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© 2021 INNOVA MARKET INSIGHTS
top trends
2020
for 2021
Top Ten Trends
provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Table of contents
© 2021 INNOVA MARKET INSIGHTS
• Trend 1. Transparency Triumphs 4
• Trend 2. Plant Forward 13
• Trend 3. Tailored to Fit 23
• Trend 4. New Omnichannel Eating 33
• Trend 5. In Tune With Immune 41
• Trend 6. Nutrition Hacking 50
• Trend 7. Mood: The Next Occasion 55
• Trend 8. Product Mashups: When Trends Collide 61
• Trend 9. Modern Nostalgia 66
• Trend 10. Age of the Influencer 71
• Final Considerations 76
• List of Figures 81
2 INNOVA MARKET INSIGHTS
© 2021 INNOVA MARKET INSIGHTS provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
clean living lifestyles sustainable sourcing meaningful storytelling
© 2021 INNOVA MARKET INSIGHTS
“A clear winner: brands are upping their
transparency game to meet evolving
consumer demands”
provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Transparency will triumph in all food & beverage sectors
© 2021 INNOVA MARKET INSIGHTS
Transparency Triumphs: from trend to product
“To me product information is 1
Foodservice:
of major importance. I want to Burger King is now listing its
know what the product contains” Whopper ingredients on the
85%
wrapper, which also carries a
“no colors, flavors or
of global consumers preservatives from artificial
sources” claim.
US, Sep 2020
Retail:
Fleury Michon launched a
“zero nitrite” ham with clear
messaging (e.g., “as it is
preservative free, its shelf life is
shorter”)
and Nutri-score labeling on-pack.
France, Jan 2020
Sources: Innova Database; Today; Innova Nutrition & Health Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia)
5 INNOVA MARKET INSIGHTS
provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Transparency Triumphs: 5 key trends in food & beverage
© 2021 INNOVA MARKET INSIGHTS
CLEAN SOURCED WASTE SUSTAINABLE HUMAN
LIVING LOCALLY NO MORE PACKAGING WELFARE
Brands are complying with Three in five global To diminish food waste, Plastic is the most frequently Brands take responsibility to
consumer demand for consumers say they prefer brands in the food & used packaging material, create a better world and
cleaner labels by creating buying local or regionally beverage industry continue accounting for almost half of this no longer translates
products that are GMO free, produced goods to global to find creative solutions global product launches solely to how their products
natural, organic and free and imported goods (Innova considering ingredient (Jan to Oct 2020). To attain affect the world. Brands are
from additives and Consumer Survey, 2020). sourcing and usage. sustainability goals, brands increasing their efforts and it
is not uncommon for them
preservatives. The clean In response, brands Products previously labeled now substitute plastic
to incorporate human
label definition is evolving to increasingly launch products as “waste” find their way packaging for sustainable
welfare missions as part of
encompass a greater variety consisting of only locally back to the food industry alternatives such as paper, their brand identity.
of claims. sourced ingredients. across different segments. PCR, biodegradable or
compostable materials.
US, May 2020 Australia, Aug 2020 Sweden, Sep 2020 France, Jul 2020 US, Feb 2020
Source: Innova Database
6 INNOVA MARKET INSIGHTS
provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Clean label consumer demand is evolving to encompass more factors
© 2021 INNOVA MARKET INSIGHTS
Now
Human/animal welfare • Innova Market Insights has been on top of the clean
Supply chain transparency label trend, tracking the evolution of different
Plant-powered nutrition
aspects of this consumer-driven movement.
Sustainably sourced
• A major shift we are seeing in food & beverage is
Real/recognizable
Short ingredient lists from a focus on mainly health driven factors (with
Dairy/meat alternatives natural, no additives, nothing artificial and organic as
Sugar/salt/fat reformulation key claims on-pack) to clean label, including ethical
GMO free
and environmental factors over time.
Minimally processed • Claims related to human and animal welfare,
increased focus on supply chain transparency, plant-
Natural
powered nutrition and sustainable sourcing are just a
No additives
Nothing artificial few examples of how the clean label trend is evolving
Organic to a broader definition.
Then
Source: Innova Database
7 INNOVA MARKET INSIGHTS
provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Clean label: a movement with regional differences in featuring claims
© 2021 INNOVA MARKET INSIGHTS
Figure 1 | Selected claims as a percentage of total food and beverage launches, by region (2020 YTD)
In both Europe and North America, the plant based Europe
revolution continues to gather pace alongside the
growing movement toward more ethical and Ethical* 18.9%
sustainable lifestyles. These themes are becoming key Organic 14.9%
pillars of trust under the clean label umbrella. No Additives/Preservatives 13.4%
Vegan/Plant Based 12.3%
North America No Added Sugar
GMO Free
6.2%
4.4%
GMO Free 20.8% Natural 4.2%
No Additives/Preservatives
Vegan/Plant Based
19.0%
17.4%
Asia
Ethical* 15.6% No Additives/Preservatives 11.7%
Organic 13.5% Ethical* 4.4%
Natural 5.0% Natural 4.3%
No Added Sugar 4.5% Organic 3.6%
Vegan/Plant Based 1.9%
In Europe and North America, “natural” claims have GMO Free 1.9%
come under fire due to their vague profile. More No Added Sugar 1.8%
specific clean label claims are taking the stage, often
in combination with free from claims that are more In Asia, clean label NPD mainly focuses on health driven factors, with no additives or
easily understood by consumers. preservatives claims topping the list. There is potential growth in ethical claims, which are
blowing over from Western regions. However, given the greater importance placed on health,
In North America, GMO free claims continue to lead companies looking to gain share in Asia should prioritize marketing the health benefits of their
due to the growth of the non-GMO movement. products over the ethical or environmental impact when looking for complementary marketing.
Source: Innova Database
2020 YTD = Jan 2020 – Oct 2020
*Ethical claims relating to animal welfare, human welfare or environment 8 INNOVA MARKET INSIGHTS
provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Tracking the provenance of ingredients for a transparent supply chain
© 2021 INNOVA MARKET INSIGHTS
Industry responds to demand for sustainable sourcing Leveraging blockchain and AI technologies
Average annual growth in food & beverage Digital Sandwich: UK
consortium leverages
+12% launches tracked with a claim related to
sustainable sourcing or farming blockchain and AI technologies
(Global, CAGR 2015-2020 YTD)
to enhance traceability
08 Dec 2020 – With transparency crowned as the Top Trend for
Olam Cocoa hits 100% 2021 by Innova Market Insights, technologies that offer supply
traceability target across chain traceability are growingly visible. In this space, a
consortium of UK companies under Digital Sandwich has
global supply chain snapped up £4 million (US$5.3 million) in funding to enhance
the level of visibility in ingredient supply chains for commercial,
22 Sep 2020 – Olam Cocoa has achieved
pre-packaged sandwiches through an open platform.
