Page 22 - Food&Drink Magazine Jan-Feb 2019

TRENDS REPORT 2019
2019 in focus
The big consumer movement to consider this year is food discovery, according to Innova Market Insights, which has named ‘The Adventurous Consumer’
as its top trend. The plant-based market, food alternatives, sustainability, and snacking are
also high on the annual Top 10 list from the market researcher, which analyses global developments in food and beverage
launch activity to highlight those
areas most likely to impact the food and beverage industry. Amanda Bryan reports.
DISCOVERY:
THE ADVENTUROUS CONSUMER
Consumers will be moving out of their comfort zones to explore bolder flavours and multi-sensory food experiences in 2019, according to Innova Market Insights. New product development efforts targeting heightened sensory delivery, often combined with an element of the unexpected, are on the rise. According to Innova, growth in discovery claims such as ‘discover, explore, uncover, unveil and unravel’ rose 35 per cent in 2017.
“Millennials are an important consumer group but ‘The Adventurous Consumer’ trend is larger and broader than just that,” Innova Market Insights’ director of innovation Lu Ann Williams says.
“Food is now entertainment, in and out of the home. Nowadays, you can experience eating like Marco Polo along the spice route in a London restaurant, try tasting menus or have anything you want to be delivered at home.”
Nestlé’s new Kit Kat made with ruby cocoa beans (pictured) is a great example of this whole idea of discovery, Williams says.
“Everyone is going to try that at least once.”
THE PLANT KINGDOM
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The plant-based market shows no signs of slowing down and companies are changing their portfolios to attract everyday consumers seeking more plant-based options, according to Innova Market Insights.
For the mainstream consumer, going
achieving a healthy and sustainable balance between meat and vegetables, Innova says, rather than adopting an all-or-nothing way of eating.
“Brands are greening up their portfolio to attract a mainstream consumer,” Williams says.
In one example, she says, Carrefour’s Le Palet Boeuf Et Vegetal has found a sweet spot between plant-based burgers and the meaty original by combining beef and vegetables for these types of consumers.
“Vegan is too small a word,” says Williams. “This plant kingdom trend is really important.”
plant-based is about
22 | Food&Drink business | January-February 2019 | www.foodanddrinkbusiness.com.au
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