Top ten food trends for 2015, Innova Market Insights

Market research company, Innova Market Insights has released its overview of the top ten trends for global food, beverage and nutrition in 2015.

Taking out the top spot was From Clean to Clear Label, which highlights the need for clearer definitions of the term ‘natural’. This was followed by Convenience for Foodies which came in second and emphasises the demand for fresh foods and ingredients, driven by the popularity of food blogs and cooking shows.

Innova will release an in-depth analysis and examples of such products in the Top Ten Trends for 2015 in detailed presentations and reports within the coming weeks.

Top Ten Trends for 2015

  1. From Clean to Clear Label: Innova say that clean label claims are tracked in its database on nearly a quarter of all food and beverage launches, and that manufacturers are increasingly highlighting the naturalness and origin of their products. Innova noted that growing concerns over the lack of a definition of the term ‘natural’ has furthered the need to provide more clarity and specific details on the term.


  1. Convenience for Foodies: Innova states that the popularity of food blogs and cooking shows has driven demand for a greater choice of fresh foods, ingredients and an increased interest in cooking from scratch. Innova say that bloggers are cooking shows are seen as fashionable, fun and social, as well as cost effective, and have resulted in a wider use of recipe suggestions by manufacturers and retailers.


  1. Marketing to Millennials: This refers to the ‘Millennial generation’ (those aged between 15 and 35) which accounts for about one-third of the global population and is tech savvy and socially engaged. These consumer 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 know the story behind them.


  1. Snacks Rise to the Occasion: Innova say that as formal mealtimes are continuing to decline in popularity, it has seen growing numbers of food and drinks are now considered to be snacks. Quick healthy foods are tending to replace traditional meal occasions, and more snacks are targeted at specific moments of consumption, with different demand influences at different times of day.


  1. Good Fats, Good Carbs: Innova says that concerns of obesity have led to a growing emphasis on unsaturated and natural fats and oils and rising interest in omega 3 fatty acid content as well as the return of butter to favour as a natural, tasty alternative to artificial margarines that may be high in trans fats. In the same way, naturally-occurring sugar is being favoured at the expense of added sugars and artificial sweeteners.


  1. More In Store for Protein: Ingredient suppliers, food producers and consumers are on the lookout for the next protein source. Soy protein is regarded as cheap and mainstream and therefore being less applied among NPLs tracked. Whey protein has been popular for some years and is still growing, while pulse protein is rapidly emerging. More algae protein applications are expected in the future. Further along insect protein may become big in various categories.


  1. New Routes for Fruit 7: Innova notes that more product launches are being tracked with real fruit and vegetables, as they can function as colouring foodstuffs and in that role meet the increased demand for natural colours and flavours. Fruit and vegetable inclusions can add to the “permissible indulgence” character of a product. Consumers perceive a product to be healthier when it contains a real fruit or vegetable ingredient.


  1. A Fresh Look at Frozen: Innova say that in order to compete with the healthy appeal of fresh aisles and the convenience of canned foods, established frozen foods (vegetables and seafood) are focusing on freshness in their marketing, stressing the superior nutritional content in frozen food. Brand extensions include larger varieties in vegetables and fruits. At the same time the frozen segment is witnessing new product launch activity in new categories (e.g. soups, fruit, drinks , finger foods, sauces, pastries, herbs).


  1. Private Label Powers On: Even though the worst of the economic recession is over private label is still gaining market share in terms of new product launches in Europe, North America and Australasia. Store brands are here to stay and are found in all product segments. Discounters Aldi and Lidl are by consumers no longer solely seen as budget stores, but are accepted by the general public and considered to have good quality products.


  1. Rich, chewy and Crunch: Texture is an important driver for taste perception of food and beverages and focus of many of today’s food innovations. Brands are creatively combining textures with for example crispy inclusions, soft centres and extra crunchy toppings. Texture claims are shown more prominently on front-of-pack. Also, brands are creative in describing texture or including a texture claim in a product name.



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