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Today’s Millennials are shifting more toward moderation and they’re prioritizing high-quality, tasty foods and beverages in place of excessive alcohol consumption. In the beverage sector, Innova Market Insights has seen big brands adapt their marketing of light drinks toward the more mainstream consumer—with the focus on worry-free enjoyment. This has resulted in an increase in drinks with a low alcohol content.
Interest in naturalness, minimal processing and clean labeling is no longer new in the food industry. In fact, as long ago as 2008, “Go Natural” led Innova Market Insights’ annual trends listing.
From my vantage point, several food and beverage industry trends will continue to roll through 2017, while a handful of scattered ideas find fertile ground and growth potential.
One of the key growth areas in the snacks category in recent years has been fruit-based snacks. Their share of global tracked snack launch activity recorded by Innova Market Insights has more than doubled from less than 8% to nearly 18%, over the past five years. This makes it the number three snacks sub-category overall after savory/salty snacks and snack nuts/seeds.
Innova Market Insights finds various product claims targeting the weight-conscious consumer. They include “no added sugar,” “low fat,” “low calorie” and others.
Although traditionally reserved for use in endurance sports and strength sports, sports nutrition products have broadened in recent years to fit a more recreational and lifestyle-driven positioning.
There has been increasing focus on new product development in the sugar free, no added sugar and low sugar space, in order to garner interest from the wider demographic of health conscious consumers—not just diabetics or the obese.