Responsible Foods Resonate in 2018

Better-for-you claims have continued to grow in 2017, increasing their market penetration to 49 percent year to date, reports Innova Market Insights. This trend is expected to continue in 2018. Manufacturers are responding to the fact that a growing number of consumers are adopting what they consider to be healthier diets. In fact, 40 percent of consumers increased their consumption of healthy foods, Innova reports. In turn, 1 in 5 Americans are most influenced by “real” ingredients, and 70 percent of consumers want to understand a product’s ingredient list.

In 2018, Innova expects consumers’ “mindful choices” to be the leading trend for food and beverage manufacturers with consumers interested in responsible food choices that make a difference to them, such as what their food is made of and how it was produced. The mindful choices trend includes consumers increasing interest in a cleaner lifestyle and greater transparency from manufacturers. In turn, consumers are addressing body health concerns with their purchases driven by cleaner and overall healthier lifestyle choices.

In addition, growing interest in ethical issues, which can be human, animal or environment related, have manufacturers using ethical claims on more new food and drinks, with a compound annual growth rate of 44 percent during the 2011 to 2016 period, Innova reports. Particularly, more consumers want peace of mind in regard to environmental issues, which responsible food and beverage manufacturers can answer, the research firm says.

Innova’s other top 2018 food and beverage trends related to consumers’ health and wellness include lighter enjoyment, in which consumers continue to choose products that speak to a lightness of alcohol content, sweetness, flavor, texture or portion size, etc. New positively processed products also are expected to grow in 2018 as consumers become more concerned about naturalness and minimal processing techniques. Processing claims such as raw, old fashioned and sprouted along with fermented and cold brew, are growing process claims among new products.

 

Innova Market Insights, “Mindful Choices: The Key Food Driver For 2018,” Nov. 9, 2017. Go to: http://www.cnsmedia.com/mail_images/TTT2018PRESSRELEASE-11092017.pdf

Food Ingredients First, “Top Ten Trends 2018 Webinar,” Nov. 22, 2017. Go to: http://www.foodingredientsfirst.com/webinars.html