Top 10 Trends 2022 202111270206241435

© 2021 INNOVA MARKET INSIGHTS
for 2022
webinar
2021
Top Ten Trends
provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

2
INNOVA MARKET INSIGHTS

doing my part building trust transparency triumphs

Trend 1. Shared Planet
Joint responsibility: Trust and transparency are key to building a product life story that stands up to scrutiny
“Health of the planet” is now the top consumer concern

“Which of these global issues concern you the most?”
2020 2021
1. Health of the population 1. Health of the planet
2. Health of the planet 2. Health of the population
Trust and
transparency
are key to help
consumers
make
responsible
choices France, Jun United States, Jul United Kingdom,
2021 2021 Sep 2021
Sources: Innova Database, Innova Lifestyle & Attitude Survey 2020 and 2021 (average of UK, US, Spain, France, Brazil, India, Germany,
Mexico, China, Indonesia and Canada*) Note: *Canada is
not included in the 2020 survey, excluding Canada from the 2021 survey results in the same shift 3 INNOVA MARKET INSIGHTS
Building trust with a more tangible communication strategy
55%
of consumers globally
“There are too many environmental labels, so I don’t know what to look out for”
Connecting with consumers Redefining communication Measures for comparability
+56%
Year-over-Year growth
of on-pack carbon
“By eating the new meat from The
emission
Vegetarian Butcher (instead of animal
communication
meat), you save animals and make a “I prefer one label that captures the
positive contribution to the complete impact on the environment over (Global, H2-2020/H1-2021 vs.
H2-2019/H1-2020)
environment. To develop this Impact multiple labels”
Meter, we have worked with data
from reliable research.” 64%
No Carbon Whole Milk
agree or strongly agree Brazil, Jul 2021
Sources: Innova Database, The Vegetarian Butcher, Etiquettable, Innova Trends Survey 2021 (average of UK, US, Canada Spain, France,
Brazil, India, Germany, Mexico, China and Indonesia)
4 INNOVA MARKET INSIGHTS
pace setter the adventurous consumer changing taste expectations

Trend 2. Plant-Based: The Canvas for Innovation
Nutrition and sustainability play a bigger role as brands refine the next generation of plant-based foods
2019 2020 2021 2022
The Plant Kingdom The Plant-Based Plant-Forward Plant-Based:

Revolution The Canvas for
Innovation
“For what reasons would you consider plant-based alternatives?” Environmental sustainability across regions
“The new protein line reinforces its commitment to

2020 2021
promote a sustainable ecosystem that treats the
planet, animals, and us right”
1 IT IS HEALTHIER IT IS HEALTHIER
1
IT BRINGS
IT IS BETTER
VARIETY
2 TO MY DIET
FOR THE PLANET
2
IT BRINGS
IT IS BETTER
VARIETY
3 FOR THE PLANET
TO MY DIET 3
IT REPRESENTS MY
VALUES & BELIEFS
4 IT TASTES BETTER
4 United States, Jun 2021 Hong Kong (China), Jun 2021
Sources: Innova Database, Omnifoods, Innova Trends Survey 2020 and 2021 (average of UK, US, Spain, France, Brazil, India, Germany,
Mexico, China and Indonesia)
Consumers are looking for quality alternatives to meat, dairy and more
Increasing need for plant-based food optimization Mimicking or competing? From tech to table
…consumers globally would not Aqua Cultured Foods has developed the
consider buying 100% plant- first whole-muscle cut sushi-quality
132%in 3 based alternatives “because

of poor taste and
seafood alternatives created using
microbial fermentation.
texture”
…growth in food & beverage launches* with a
+59 plant-based and a premium & indulgent claim
(Global, Sep 2019 – Aug 2020 vs. Sep 2020 – Aug 2021)
%
13 Sep 2021
United States, Sep 21
“Roquette expands plant-based

gastronomy reach with new
French protein center”
Sources: Innova Database, Food Ingredients First, Aqua Cultured Foods, Innova Trends Survey 2021 (average of UK, US, Spain, France,
Brazil, India, Germany, Mexico, China and Indonesia) Note: *Excl.
sports nutrition and baby & toddler products 6 INNOVA MARKET INSIGHTS
celebrating tech the future now consumer conversations

Trend 3. Tech to Table
Technological advances have created serious innovation opportunities for the entire food and beverage industry
2 in 5
consumers globally
“I am more open to new technologies now that I have seen
where it has brought plant-based innovation”
Speeding up commercialization Protein derived from air Measuring health
“Europe’s cell-based movement

serves up cultured seafood as
players race to lower production
costs” The wearable
sensor tracks
glucose levels to
provide instant
feedback on food
choices.
14 Sep 2021
Sources: Innova Database, Food Ingredients First, Solar Foods, Veri, Innova Trends Survey 2021 (average of UK, US, Spain, France,
Opening up to new technologies through consumer conversations
Benefit-driven communication boosts cell-based potential

