bake - November/December 2022 - 22

RESEARCH OUTLINES
8 WAYS TO GROW
ADM, a global leader in human and animal nutrition, recently
unveiled its third annual outlook on the global consumer
trends that will shape the food, beverage and animal nutrition
industries and drive market growth in the years ahead.
Dissecting the intersection of health and well-being, sustainability
and food security, ADM has identified eight spaces
that detail consumers' evolving behaviors, attitudes and
aspirations. The eight areas serve as anchor points to inspire
innovation, ushering in a new wave of products and services
for 2023.
" Often interconnected, these key themes are permeating
throughout consumers' choices, demands and expectations of
brands, " said Brad Schwan, vice president of marketing for
ADM. " The desire for a healthy mind, body and soul, as well as
the global community and planet, are manifesting in proactive
and decisive conscientious consumption across categories. As
consumers look to prioritize what is most important to them,
they want nutrition brands to do the same. "
Below are the eight global consumer trends identified by
ADM that are powering purposeful design and ingenuity
for human, animal and pet nutrition and throughout supply
chains.
EXPANDED PROTEIN CHOICES
More than half (52%) of global consumers now consider
themselves flexitarians, incorporating both animal-based and
plant-based or other alternative proteins into their diet. Within
that 52%, nearly two-thirds are defining their eating style as
" trying to use more plant-based foods, " leading to more demand
for expanded protein options. As technology natives Gen
Z and Gen Alpha grow up, acceptance of applying scientific
advancements to make our food will continue to become more
commonplace, and practices like cellular agriculture, precision
fermentation, hybrid products, and those with insect-based
protein, are likely to flourish.
BALANCED WELLNESS
Emotional, mental, physical, even spiritual health are increasingly
seen by consumers as being intertwined, and as important
as each other. Consumers are adopting a synergistic approach
and making intentional and mindful choices about how
they eat and spend their time to address energy levels, disease
prevention and overall mood and feeling.
PROACTIVE PERSONALIZATION
What works for one person's wellness may not be ideal for another's.
A " one size fits all " strategy for health and eating has
fallen away in favor of tailored, " better for me " approaches. In
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SOCIAL IMPACT
Using their voices and their purchasing power, consumers are
demanding that companies practice fair and humane treatment
of the people and animals involved in every aspect of
production. Almost 30% of global consumers have actively boycotted
a product or brand because of its ethical credentials, and
40% seek out brands that guarantee farmers have been treated
in an ethical manner
EXPERIENTIAL EATING
Increasingly, global consumers are getting more adventurous
with their food, as 74% express a desire to try new flavors
from around the world and 63% report they like to be experimental
when cooking. While seeking out new and interesting
flavor profiles, eaters also want to engage with fun and playful
brands as part of the experience.
MODERN PET PARENTING
For many, pets are part of the family, and their nutritional and
emotional needs are being treated on par with their owners. In
light of this, many pet parents require that their pets' food be
made from the same ingredients as their own. Plus, as consumers
pay increased attention to the well-being of their pets,
branded health ingredients are highly sought-after.
fact, 63% of global consumers say they are interested in food
and drink products that are customized to meet their individual
nutritional needs.
TRUST AND TRACEABILITY
From soil to table, consumers want to know where their food
comes from, who made it and precisely what ingredients are
included. They want to know how the product was produced
and if the conditions of its production were humane. Some
headway has been made in garnering consumer trust, with
research showing that 42% of global consumers have become
more trusting of environmental claims made by products and
brands in the last two years.
EARTH-FRIENDLY PRODUCTION
Globally, 49% of consumers claim to have changed their diet
in the last two years to lead a more environmentally friendly
lifestyle. They're also demanding a higher standard from the
companies they purchase from regarding their environmentally
conscious practices. Consumers are greatly focusing on
reducing their own food waste, and they will expect the same
from the brands they support. Consumers want proof of environmental
rebuilding and restoration, as well.
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bake - November/December 2022

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