Consumers now rank the health of the planet as their number one concern, overtaking personal health which has been the top priority in recent years. In its Top Ten Trends for 2022, Innova Market Insights – the world’s most comprehensive global insight platform for the food and beverage industry – has identified the universal demand for trust in a sustainable future as the biggest driver of consumer behavior in the year ahead.
A sense of joint responsibility for our shared planet is guiding the choices consumers make and the lifestyles they wish to lead. Innova’s Global Lifestyle & Attitude Survey reveals that, when it comes to food choices, the top two environmental actions people are taking are reducing waste (43% of respondents) and eating in moderation (32%).
Elsewhere, concerns over health that have been amplified by a pandemic which has massively changed social habits, the continued advancements in technology, and more confident, vocal consumers, all offer clear signs of the direction innovators must take to successfully meet society’s needs and desires in 2022.
‘Shared Planet’ leads Innova Market Insights’ Top Ten Trends, focusing on how everyone can play their part in shaping a sustainable and prosperous future. Consumers tell us they want to be ethically and environmentally conscious, so brands need to work alongside the public to breed confidence in the claims attached to products. Trust and transparency are must-haves for any brand wishing to find common ground with an increasingly educated, forward-thinking and interconnected consumer base.
Said Lu Ann Williams, Global Insights Director, Innova: “One of the biggest shifts we are seeing is that the health of the planet is now the top concern of consumers. Personal health has been the big concern for the past few years, but consumers now tell us that this has been surpassed by global issues. Sustainability is no longer just a Wall Street issue. It might not be the top purchase driver for all consumers, but for many it clinches the deal when it comes to choosing between products.”
Innova’s Top Ten Trends, based on extensive, top-quality consumer and industry knowledge, provides the best insights for those needing to stay on top of the changing food and beverage landscape. Innova’s continually updated consumer research delves into the ‘what’ and the ‘why’ behind trends in the food and beverage industry, allowing innovators to forward plan with accurate and detailed insight into the main drivers behind consumer behaviour.
1, Shared Planet
2, Plant-Based: The Canvas for Innovation
3,Tech to Table
4, Shifting Occasions
5, Voice of the Consumer
6, Gut Glory
7, Back to the Roots
8, Amplified Experiences
9, Upcycling Redefined
10,My Food, My Brand
On Wednesday 3 November 2021, at 4pm CET and 11am EDT, Innova Market Insights’ Global Insights Director Lu Ann Williams will present a webinar detailing all the Top Ten Trends for 2022. To be first to receive this invaluable data on the themes that will dominate the food and beverage industry, register here. For more visit innovamarketinsights.com