Page 25 - Food&Drink Magazine Jan-Feb 2019
P. 25

EATING FOR ME 9
Personalised nutrition is another trend that is having a big impact on new product development, according to Innova Market Insights. In the US, six per cent of consumers said they followed the keto diet in the past year, three per cent for paleo, nine per cent for plant-based, 13 per cent for high protein, and three per cent for vegan. In line with this trend, new food and beverage launches with these dietary claims also rose – keto more than 76 per cent, paleo by more than 32 per cent, plant based by more than 28 per cent, high in protein more than 17 per cent, and vegan more than 14 per cent. Innova points to technological advances and expanding choices in food service and retail, which are enabling consumers to adopt a more individual approach to eating.
Personalised nutrition apps are a part of the trend,
along with packaging personalisation, with examples being personalised M&Ms and Nutella.
“E-commerce domains enable bespoke packaging personalisation, which aids in creating a relationship with consumers and building brand loyalty,” Innova says.
Although we are not there yet, personalised nutrition based on individual dietary needs is going to become more important, according to the market researcher.
TRENDS REPORT 2019
CONNECTED TO THE PLATE
Digital tech advances are helping consumers become more closely connected to their food and encouraging greater levels of transparency from companies, according to Innova Market Insights.
Social media is enabling co-creation for new product development by allowing fans to be involved in flavour innovation, such as the #myoreocreation Oreo campaign to let fans decide which new flavour would enter the market. Cherry Cola was the winner.
Apps are also allowing consumers to share what they eat online. The number of 26 to 35 year-olds who say they share what they eat online are 55 per cent in the US, 43 per cent in the UK and 24 per cent
in China.
Smart labels and apps are also boosting consumer engagement with products and product transparency information. Eight in ten US consumers say they are more likely to buy brands that are honest and transparent about how and where products are made, according to Innova.
Blockchain is in turn boosting the capabilities of companies to track their products from paddock to plate and share these journeys with consumers. ✷
www.foodanddrinkbusiness.com.au | January-February 2019 | Food&Drink business | 25


































































































   23   24   25   26   27