Food Entrepreneur - September 15, 2020 - 14

ADVERTORIAL

ADM'S
TAKE
on trends and innovation
Ana Ferrell, vice president, Marketing, North America, ADM,
shares insights and inspiration guiding product development in the industry.
What are the prominent trends driving innovation in the
food and beverage industry?
Consumers have become hyper-aware of their personal
health and are increasingly seeking products fortified with
ingredients that support holistic wellness, including those
which address specific aspects of health like digestion
and weight management. Recent ADM OutsideVoiceSM
research shows that 77% of consumers will make more
attempts to stay healthy in the future.
Growing consumer desire for wholesome, nutritious
foods will continue to fuel formulations with nutrient-dense
ingredients such as plant-based proteins, whole and
ancient grains, as well as ingredients that offer functional
benefits like sustained energy or improved gut health.
At the same time, consumers are turning to indulgent
snacks, baked goods and confections that offer an escape
from stressful times. Interest in permissible indulgence is
on the rise as individuals seek out offerings that delight
their senses while still aligning with health and
wellness values. To feel worth it, indulgences must provide exciting and enjoyable
flavors, colors and textures as well as a
clean and clear label.
What are some of the key challenges
food and beverage manufacturers
face today? How is ADM supporting
customers to solve these challenges?
The innovation process is complex,
but game-changing growth begins with

developing a clear understanding of the target consumer
and the motivations driving their purchases.
At ADM, we combine ongoing trend mapping and proprietary consumer research to understand how lifestyle, life
stage and environmental factors influence consumer motivations. We believe innovation rooted in a solid foundation
of insights translates to winning consumer propositions.
Our cross-functional teams of culinary, technical and
marketing experts become an extension of the customer
team as we move from market insight through product
innovation and into concept creation. Another key advantage we offer our customers is access to research
which encompasses sensory insights and concept testing.
Concept validation is crucial to the speed and success of
the product development process. We are committed to
helping our customers get there faster.

How does ADM support emerging brands and
entrepreneurs in the food and beverage
industry?
ADM has a legacy of pioneering
innovation-an achievement we
continue to uphold through our venture
investing arm. ADM Ventures invests in
cutting edge start-ups with disruptive
technologies across three key areas:
of consumers will make
human nutrition, animal nutrition and
more attempts
sustainability.
to stay healthy
As part of the investment model,
in the future.
ADM Ventures offers a business incubator

77%

Food Entrepreneur - September 15, 2020

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