Transparency Top 2021 Trend, According to Innova Market Insights

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Arnhem, Netherlands—Innova Market Insights has unveiled its annual Top Ten Trends report, according to a press release. The report gives retailers, brands, and manufacturers insight into consumer demands.

The main takeaway: The COVID-19 pandemic has pushed consumers to focus on overall health and immunity, the press release says. Innova has turned its attention to the post-COVID landscape to consider how pandemic behaviors will shape the food and beverage industry.

“Transparency throughout the supply chain will dominate in 2021, with consumers searching for brands that can build trust, provide authentic and credible products, and create shopper confidence in the current and post-COVID climate,” predicts Lu Ann Williams, Director of Insights and Innovation at Innova Market Insights, in the press release.

The top 5 trends:

  1. Transparency. Six in ten global consumers are interested in learning more about where foods come from, according to the Innova Consumer Survey 2020. Transparency that meets ethical, environmental, and clean label consumer demands is key.
  2. Plant-based. The mainstream appeal of plant-based will expand in 2021, propelled by health, diet variety, sustainability, and taste concerns, according to the Innova Consumer Survey 2020. Something else Innova points to: lab-grown foods, driven by sustainability and animal welfare concerns.
  3. Personalized nutrition. Consumers expect a tailored approach to eating, the press release says, with constant new launches new sensory experiences. Personalized nutrition advice is expensive, but nonetheless, the survey found that 64% of global consumers have found more ways to personalize their lifestyle and the products they buy.
  4. Omnichannel eating. Customers are seeking convenience, experiences, and indulgence—difficult in a COVID-19 world. 46% of consumers believe restaurant-branded products are a convenient way to have restaurant experiences and flavors at home. Combined with restaurant delivery, consumers are accessing specialty products at home that were previously only available via foodservice.
  5. Immune Health. Six out of ten global consumers are looking for food and beverages that support immune health, the Survey found, with one in three saying that concerns about immune health have increased this year. Immunity-boosting ingredients, research into the microbiome, and personalized nutrition will all play roles in this area, the press release says.

Related: New Online Course Focuses on Personalized Nutrition
9 Top Plant-Based Sources of Omegas
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The other five trends Innova predicts:

  1. Nutrition hacking
  2. Mood: The next occasion
  3. Product Mashups
  4. Modern nostalgia
  5. Age of the influencer

For a deeper look into these trends, you can register for Innova’s webinar, presented by Innova’s Lu Ann Williams. The webinar will be held on Wednesday, November 11, 2020, at 4 PM CET/10 AM EST.

“The ever-evolving food and beverage industry has seen a significant consumer push for transparency throughout the supply chain, immunity-boosting products and the use of technology. 2021 is a huge year for opportunities and innovation that meet these needs,” said Williams in the press release. “Based on our latest Innova Consumer Survey 2020 and database findings, our Top Trends for 2021 reveal the latest need-to-know insights to enable brands to grow, innovate and lead in the food and beverage industry.”

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