Global snacking launches featuring high protein claims had a CAGR of 16.8% between 2015 and 2019, while the use of energy/alertness claims rose 13.7% over the same period, according to Innova Market Insights data.
The Right Bite was one of Innova Market Insights Top Trends for 2020 reflecting how food and drinks supporting lifestyle choices can fall into several areas. These all aim to help those wishing to embrace healthy lifestyles, balance busy schedules and/or reject their current lifestyles and search for change.
Those seeking healthier lifestyles also looked to find a balance between health and indulgence, while also looking for individual needs and preferences to be met, including the development of more balanced and complete concepts in terms of their nutritional needs.
Balancing busy lifestyles is necessary as consumers live life to the fullest (holidays, dining out, etc.) and benefit from this, but feel that it also takes a toll on them, with ‘fast’ lifestyles also necessitating compromise and rebalancing. Convenience is key in this area, prompting a demand for meals that are easy to prepare and cook, which in turn provides opportunities for ready meals and meal kits. The demand for home-cooked food has boosted interest in meal kits, with 28% growth in the number of launches tracked globally by Innova Market Insights (CAGR 2015-2019).
On the other hand, consumers looking for a change in lifestyle are likely to increasingly distract and distance themselves from their busy lives and try to wind down. Emotional comfort is key here, with interest in comforting, relaxing and sleep-inducing food and drinks, particularly carrying mood, energy and sleep improving claims.
Stress and anxiety are key concerns in modern life as awareness of their negative impact on mental and physical health grows. In a 2019 Innova Consumer Survey, 32% of UK consumers and 39% of US consumers claimed to experience stress at least once a day, rising to over half in India. The industry response has included more products targeted at improving low mood, tiredness and fatigue and sleep.