Innova Market Insights’ consumer research indicates that one in four people globally has become more concerned about their immune health since before the pandemic. The most significant increase was among Millennials (aged 26 to 35 years) and younger Gen X (aged 36 to 45 years). Higher levels of concern among these relatively young age groups indicate the potential for longer-term consumer interest.

The report demonstrates that overall interest in the environment is intensifying. In 2020, an average 21% of consumers globally said that environmental factors had become more important to them. Going into 2021, as many as one-third of respondents intend to improve their environmental impact over the year. Generally, consumers are becoming much more aware of the food they eat, where it comes from and its overall impact on the planet as well as carbon footprint.

There’s a growing emphasis on mental and emotional wellbeing as consumers take a more holistic approach to health. That’s why Innova Market Insights identified “Mood: The Next Occasion,” as one of its Top Trends for 2021. 

The 2021 edition, prepared in partnership with The Hartman Group, explores how the future of food retail will be colored by the pandemic – driven by shifts in the way consumers purchase groceries.

The recent explosion in consumer interest in health has led to a substantial jump in demand and sales of better-for-you foods and beverages. And, as consumers seek products with ingredients that can deliver added benefits for immune system health, they are expressing their preferences for natural solutions. Plant-based protections and remedies are an undeniable part of this trend.

By now, we've all read about the surge in home-cooking. Spending more time at home during the pandemic has provided the context for consumers to explore the food preparation spectrum, from making soups and casseroles to researching global foods and flavors and of course making a valiant attempt at baking. 

The relationship between mood and eating played out big time during the pandemic, especially when it comes to snacking and treating ourselves, reports The NPD Group. With many people spending more time at home during the pandemic, snack foods and treats, both better-for-you and indulgent, help to fill voids created by sadness, boredom, stress, and other moods.

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.

When assessing consumer response to bakery, it is impossible to put bread and cakes in the same basket. The former is seen as an everyday staple with health and nutritional benefits, while the latter are pleasurable indulgences for more occasional use. It is very much a tale of two concepts.

“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.