Culinology - December 2021 - 6

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EMERGING trends
Sustainability
leads Innova's
top consumer
trends in 2022
Sustainability leads Innova Market Insights'
list of consumer trends heading into 2022.
The market researcher said the top two
environmental actions consumers are taking
when making food choices are reducing
waste and eating in moderation.
" One of the biggest shifts we are seeing
is that the health of the planet is now the
top concern of consumers, " said Lu Ann
Williams, director of global insights. " Personal
health has been the big concern for the past
few years, but consumers now tell us that
this has been surpassed by global issues.
Sustainability is no longer just a Wall Street
issue. It might not be the top purchase driver
for all consumers, but for many it clinches
the deal when it comes to choosing between
products. "
Consumer interest in plant-based
innovation is Innova's No. 2 trend, but is
linked to interest in sustainability. When
asked their reasons for interest in plantbased
alternatives, consumers told Innova
Innova Market Insights'
top 5 trends in 2022
1 Sustainability
2 Plant-based innovation
3 Advances in technology
4 COVID's impact on meal occasions
5 Brands/products that align with personal values
6 | Culinology | DECEMBER 2021
they consider
such products to
be healthier and
better for the planet.
Consumer desire
for diet variation is
further supporting
interest in plantbased
beyond the
traditional vegan and vegetarian sectors,
leading to a 59% increase in launches of new
plant-based products in the year to August
2021, according to the market researcher.
Advances in technology have created
innovation opportunities for the food and
beverage industry and those technologies are
the group's No. 3 trend. Citing research from
its consumer survey, Innova Market Insights
said consumers are willing to embrace
changes such as new food technologies
or sharing data if they can be shown to be
beneficial to personal or global health.
The COVID-19 pandemic's impact on
meal occasions came in as the No. 4 trend.
Consumers have a greater awareness of the
comforts and possibilities of home and are
now seeking more when they go out. This
means food and beverage manufacturers
will be pushed to better serve the evolving
consumption occasions and formulate
products geared to the new expectations of
consumers.
Finally, Innova Market Insights noted
consumers are getting more personal when
it comes to their food choices and looking for
products manufactured by companies and
brands that align with their political, social
and ethical values. Further, the group said
if consumers can't find such products that
entrepreneurs are taking action to develop
products that align with their values.
Culinology - December 2021

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