Pure, Natural and Green

TEN key trends will impact the food and beverage market through 2012 and beyond, according to Innova Market Insights. The market research firm unveiled its annual trend list in Paris at the Fi Europe and a webinar in November.

'Pure' is the new natural Natural products are becoming the rule rather than the exception in most western markets, despite ongoing issues with a clear definition of what "natural" encompasses. One way around this has been marketing the 'purity' of a product.

Such claims as 'purity', 'pure origin' and 'true to nature' are appearing more often on products, said Lu Ann Williams, head of research at Innova Market Insights

Innova also reports that the number of products using the word "pure" doubled between 2008 and 2009, with a further third added in 2010 and considerably more in 2011.

Ms Williams also noted that key areas of ingredient development in the pure and natural space are sweeteners and natural colours. "At a recent show we saw a lot of products promoting Stevia, agave and coconut sugar as sweeteners," she said.  "There's a lot of interest in natural sweeteners and we feel this will continue to be a big trend." (Turn to page 30 for more on Stevia—Editor)

Green is a given Corporate social responsibility and sustainability strategies have taken on an increasingly important role. The focus is on reducing carbon emissions or packaging, or creating higher welfare or fairly traded lines. The 'ingredientization' of commodities is also moving forward, with previously untapped waste materials used for their potential functional and health benefits. Ms Williams cited the use mushroom stems in mushroom concentrate to replace the flavour enhancer, monosodium glutamate, and still retain umami notes.

Location, location, location Interest in where their foods are coming from has never been higher amongst consumers. This is being driven by an interest in supporting local suppliers, a desire for ethnic-style lines, concerns over the quality and safety of imported products, or the demand for authenticity in terms of products from a particular country or region.

Amongst the means utilised are flags and maps, photographs of farmers, and even story lines that appear on product packaging to let consumers know the origin of products and ingredients, Ms Williams said.

Premium stands out Austerity measures once again are topping the economic agenda, but premium positioning provides many benefits. Consumers still have to eat and are likely to look increasingly to the extremes of discount or super-premium products, with centre-ground brands squeezed. A premium treat can be justified as an affordable indulgence during difficult economic times, particularly if it can also encompass a better-for-you element.

Seniors draw attention Companies are starting to address the needs of an aging population, both in terms of packaging functionality and of general and specific health concerns.
 
Forty is the new twenty People approaching middle age are more pro-active in seeking ways to assure a better quality of life and prevent such health issues associated with old age, such as dementia and poor eyesight, through dietary supplements and food intake, Ms Williams said.

Grounded in science Increasingly, consumers are looking for scientifically proven claims. A claim accepted by regulatory authorities will benefit ingredients and products, such as those in Europe.Air Jordan XXXI 31 Shoes