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Expect these ten trends in 2021
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Expect these ten trends in 2021

The end of the year approaches and we are already looking at next year, wondering what 2021 will be like. At conferences or tradeshows, I often come across Innova Market Insights and always enjoy learning or reading their analysis on the markets and what they forecast for the industry. So, when I saw that they published their annual Top 10 Trends for the food and beverage industry, I had to share these insights with you. 


2021 should be the year of transparency

And what should we expect in 2021? Well, it seems that transparency will be key. Brands will need to pay attention and be fully transparent to meet the ethical, environmental and clean label consumer demands. The COVID pandemic pushed consumers to seek foods and ingredients that support personal health. Now of course, we should also focus on the behaviour post pandemic. 

Lu Ann WilliamsDirector of Insights and Innovation at Innova Market Insights, commented this year’s report: “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

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. 

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.”


The ten trends for 2021

So here are the ten trends explained by Innova Market Insights:


  1. Transparency Triumphs: six in ten global consumers are interested in learning more about where foods come from. The consumer lifestyle trend toward cleaner living is broadening and heightening expectations around what constitutes a clean label. Aspects include human/animal welfare, supply chain transparency, plant-powered nutrition and sustainable sourcing.
  2. Plant-Forward: As plant-based trends reach global phenomenon status, the “plant-based” definition is ever-evolving. Propelled by sustainability and animal welfare concerns, lab-grown foods have the potential to disrupt the industry by mainstreaming the use of new technologies. The top four reasons for considering plant-based alternatives were health, diet variety, sustainability and taste. 
  3. Tailored to Fit: Personalized nutrition is in the spotlight as consumers look for food and beverage options that fit their unique lifestyles. Consumers expect a tailored approach to eating, with technological breakthroughs, constant new launches and exciting sensorial experiences providing the opportunity for customized lifestyles to extend to food and beverage consumption. 
  4. New Omnichannel Eating: As foodservice and retail domains increasingly overlap, consumers can eat what they want, when and where they want it. Consumers are seeking convenience, richer experiences and accessible indulgence. Traditional hospitality is getting edged out, particularly with COVID-19 giving consumers more time to stay at home and sharpen their own culinary prowess. Increased home cooking is driving the use of convenient meal kits/starters and more sophisticated ingredients, resulting in new food experiences. 
  5. In Tune with Immune: Ongoing anxiety stemming from COVID-19 will encourage consumers to prioritize their immune health into 2021. According to the survey, six out of ten global consumers are increasingly looking for food and beverage products that support their immune health, with one in three saying that concerns about immune health increased in 2020 over 2019.
  6. Nutrition Hacking: technology is addressing demands for food and beverage with enhanced nutritional value, sustainability or ethical impact
  7. Mood: The Next Occasion: NPD is seeing staggering growth and claims that relate to specific mood platforms
  8. Product Mashups: When Trends Collide:  Hybrid innovation is seeing sustained popularity as consumers favour food and beverage that broaden dimensions of indulgence. 
  9. Modern Nostalgia: while global trends get a local makeover, regional stalwarts are brought into modern relevance
  10. Age of the Influencer: apparently there is a slow shift. Brands tend to finally look at more reliable influencers instead of just focusing on the ones with the biggest numbers of followers (To be honest, I still need to see that shift happening in Belgium…)



For those who want to see more details or get more info about the survey: https://www.innovamarketinsights.com

Innova Market InsightsMarket DataSurveyTrendsTendancesTrends 2021