current and future well-being. It is crucial for brands to embrace and steer these trends. At FrieslandCampina Ingredients, we are always exploring how to help our customers get the most out of their ingredients by empowering them to tackle pressing global issues. In our latest report, we’re shedding light on these trends so brands can help shape the future of a more sustainable, focused food, drinks and supplement industries.”
