Articles by Lu Ann Williams

Consumers’ growing interest in cleaner living is broadening and this is raising expectations around what constitutes a “clean label.” In fact, this evolving demand necessitates use of more meaningful storytelling.

“Eat Pretty” was one of Innova Market Insights Top Trends for 2020, but interest continues to grow for 2021 and beyond. That’s because the “Beauty from Within” concept is taking on a whole new meaning and the food and beverage market continues to see a growing number of launches bordering on the cosmeceutical. 

Interest in dietary protein intake and the protein content in a range of foods and drinks continues to develop. Consider too that more consumers are aware of different protein sources and their potential benefits.

Thanks to technological advances and ever-expanding choice in foodservice and retail venues, each of today’s consumers can adopt a more individual approach to eating.

With the clean label trend now established, consumer interest increasingly is shifting to other aspects of clean food and drinks. Sustainability has emerged as a key driver, particularly with regard to packaging and plastics.

Nutrition is becoming a central pillar to a healthy lifestyle for a growing number of consumers. They are seeking products that not only taste good but also offer additional health value.

Consumers increasingly expect companies to invest in sustainability, and it's no longer just about recyclable packaging. It's about making the entire product lifecycle sustainable, from agricultural practices to resource-efficient factories, to food waste and packaging waste reduction.

Younger consumers are still the primary audience for sports nutrition products, and with Gen Z and Millennials expressing great interest in products that meet their individual needs or tastes, it is no surprise to see further segmentation of the sports category. 

On average, flavor is the single most important factor in consumers' food and drink choices. So it is no wonder that innovators continue to play around with taste profiles in order to deliver novelty and satisfy increasingly discerning taste buds.