100% traceability of directly sourced
cocoa across its global supply chain, a The platform can track the
commitment first started five years ago. provenance of ingredients for a
The company can now track wide variety of sandwiches – from
approximately 12% of the world’s cocoa peanut butter and jelly to the
beans back to an individual farm or Scandinavian “open” or even the
community. classic tuna melt.
Sources: Innova Database; Food Ingredients First
2020 YTD = Jan 2020 – Oct 2020
9 INNOVA MARKET INSIGHTS
provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Packaging technologies are key in the move toward a sustainable future
© 2021 INNOVA MARKET INSIGHTS
QR codes: traceable ingredients for 100% transparency Digital watermarks: pioneering smart packaging recycling
23 Oct 2019
“Recycling HolyGrail 2.0: Berry to
manufacture Digimarc Barcodes for
plastic hyper-sorting”
09 Sep 2020
“PepsiCo pilots invisible digital 18 Sep 2020
watermark technology to boost “Wipak joins HolyGrail 2.0
recycling” digital watermark recycling
project”
AIM facilitates the HolyGrail 2.0 project,
in which more than 85 companies and
organizations have joined forces.
Wipak has been working in
close collaboration with digital
watermarks expert Digimarc®,
One Degree Organic Foods Gluten Free since 2013, pioneering
Sprouted Cinnamon Flax Granola innovative solutions and
US, Aug 2020 packaging applications that
utilize the Digimarc Barcode®
Claims: USDA organic. NSF logo.
to help their customers
Traceable. All ingredients are from
farmers known to One Degree. Non-
contribute to circular
GMO Project Verified. economies and meet their
Non-glyphosate. 100% transparency. sustainability goals.
Sources: Innova Database; Packaging Insights; One Degree Organic Foods; AIM; Wipak
10 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Climate impact labeling and tax are fast re-emerging themes
© 2021 INNOVA MARKET INSIGHTS
Pressure has been mounting on big industry players Climate-related claims: NPD in action
Food brands considering adding Average annual growth in food & beverage
carbon footprint to packaging
alongside fat and sugar content +12% launches tracked with a claim related to
carbon footprint or reduced emissions
(Global, CAGR 2015-2020 YTD)
23 Dec 2019 – Leading food manufacturers are considering adding the carbon
footprint of products such as Bisto gravy, Mr Kipling cakes and KitKats
alongside the sugar and fat content in a bid to better respond to the climate
crisis.
Healthcare professionals call for policy-driven guidance
UK health coalition rallies for
climate tax on food according
to its carbon footprint
05 Nov 2020 – A coalition of UK health professionals is calling for a food tax
to be levied on all food producers according to their products’ carbon
footprint. Should industry fail to take voluntary action, the UK Health Alliance
on Climate Change (UKHACC) argues that the levy must be enforced on
food with a heavy environmental impact – such as beef and dairy – by 2025.
US, Jan 2020 Belgium, Sep 2020
Sources: Innova Database; inews; Food Ingredients First
2020 YTD = Jan 2020 – Oct 2020
11 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Storytelling endures as a key strategy to achieve transparency
© 2021 INNOVA MARKET INSIGHTS
• Innova Market Insights continues to see huge consumer interest in brands backed by unique stories that stand out and communicate
their business’ best practices in strategies such as sustainable sourcing, responsible manufacturing and employee treatment.
3 in 5 Global consumers say that they are interested in “learning
more about where their food comes from and how it is made”
Danone Aux Fruits d’Ici: focus on ingredient provenance DESi POPz confectionery: handmade in rural micro-units
France, Feb 2020
• Danone recently launched their new Aux Fruits d’Ici yogurt line.
• By being transparent regarding the heritage of ingredients,
including production location, Danone plays into Innova’s #1 trend Go Desi Real Aam Desi Popz
for 2020 – Storytelling: Winning with Words.
India, Sep 2020
Sources: Innova Database; Danone; Go Desi; Innova Lifestyle & Attitudes Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico,
China and Indonesia)
12 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
rising mainstream appeal plant based indulgence emerging alternative proteins
© 2021 INNOVA MARKET INSIGHTS
“Mainstream appeal for ‘plant based’ is driving
expansion to more market categories and regions”provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Evolution of plant based through the lens of Innova’s Top Ten Trends
© 2021 INNOVA MARKET INSIGHTS
2019 2020 2021
The Plant Kingdom The Plant Based Revolution Plant-Forward
The plant based market shows no signs of Plant based eating is moving from trend The “plant based” definition is ever-evolving.
slowing down. Brands are greening up their to food revolution status. With the meat Plant based products appeal in different
portfolios to attract the mainstream consumer. and dairy substitute markets regions and categories, while consumers
For many, going plant based is about representing key battlefronts in this demand an extra level of sophistication. As
achieving a healthy and sustainable balance consumer-driven revolt, the industry is consumers are powering up on plant protein,
between animal and plant ingredients, rather taking up the challenge to deliver more opportunities and challenges in this space are
than adopting an all-or-nothing way of eating. “clean label” meat and dairy alternatives. attracting attention in the industry.
Source: Innova Taste the Trend
14 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Consumer appeal for “plant based” continues to grow
© 2021 INNOVA MARKET INSIGHTS
Rising mainstream appeal for “plant based” “Plant based” can mean different things to consumers
…global consumers considers
“Which claim do you prefer when buying
alternatives to meat and/or dairy?” 1 in 3 a plant based diet to be
“meat and dairy reduced”
Vegetarian Vegan Plant based Figure 2 | “What do you consider a plant based diet?”
