Inspiring Food and Drink Trends 2021-2022
The trends shaping the future of food and drinks
At Synergy Flavours we identified 4 global consumer trends that are going to shape the future of Food and Drinks. Our global marketing team members have been working together to highlight those flavours that, linked to those trends, will characterised Food & Drink new product development in 2021 and 2022.
Never before we have seen consumer trends so strongly correlated to one critical event: Covid-19 pandemic. Covid-19 pandemic has pushed consumers on a global stage to focus on their small world and community, becoming very aware of the importance of health and wellbeing, and to rediscover the world out there, while understanding the importance to take care of our planet.
Each trend presents 3 different perspectives that bring together a multitude of insights and source of inspiration to highlight 2020-2021 flavours.
A preview into each trend
Adopt the Pace of Nature
A greater sense of wellbeing, with a pace in harmony with Nature. People tend to have a proactive approach to health rather than reactive.
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The pandemic has exacerbated consumers’ focus on health and wellbeing – particularly claims around immunity and gut health.
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The lines are now being blurred between supplements and functional food and drink.
- Protein fortification continues to grow in the food & drink market.
Adventure Awaits
There is a whole world out there for consumers to re-discover. Recreate favourite food and beverage experiences from their home.
- The pandemic has given consumers the opportunity to explore ways to create their favourite foods & drinks experiences at home.
- Consumers new found love of world cuisines, premium drinks and barista-quality coffee will continue on into the outside world.
- There’s a whole world out there to re-discover!
Good for Me and the Planet
Consumers are more aware of the impact on the planet, what they do and what the broader community does. The Planet returns back what it gets -- it is a mutual relationship.
- Intrigued and flexitarian consumers drive growth in demand for plant-based that tastes as good as the real thing.
- Global consumers are more concerned about the environment following COVID-19, with 35% of consumers say they pay more attention to sustainability claims (FMCGurus).
- COVID-19 has accelerated an already growing trend towards natural products.
Connected
Consumers understanding of community has been strengthened. They’re craving human connection, interactions and to create and evoke memories.
- Communities coming together to celebrate key workers, donate to those in need and help struggling industries and small businesses.
- Increased opportunity to create and evoke memories so we feel closer to our families and other times/generations.
- Stronger brand positioning with common interests and passions to which consumers can tie their identities and offer novel ways to support each other
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