Catering to “the adventurous consumer” is key for 2019, says Innova Market Insights

Adventurous consumer chart

Targeting the adventurous consumer will be key to developments in the food and beverage industry in 2019. The connected world has led consumers of all ages to become more knowledgeable of other cultures, contributing to 35% growth of “discovery” claims, when comparing 2017 and 2016 new product launch numbers. This new consumer is striving for new discoveries and experiences within food.

“Discovery: The Adventurous Consumer”, leads the list of Innova Market Insight’s Top Ten Trends for 2019. The company continuously analyses global developments in food and beverage launch activity and consumer research to highlight the trends most likely to impact the industry in the future.

Innova Market Insight’s Top Five Trends for 2019 are:

  1. Discovery: The Adventurous Consumer

The food and beverage industry are increasingly focusing on satisfying the adventurous consumer. Consumers are moving out of their comfort zones to explore bolder flavours and multisensory food experiences. There is a focus on heightened sensory delivery, often combined with an element of the unexpected.

  1. The Plant Kingdom

The plant-based market shows no signs of slowing down. Companies and brands are greening up their portfolios to attract mainstream consumers who want to add more plant-based options into their diets. For many, going plant-based is about achieving a healthy and sustainable balance between meat and vegetables, rather than adopting an all-or-nothing way of eating.

  1. Alternatives to All

As more consumers pay attention to health and sustainability, replacement foods and ingredients are on the rise. Health remains the number one reason to buy food alternatives, with one in two US consumers reporting that health is a reason for buying alternatives to bread, meat or dairy. The search for alternative proteins has resulted in a rising use of black beans, lentils, peas, rice, nuts and seeds, chickpea, and even insects, as protein ingredients for foods.

  1. Green Appeal

The industry is increasingly committing to answering customer expectations around sustainability. This is driving corporate goals, as manufacturers commit to sustainable product and packaging development with a range of initiatives. This includes waste reduction through upcycled ingredients and post-consumer recycling, as well as improved biodegradability and new technology, such as compostable capsules and vegetable inks.

  1. Snacking: The Definitive Occasion

For most consumers, snacking is a part of daily life and always has been. What is changing, however, is the way people think about snacking and what is considered a snack. Snacking is no longer the optional extra, but the definitive occasion. It is a central focus of innovation across all food and beverage categories, with 10% average annual growth of global food and beverage launches with a snacking claim over the past five years (CAGR 2013-2017).

Innova Market Insights also stated a further five top trends including:

  • Eating for Me
  • A Fresh Look at Fibre
  • I Feel Good
  • Small Player Mindset
  • Connected to the Plate.

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