6 in 10 global respondents chose “plant based” 32%
% of global respondents
24%
21%
Average annual growth in food & beverage 17% 17%
launches with selected claims
(Global, CAGR 2015-2020 YTD)
+2% +16% +51%
Vegetarian claims Vegan claims Plant based claims Strictly vegan Strictly Mostly vegan Mostly Meat and dairy
vegetarian vegetarian reduced
Sources: Innova Database; Innova Top Ten Trends Survey 2019 and 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia)
2020 YTD = Jan 2020 – Oct 2020
15 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Plant based expansion: a global phenomenon with regional differences
© 2021 INNOVA MARKET INSIGHTS
→ Earth Netherlands, Apr 2020 In 2020, OmniPork and
OmniEat launched in 210
US, stores across all China
Aug 2020
US, Mar 2020
UK, Jan 2020 Germany, May 2020
Thailand, May 2020
→ Space
“Out of this world
meat cultivation:
Aleph’s new ‘steak Plant based
in space’ program version of
takes off” Brazil, Sep 2020
traditional
bakso
21 Oct 2020
Indonesia, Aug 2020 Australia, Oct 2020
Sources: Innova Database; Food Ingredients First
16 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Plant based innovation is moving beyond established categories
© 2021 INNOVA MARKET INSIGHTS
Beyond dairy alternative drinks and meat substitutes Plant based innovation continues to diversify
Figure 3 | Fastest growing subcategories within food & beverage launches Plant Specific
featuring a plant based claim (Global, CAGR 2015-2020 YTD) powered meat substitutes
snacks
Ready Meals +145%
Mayonnaise – Dressings & Vinegar +132%
Fish alternatives
Plant based
Fruit Based Snacks +115% probiotic
drinks Cheese
Pizza +114% alternatives
Sweet Biscuits/Cookies +83%
Meat Substitutes* +82%
Egg alternatives Ready-to-eat meals
Source: Innova Database
2020 YTD = Jan 2020 – Oct 2020
*Established category for “plant based”, but greater product variety/specificity is expected 17 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Why plant based? Health, variety, sustainability and taste are key drivers
© 2021 INNOVA MARKET INSIGHTS
Health remains biggest consumer driver Sustainable future: Weighing up the pros and cons of plant protein
“For what reasons would you consider “Today’s crop managements systems are too
plant based alternatives?” unsustainable to adopt a 100% plant based diet”
IT IS HEALTHIER
53% Plant protein: % of consumers
a sustainable
of global consumers
alternative? France
45% China
IT BRINGS VARIETY 35% 70%
TO MY DIET of global consumers
U.S.
37%
IT IS BETTER 32% Spain
38%
FOR THE PLANET of global consumers Indonesia
Brazil 51%
IT TASTES BETTER
19% 49% No protein source is inherently
of global consumers “sustainable” or “unsustainable”
Sources: Innova Database, Innova Top Ten Trends Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia)
18 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Watch out for more plant based goodness with indulgence at heart
© 2021 INNOVA MARKET INSIGHTS
Australia, Oct 2020
Japan, Apr 2020
US, Nov 2020
US, Mar 2020
UK, Oct 2020
Germany, Sep 2020
US, Aug 2020 Canada, Apr 2020 UK, Aug 2020
Source: Innova Database
19 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
The alternative protein market is evolving amid spurt in protein blends
© 2021 INNOVA MARKET INSIGHTS
Figure 4 | Market penetration (2020 YTD) and average annual growth (CAGR 2016-2020 YTD) tracked in food & beverage launches with alternative proteins*
(Global)
160%
Mainstream Established
140%
120%
CAGR 2016-2020 YTD
100%
80%
60%
40% Pea Protein
Rice Protein
20% Wheat Protein Soy Protein
0%
0% 10% 20% 30% 40% 50% 60%
-20% Corn Protein
-40%
Market penetration (2020 YTD)
NPL Jan 2020 – Oct 2020 = 12.114
Source: Innova Database
2020 YTD = Jan 2020 – Oct 2020
*Alternative Proteins: Plant Proteins, Other/Fermented Proteins 20 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Alternative proteins: what’s next?
© 2021 INNOVA MARKET INSIGHTS
Figure 5 | Market penetration (2020 YTD) and average annual growth (CAGR 2016-2020 YTD) tracked in food &
beverage launches with alternative proteins* (Global)
160% Water Lentil Protein What’s Next?** Emerging
Lentil Protein Chickpea Protein Biospringer launches
140% Fava Bean Protein “revolutionary” yeast protein
eliminating off-notes from
CAGR (2016-2020 YTD)
120%
Mung Bean Protein plant based foods
100%
Bean Protein 01 Dec 2020 – Biospringer, a
Sesame
80% Almond Protein business unit of Lesaffre, has
Protein
Sunflower Protein unveiled Springer Proteissimo
60% Peanut Protein 101, a complete protein from
Flaxseed yeast fermentation for plant
Chia Protein Potato Protein based foods, made with a
40% Protein
patented technology.
Oat Protein
20% Hemp Protein
The new protein is positioned
Pumpkin Seed Protein
0% as a highly nutritious, vegan
0.0% 0.2% 0.4% 0.6% 0.8% 1.0% 1.2% 1.4% 1.6% 1.8% 2.0% and gluten free ingredient that
-20% boasts “no off-notes,” making it
Mycoprotein
highly versatile for food
-40% Lupin Protein formulation.
Quinoa Protein
Market penetration (2020 YTD)
Sources: Innova Database; Food Ingredients First
2020 YTD = Jan 2020 – Oct 2020
*Alternative Proteins: Plant Proteins, Other/Fermented Proteins. **NB: Growth from a very small base 21 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Tech changes everything: how technology can unlock opportunities
© 2021 INNOVA MARKET INSIGHTS
Eat Just’s road to commercialization of cultured meat A novel technology to create “ultra-sustainable” proteins
Singapore grants “world’s first” Solar Foods' alternative protein
approval for sale of Eat Just’s from air and electricity nets
cultured meat another €4.3m funding
02 Dec 2020 – Solar Foods – a food tech start-up producing
protein using air and electricity from raw materials – has been
granted €4.3 million (US$5.1 million) of new financing from
Business Finland.
This funding supports the start-up’s €8.6 million (US$10.3
million) development project for commercializing its natural
protein “made from thin air,” called Solein.
02 Dec 2020 – Cultured chicken meat from Eat Just has
been green-lighted for sale in Singapore as an ingredient in
chicken bites. The island nation is the first to give the go-
ahead to meat being grown in a lab. It follows a rigorous
consultation and review process by the Singapore Food
Agency (SFA).
