Superfoods will soon see a distinct shift toward more diverse categories, driven by increasing health-consciousness, according to consumer insight firm Canadean, London.

Over a quarter of global consumers (27%) consider food and drink to be appealing if products are advertised for consumption at a specific time of day, according to research by consumer insight firm Canadean.

Over a third of consumers globally say they snack regularly, with the figure rising to just over 40% for young people aged 18-34, as the practice of modular eating becomes more accepted as an alternative to eating three main meals a day, according to consumer insight firm Canadean.

To target those looking for a higher quality on-the-go beverage, brands have started devising novel packaging solutions.

The market for white milk, which is defined as packaged, unflavored milk from all animals, is set to decline in much of the developed world between 2016 and 2021, according to Canadean.

While the high demand during weekday mornings is to be expected, this study shows that the industry is preparing to take advantage of a surprising opportunity: convenience breakfasts for those who are time-poor at weekends.

But with ambiguity surrounding the term, how much influence will such promises have on consumers?

More consumers are feeling time-scarce and view cooking as a chore, turning to convenient ready meals to free up more time for themselves. But to survive in an increasingly health-conscious society, ready meal manufacturers must innovate with new ingredients and premium products.

Technomic has identified five key trends expected to play a big role in the coming year.