The “clean eating” trend has inspired a back-to-basics approach in product development and is an overarching theme in Innova Market Insights’ Top Ten Trends list for 2016.
New global products tracked with “organic” claim have risen from 6.3% in the first half of 2013 to 9.5% in the first half of 2015. A surge in free-from launches and flexitarian options has also been reported, the market research company said.
Innova Market Insights director of innovation Lu Ann Williams said: “Clean and clear labelling and free-from foods have all gained traction and moved on to the next level during 2015… Other emerging trends for 2016 include the rise of the part-time vegetarian (‘flexitarian’) consumer, interest in a return to food processing the natural or old-fashioned way, the search for permissible indulgence and the re-establishment of links to ‘real’ food.”
Innova’s ten key trends for 2016
Organic growth for clear label
The clear label trend offers greater transparency and a focus on simpler products with fewer artificial additives. The biggest surge in new product development has been reported in organic products, indicating that this will be a key platform in the short term, although the challenges involved may result in more beneficial platforms for clear label in the longer term.
Free from for all
Free-from products have grown due to consumers deeming them to be healthier, rather than actually needing products that are free from gluten, wheat or dairy. The industry has little choice but to respond and the recent surge in mainstream gluten-free products has been incredible. Other free-from platforms are also gathering pace.
The ‘flexitarian’ effect
The rise of part-time vegetarians, who have reduced their meat consumption because of health, sustainability and animal welfare concerns, is having a major impact on new product activity. This includes the technological development and promotion of better-tasting products more reminiscent of meat, as well as the use of alternative protein sources and more animal-friendly processes.
Processing the natural way
Established food processing practices that have been around for centuries are in the spotlight. They bring with them a natural and authentic image to counteract some of the negative perceptions of heavily processed foods. The health benefits of fermented foods are seeing increasing awareness among western consumers. Newer technologies such as HPP may also succeed if they are seen as a fresh alternative to use preservatives.
Green light for vegetables
Consumers know that they need to eat more greens, but shy away because of taste expectations. Children can be encouraged to eat more through hidden vegetable products, while the rise of fusion smoothies and high vegetable pastas indicates that adults can also be encouraged to increase their intake.
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