Sources: Food Ingredients First
22 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
my unique lifestyle functionally healthy digitally driven solutions
© 2021 INNOVA MARKET INSIGHTS
“Personalized nutrition is in the spotlight
as consumers look for food & beverage
that fit their unique lifestyles”provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
My unique lifestyle: searching for a tailored approach to eating
© 2021 INNOVA MARKET INSIGHTS
“Nestlé launches nesQino – a personalized
“I have found more solution that reinvents good-for-you drinks”
ways to tailor my life 1
and the products I buy
to my individual style,
beliefs and needs”
NesQino Timeless Flair Instant Drink Mix
with Strawberry Flavor
China, May 2020
64% Description: Five sachets of instant drink
mix with strawberry, Eastern Europe sea
buckthorn, South American chia seed
of global consumers
and Swiss probiotics in a carton box.
Sources: Innova Database; nesQino; Innova Consumer Lifestyle & Attitudes Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico,
China and Indonesia)
24 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Lifestyle-specific personalized nutrition services are gaining traction
© 2021 INNOVA MARKET INSIGHTS
“How would you prefer to have your “Keto taps into personalization
nutritional experience personalized?” and ‘lifestyle’ demand”
“Conforming to a ‘lifestyle choice’ is increasingly
46% of consumers Based on my nutritional needs popular with consumers as traditional dieting falls
by the wayside. A ketogenic way of eating is one
37% of consumers Based on my lifestyle of the latest manifestations of this as it addresses
34% of consumers Based on my body composition consumer demands for a personalized approach.”
14 Jul 2020
Average annual growth in food & beverage launches with selected
claims (Global, CAGR 2016-2020 YTD)
Keto +173%
Plant Based +40%
UK, May 2020 US, Apr 2020 Mexico, May 2020 US, May 2020
Sources: Innova Database; Nutrition Insight; Innova Nutrition & Health Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico,
China and Indonesia)
2020 YTD = Jan 2020 – Oct 2020 25 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Health and lifestyle platforms to watch out for in food & beverage
© 2021 INNOVA MARKET INSIGHTS
Fading/Stable Mainstream/Growing
Figure 6 | Selected health and lifestyle positionings tracked in food & beverage launches* (Global) Stable/Established Growing/Emerging
Established/Mainstream Niche
No Additives/Preservatives
16%
Gluten Free
14%
% share of global F&B (2020 YTD)
GMO Free
12%
Vegetarian
Organic Halal
10% Vegan
High/Source
Kosher of Protein
8%
High/Source of
6% Fiber
Natural No Added Sugar
4%
Reduced Sugar Plant Based
2%
Sugar Probiotic
Lactose Free Free
0%
-15% -10% -5% 0% 5% 10% 15% 20% 25% 30% 35%
-2% Joint Health
Low Alcohol No Alcohol
Average annual growth (CAGR 2016-2019)
Source: Innova Database
Bubble size: # of product launches (Global, Jan 2020 – Oct 2020)
*Excluding Baby & Toddlers & Sports Nutrition products 26 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Digestive health remains a key topic for functional F&B innovation
© 2021 INNOVA MARKET INSIGHTS
Digestive health #1 active health claim Toward more specific descriptions of effects on the body
Figure 7 | Top health claims as percentage of food & beverage launches Figure 8 | Average annual growth and share (%) of the selected words
tracked with an active health claim (Global, 2015-2020 YTD) mentioned on the package of food & beverage launches featuring a
digestive/gut health claim (Global)
Digestive/Gut Health Gut
50%
Energy/Alertness
40% Wellness
CAGR 2015-2019
Vitamin/Mineral Fortified
30% Comfort Absorption Digestion
Omega-3 20%
Stomach
10% Bowel/Intestine/
Immune Health
Colon
0%
0% 5% 10% 15% 20% 25% 30%
0% 10% 20% 30%
% of product launches % share 2019
Source: Innova Database
2020 YTD = Jan 2020 – Oct 2020
Bubble size: # of product launches (Global, 2019) 27 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Established claims are making room for smaller active health claims
© 2021 INNOVA MARKET INSIGHTS
Figure 9 | Selected active health claims as a percentage (%) of food &
beverage launches tracked with an active health claim (Global)
Prebiotic ingredients are entering the mainstream
40%
33%
30%
% of product launches
27%
20%
17%
+5 ppt +2 ppt
9% 10%
10%
2015-2020 YTD
5% 6% US, Jun 2020 US, Jan 2019
5%
4%
“Our tonics are #notkombucha. While “Power of 3-in-1: Prebiotics
we love the occasional kombucha, + Probiotics + Fiber.
0% we’ve soured to all the sugar and have Prebiotics help feed
Digestive/Gut Health Probiotic Prebiotic found another way to help support our probiotics, which are ‘good
microbiome and overall gut balance: bacteria’ for the gut.”
PREBIOTICS!”
2015 2019 2020YTD
Source: Innova Database
2020 YTD = Jan 2020 – Oct 2020
28 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Probiotic/prebiotic claims legislation across the world
© 2021 INNOVA MARKET INSIGHTS
In Canada:
The government of In Japan:
Canada has a list of 17
The term “probiotic”
probiotic species that
with its health claims
can make non-specific
can be used after
health claims, but no
approval based on
strain-specific probiotic
demonstrated and
claims have been
US Brazil Turkey Italy Spain Portugal Finland documented scientific
approved (yet).1 Jul 2019 Dec 2019 Apr 2020 Jul 2019 Apr 2019 May 2019 Jul 2019
safety and efficacy.2
In the EU:
In the US:
The use of the term “probiotic” or a health claim In China:
There are no health claims for related to probiotics is not authorized by EFSA.2
probiotics or prebiotics approved yet The CFDA authorizes
by the FDA. However structural or The national health authorities of some countries health claims for
functional claims such as “supports tolerate the use of the term “probiotics”, like in Italy various health effects
healthy digestion,” accompanied by an or Turkey.3 after approval with
FDA-mandated disclaimer are allowed.1 scientific
Until now the prebiotics that have authorized health substantiation.2
claims are native chicory inulin and lactulose.2
Sources: Thomas L.V.,1 EFSA Panel on Dietetic Products Nutrition and Allergies,2 de Simone C.3
29 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Digitally driven solutions are taking personalized nutrition to the next level
© 2021 INNOVA MARKET INSIGHTS
Spotlight on personalized supplements plans Plant based personalization for stress relief
14 Oct 2020
Sources: Persona Nutrition; Baze; Nutrition Insight, myAir
30 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Transparency will be key in paving the way to improved health while
considering the ethics of data collection
© 2021 INNOVA MARKET INSIGHTS
Figure 10 | “I am willing to share personal data if it improves my health”
% of respondents
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Davos report flags privacy risks
India 32% 39% 22% 5% 2%
of precision technology as
Indonesia 20% 44% 30% 5% 2% personalized nutrition grow
Brazil 20% 42% 25% 8% 5% 24 Jan 2020 – […] The Future of
Consumption Platform is building the
China 16% 43% 31% 7% 2% “Precision Data Collaborative,” a
system to ensure the privacy and
Mexico 19% 35% 30% 9% 7% transparency needs of consumers are
being met while enabling data-driven
Spain 11% 33% 32% 14% 10% knowledge and innovation to thrive.
