Duiven, Netherlands — Tracing a food’s origin is among the hottest consumer trends anticipated for the coming year, according to research firm Innova Market Insights.
Lu Ann Williams, director of innovation at Innova, says: “Global food product launch activity featuring the word ‘origin’ for claims purposes increased 45 percent for the first half of 2013 compared with the second half of 2012, with further growth anticipated.”
The researcher notes that chocolate is one of the top segments responsible for this growth, as it comprises 4.5 percent of all products making origin claims. In comparison, teas represent 4.7 percent of items making this claim, while cheese comprises 11.1 percent., the most frequent food segment.
The traceability trend is also going to be impacted by an increased consumer focus on food safety, and candymakers can benefit from this by highlighting ingredient origins in marketing materials, Innova reports.
Other trends anticipated for the coming year include a shift in focus from food manufacturers’ sustainability practices to reducing food loss and waste across the supply chain, with extra emphasis on retail and consumer ends of the food stream. As a result, the researcher claims ingredients coming from the waste stream will hold enormous potential.
Continued growth for “budget” and premium items is also expected to continue, with value packaging, “good value” claims on products and in-store value promotions benefiting highly from this trend. Conversely, the items that fall between value and premium products are expected to see further challenges.
More manufactures will look into all areas of health to provide more nutritious foods for consumers who see them as an answer to healthcare budget concerns around the globe, the research notes.
Finally, Innova is predicting that 2014 will see the further rise of small manufacturers who are developing high-quality, distinct products that currently have small-scale appeal, but have the potential to drive new trends. The researcher notes that social media will play a role in this, as it gives candy and snack suppliers the opportunity to target niche consumers worldwide.