“I believe that cell-based
technologies can be the “Leonardo DiCaprio investing in Mosa
future of the food Meat and Aleph Farms predicted to
industry” advance cultivated meat” 23 Sep 2021
“Leo brings a proven track record as an investor and

advisor to companies working tirelessly to combat the
effects of climate change in order to protect our planet.
His long-standing commitment to

environmental causes makes him
highly influential”
Cultivated beef is projected to reduce

Climate impact Air pollution by Water usage by Land usage by
1 in 2
by
consumers globally -92% -93% -78% -95%

Sources: Mosa Meat, Food Ingredients First, Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany,
evolving food landscape at-home gastronomy catering to social needs

Trend 4. Shifting Occasions
The pandemic reshaped existing eating occasions and helped form new ones
Out-of-home
Leveraging technology to
create “safer” OOH
eating environment
Brand collaborations as new

PepsiCo unveils touchless menu consumer-retail channels
technology as an alternative to
traditional touchscreen kiosks,
recently trailed in KFC Poland 22 Sep 2021
Food
Retail
Service
New Zealand
1 in 2
United States
Netherlands
consumers globally want to try

Japan
out new delivery concepts

(e.g., drone delivery, <5min
delivery, Gorillas delivery).
Enhancing at-home experiences with restaurant
branded products available globally
At-home
Sources: Innova Database, Food Ingredients First, Starbucks, Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India,
Germany, Mexico, China and Indonesia)
Seeking elevated eating experiences top of mind for consumers
Extending the ultimate sushi experience to homes It’s time to socialize again…
Kappa Sushi restaurant chain rents out sushi
60%
conveyor belt to select diners for at-home use “I expect
companies/brands/restaurants to
Jul 2021 expand on services that enhance
of consumers
globally say social interactions”
Retail re-launch Socializing still

chat desks optional
Buy a round
when you’re
not around. When you can’t join
your friends at the bar, HADOM lets
Source: Jumbo, Netherlands you send them drinks.
Sources: Innova Database, Kappa Sushi, Jumbo, Hadom, Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India,
joining the conversation consumer co-creation entrepreneurial mindset

Trend 5. Voice of the Consumer
Consumers are calling the shots and expecting more engagement from brands
“A company should listen to “Menu for change”: EIT Food

consumers more when targets healthy food access for
developing products, flavors Gen Z in latest program 26 Jul 2021
or strategies”
Joining the conversation
“The FutureFoodMakers
will embody the role of a
sustainable food activist;
gaining access to the food
sector to drive positive
change and help design a
food system they
3 in 4
consumers globally
understand and feel
connected to.”
Sources: Innova Database, Food Ingredients First, EIT Food, Innova Trends Survey 2021 (average of UK, US, Canada, Spain, France,
Consumers are demanding control and brands are granting it
Consumer conversations Consumers in control Turning backlash into conversation
Taika (415) 212 7711 Matcha Latte Cadbury Dairy Milk – VOTE TO KEEP ME
United States, Aug 2021 United Kingdom, May 2021
Using consumer criticism as a

conversation starter that allows
education and interaction
Sources: Innova Database, Taika, Beneath the Surface

know your gut interconnected health exploring ingredients

Trend 6. Gut Glory
The microbiome has the potential to be a game changer in how consumers manage their health
“To what extent do you think are the following physical health
“Gut health is key aspects influenced by gut health?”
to achieving
holistic wellbeing”
1. Immune Health
2. Energy Levels
3. Sleeping Better
4. Mood
2 in 3
consumers globally United Kingdom, Sep 2021
Sources: Innova Database, Superloaf, Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico,
China and Indonesia)
Future will center around understanding the full potential of ingredients
Figure | Consumer familiarity vs. attitude toward effectiveness of ingredient types for gut health Bubble size = number of food and beverage launches* with a gut
health claim and selected ingredient (Global, 2021H1)
75%
% of consumers saying ‘somewhat’ or ‘very’ effective
How effective do you think the

following
70% ingredients related to
gut health are?
65%
EFFECTIVENESS
60%
55% MAINSTREAM
50%
WATCH LIST
45%
How familiar are you with

40% the following ingredients
20% 25% 30% 35% 40% 45% 50% related to gut health?
55% 60%
% of consumers saying ‘very’ or ‘extremely’ familiar