The collaborative aims to onboard over
US 14% 28% 35% 13% 10% 1 million consumers over the next three
years to create the most trusted and
UK 11% 30% 36% 12% 11% integrated wellness data set featuring
biological, physiological and
France 7% 26% 38% 15% 14% behavioral data. As a pilot, this public-
private ecosystem will include
Germany 7% 24% 37% 14% 17% businesses, members of academia, civil
society and government.
Strongly Agree Agree Neutral Disagree Strongly Disagree
Sources: Nutrition Insight, Innova Nutrition & Health Survey 2020
31 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Trend #3 – Tailored to Fit meets trend #4 – New Omnichannel Eating
© 2021 INNOVA MARKET INSIGHTS
DNA-inspired recipes My unique lifestyle: digitally driven solutions
Hungry for heritage: Meal kit AI-powered Chefbot pairs fridge
provider Gousto offers new and pantry grocery photos to
DNA-inspired recipe boxes dish up personalized recipes
09 Oct 2020 – Cuisine often ties into a person’s identity, which 13 Oct 2020 – An AI-powered Twitter recipe tool that helps
meal kit provider Gousto took as inspiration to launch its new users pair the groceries in their fridge, reduce food waste and
DNA-inspired recipe box scheme. In partnership with biotech come up with personalized recipe recommendations could be
company Living DNA, the recipe box specialist is helping a source of inspiration for the growing trend of at-home
consumers discover new dishes they have never tried, based cooking.
on their genes.
By taking a simple swab test, How Chefbot works:
• Snap: Users snap a photo of three ingredients
consumers can submit their
from their refrigerator or pantry.
DNA for analysis and have meal • Tweet: Users tweet their photo to @KrogerChefbot.
kits customized through a smart Through artificial intelligence, Chefbot identifies ingredients
algorithm, based on the and then scans thousands of unique recipes on Kroger.com.
countries they are found to • Cook: Within seconds, Chefbot responds to the user's
have originated from. original tweet to deliver a list of personalized recipe
recommendations based on the selected ingredients.
Source: Food Ingredients First
32 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
cross-channel convenience accessible indulgence richer experiences
© 2021 INNOVA MARKET INSIGHTS
“As foodservice and retail domains
overlap, consumers can eat what they
want, when and where they want it”provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
COVID-19 pandemic accelerates move into a delivery-centric industry
© 2021 INNOVA MARKET INSIGHTS
• The end of the COVID-19 pandemic is not yet in sight and it is turning retail and foodservice more and more into a delivery-
centric industry. Even once the pandemic levels off and, eventually disappears, consumers are likely to expect every restaurant to
offer a reliable home delivery service accessible via a mobile app.
Comfort is key to delivery: convenient at-home eating Shopping from home thanks to virtual reality technology
Virtual reality during COVID-19,
2 in 5 a new way to “walk” down the
grocery aisle
Global consumers say that they did more home cooking
27 Mar 2020 – Consumers can
using convenient/meal solutions (e.g., ready-made now shop “in store” from their
sauces) over the past year. homes thanks to virtual reality
(VR) technology, paired with a
white-glove delivery service.
1 in 3
Florida-based tech company,
LifeStyles in 360, says the
business model aims to help and
support as many people as
Global consumers say that they ordered more online
possible during the COVID-19
from restaurants for home delivery over the past year. pandemic.
Sources: Food Ingredients First; Innova Consumer Lifestyle & Attitudes Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China
and Indonesia)
34 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Innovative services and technologies riding the wave of delivery demand
© 2021 INNOVA MARKET INSIGHTS
The rise of ghost kitchens Drone delivery services Local and fresh: online marketplace
Indian consumers say that they
Ghost kitchens, also referred to as ghost did more home cooking from
restaurants, dark kitchens or virtual
restaurants, are kitchens used by restaurant 3 in 5 scratch (e.g., with fresh
ingredients) over the past year.
brands and virtual brands to prepare meals
exclusively for the online delivery market. Living Food Company is a managed
Drone deliveries: Just Eat partnership consumer marketplace that delivers fresh,
clean and tasty food made by farmers,
They offer restaurants the opportunity pilots high flying, speedy food service bakers, brewers and other food artisans to
to pool resources and reduce consumers in India.
overheads, increasing their capacity 03 Mar 2020 – Food in “under three
to better serve the consumer. minutes” may soon be made possible with
the aid of drones in Ireland, under a new
Ghost kitchen operators lose all direct partnership between Manna Drone Delivery
contact with the consumer, limiting and Just Eat, Ben & Jerry’s and Camile Thai.
the scope for building brand image
and cultivating customer loyalty. The flying start-up is positioned as the first
aviation-grade B2B drone delivery platform
positioned as a service. Manna and its
Ghost kitchen incubators Neighborhood kitchens partners will pilot the service this month at
the University College Dublin, tapping into
a need for speed in getting food to
consumers in record time.
Sources: Cloud Kitchens; Reef Kitchens; Food Ingredients First; Living Food Company; Innova Consumer Lifestyle & Attitudes Survey 2020 (India)
35 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Cross-channel convenience: New home delivery options
© 2021 INNOVA MARKET INSIGHTS
Collaboration: Just Eat Takeaway and Honig Collaboration: Just Eat Takeaway and Pathé Cinema
The Kraft Heinz owned brand Honig, known for its meal kits, collaborates
with Just Eat Takeaway to deliver prepared Honig meals at home as a “Popcorn is part of film; whether that is in
cheap, yet freshly prepared, alternative in the food service industry. the cinema or at home. To let you
experience the ultimate cinema feeling at
home, Pathé, Pathé Thuis and Just Eat
Takeaway have joined forces. From now
on you can have the tastiest Pathé
products such as the famous popcorn
delivered to your home in Amsterdam.”
