ADM today released its second annual list of food and beverage trends based on its proprietary Outside VoiceSM consumer insights platform.
Here are the eight global trends ADM believes are “poised for takeoff in the next year”:
1. Nourishment for the whole self
“Consumers want to be more proactive about supporting their mind and body through a balanced approach to diet and lifestyle,” ADM says, noting that more than one-third (37%) of global consumers “expect the snacks they eat to improve their mental well-being.”
2. Plant-based lifestyles
Flexitarianism “has become mainstream as consumers look to functional, wholesome, plant-based nutrition to support healthy, environmentally friendlier lifestyles.” The Boston Consulting Group predicts that alternative proteins will very likely account for 11% of the total protein market in 2035.
Read our recent interview with Christie Lagally of Rebellyous Foods.
3. Microbiome as the root of wellness
According to ADM’s data, “58% of global consumers are aware of the potential benefits that bacteria in the digestive system can have on their overall health.” As such, their “approach to supporting a healthy gut is evolving from reactive (seeking foods to alleviate discomfort) to proactive (tailored and customized pre-, pro- and postbiotic solutions), as they strive to achieve greater empowerment over their personal health and well-being.”
4. Clean & transparent sourcing
Clean labels are now table stakes. Today’s consumers are increasingly interested in “transparency across the entire product lifecycle, from how it’s made to how it’s packaged, and beyond.” ADM’s data show that nearly six in 10 (58%) of consumers are paying more attention to locality claims as a result of COVID-19.
Learn about 12 companies innovating traceability technology.
5. Humanization of pets
Pets are part of the family, and shoppers are just as concerned about what they’re feeding their pets as they are about what they’re feeding themselves. According to Mintel data, there has been a 41% increase in the number of “all natural” pet foods launched globally, and ADM’s data shows that 30% of pet owners “spent a significant amount of time researching the best food options in the last year.”
6. Precise & responsible animal feeding
The welfare and safety of food animals is also top of mind. “There is an increased demand for optimized feed solutions that support human and animal nutrition in an efficient, environmentally friendly manner for a range of animal species,” ADM says. The company cites NielsenIQ data showing that “nearly half (49%) of consumers are willing to pay a premium for products with high quality assurances and verifiable safety standards.”
7. Sustainable goodness
Consumers see sustainability as a “moral imperative,” ADM writes, with 47% of global consumers reporting that they are now more attentive to sustainability claims than they were in the past. “This has sparked demand for ethical production and sustainable sourcing practices – such as regenerative agriculture and carbon negative production to protect the food supply of the future.”
8. Advanced renewables & biosolutions
Finally, today’s consumers are concerned about resource use and waste. 38% of global consumers are willing to pay more for products made with sustainable materials, and “consumers increasingly believe that companies should take greater responsibility for reducing waste and energy use from development to disposal.”
