Top food and beverage trends for 2020

Innova Market Insights has released a list of the Top Ten Trends for 2020, with ‘Storytelling: Winning with Words’ leading the list.

1. Storytelling: Winning with Words

Predicted to be the most popular trend in 2020, Storytelling: Winning with Words is about increasing consumer interest in discovering the story behind their foods. Research indicates that consumer attention is piqued by opportunities to learn more about how products are produced, which promotes an understanding of product benefits and helps build trust in the brand.

It is predicted that this will cause manufacturers to focus on ingredient provenance platforms to highlight the taste and quality of their products, alongside their sustainability efforts. Provenance platforms can communicate a range of messages to the consumer, including flavour/taste, processing methods, cultural and traditional backgrounds and geographical origin.

2. Plant-Based Revolution

Plant-based innovation in food and beverages is predicted to flourish as a result of consumer interest in health, sustainability and ethics, tying into the broader consumer lifestyle trend towards cleaner living. With the term “plant-based” slated to move into the mainstream, the industry and start-up companies are striving to deliver more clean label meat and dairy alternatives with improved nutritional benefits.

3. The Sustain Domain

Innova Market Insights research indicates that 85% of US and UK consumers expect companies to invest in sustainability in 2019, up from 64% in 2018. In the food arena, it is predicted that upcycling will be the new recycling, as companies strive to follow a zero-waste approach by creating value from by-products.

4. The Right Bite

Stress and anxiety are key concerns in modern life as consumers manage careers, families and social lives while striving to maintain healthy lifestyles, both physically and mentally. Responses to this vary, although the majority of consumers aim to balance the benefits and costs of busy lifestyles. This, in turn, raises the demand for nutritious foods that are easy to prepare, convenient and portable. Indulgent treats play a role in relaxation and enjoyment.

5. Tapping into Texture

Consumer demand for something new and different is predicted to increase, to be reflected in more product launches with textural claims. According to Innova Market Insights research, 45% of US and UK consumers are influenced by texture when buying food and drinks, while 68% share the opinion that textures contribute to a more interesting food and beverage experience.

The other top trends for 2020 identified by Innova Market Insights are:

6. Macronutrient Makeover

7. Hello Hybrids

8. A Star is Born

9. Eat Pretty

10. Brand Unlimited

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