At the beginning of 2013 Innova Market Insights identified the top 10 trends it believed would make an impact on the food and drinks market this year and beyond.
1. The Aware Shopper
The aware shopper is more informed and knowledgeable about value and health, is increasingly influencing the market, supported by mounting pressure from lobby groups, NGOs, and celebrities, calling for transparency, credibility, and accountability for the industry.
2. Health Traffic Jam
A lack of innovation in functional foods has resulted from the December 2012 deadline for the removal of EU non-approved claims from packaging labels. While global functional food launches are steady, Europe’s crack down on health claims has reduced the number of launches in recent years.
3. Grey but Healthy
The aging population has a good understanding of the role of a healthy diet in extending the active years. This will be reflected in greater interest in cleverly-marketed anti-aging products, including the move of well-established medical brands into mainstream aisles and the increasing promotion of inherent nutrients on an aging well platform.
4. Just Say ‘No’
Free-from claims are becoming increasingly prevalent. Gluten-free is now relatively mainstream, with lactose-free set to follow suit as awareness of problems associated with nutrient intolerance rises and technological advances improve the quality and availability of a whole range of products.
5. ‘Natural’ Cracks Emerge
After years of solid growth for products marketed on a natural platform, lawsuits and regulatory pressure are rising over concerns about the definition of ‘natural’ and whether highly processed foods should be using that description. As a result, some companies are switching to ‘additive-/preservative-free’ positionings, while the use of GM-free claims is also growing in popularity.
The other five trends for 2013 identified by Innova Market Insights include:
6. Protein Overdrive
7. Beating the Sugar Demon
8. Sensory Experience
9. More with Less
10. Interest at the Extremes
