Purity, authenticity and sustainability: these will be the buzzwords of 2012, according to Innova Market Insights. Innova has identified ten key trends it claims will impact the food and beverage market this year and into the future.
The ten trends reveal several recurring themes: health, the environment and ageing.
In response to consumer desire for healthy and natural products, producers are adjusting their marketing to focus on the ‘purity’ of their products, as well as their health benefits. The focus on purity also sidesteps the complex issue of what constitutes a natural product.
The consumer trend for green products is reflected in producers’ approaches to marketing, packaging and sourcing. Innova reports that producers are focussing on concepts such as reducing emissions, supporting fair trade, reducing packaging and finding new uses for waste materials.
The reality of an ageing population is shaping producers’ marketing and new product development. Products offering nutrition for the later years and products that target specific and general health concerns are on the increase.
Other trends Innova highlights are affordable luxury in food and beverage products, social media for small businesses, scientifically proven claims for products and new protein sources.