Honig French Onion Honig Basis for Honig Familiegerecht
Soup Base Nasi Speciaal Oriental Wraps
Netherlands, Feb 2020 Netherlands, Mar 2020 Netherlands, Feb 2020
Sources: Innova Database; Thuisbezorgd; Pathé
36 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Accessible indulgence: cutting out the middle man
© 2021 INNOVA MARKET INSIGHTS
• Today’s consumers can now Foodservice Retail (US)
directly access many specialty
products that were previously
only accessible via
foodservice.
• Since its restaurant debut in
2016, Impossible Foods has
moved to many mainstream
partners and fast food chains.
Impossible’s retail launch in
Sep 2019 marks their next
major accessibility boost.
• 46% of global consumers say Douwe Egberts Douwe Egberts
that restaurant branded Café Espresso Café Delicate
products are “a convenient Beans Round Ground
way to attain the restaurant Coffee
Netherlands,
experience and restaurant
Sep 2020 Netherlands,
flavors at home.”
Sep 2020
• Douwe Egberts is bringing
the café experience back to
retail in the Netherlands with
their latest D.E Café brand
extension.
Sources: Innova Database; Impossible Foods; Douwe Egberts; Innova Top Ten Trends Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany,
Mexico, China and Indonesia)
37 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Accessible indulgence: premiumization of ready meals and main dishes
© 2021 INNOVA MARKET INSIGHTS
• Busy lifestyles, as well as the COVID-19 pandemic, accelerate the move of premium and indulgent foods
from restaurants to the comfort of consumers’ homes.
Yujiaweng: Self heating rice with abalone sauce
Abalone, a premium food, is usually consumed at high-grade banquets in China.
Crown Food and William
Buddha Saurin partner with Michelin
Abalone jumps over Fish maw Goose feet chef to debut “gourmet”
the wall canned ready meals in France
07 Oct 2020 – William Saurin – a
French producer of premium ready
meals – and Crown Food Europe are
joining together with two Michelin
Chenxi: Frozen canned main dishes star chef Olivier Bellin to demonstrate
a canned ready meal concept.
Chenxi has developed a series of canned main dishes alongside its home delivery service of restaurant
food.
Shiitake Abalone
Sources: SIAL China 2020; Food Ingredients First
38 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Richer experiences: eat what you want, when and where you want it
© 2021 INNOVA MARKET INSIGHTS
Online food and travel experiences crop up Restaurant serving in-flight meals craved by customers
Virtual tours, workshops, Thailand’s national airport has opened up a plane-themed
tastings, and cooking classes restaurant for customers who are craving in-flight meals after
are now stand-ins for food and months of travel restrictions.
17 Aug 2020
travel experiences
Reimagining the dining-out experience
In the Netherlands, Mediamatic ETEN offers a COVID-inspired extension
of its regular restaurant service. You can dine with your household in a
two or four-person “Serre Séparée”, a private little greenhouse.
11 Sep 2020
Sources: Business Insider; Mediamatic ETEN; World Economic Forum
39 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Addressing convenience, richer experiences and accessible indulgence
© 2021 INNOVA MARKET INSIGHTS
From consumer insights to NPD…
“Restaurant branded products are a
“I did more home cooking using “When trying new types of food and
convenient way to attain the
convenient/meal solutions over beverages, I like having a familiar
restaurant experience/restaurant
the past year” element”
flavors at home”
“Experience the
flavors of five US
restaurant dishes
from the comfort
of home."
Fresh Easy Black Label Beef Steak with Leon Beetziki Tzatziki with Shredded
Vegetable Meal Kit Lay’s Nashville Hot Chicken Potato Chips Beetroot and Mint
South Korea, Aug 2020 US, Jul 2020 UK, Mar 2020
Sources: Innova Database; Innova Consumer Lifestyle & Attitudes Survey 2020 and Innova Top Ten Trends Survey 2020 (average of UK, US, Spain, France,
Brazil, India, Germany, Mexico, China and Indonesia)
40 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
prioritizing health boosting immunity feeding the microbiome
© 2021 INNOVA MARKET INSIGHTS
“Ongoing anxiety stemming from COVID-19 will continue to push
consumers toward prioritizing their immune health”provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Consumer demand for immune-strengthening products is driving NPD
© 2021 INNOVA MARKET INSIGHTS
Germany, Jun 2020
“I am increasingly
looking for food and
beverage products
that support my
immune health”
Ireland, Jun 2020
3 in 5
global consumers
France, Oct 2020 Australia, Jun 2020 Indonesia, Sep 2020 UK, Jul 2020
Sources: Innova Database; Innova Top Ten Trends Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia)
42 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
COVID-19 crisis opens up opportunities for immune health innovation
© 2021 INNOVA MARKET INSIGHTS
Juice for a boost: New Tropicana +
1 in 3
“Tropicana is relaunching its
Essentials range with a punchy
new design and name –
Global consumers say that their concerns about Tropicana + – to better
resonate with shoppers
immune health have increased in 2020 over 2019.
looking for added benefits
from their juice drinks.”
• In the wake of COVID-19, a growing number of products
are focusing on delivering additional health benefits.
Immune health proves itself as one of the key health Tropicana Vitamin Victory Functional Juice
trends for 2020 and beyond. Drink
• A lot of orange/yellow color hues come to the fore on UK, Sep 2020
product packaging with immune health branding. We Description: Vitamin Victory juice drink in a
also see colors being used that match the included 750ml plastic bottle. Vitamin Victory is a
immunity-boosting ingredients (e.g., elderberry, mixture of orange, mango, apple and
blueberry, blood orange, chicory root). tropical fruits. Contains ingredients that
provide clear functional benefits, including
vitamins.
Claims: With added vitamin C and B6.
US, Oct 2020 Supports immune system.
