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The Adventurous Consumer: Top Ten Trends 2019

Dec 2018

Consumers are moving out of their comfort zones to explore bolder and novel flavors from a range of global locations, as well as multisensory food experiences. Leading the Top Ten Trends for 2019, from Innova Market Insights, is “Discovery: The Adventurous Consumer,” which denotes how targeting increasingly adventurous consumers set on discoveries and experiences will be key in the food and beverage industry in 2019. Some other key trends pegged for 2019 are “Plant Kingdom,” which illustrates the continuing popularity of plant-based products and “Alternatives to All,” noting that replacement foods and ingredients are on the rise.

Nestle Kitkat Ruby Chocolate Coated Wafer Bar (Netherlands)
2. Carrefour Beef And Vegetable Burgers with Seeds (France)
3. Magnum Vegan Classic Ice Cream (Finland)
4. Regrained Eat Beer Sustainable Supergrain Bar: Honey Cinnamon Ipa (US)
5. Pringles Pizza Flavored Baked Crispy Stix (US)
6. Raw Gorilla Organic And Raw Mighty Muesli Keto Breakfast (UK)
Coca Cola Carbonated Soft Drink with Fiber Plus (China)
8. Oreo Joy Fills Cocoa Pillows with Vanilla Cream Filling (Romania)
9. Ripple Plant-Based Half And Half: Vanilla (US)
Nabisco Oreo Cherry Cola Flavor Creme Sandwich Cookies (US)

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A Fresh look on Fiber
Coca-Cola Carbonated Soft Drink with Fiber Plus (China). Carbonated soft drink with fiber plus, in a 500ml plastic bottle. No sugar. High source of fiber.

Innova Market Insights data indicates that there is a 2% growth in snack launches globally from 2019 to 2023. Snack Nuts & Seeds (21%) was the leading subcategory of snacks, but Finger Foods/Hors D’oeuvres was growing fastest with 8% growth from 2019 to 2023. Additionally, there was a notable surge in launches for plant-based snacks, which saw a 24% growth from 2019 to 2023.
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Innova Market Insights data indicates that the use of protein ingredients in food and beverage launches globally had a 3% average annual growth from 2019 to 2023, with Bakery being the leading category. Plant-based claims grew the fastest, with a notable increase of 27%. This surge has led to the rise of various plant proteins such as lentil protein, fava bean protein concentrate, field bean protein, and others.
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Innova Market Insights data indicates that there is a growth in low/no/reduced sodium claims in various food & beverage categories. Hot Drinks had a 24% average annual growth from 2021 to 2023. Categories Desserts & Ice Cream and Meat, Fish & Eggs are also on the growth path and show innovation potential.
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Innova Market Insights data indicates that organic claims are expanding into various food & beverage subcategories, painting a new landscape for the use of this claim. Organic flavored alcoholic beverages had a 35% average annual growth from 2019 to 2023. Other subcategories are also gaining ground, like wrapped chocolate pieces and others.
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Innova Market Insights data indicates there is a 2% average annual growth globally in cocoa ingredient use for food & beverage launches. Confectionery is a leader of these launches, with chocolate being the frontrunner, but there is fast growth of cocoa use in meat substitutes with 61% growth from October 2018 to September 2023.
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Consumers are rushing into the world of bold and exciting flavors. Innova Market Insights predicts that flower & botanical flavors will take the lead in food & beverage flavor innovation in 2024. Other flavor trends on the rise include nostalgic vibes, fantasy flavors, emphasis on local delights and a mix of sweet and sour influences.
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