Published: November 2019
2020 Key Trend 1: Digestive Wellness
A product that makes a tangible difference to consumers’ digestive health – whether that’s because it’s free-from or because it offers a digestive boost – has a huge advantage. With eight strategies, including several emergent opportunities, it’s still the strongest consumer trend.
Price (PDF):
US$240 £185 €220 NZ$375 AU$355 ¥25800
Published: November 2019
2020 Key Trend 2: Good carbs, bad carbs
With the heat coming off fat, consumers are now watching their carbs. While there’s still a place for indulgence, industry is responding to the lower-carb challenge with three strategies that allow consumers to cut their carbs, eat better carbs, avoid digestive problems or to power them through their day.
Price (PDF):
US$240 £185 €220 NZ$375 AU$355 ¥25800
Published: November 2019
2020 Key Trend 3: Plant-based
Consumers of all ages can’t get enough of plants, especially now that brands are offering them in ever-more-convenient forms. But it’s not about people avoiding meat – something anyone launching a meat alternative should bear in mind. And while plant-based dairy alternatives is one of six possible strategies in this trend, it too is fraught with risk.
Price (PDF):
US$240 £185 €220 NZ$375 AU$355 ¥25800
Published: November 2019
2020 Key Trend 4: Sugar
Sugar is fast overtaking fat as the new dietary demon, and companies are rising to the challenge, with four strategies emerging. While consumers are forgiving of sugary products in indulgent categories, brands in certain other categories must make efforts to lower sugar. The good news is, consumers are more open than ever to how this is achieved.
Price (PDF):
US$240 £185 €220 NZ$375 AU$355 ¥25800
Published: November 2019
2020 Key Trend 5: Protein
The macronutrient that can do no wrong in consumers’ eyes, protein has a halo of health and naturalness – and getting more of it is a priority for many people. Creative NPD in four areas is keeping consumer interest and demand high.
Price (PDF):
US$240 £185 €220 NZ$375 AU$355 ¥25800
Published: November 2019
2020 Key Trend 6: Fat reborn
No longer the dietary demon it was for decades, fat is seen more favourably by consumers, fuelled by old science being discredited plus the popularity of low-carb and keto diets. Plus – fat offers a flavour advantage.
Price (PDF):
US$240 £185 €220 NZ$375 AU$355 ¥25800
Published: November 2019
2020 Key Trend 7: Meat reimagined
Meat has taken a beating from plant-based in recent years, but companies are waking up to the threat – and perceiving the potential for a good news story around this most traditional of foods. With five strategies companies can follow, the opportunity lies in “better” meat, raised and processed sustainably, delivered in new and more convenient formats.
Price (PDF):
US$240 £185 €220 NZ$375 AU$355 ¥25800
Published: November 2019
2020 Key Trend 8: Provenance & Authenticity
People want “somewhere” more than they want “anywhere” – and demand is rising for products that connect to heritage and place. It’s an opportunity for big and small companies alike, with four strategies companies can follow.
Price (PDF):
US$240 £185 €220 NZ$375 AU$355 ¥25800
Published: November 2019
2020 Key Trend 9: Energy 2.0
Energy is consistently a top consumer need, and people are more open than ever to where they get it from – meaning that energy propositions targeting a wider group than the traditional young male audience have fresh potential. Besides using caffeine – which is familiar and has a strong feel-the-benefit advantage – there are three more strategies in Energy.
Price (PDF):
US$240 £185 €220 NZ$375 AU$355 ¥25800
Published: November 2019
2020 Key Trend 10: Mood
Consumers are increasingly aware of the links between food and mood, and challenger brands are already carving out a niche in this emerging market.
Price (PDF):
US$240 £185 €220 NZ$375 AU$355 ¥25800