Sources: Innova Database; Grocery Trader; Innova Top Ten Trends Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany,
Mexico, China and Indonesia)
43 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Immunity-boosting ingredients will play a significant role next year
© 2021 INNOVA MARKET INSIGHTS
54% Consumer Insights Product Launch Activity
of global consumers say that, due
to COVID-19, they have spent
time educating themselves on
“How important are these Top 10 ingredient categories
ingredients and procedures that ingredients for you to tracked in food & beverages
can boost their immune health achieve immune health?” and supplement launches
Answer: Very Important with an immune health claim
Top 10 (Global, 2020 YTD)
“Which elements do you find most important to achieve
immune health?” 1. Vitamins 1. Vitamins and minerals
2.Minerals 2.Functional ingredients
3.Fiber 3.Fiber
71% of consumers Getting enough sleep 4.Antioxidants 4.Sugar, syrup & honey
5.Oils 5.Fruit
67% of consumers Being healthy physically 6.Amino acids 6.Essential oils & plant extracts
7.Probiotics 7.Vegetable products
64% of consumers Choosing foods naturally high in 8.Superfood supplements 8.Edible oils, fats & fatty acids
9.Prebiotics 9.Dairy ingredients
nutrients (vitamins, minerals, antioxidants) 10.Postbiotics 10.Amino acids
Sources: Innova Database; Innova Top Ten Trends Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia)
2020 YTD = Jan 2020 – Oct 2020
44 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Increased interest in botanical ingredients in the wake of COVID-19
© 2021 INNOVA MARKET INSIGHTS
Figure 11 | Botanical ingredients* tracked in food & beverage and supplement launches with an immune health claim (Global)
Fading/Stable Established/Mainstream
Stable/Established Mainstream/Growing
16%
% share of global products tracked with botanical
Turmeric/Curcumin
14%
Lemon Strawberry Apple
12%
ingredients (2020 YTD)
Orange Blueberry Coconut
Elderberry
10%
Grape Ginger Black Pepper Blackcurrant
8%
Ginseng
6% Garlic
Lemon Juice
4%
Carrot Juice
2%
0%
-15% -5% 5% 15% 25% 35% 45% 55%
Average annual growth (CAGR 2016-2020 YTD)
Source: Innova Database
Bubble size: # of product launches (Global, Jan 2020 – Oct 2020)
*Fruit; Herbal & Fruit Extracts; Herbs, Spices & Seasonings tracked in product launches withprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Supplements is by far the leading category for immune health
© 2021 INNOVA MARKET INSIGHTS
Representing almost 1 in 2 immune health launches Supplement capsules: gut powered immunity
Figure 12 | Top categories as a percentage of food & beverage and
supplement launches tracked with an immune health claim Holland And Barrett Gut Powered
(Global, 2020 YTD) Immune Food Supplement 30 Capsules
Ireland, Apr 2020
60%
Description: Gut powered immunity
contains more than 10 billion live
50% 48%
friendly bacteria, along with calcium,
vitamin C and D, elderberry extract and
% of product launches
40% beta glucans. This impressive formula
supplies the gut with the bacteria it
30% needs to function optimally and the
added vitamins, minerals and natural
20% extracts support the body’s natural
20% immunity.
11%
Claims: A blend of live friendly bacteria
10% 6% 5% with vitamin C plus elderberry and beta
3%
glucans. Contains over 10 billion live
0% friendly bacteria. Supports digestive
Supplements Baby & Sports Dairy & Dairy Soft Drinks Hot Drinks health. Immunity support. Suitable for
Toddlers Nutrition Alternatives
vegans.
Sources: Innova Database; Holland & Barrett
2020 YTD = Jan 2020 – Oct 2020
46 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Making the consumer connection: Younger generations prefer functional food
& beverages to classic supplement formats
preferred supplement format varies by age
© 2021 INNOVA MARKET INSIGHTS
Figure 13 | Preferred form of intake of supplements by age range (Global, 2019)
Functional foods Functional drinks Tablets Capsules Gummies
18-25 17% 19% 11% 11% 24%
26-35 30% 28% 19% 24% 24%
36-45 22% 25% 21% 21% 21%
46-55 14% 15% 19% 18% 16%
56+ 17% 13% 30% 26% 15%
Source: Innova Top Ten Trends Survey 2019 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico, China and Indonesia)
47 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Watch out for innovative product launches addressing immunity
© 2021 INNOVA MARKET INSIGHTS
Fastest growing market categories tracked with
immune health claim (Global, CAGR 2016-2020 YTD)
Flourish Flour addresses immunity
demands with prebiotic fiber as
+17% +11% home baking set to rise
Sports Dairy & Dairy
Nutrition Alternatives 20 Nov 2020 – The launch of Flourish
Flour provides US consumers with
another farinaceous option that is higher
in fiber and lower in carbs than standard
flour.
“Flourish is the first all-purpose flour
that’s naturally rich in prebiotic fiber to
support good digestive and immune
health – representing an entirely new
value proposition within the all-purpose
flour category,” Pete Levangie, CEO of
Bay State Milling (Flourish’s parent
company), tells Nutrition Insight.
US, May 2020 UK, Oct 2020
Sources: Innova Database; Nutrition Insight
2020 YTD = Jan 2020 – Oct 2020
48 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Feeding the microbiome: a happy gut for a strong immune system
© 2021 INNOVA MARKET INSIGHTS
2 in 5 Global consumers consider having a healthy gut/microbiome
most important to achieve immune health
Cargill joins Seventure
Partners’ US$298
million fund to advance
microbiome solutions
and immunity
23 Nov 2020 – Cargill is making
a “significant investment” in
Seventure Partners’ Health for
Life Capital II fund. With the
investment, Cargill hopes it can
accelerate product innovation US, Sep 2020 US, Sep 2020 Australia, Oct 2020
and gain insights into the latest
Gut-friendly prebiotic. Supports microbiome Medium roast. Contains a special combination of
technologies and trends in the
health. Whole food ingredients. Nothing Supports digestion, three probiotics including LGG and
digestive and immune health
artificial. Aids healthy digestion. Promotes immune function, BB-12 to help strengthen your
space.
good gut bacteria. Supports immune system. and gut health. immune system and digestion.
Sources: Innova Database; Nutrition Insight; Innova Top Ten Trends Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico,
China and Indonesia)
49 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
tapping into improved nutrition balancing diets leveraging technology
© 2021 INNOVA MARKET INSIGHTS
“Technology is addressing demands for
food & beverage with enhanced nutritional
value, sustainability or ethical impact”provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Macronutrient battles: the rise of balanced nutrition (re)formulations
© 2021 INNOVA MARKET INSIGHTS
➢ It is hard to predict which macronutrient claims will rise to the top – high
protein for the protein-loving consumer, fiber-rich for digestive health or
sugar reduced for weight and overall health – and the trend is now
evolving toward more complete and balanced nutrition solutions.
