ADM announces global trends driving nutrition innovation for 2023 | So Good News
07 November 2022, USA: ADM, the global leader in human and animal nutrition, today unveiled its third annual forecast of global consumer trends shaping the food, beverage and animal nutrition industries and driving market growth in the coming years.
Looking at the intersection of health and well-being, sustainability and food safety, ADM has identified eight spaces that detail changing consumer behaviours, attitudes and aspirations. Eight areas will serve as fulcrums to inspire innovation that will usher in a new wave of products and services for 2023.
“Often interrelated, these key themes permeate consumer choices, demand and expectations for brands,” said Brad Schwan, vice president of marketing at ADM. “The desire for a healthy mind, body and soul, as well as for the global community and planet, is reflected in active and decisive conscious consumption across categories. As consumers seek to prioritize what matters most to them, they want nutrition brands to do the same. Companies that can rapidly develop together with their customers are poised to succeed in the year ahead and beyond.”
Below are eight global consumer trends identified by ADM that are powering purposeful design and ingenuity for human, animal and pet food and supply chains.
Expanded protein choices
More than half (52%) of global consumers now consider themselves more flexible, adding animal and plant-based or other alternative proteins to their diet1. Of this 52%, nearly two-thirds describe their eating style as “trying to eat more plant-based foods,” leading to increased demand for expanded protein options1. As Gen Z and Gen Alpha techies grow up, it will become commonplace to accept the use of scientific advances to create our food, and practices like cellular agriculture, precision fermentation, hybrid products, and insect-based proteins are likely to flourish.
Consumers see emotional, mental, physical, and even spiritual health as interconnected and equally important. Consumers are taking a synergistic approach and making intentional and conscious choices about how they eat and spend their time to address energy levels, disease prevention, and overall mood and well-being. Globally, 79% of consumers believe that supporting their mental health has a positive impact on their overall health and wellness1. In addition, 48% of global consumers plan to address their mental well-being in the next year, making it one of the top concerns behind immune function, digestive and heart health2.
What is healthy for one person may not be ideal for another. The one-size-fits-all strategy for health and nutrition has been ditched in favor of customized, “good-for-me” approaches. In fact, 63% of global consumers say they are interested in food and beverage products tailored to meet their individual nutritional needs3. Additionally, 55% of global consumers say they are willing to spend more on functional foods that can support their health goals1. In addition, these personalized solutions perfectly fit the lifestyle of a person and take into account the preferences of taste and culture.
Trust and control
From soil to fork, consumers want to know where their food comes from, who made it, and what ingredients are in it. They want to know how the product was produced and whether the production conditions were humane. Some progress has been made in gaining consumer trust, with research showing that 42% of global consumers trust products and brands more with environmental claims in the past two years4. This need for transparency stems not only from food safety concerns, but also from a desire to connect with food and the communities that grow or make it. As such, consumers tend to favor companies that they believe are honest and authentic, and that use technologies such as QR codes or blockchain to allow products and ingredients to be traced back to their origin.
Globally, 49% of consumers say they have changed their diet in the last two years to adopt an eco-friendly lifestyle4. They also demand a high standard of environmental practices from the companies they buy from. Consumers care about reducing their food waste4 and expect the same from the brands they support. Consumers want proof of environmental restoration and restoration.
Consumers, using their voices and purchasing power, are demanding that companies treat people and animals fairly and humanely in all aspects of production. Nearly 30% of global consumers have actively boycotted a product or brand because of its ethical credentials, and 40% look for brands that guarantee that farmers are treated ethically4. Ensuring the livelihood of workers and farmers, applying inclusiveness and diversity in the organization, making products affordable and accessible to the end customer are important issues for modern consumers when making purchase decisions.
Raising modern pets
For many people, pets are part of the family and their nutritional and emotional needs are treated equally with their owners. With this in mind, many pet parents insist on making their pet’s food with the same ingredients as their own. Additionally, branded health ingredients are in high demand as consumers pay more attention to the well-being of their pets, with over 60% of global cat and dog owners saying that branded health ingredients are important to their pets5. This growing individualization of pets leads to a more holistic approach to pet care, with mental well-being, gut health, exercise and diet all working together.
Global consumers are becoming more adventurous with food, as 74% say they want to try new flavors from around the world and 63% say they like to be experimental when cooking6. Looking for new and exciting flavor profiles, diners want to engage with fun and playful brands as part of the experience. If these brands can encourage participation through co-creation and virtual experiences, loyalty can be won through the sense of community it creates and the entertainment it provides.
From the health and wellness of people and their pets to the environment and increased consumerism, these eight trend spaces offer opportunities for innovative forward-thinking companies to meet the evolving needs of today’s consumers. ADM is at the forefront of each of these areas, with a deep inventory of ingredients and solutions, a global team of trendsetters, technical experts, scientists and more. including supporting brands in developing new offerings as a leading full-service supplier.
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