The COVID-19 pandemic has created heightened feelings of anxiety, insecurity, shifting priorities and the adoption of a more holistic and responsible approach to food.
The trends started in 2020 and will continue to grow: A higher demand for foods and beverages that support immune systems, enhance mood, reduce environmental impact and support local companies. This unexpected shift is going to spur innovation, marked by major advances in nutrition. The following trends were seen in , showing which trends are weakening, which are changing radically and whether new trends will emerge. Today, we summarise the most relevant upcoming trends.
Nourishing the body and mind proactively
Even before the corona crisis, health was one of the most powerful megatrends driving the change in our eating and drinking culture. In 2021, consumers are consuming even more foods and beverages tailored to their health. They prefer those that naturally contain beneficial ingredients to support immune systems, enhance mood and sustain energy. “Nutri Food” is foods that are enriched with additional ingredients and advertised with a positive effect on health.
Sustainability at stage
Consumers think about tomorrow’s world and want to make a positive impact on the environment through their everyday actions. Therefore, they tend to buy more local, seasonal and sustainably produced items. In times of Corona, however, “regional” has a completely different meaning. The pandemic has serious economic consequences, especially for small and medium-sized businesses. “Support your locals” is, therefore, the call. Sustainability in ingredients, packaging and transport, but also fair working conditions are longed for.
Biodiversity in Agriculture
The future of nutrition lies in diversity – because biodiversity is also inextricably linked to climate change and agrobiodiversity makes agriculture more resilient and crisis-proof. Of the 30,000 plants that humans could potentially feed on, very few are used. Of the approximately 40 domesticated livestock species, only 5 provide the majority of the animal food consumed worldwide. The importance of domestic agriculture is increasing. We can use this new appreciation to increase diversity.
The Liquid Evolution
Infused Beer, Fibre Water, Protein Water… Healthy drinks are on the rise. There is an increasing demand for non-alcoholic beverages, such as flavored mineral water, vitamin drinks or “virgin cocktails”. Manufacturers are experimenting with new processes, with fermentation technology at the forefront in order to create new taste experiences. Start-ups, in particular, are mixing up the beverage industry with alcohol-free urban drinks and helping to shape the liquid evolution.
Transparency builds trust
Consumers want to know where foods and beverages come from and how they are produced. They expect labels to provide greater transparency around the entire product life cycle. Consumers look fort he following information from a brand or manufacturer: Country of origin, a complete list of ingredients, simple description of ingredients, certifications, in-depth nutritional information, details about sourcing.
Prolactal is the leading food ingredient supplier which produces and distributes a comprehensive . With a market share of 30%, we are the market leader in Organic Infant Formula Ingredients and we strive to broaden our shares in the sports and lifestyle, adult nutrition, confectionery and dairy industry. We are sourcing only premium organic milk and whey from cow, goat and sheep mostly from the Alpine Region. Prolactal has all of many important and globally recognized certiﬁcation organizations within the food industry.