The top food, beverage and nutrition trends for 2015

Innova Market Insights
Wednesday, 19 November, 2014



What will the top trends be for 2015 in the global food, beverage and nutrition sectors?

According to Innova Market Insights, the Top Ten Trends for next year are:

1. From clean to clear label

As ‘natural’ products gain popularity, many manufacturers are highlighting the naturalness of their products. However, due to the lack of a clear definition of a ‘natural’ product, there is a need for more clarity and specific ingredient details. Consumers, retailers, industry and regulators are all pushing for greater transparency in labelling.

2. Convenience for foodies

The boom in cooking shows and food blogs has driven interest in home cooking, which in turn has driven demand for a greater choice of fresh foods, ingredients for cooking from scratch and a wider use of recipe suggestions by manufacturers and retailers.

3. Marketing to Millennials

The Millennial generation - aged from 15 to 35 - now accounts for one-third of the global population. Tech-savvy and socially engaged, they are well informed, want to try something different and are generally less brand loyal than older consumers. They want to connect with products and brands and understand the story behind them.

4. Snacks rise to the occasion

As formal mealtimes decline in popularity, growing numbers of foods and drinks are now considered to be snacks. Quick, healthy foods are replacing traditional meal occasions and more snacks are targeted at specific moments of consumption, with different demand influences at different times of the day.

5. Good fats, good carbs

Suddenly, fat is in again. Unsaturated and natural fats and oils are gaining popularity - particularly those with a higher omega-3 fatty acid content - and butter has found favour again as a natural, tasty alternative to artificial margarines. It seems that everything fake is natural again, with naturally occurring sugars finding favour over artificial sweeteners and added sugars.

6. More in store for protein

The search continues for the next protein source. While soy is cheap, it is considered mainstream and fewer new product launches contain soy. Whey protein is continuing its growth spurt, while pulse protein is new on the scene and rapidly growing. Algae protein applications are expected to feature in the future, as is insect protein.

7. New routes for fruit

Real fruit and vegetables are features in more and more product launches, as they can function as colouring foodstuffs and thus meet the increasing demand for natural colours and flavours. Including fruits and vegetables can also add to a product’s ‘permissible indulgence’ character: consumers perceive a product to be healthier when it contains a real fruit or vegetable ingredient.

8. A fresh look at frozen

To compete with fresh and canned foods, established frozen food brands are highlighting their products’ freshness and stressing the superior nutritional content of frozen food. Brand extensions include greater varieties of vegetables and fruits. New product launch activity includes soups, fruit, drinks, finger foods, sauces, pastries and herbs.

9. Private label powers on

The economic recession saw many consumers turn to supermarket private labels - and they’ve been won over. Private labels are still gaining market share in terms of new product launches in Australasia, Europe and North America. Discounters like Aldi are no longer seen solely as budget stores, but are considered to have good-quality products.

10. Rich, chewy and crunchy

Texture is a focus of many of today’s food innovations. Brands are creatively combining textures with crispy inclusions, soft centres and extra crunchy toppings and texture claims are displayed more prominently on the front of pack.

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