ADM, a global leader in human and animal nutrition, has released its third annual forecast of global consumer trends that will change the food, beverage, and animal nutrition industries and drive market growth in the coming years. The organization has identified eight sectors that reveal consumers’ developing behaviours, attitudes, and desires by dissecting the nexus of health and well-being, sustainability, and food security. The eight domains act as anchor points for innovation, bringing in a new wave of products and services for 2023.
“These key themes are often interconnected, permeating throughout consumers’ choices, demands, and expectations of brands. As consumers prioritize what is most essential to them, nutrition businesses should do the same. Companies who can develop quickly alongside consumers will be successful in the coming year and beyond” said Brad Schwan, ADM’s vice president of marketing. He further adds “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”.
The eight global consumer trends highlighted by ADM that are driving purposeful design and inventiveness for the human, animal, and pet nutrition, as well as throughout supply chains, are listed below.
Increased Protein Options
More than half of worldwide consumers (52%) today consider themselves flexitarians, integrating both animal-based and plant-based proteins, as well as various alternative proteins, into their diet. Nearly two-thirds of that 52% define their eating style as “seeking to use more plant-based foods,” fueling demand for new protein sources. As digital natives, Gen Z and Gen Alpha mature, acceptance of using scientific advances to manufacture our food will become more mainstream, and methods such as cellular agriculture, precise fermentation, hybrid products, and insect-based protein are expected to thrive.
Wellness in Balance
Consumers increasingly regard emotional, mental, physical, and even spiritual wellness as interconnected and equally vital. To address energy levels, disease prevention, and general mood and feeling, consumers are taking a synergistic approach and making conscious and aware choices about how they eat and spend their time. 79% of customers worldwide agree that supporting their mental health improves their overall health and wellness. Furthermore, 48% of worldwide consumers intend to address their mental well-being in the coming year, making it one of their top priorities after immune function, digestive health, and heart health.
Personalization that is proactive
What works for one person’s health may not work for another’s. A “one size fits all” approach to health and food has given way to personalized, “better for me” approaches. In fact, 63% of worldwide customers say they want food and drink items that are tailored to their specific nutritional demands. Furthermore, 55% of worldwide consumers believe they are willing to spend more money on functional foods that can help them achieve their health goals. Furthermore, these personalized solutions would ideally fit into one’s lifestyle while taking taste and cultural preferences into account.
Traceability and trust
Consumers want to know where their food comes from, who prepared it, and exactly what ingredients are in it, from dirt to table. They want to know how the product was made and if the working conditions were humane. Some progress has been made in gaining customer trust, according to studies, with 42% of worldwide consumers becoming more trusting of environmental claims made by products and companies in the last two years. This demand for transparency stems not simply from worries about food safety, but also from a desire to connect with the food and the communities that cultivate or create it.
Environmentally Friendly Manufacturing
In the last two years, 49% of consumers worldwide claim to have adjusted their diet to live a more environmentally friendly lifestyle. They are also holding firms to a higher standard when it comes to environmentally aware operations. Consumers are concentrating their efforts on decreasing their own food waste, and they will demand the same from the brands they support. Consumers, too, demand confirmation of environmental reconstruction and restoration.
Consumers are demanding that firms treat people and animals involved in all aspects of production fairly and humanely, using their voices and purchasing power. Almost 30% of worldwide customers actively banned a product or brand because of its ethical credentials, and 40% look for brands that guarantee farmers are treated ethically. Ensuring the livelihoods of workers and farmers, promoting inclusivity and diversity throughout the organization, and keeping products affordable and accessible to the end user are all significant factors for modern customers when making purchase selections.
Modern Pet Ownership
Many people consider their dogs to be members of the family, and their nutritional and emotional needs are met in the same way as their owners. As a result, many pet parents insist that their pets’ meals have the same components as their own. Furthermore, as consumers pay greater attention to their dogs’ well-being, branded health components are in high demand, with more than 60% of global cat and dog owners stating that branded health ingredients for their pets are crucial. This growing personification of pets is leading to a more holistic approach to pet care, with emotional well-being, gut health, exercise, and diet all being considered in tandem.
Global customers are becoming more adventurous with their cuisine, with 74% expressing a desire to explore new flavours from around the world and 63% expressing a want to be experimental when cooking. Eaters want to interact with engaging and lively brands as part of the experience while seeking out new and unusual flavour characteristics. If those brands can inspire engagement through co-creation and virtual experiences, they can win loyalty through the sense of community and fun they bring.
These eight trend domains give chances for innovative forward-thinking enterprises to fulfil the increasing needs of customers today, ranging from health and wellness for both people and their pets to environmental considerations and enhanced consumption occasions. As a leading full-service supplier with a deep pantry of ingredients and solutions, a worldwide staff of trend spotters, technical experts, scientists, and more, ADM is at the forefront of each of these sectors, assisting brands in developing unique o