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consumer-focused innovation
The hype of disruptors in the food industry has driven legacy brands to acquire
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receptive to the latest consumer trends and challenge the innovation planning and
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this development? We asked strategic market research provider Euromonitor for an
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Up until recently innovation was heavily underlined with
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reach untapped consumers, it has also distracted the focus
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from consumers, many have reached a critical point to step
back and re-assess the values that their brand represents.
The process begins by asking ‘What is the next big shift in
consumer preference?’ and takes a look at long-term megatrends
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to shortlist the few that are most critical and relevant.
More importantly, it is essential to establish a method of
monitoring the change of such megatrends over time or
risk becoming exposed to disruptors who see and address
further shifts in consumer needs faster and better.
The outcome of this assessment allows manufacturers to
establish a more clear direction for the product portfolio and
to more effectively work with partners along the supply chain
to innovate and co-develop products that speak to evolving
consumer needs.
Consumers are re-shaping the meaning of healthy
A prime example of such shift in megatrends is the evolution
of health and wellness. Health and wellness, which is a USD
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chain, from ingredients to products and packaging. It is
not so much about the exclusion of ingredients but about
nutritional value, transparency and responsible sourcing,
underpinned by indulgence and an enjoyable experience.
The oils and fats segment is among the most impacted by
this shift. For example, we see a clear resurgence of butter
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naturally perceived fats will underline the future development
of this category where alternatives such as avocado and
coconut oil are being embraced by consumers looking for
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as confectionery and snack bars.
The focus on wellness has also manifested in increasingly
mindful eating and demand for a sensorial experience. As a
result, consumers are extra attentive in scrutinizing the list
of ingredients on the products they choose to purchase and
look for natural, simple labelling and sustainable alternatives.
This is fostering innovation in plant-based dairy alternatives,
meat substitutes and gluten-free options and has introduced
naturally healthy ingredients such as super foods, super
grains and fungi.
Monitoring such megatrends closely and over time allows
brands and their ingredient partners to achieve two objec-
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support future innovation by having a clear reference point
for portfolio development within this space.
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Increasingly, foodservice has been utilized as the testing
platform for food innovation, as it leverages the direct
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able to blend ingredients and assess the appeal of new
formats. This has fostered the re-discovery of ancient
ingredients such as turmeric, the substitute of oils
such as avocado oil in humus and condiments,
the adoption of sustainable sourcing utilizing
ugly fruit and food waste, or the development of
alternative food formats such as the power balls
in snack bars.
Foodservice is a good innovation platform
as it also can provide the sensorial experience
beyond taste but on an elevated
experience with new textures, new ingredi-
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received foodservice trends are gradually
commercialized and adopted into a
mainstream retail offer.