Conscious Indulgence Is the Main Global Trend in 2021

FrieslandCampina Ingredients Food & Beverages identifies ‘Conscious Indulgence’ as the key global market trend in their recent 2020-2021 Trend Report. Insights from this report not only give food and drink manufacturers an understanding of consumers’ needs in these turbulent times, but also allow them to get ahead of the curve and competition. Turnkey recipe suggestions round up the report’s content and will adequately prepare them for tomorrow’s menu amidst a new normal.

The report shines a light on both macro and micro developments in local markets across the world. Inspiring recipes based on the findings bring key observations to life that can facilitate product innovation to keep up with rapidly changing consumer needs. The trends are an accumulation of market insights from FrieslandCampina Ingredients’ own experts, combined with additional owned and bought market studies and further complemented with big data analysis of consumers’ online behaviour.

Although they may appear differently, subject to regional differences, the three identifiable global trends are: Conscious Indulgence, Experience Beyond The Imagined and Shaping A Better World.

Conscious Indulgence

Consumer interest in a diet with wellness benefits was already on the rise before the onset of COVID-19. But the pandemic forced consumers to think more about their lifestyles. That also aroused the desire to better understand ingredients and enjoy delicious – the most important aspect – beverages and foods which can incidentally protect and promote good health.

Experience beyond the imagined

Consumers are keen to pursue unforgettable experiences and adopt new definitions of indulgence. Today, it’s all about a total and immersive experience that tickles all the senses. They are finding more time to experiment in-home, get more creative and discover new flavor combinations. Cookie cheesecake cupcakes, double brewed milk tea frappe with salted chips milk foam, extreme milk tea tasting sliders and excessively fluffy waffles are now seeing the light in the homes of consumers as they create their own feel-good moments to cherish. Out of home is also joining the party, by bringing unforgettable experiences to consumers’ doorstep through DIY kits or online baking classes.

Shaping a better world

Sustainability came naturally during the pandemic for consumers. People cooked creatively with whatever was left in their cupboards and were conscious about waste. Prior to COVID-19 as well, consumers wanted ingredients that were ethically sourced, came from closer to home and boasted green credentials. Nowadays consumers are enjoying a brunch veggie loaf or a cappuccino in an edible cup, and feel that there are opportunities to make lasting positive changes and shape a better world.

“Increased interest in food and drinks that promote consumer health, bring new experiences to life and shape a more sustainable world will define the new normal. The challenge for manufacturers is to cater to these consumer needs without compromising on delicious taste and the sense of indulgence,” says Suzanne van den Eshof, Global Marketing Director at FrieslandCampina Ingredients Food & Beverages. “Brands and companies that are able to jump quickly on these trends, together with their ingredient supplier supporting them via recipe innovation and sustainable products, will be the ones that come out on top after these difficult times. Close collaboration will increase the speed to market, while at the same time leveraging opportunities to get creative with and for the consumer.

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