The adventurous consumer will be one of the main trends to watch in 2019, according to market research firm Innova Market Insights.
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, research revealed.
Innova Market Insights’ top five trends for 2019 are:
- Discovery: the Adventurous Consumer: The food and beverage industry is increasingly focusing on satisfying the adventurous consumer.
- The Plant Kingdom: The plant-based market shows no signs of slowing down.
- Alternatives to All: As more consumers pay attention to health & sustainability, replacement foods and ingredients are on the rise.
- Green Appeal: The industry is increasingly committing to answering customer expectations around sustainability.
- Snacking: the Definitive Occasion: For most consumers, snacking is a part of daily life and always has been.
The other top trends are: 6. Eating for Me; 7. A Fresh Look at Fiber; 8. I Feel Good; 9. Small Player Mindset; 10. Connected to the Plate.
Innova’s annual top 10 top trends in food and drink are eagerly anticipated by the industry as they give an early indication of innovations and developments for the year ahead.
In confectionery, Innova predicts that the ‘adventurous consumer’ will be at the forefront of any new trends.
“Consumers are moving out of their comfort zones to explore bolder flavors and multisensory food experiences. There is a focus on heightened sensory delivery, often combined with an element of unexpected,” said Innova.
Examples given in its online webinar on Wednesday were KitKat’s new ruby flavor variant and chilli chocolate bars by Creative Confectionery where the chilli intensity goes from mild to extreme, with the challenge ‘How hot do you dare to go?’
Health and green appeal are also going to be top priorities for consumers in 2019, along with the ‘snackification’ of food.
Innova’s research revealed 63% of millennials are replacing meals with snacks because ‘they are busy’.
Snacking will no longer be an optional extra, but a ‘definitive occasion’ said Innova. “It’s a central focus of innovation across all food and beverage categories, with 10% average growth of global food and beverage launches with a snacking claim over the past five years.”
Innova says it continuously analyzes global developments in food and beverage launch activity and consumer research to highlight the trends most likely to impact the industry over the coming year and beyond.