“I believe in progress
in food and beverage
through science”
“Rich and wonderful, Chobani® Complete
Banana Cream is lactose free and easy to
4 in 5 digest, with 25g of complete protein, 3g fiber
and no added sugar.*”
global consumers *Not a low calorie food
US, Jun 2020
Sources: Innova Database; Chobani; Innova Nutrition & Health Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico,
China and Indonesia)
51 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Natural or tech-driven approach? Leveraging on the best of both worlds
© 2021 INNOVA MARKET INSIGHTS
Consumer dilemma: “I am prepared to compromise on naturalness for a product that fits my dietary needs”
Strongly disagree 7% 13% 34% 33% 13% Strongly agree
“Arla Foods Ingredients develops first
clean label ambient yogurt concept”
Nutrilac YO-4575: a 100%
natural whey protein
“We brew a banging designed to give
unrefrigerated yogurts a
alcohol free craft beer to premium positioning with
0.5% but along with no all natural ingredients.
hangover, the interesting
bit in our beer is from the
mycoadaptogens.”
30 Apr 2020
Sources: Innova Database; Fungtn; Food Ingredients First; Innova Top Ten Trends Survey 2020 (average of UK, US, Spain, France, Brazil,
India, Germany, Mexico, China and Indonesia)
52 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Tapping into both improved nutrition and cleaner labels
© 2021 INNOVA MARKET INSIGHTS
Freedom Foods Delicious Berry Flavoured Xo Crunch Puffs Cereal
Australia, Oct 2020
Claims: Health star rating: 4 out 5. Made with the combination of
sorghum, rice and corn to help fuel an active day. Natural flavors Robertet launches clean-process
plus a natural color from sweet potato. With psyllium, a natural
curcumin with increased bioavailability
plant based fiber. Free from gluten, wheat, eggs, nuts and soy. No
preservatives. Low salt. Non-GMO. No artificial colors or flavors. 24 Nov 2020 – Robertet has launched
Source of fiber. Low fat. Recyclable packaging. curcuRouge, a “groundbreaking” curcumin
that has shown 93 times greater absorption
Ingredients: Rice flour, wholegrain sorghum than traditional extracts, according to
flour, cane sugar, maize flour, psyllium husk, forthcoming research.
chickpea fiber, natural color (sweet potato
extract), natural flavor, emulsifier (sunflower CurcuRouge is highly soluble in water and
lecithin), salt. has one of the highest concentrations of
curcumin on the market (minimum 40%),
allowing use at low doses (225-450mg per
1 in 3 day).
global consumers say that they Robertet’s curcuRouge comes on to the
market through a strategic partnership with
would consider accepting Tadashi Hashimoto, a bioavailability expert
novel food technologies for who has 13 years of research experience,
improved “naturality” nearly 15 publications and 50 clinical
studies on curcumin.
Sources: Innova Database; Nutrition Insight; Innova Top Ten Trends Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico,
China and Indonesia)
53 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Trends are colliding in exciting new functional beverages
© 2021 INNOVA MARKET INSIGHTS
Functional infusions Naturally sparkling
Enhanced formulations continue to gain traction. In Watch out for new opportunities for
the wake of COVID-19, more beverages focus on carbonation. While Kombucha and Kefir
delivering additional health benefits such as gut, skin have been around for some time now,
or immune health. Beyond flavor infusion, “water carbonation through fermentation is
enhancers” and functional ingredients (e.g., interesting due to the more “clean label”
probiotics, electrolytes and minerals) are being approach and the finer bubbles/fizziness
“infused” into beverages more often. effect on top of the probiotic advantage.
Chobani Probiotic Lemon Ginger Plant
Based Drink
US, Sep 2020
Claims: Chobani Probiotic is a subtly bubbly
brew teeming with life. Billions of cultures
are feeding on oats and apples. These
cultures include:
S. Thermophilus, Bifido, L. Casei, L.
Bulgaricus, L. Acidophilus and L. Rhamnosus.
In the bottle, cultures stay alive and active. In
Buxton Plant Plus Water Uplift Spring Water your gut, they flourish, supporting immune
With Pomegranate and Basil Flavour health and digestion. USDA Certified
UK, Aug 2020 Organic. Non-dairy. Naturally fermented.
Source: Innova Database
54 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
holistic wellbeing elevating moods adaptogens trending up
© 2021 INNOVA MARKET INSIGHTS
“NPD is seeing staggering growth
and claims on pack that relate to
specific mood platforms”provided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Holistic health: consumers are looking to balance various health needs
© 2021 INNOVA MARKET INSIGHTS
% of global consumers saying they have taken action to Plant based functionality for beauty and better sleep
improve their health and wellbeing, by wellness type
During COVID-19, health and wellness trends have exploded in
53% China.
“The Wakeup Face”: Coca-Cola’s
Mental health is more snackable drink to make your skin glow
important than ever for
holistic health
Physical
wellbeing
32% 44%
Plant based
functionality:
Mental and emotional
Spiritual time wellbeing Ingredients include botanicals
+ collagen peptide + GABA
Sources: Innova Database; Weibo; Innova Consumer Lifestyle & Attitudes Survey 2020 (average of UK, US, Spain, France, Brazil, India, Germany, Mexico,
China and Indonesia)
56 INNOVA MARKET INSIGHTSprovided to james@innovami.com on 23 Feb 2021 16:35 (UTC)
Potential to capture consumers with emerging mood platforms
© 2021 INNOVA MARKET INSIGHTS
Figure 14 | Evolution of mood health platforms in food & beverage launches (Global)
Established
1.2%
% share of food & beverage launches (2019)
Energy Replenish/Recharge
1.0%
0.8%
0.6%
Happiness
Calm/Relax What’s next?
0.4%
“Sip into relaxation”:
Beauty PepsiCo launches
0.2% Driftwell beverage
Sleep* Mind with L-Theanine and
Function/Focus Driftwell Enhanced Water
Beverage with Blackberry magnesium to aid
0.0%
0% 5% 10% 15% 20% 25% 30% Lavender Flavor sleep
US, Sep 2020 17 Sep 2020
Average annual growth (CAGR 2016-2019)
Sources: Innova Database; Nutrition Insight
Bubble size = # of launches in 2020 YTD = Jan 2020 – Sep 2020). *Growth from a small base
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