Transparency, sustainability, nutritional density, and cognitive health are four trends that were identified as developing less than ten years ago but are now firmly established in many customers’ purchasing decisions. With 35% of Gen Z and millennial customers having “tried more sustainable food or beverage products they had never previously purchased,” millennials are particularly interested in messages about sustainability. The “smart sustenance” trend, which emphasises nutrient density, and the “staying sharp” trend, which emphasises maintaining mental acuity, are among Mintel’s top food and beverage trends driving innovation in 2023. The NPD Group, a Chicago-based market research firm, discovered that consumers are becoming more interested in the connection between food and mental health. To improve the consuming experience, product developers should concentrate on flavour and experience.
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