FrieslandCampina Ingredients identifies major F&B trends

FrieslandCampina Ingredients Food & Beverages has identified three major trends in the global food and beverage market in its first annual Trend Report. Insights from the trend report will allow manufacturers to get ahead of the market and competition, and surprise customers with unique products from tomorrow’s menu.

“By launching the first annual trend report, we can support our customers even better. Our insights show the emerging needs among consumers which enables our customers to anticipate what’s to come. This way we can, together with our customers, bring relevant innovation to the consumer and create more moments of feeling good,” said Anneke van de Geijn, global marketing director at FrieslandCampina Ingredients Food & Beverages.

The trends

The FrieslandCampina Ingredients 2019-2020 Trend Report shows three major trends in the global food and beverage industry: Experiences engaging all senses, Conscious indulgence, and Personalise it yourself conveniently.

Experiences engaging all senses

Experiences engaging all senses is a trend that describes the consumers’ need for moments of indulgence, in more than just taste. Today’s and tomorrow’s menus need to not only taste delicious, it also needs to look good, smell good, and even sound good, offering a multi-sensory experience that will be remembered.

Conscious indulgence

The conscious indulgence trend denotes the rapidly growing number of consumers who are making increasingly conscious choices when it comes to food and beverages. As well as packaging, consumers look for ingredients that are, for example, more sustainably produced, healthier or offer more variation. Food and beverages still need to be delicious in taste but, at the same time, they are appreciated more if the experience comes with additional peace of mind for being responsible.

Personalise it yourself conveniently

Consumers across the world are looking for indulgence with a personal signature. The trend also comes from the growing number of people who enjoy home style or semi-professional baking, brewing or ‘barista-ing’.

“To leverage one or more of these trends, a close collaboration between manufacturers and their ingredients partners is required. Manufacturers are able to jump quickly on the trends and win in the market when ingredient partners already have appealing trend-based concepts ready as well as the ingredients that perform in these concepts,” said van de Geijn.

“Brands that are able to work together with the entire supply chain will be the ones that optimally leverage especially the conscious indulgence trend. When addressing the trend of multisensorial experiences, it is important for manufacturers to partner up with an ingredient supplier with strong sensory capabilities. And personalisation requires that ingredient manufacturers deliver versatile ingredients that mix & match with a variety of other ingredients.”

Local differences

“Although the trends take place on a global level, there may be local differences in the way these trends take shape. For example, European consumers may be looking for vegan friendly options, whereas consumers in Asia may be looking for authentic dairy products as part of their quest for consciousness,” said van de Geijn.

The data

The report, freely available to anyone in the F&B industry, brings together interesting trends observed in local markets. The insights are the accumulation of a big data analysis of consumers’ online behaviour, combined with FrieslandCampina Ingredients’ experts’ market insights and complemented with additional owned and bought market studies.

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