Page 24 - Food&Drink Magazine Jan-Feb 2019

TRENDS REPORT 2019
6SMALL PLAYER
I FEEL GOOD
Innova Market Insights says that consumer interest in the role that nutrition can play is supporting not only physical wellbeing, but emotional and mental wellbeing as well.
A feeling of satisfaction, happiness, joy, comfort, excitement, and mental clarity is considered important by consumers, with many agreeing that food and beverage can affect their mood, which is fueling feel-good and guilt-free claims on products. According to the market researcher, one in four US, UK and Chinese consumers say that ‘relaxation’ is an important aspect when consuming food and drink.
Food and beverage launches tracked with a feel-8good claim rose 36 per cent globally in 2017, according to the
market researcher.
MINDSET
Startup companies will continue to shake up the food and beverage industry in 2019, with the powerful pull of local sourcing helping them to successfully compete against the major players, according to Innova Market Insights.
Two in five US and UK consumers say they prefer small brands because smaller companies are more dedicated to their products and have a personal story, according to Innova.
New food and beverage launches
tracked with a social ethical claim rose
more than 20 per cent globally in 2017,
the market researcher says. with7
A FRESH LOOK AT FIBRE
As consumer interest grows in fibre, manufacturers have with stepped in to fill the demand with increased launch activity, according to Innova Market Insights.
In the US 44 per cent of respondents say they are increasing their consumption of fibre, compared to 33 per cent in the UK.
The renewed interest in fibre goes beyond its digestive health benefits, with newly discovered health benefits, such as sports nutrition, driving new fibre applications.
The average annual global growth of new sports nutrition launches tracked with a fibre claim between 2013 to 2017 had a CAGR of more than 55 per cent.
US consumers’ reasons to consume fibre include 64 per cent for digestive management, 24 per cent for weight management and 16 per cent for energy.
Fibre claims are also expanding into new categories such Coke Fiber +, and fibre yoghurt, according to Innova.
Big companies, meanwhile, are going small in their strategy, with the power of local inspiring the food giants to initiate startup investment strategies to help them tap into the thought leadership of the entrepreneurial crowd.
this in mind.
Examples given by Innova include Oreo Joy Fills, egg white from
The Happy Egg Co, and locally, the smart drink Shine+ (pictured).
Several multinationals including Kraft Heinz, General Mills, Nestlé, Danone, Unilever and Kellogg have launched incubators and accelerators
24 | Food&Drink business | January-February 2019 | www.foodanddrinkbusiness.com.au
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