Six ways Food and Beverage innovation is evolving in the face of COVID-19

ADM has identified six emerging behavioural changes that will power innovation and growth in the months ahead.

“Consumers’ attitudes, priorities and behaviours are shifting significantly,” says Ana Ferrell, VP of Marketing, ADM. “This evolution is providing a unique opportunity for forward-looking food and beverage companies to bring a suite of trailblazing new products to market.”

Recent ADM OutsideVoice research shows that 77% of consumers intend to make more attempts to stay healthy in the future. Food and beverage manufacturers who successfully balance consumer health concerns with affordability are most likely to win with consumers.

ADM has identified six behavioural shifts that will create opportunities for food and beverage manufacturers to gain market share in an increasingly uncertain business environment.

Health and wellness Image by Messan Edoh from Pixabay
Food and beverages designed to elevate mood, sustain energy and reduce stress will grow in popularity in the months and years to come

1. Increasing focus on the gut health and immune function connection globally

57% of consumers report being more concerned about their immunity as a result of COVID-191. As consumers strive to enhance their immunity, they are becoming more

knowledgeable about how the human microbiome supports the immune system and overall wellbeing. Products containing probiotics, prebiotics and postbiotics can benefit the microbiome and are already gaining momentum in the marketplace.

2. Plant-Based becomes mainstream

In the U.S., 18% of alternative protein buyers purchased their first plant-based protein during COVID-19, and 92% of those first-time buyers report they are likely to continue purchasing meat alternatives2. In Germany, the U.K. and the Netherlands, 80% of consumers state they are likely to continue eating plant-based meat alternatives beyond COVID-192. With health, safety and convenience as top purchase motivators, products that deliver exceptional nutrition and a high-quality sensory experience will be poised for success.

3. A new perspective on weight management and metabolic health

The pandemic’s consequences for individuals with hypertension, diabetes and cardiovascular disease have consumers viewing weight management and metabolic health in a new light, with 51% of consumers indicating they are concerned about being less active or gaining weight during the pandemic. That worry is likely to increase demand for functional solutions supportive of metabolic wellness and healthy weight management.

4. Finding balance: self care, emotional wellbeing and nutrition

The difficult circumstances stemming from COVID-19 have increased feelings of anxiety and stress as 35% of consumers report being concerned about mental health2. People are looking for new ways to improve their mental wellness during these stressful times, including granting themselves permission to consume indulgent, comforting food and beverages. However, they are tempering this desire with weight management needs and seek a careful overall balance of indulgence and good nutrition.

Food and beverages designed to elevate mood, sustain energy and reduce stress will grow in popularity in the months and years to come. ADM also projects new opportunities for comfort foods, snacks and baked goods offering nutrient-rich ingredients and functional health benefits.

5. Nutrition, it’s personal

As COVID-19 increases consumer awareness of individual health risk factors, demand for products offering tailored, highly personalized health and wellness solutions will take off. ADM research shows that 49% of consumers feel every individual is unique and requires a customized approach to diet and exercise, and 31% of consumers are already purchasing more items tailored for health and nutrition. Products that focus on improving nutrition, self-care and general wellness will increasingly attract consumers’ attention2.

6. A shift in shopping values

An increased focus on health is triggering a windfall in consumer health and wellness spending. Forty-eight percent of consumers plan to purchase more items related to health and wellness2. Concurrently, manifesting concerns around widespread economic decline have prompted a shift to value-based shopping, including growing demand for basic pantry staples, stimulating trade-downs to private labels and increasing traffic to value retailers.

These behavioural shifts are likely to persist well after the pandemic crisis peaks. ADM has responded by developing tailored solutions aimed at giving brands an edge in an ever-changing marketplace.

1 FMCG GURUS: Twelve Step Guide for Addressing COVID-19 in 2020 and Beyond, April 2020

2 ADM OutsideVoiceSM



Latest


29 Sep 2020
Sidel celebrates 40 years of PET packaging expertise

40 years ago Sidel launched its first commercial blower to produce PET bottles for the beverage industry. The company has…

Sidel celebrates 40 years of PET packaging expertise

40 years ago Sidel launched its first commercial blower to produce PET bottles for the beverage industry. The company has been supplying and pioneering innovative PET packaging solutions for beverage as well as the Food, Home and Personal Care (FHPC) markets to meet the growing and fast-changing consumer demands since…

29 Sep 2020
BMG launches online shopping platform

BMG has launched its new online shopping platform – BMG Online – which makes doing business in the industrial sector,…

BMG launches online shopping platform

BMG has launched its new online shopping platform – BMG Online – which makes doing business in the industrial sector, even easier. “Although the planning, development and execution for our E-Commerce shopping portal go back over two years, the COVID-19 lockdown has had a material impact on BMG Online’s design…

28 Sep 2020
South Africa must use safer packaging for traditional beer

BY: Raymond Dube – Nampak Liquid Cartons managing director  Traditional sorghum beer is woven into the rich history of South Africa but in the…

South Africa must use safer packaging for traditional beer

BY: Raymond Dube – Nampak Liquid Cartons managing director  Traditional sorghum beer is woven into the rich history of South Africa but in the current context how can producers use appropriate packaging to ensure the beer that is sold is hygienic and safe to drink?  Since lockdown was implemented at the end of March…

25 Sep 2020
TOMRA guides vegetable processors through the challenges of COVID-19

TOMRA Food is helping vegetable processors tackle the challenges of the COVID-19 pandemic with an information campaign.   By launching the campaign and sharing…

TOMRA guides vegetable processors through the challenges of COVID-19

TOMRA Food is helping vegetable processors tackle the challenges of the COVID-19 pandemic with an information campaign.   By launching the campaign and sharing advice online for plant managers, production managers, process engineers, and quality managers, the company is taking steps to explain how the latest, state-of-the-art sorting technologies can help solve the operational…


Top stories


07 Feb 2020
Deli meat producer creates SA’s first plant-based sandwich slices

Feinschmecker Deli Meats, who have built up a formidable reputation as the market leader in speciality deli meats in South…

Deli meat producer creates SA’s first plant-based sandwich slices

Feinschmecker Deli Meats, who have built up a formidable reputation as the market leader in speciality deli meats in South Africa, has launched a range of plant-based sandwich slices under the brand name Gudness. It is the first range of its kind produced in SA.

31 Mar 2020
Sleep friendly food and beverages are the next big trend with millennials

GlobalData predicts that sleep-friendly ingredients in food and drinks are the next big trend as it aligns with consumers’ desire…

Sleep friendly food and beverages are the next big trend with millennials

GlobalData predicts that sleep-friendly ingredients in food and drinks are the next big trend as it aligns with consumers’ desire for a good night’s rest through natural methods.

18 Mar 2020
Avocado growers celebrate the ancient history of avos this season

According to the THP 2020 Flavour & Trend Forecast*, Michelin star restaurants around the world will be increasingly seeking out…

Avocado growers celebrate the ancient history of avos this season

According to the THP 2020 Flavour & Trend Forecast*, Michelin star restaurants around the world will be increasingly seeking out traditional ingredients from some of the oldest civilizations this year, particularly Central and South America.

18 Mar 2020
Limpopo residents become eco-warriors

Residents in northern Limpopo are becoming eco-warriors thanks to a new campaign which aims to see environmental waste reduced and…

Limpopo residents become eco-warriors

Residents in northern Limpopo are becoming eco-warriors thanks to a new campaign which aims to see environmental waste reduced and much-needed jobs created.


Visit the official COVID-19 government website to stay informed: sacoronavirus.co.za