Besides an elevated focus on health, a higher level of attention this year is being placed on avoiding food waste, purchasing local and plant-based nutrition.
Indulgence also plays a role – with modern interpretations of nostalgic products and texture at the heart of the experience. Given the difficult global economic situation, value for money takes centerstage for many consumers looking for affordable, convenient and yet healthy products.
Act for future
Focussing on the ever-evolving sustainability trend - encompassing both environmental and ethical concerns - in a quest to positively contribute to the world. This involves the dire need to cut back on food waste and carbon emissions, as well as highlight the need to educate consumers on the processes used by the food and beverage industry.
According to Agrana, 45% of consumers around the world have changed their eating habits to lead a more sustainable lifestyle.
Leverage nature
The second theme stands for embracing plant-based nutrition and making the best of authentic ingredients given to us by nature in a transparent way.
Drivers of this tend include the increasing demand for naturality, simplicity and trust, as consumers comprehended the delicate balance between their own health and that of the planet
Forever young
Another trend to have been especially accelerated over the past year, Forever Young has placed health front and centre, with key themes being immunity, gut health, mental wellbeing and also eye health.
The previously niche topic of eye health is gaining momentum as the screen time (of digital media: televisions, laptops, smart phones and so forth) of both adults and kids has significantly increased due to the pandemic and the social distancing measures.
Seek control
This is the journey to make our increasingly complex lives easier with smart and affordable solutions that not only save time, but supports complex lifestyles and diets beyond simple convenience.
Research from GlobalData reveals that 91% of consumers around the world say they are interested in products that help them save time and effort. The key themes here are ‘Food is my belief’, ‘From scratch with help’, ‘Snacks & drinks reloaded’ and ‘Reasonable value’/
Live intense
This trend looks at helping producers to create extraordinary and indulgent food experiences to stimulate all five of the consumer’s senses, but also to impact comfort in the known and adventure in the unknown.
Despite the challenges of living in a world wracked with the pandemic – or perhaps, because of them – consumers are increasingly demanding new discoveries, moments of comfort, a bit of fun and entertainment, and above all, gratification.
Finally, Shaking Tech considers the growing influence of technology in the consumer’s life, which is driving the need to up the ante on tech-enabled innovation and transparency along the entire supply chain. ‘Consumer-centred immersive experience’, ‘tech marries nature’ and ‘from farm to table(t)’ are the buzzwords driving this trend.
“Monitoring the latest trends is our passion at Agrana,” said Johannes Kleppers, CEO of Agrana Fruit.
“We have a global team of trend experts covering all continents, which enables us to anticipate consumer needs and create innovative concepts for our customers.
“Innovation is in our DNA.”
Established in 1988, Agrana converts agricultural raw materials into food and industrial products. The company is the world market leader in fruit preparations, a foremost producer of fruit juice concentrates and starch products in Europe, as well as a leading sugar producer in Central and Eastern Europe. The Group – which employs around 9,400 employees at 56 production sites around the world – generates revenue of approximately €2.5bn.