FAMILIARITY
Sources: Innova Database, Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia) Note:
*Excluding baby & toddler products
trust and transparency sourced from community conscious

Trend 7. Back to the Roots
Consumers increasingly value the functionality, freshness and authenticity of local food
Freshness, flavor & function amid pandemic

“Grown Locally, Harvested
“When buying food/drinks, what factors have become more Daily, Delivered Fresh”
important to you over the past 12 months?”
2020 +9ppt 2021

34% Freshness 43%
+7ppt
36% Flavor 43%
+2ppt
29% Nutritional Benefit 31%
United States, Sep 2021
“If you have bought/sourced more local produce in the
past 12 months, to what extent do you expect to
continue after the pandemic?” “A modern take on traditional
Mexican tepache”
Much Much
less more
% of consumers globally United States (Import from Mexico), Mar 2021
Sources: Innova Database, Innova Lifestyle & Attitude Survey 2020 and 2021 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China
and Indonesia*) (ppt = percentage point)
Note: *Canada (2021 survey only) excluded for consistent comparison 15 INNOVA MARKET INSIGHTS
“Back to the Roots” strategies: what’s next on the shelves?
A growing consumer taste for…
Community Conscious Fresh Comfort Food Naturally Functional
Local brand for

products sourced Frozen pie,
from* Charente- Unbaked
Elix: Barry Callebaut breaks into
Maritime (17), nutraceuticals with EFSA-backed
France
cacaofruit drink
Plarre’s Bakehouse Pie Society Artisanal

Slow Cooked Greek Lamb Pies with
Lemon and Fetta Mash
Australia, Oct 2021
Since Oct 2020 15 Oct 2021
Sources: Innova Database, + de 17 dans nos assiettes, Pie Society, Nutrition Insight *Local/seasonal products with at least ¾ of ingredients
sourced from Charente-Maritime
hungry for experiences taste testing food as entertainment

Trend 8. Amplified Experiences
Accelerated by the pandemic, consumers are hungry for new food and beverage experiences
consumers globally say: “post COVID-19, I want to be more

More than 1 in 2 adventurous with my food and beverage choices”
Setting your taste buds free from lockdown After Hard Seltzers, other categories are turning hard
Coors expands their products

beyond hard seltzers with Coors
Seltzer's Orange Cream Pop ice
cream
The King of Beers meets the UK’s

best-tasting popcorn brand to
“Australians love to travel but going abroad has been difficult in the pandemic.
launch the official Budweiser
Magnum is helping to satisfy the Aussie travel bug with these new flavors
Popcorn
inspired by Amsterdam, Tahiti and New York.” Australia, Sep 2021
Sources: Innova Database, Magnum, Coors, Joe & Seph’s, Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India,
Celebratory moods are spurring exciting and wacky NPD
Consumers globally say…
“I would like to see more technological collaborations to “I want to taste/try out new products, but only if I am familiar
create indulgent flavors, texture, and/or format with the brand.”
combinations.”
Sep 2021
Cup Noodle is celebrating their 50-year anniversary with

Cup Noodle Soda. Four of their most popular and best-selling
flavors—original, seafood, curry and chili tomato—have been
turned into fizzy beverages. United States, Sep 2021 United States, Oct 2021
Sources: Innova Database, Cup Noodle, Food Ingredients First, Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil,
India, Germany, Mexico, China and Indonesia)
finding value in waste storytelling opportunity moving mainstream

Trend 9. Upcycling Redefined
Ingredients which were once considered waste are being given a new lease of life in the circular economy
“Industry’s first upcycling food label targets

“A product that contains over 255 product certifications in 2021”
upcycled ingredients is 04 May 2021
more appealing to me than 1
other products”
Upcycled Food Association (UFA) is

rolling out the “world’s first mark
certifying upcycled food”
“Upcycled beauty start-up Honestly It’s

repurposes waste ingredients amid rising
21 Sep 2021 circular beauty trend”
35%
The “My Addiction” Foaming Scrub
Powder is made of 50% upcycled
coffee grounds
Sources: Innova Database, Food Ingredients First, Personal Care Insights, Innova Trends Survey 2021 (average of UK, US, Spain, France,
Different entities join hands to address global food waste issues
Creating future food from waste, a circular approach

