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Kievit’s F&B predictions for 2019
Source：Food Bev Asia
Date Published：12/13/2018 05:12:48 PM
BY Anneke van de Geijn, Marketing Director & Trend Expert, FrieslandCampina Kievit
MOMENTS of feeling good matter for everyone. By touching the senses, FrieslandCampina Kievit aims to enrich those moments – delivering the desired end-consumers experience with the right solutions for food and beverage ingredients.
What will those moments of feeling good look like next year? As 2018 is winding down, our sights are set on the market in 2019. What will be 2019’s biggest consumer trends? Here are five predictions from Kievit.
1. Experiences that cover all the senses: look, feel, smell, taste, sound
For many, eating and drinking is not just a primary need, but a full-fledged lifestyle. What we eat and drink is often a conscious choice that balances our nutritional, mental, emotional, and economical states.
The role of storytelling is thus becoming a key aspect in the food and drinks that are on offer.
With the rise of social media, consumers do not just want food and beverages to be delicious. They have become fashionable, with consumers sharing and rating food online, via blogs, social media and apps. Consuming ‘Instagrammable’ food has become a must for millennials, which means it must have the potential to touch all the senses, with variations in taste, colour, texture, temperature, flavour and even sound.
Food concepts and products go beyond categories, resulting in, for example, the red velvet cappuccino: a red velvet cake merged with a hot drink. The result: unique fusion.
2. Healthier ready-to-eat & ready-to-drink
We’ve become busier than ever. Our lifestyles are more active, we’re constantly on-the-go, and we require convenient, flexible and affordable solutions that suit our needs wherever and whenever. With more consumers out of home and on the go, the segments of ready-to-eat and ready-to-drink are growing. When preparing their meals at home, consumers seek easy-to-prepare food and drinks.
As consumers’ lives become more hectic, there’s an increased need to balance that out with personal care. This means that more food and beverages will need to offer consumption on-the-go, and these can no longer compromise on health, to fulfil the growth of consumer consciousness.
3. Glocalization: getting the best from cultures
The middle class is rising in different regions in the world. At the same time, digitisation of the shopping experience is increasing too, resulting in a growing presence of web shops selling not just local products, but importing products and information from all over the world. Consumers’ buying power is growing, as is their knowledge of what people millions of miles away are eating and drinking.
In food and beverages, this growing awareness is resulting in flavours that are a mix of global and local needs. Products are traveling beyond borders, across the globe. In 2019, be on the lookout for European flavours becoming more popular in Asia, such as the Starbucks Speculoos Latte in Singapore, while for example Asian flavours increase in popularity in Europe, such as with the rise of matcha and chai tea.
4. Clean(er) label
The rise of clean label has been rapid and will continue to grow in 2019. With information being more readily available with every new device and app, consumers can make better informed choices about the food and beverages they consume. They are no longer simply looking at calorie intake, but are scrutinizing sugar levels, fat levels, energy intake and chemicals used.
Providing consumers with understandable labels will be key, as consumers look for ways to make conscious, mindful and ethical choices. That means it does not end with a clear label: the label should also address health, ethical, sustainability and food safety demands.
5. Personalize it yourself
Consumers worldwide are looking for products that can be adapted according to their personal ideas, tastes and nutritional needs.
In addition to consumers looking for a healthier lifestyle and searching for ingredients and products with specific nutritional values, the personalization trend shows an increased need for consumers to be able to add their personal finishing touches to their food and beverages. By adding a personal touch, preferably while spending more ‘real’ moments with loved ones, consumers feel that their creation is unique and made ‘in the moment’. Examples of this include a parent teaming up with his or her kids to bake and decorate in the comfort of their own home, or youngsters uniquely topping off their on-the-go drinks with ready-to-use ingredients.
These trends show manufacturers where consumer behaviour is headed and the tools they will need to create applications that meet changing demand.
(All photos courtesy of FrieslandCampina Kevit)