Sustainability, active aging top FrieslandCampina’s trend predictions

AMERSFOORT, THE NETHERLANDS — Planet-first diet and energetic agiing are among the many traits FrieslandCampina Components sees driving the meals, beverage and dietary supplements industries within the yr forward.

The ingredient provider’s third annual consumer trends magazine, titled “Shaping the way forward for diet,” presents insights into present shopper drivers to assist manufacturers determine new areas for innovation and new product growth within the grownup diet sector.

The primary pattern recognized by the corporate is “constructing belief for planet-first diet.” The well being of the planet has cemented itself as a high precedence, outranking the health of the population for the primary time in 2022, in line with the journal. Whereas concern for the planet is predicted to proceed for the foreseeable future, customers have gotten more and more skeptical. FrieslandCampina Components cited information from Mintel and Evaluate Ethics that present practically 40% of customers don’t anticipate corporations to be trustworthy about their environmental influence, and 83% usually tend to belief sustainability claims which can be verified by a 3rd social gathering.

“To really stand out from the group, manufacturers might want to bolster belief and credibility to win the religion of customers, particularly relating to sustainability,” stated Vicky Davies, international advertising and marketing director for Efficiency, Lively and Medical Vitamin at FrieslandCampina Components.

The second pattern facilities round “resilience and the ability of optimistic diet.” Because the world adjusts to post-COVID life and a world value of dwelling disaster, individuals are coping with stress by in search of out a way of stability to construct resilience, in line with the corporate. Customers are turning to optimistic diet, which suggests they’re including extra useful meals and drinks as a substitute of eradicating much less nutritious merchandise. In consequence, they’re searching for options that provide wholesome indulgence. FrieslandCampina Components predicted fortified and nutritious desserts, drinks and snacks that fulfill each the physique and the thoughts will likely be excessive on the buyer agenda in 2023.

The yr forward additionally will see various proteins “discovering their very own ft,” in line with the corporate. With plant-based changing into extra mainstream, customers more and more anticipate top quality and extremely nutritious merchandise that transcend replicating animal-based purposes. Precision fermentation and different emerging technologies are creating new alternatives for manufacturers, however mastering texture and style stays essential. FrieslandCampina Components expects the protein market will proceed evolving in 2023 and past, with meals and beverage makers combining animal, plant-based and novel proteins to feed the rising international inhabitants and sustain with shopper existence.

The fourth pattern is “going for intestine well being.” It faucets into the rising shopper consciousness of the intestine microbiome’s position in supporting psychological well being, stress discount, sleep and extra. Manufacturers have a possibility to draw shopper consideration by creating accessible self-care moments. The corporate predicted ingredient improvements will permit for the creation of distinctive and trending codecs, like teas, photographs and fortified gummies that includes gut-friendly components resembling prebiotics.

The fifth pattern focuses on “the period of energetic ageing.” The world is house to a rising variety of older people, prompting a shift in emphasis from “wholesome ageing” to “energetic ageing,” in line with the corporate. The pattern presents alternatives for manufacturers to create options that concentrate on rising markets like Japan and South Korea with merchandise that help mobility, stability and long-term power.

“We’re dwelling in tumultuous instances,” Ms. Davies stated. “So, it may be troublesome to foretell precisely what the long run will maintain. Nevertheless, what’s clear is that in 2023 customers will proceed to prioritize well being — each their very own and that of the planet. Regardless of a number of market challenges, there may be enormous alternative for manufacturers to faucet into these evolving traits.” Source

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