+54 …average annual growth in food & beverage
launches with a food waste and/or upcycling claim
% (Global, CAGR 2016-2020) Researchers produce meat
analogs using organic waste
“If you prefer upcycled ingredients, what makes them better in quality?” recycling of by-product, Okara 17 Sep 2021
(Top 3 reasons)
1. Sustainability 2. Healthiness/Nutritious 3. Freshness
“Meat analogs are the future food. Both business and science will have to
reconsider the effect of using secondary raw materials, and it will benefit all
the parties by reducing costs and saving resources. Science is the key to an
efficient shift.”- KTU Food Institute
India, Sep 2021 Canada, Sep 2021 United States, Sep 2021
Sources: Innova Database, Food Ingredients First, Innova Trends Survey 2021 (average of UK, US, Spain, France, Brazil, India, Germany,
lifestyle driven personal expression reflects my values

Trend 10. My Food, My Brand
Food choices are now signals of entire lifestyles as personal values intertwine with purchasing decisions
Personal and social values are becoming

increasingly important in assessing the value of
food & beverages
“How important do you think these values are when it

comes to your diet?”
Humanitarianism 62%
Germany, United Kingdom, United Kingdom,

Inclusivity 56% Sep 2021 Sep 2021 Mar 2021
From Targeting consumers by adapting to consumption
related preferences
Diversity 53% To Targeting consumers by reflecting their beliefs and
values
Sources: Innova Database, Innova Trends Survey 2021 (average of UK, US, Canada, Spain, France, Brazil, India, Germany, Mexico, China
and Indonesia)
Health redefined: The importance of values, identity and self-love
“I care about “Nutritious cereal? General Mills launches

positive body type ‘Good is Good Enough’ campaign to
awareness on social redefine healthy eating” 18 Aug 2021
media”
Starburst #DoYou puts a

spotlight on self-love and
47%
challenges consumers to treat
themselves instead of restrict
of consumers globally themselves
Sources: Innova Database, Nutrition Insight, Starburst, Innova Trends Survey 2021 (average of UK, US, Canada, Spain, France, Brazil,
India, Germany, Mexico, China and Indonesia)
Trends are interconnected…
23

…and develop over time
24

Innova Market Insights

Innova operates the biggest food
and drink product database in the world.
We pick up and record brands,
For insight-led future ingredients, claims, packaging, patents
growth opportunities and promotions in every major market.
EMAIL
The Innova Database is an online,
cutting edge food and beverage product contact@innovami.com Global Headquarters
database – created by a dedicated
Velperweg 18
team of industry-leading food and
beverage experts that collect the latest data PHONE 6824 BH Arnhem
from more than 90 countries. +31 26 319 2000 The Netherlands

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© 2021 INNOVA MARKET INSIGHTS

provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

“Health of the planet” is now the top consumer concern

2. Health of the planet 2. Health of the population

Connecting with consumers Redefining communication Measures for comparability

provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

2019 2020 2021 2022

The Plant Kingdom The Plant-Based Plant-Forward Plant-Based:

“The new protein line reinforces its commitment to

132%in 3 based alternatives “because

“Roquette expands plant-based

provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

Speeding up commercialization Protein derived from air Measuring health

“Europe’s cell-based movement

Benefit-driven communication boosts cell-based potential

“Leo brings a proven track record as an investor and

His long-standing commitment to

Cultivated beef is projected to reduce

consumers globally -92% -93% -78% -95%

provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

Brand collaborations as new

consumers globally want to try

out new delivery concepts

Kappa Sushi restaurant chain rents out sushi

Retail re-launch Socializing still

provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

“A company should listen to “Menu for change”: EIT Food

Joining the conversation

Consumer conversations Consumers in control Turning backlash into conversation

Using consumer criticism as a

Sources: Innova Database, Taika, Beneath the Surface

12 INNOVA MARKET INSIGHTS

provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

How effective do you think the

How familiar are you with

% of consumers saying ‘very’ or ‘extremely’ familiar

provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

Freshness, flavor & function amid pandemic

2020 +9ppt 2021

A growing consumer taste for…

Community Conscious Fresh Comfort Food Naturally Functional

Local brand for

Plarre’s Bakehouse Pie Society Artisanal

provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

consumers globally say: “post COVID-19, I want to be more

Coors expands their products

The King of Beers meets the UK’s

Consumers globally say…

Cup Noodle is celebrating their 50-year anniversary with

provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

“Industry’s first upcycling food label targets

Upcycled Food Association (UFA) is

“Upcycled beauty start-up Honestly It’s

Creating future food from waste, a circular approach

1. Sustainability 2. Healthiness/Nutritious 3. Freshness

provided to ice@jeanniel.com on 27 Nov 2021 02:06 (UTC)

Personal and social values are becoming

“How important do you think these values are when it

Germany, United Kingdom, United Kingdom,

“I care about “Nutritious cereal? General Mills launches