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ProFood Tech takeaway: Consumers drive trends

As consumers become increasingly interested discovering new flavors and trying new diets, packaging not only needs to stand out on the shelf, but it needs to align with consumers’ lifestyle.

Virginia Lee explained to Pro Food Tech attendees that millennials, the largest generation in U.S. history, want to have a say in what CPGs are selling to them.
Virginia Lee explained to Pro Food Tech attendees that millennials, the largest generation in U.S. history, want to have a say in what CPGs are selling to them.

In 2018, Mars Inc.’s M&Ms solicited votes from consumers on which flavor they should add to the M&M’S line-up—they ultimately chose crunchy mint. And the feedback was overwhelmingly positive, which brought back the vote for new flavors this year. Consumers will be choosing between three new flavors for the M&Ms—English Toffee Peanut, Mexican Jalapeno Peanut, and Thai Coconut Peanut. For years Mondele-z International’s Oreo brand has been surveying its consumers for new flavor ideas, allowing them to create flavors like cherry cola, kettle corn, and piña colada.

These flavors may seem a little outside of the box for chocolate covered candies and cookies, but they fall right in line with what consumers are looking for. According to Innova Market Insights, more than 60% of consumers in the U.S., U.K., and China, are using their discovery of new flavors to drive their purchase decisions. The voting and new flavor contests are promoted on packaging designs that are clearly different from the typical brown and yellow M&M bags and blue Oreo trays, ensuring that consumers feel like they discovered something new. Aside from M&M and Oreo, more than 17% of average annual growth of food and beverage launches included a “discovery claim” on their package at the global level between 2014 and 2018. Discovery claims on packages include KitKat’s newest chocolate bar made with Ruby cocoa beans, which states “Discover a new chocolate experience” on the new pink- and crème-colored wrapper.

Consumers are also looking to add surprise to their grocery shopping experience—in both the foods they consume and the packaging that ultimately influences them to purchase. Basiron, a Netherlands-based cheese brand, prides itself on surprising consumers with green-, red-, and lavender-colored cheese, and one of its iterations is a black lemon cheese. The black cheese is wrapped in yellow wax that boasts lemons, which would stand out in any cheese market.

“Food companies are trying to create an element surprise with their products and their packaging,” says Virginia Lee, Insights and Innovations Manager, Innova Market Insights.

Plant-based market is here to stay, prompting brands to go green
On the opposite end of candy, consumers are more health conscious than ever. More than 40% of consumers in China, France, and Brazil have changed their diets to include more fruits, vegetables, and plant-based proteins for healthier living, according to Innova Market Insights. In fact, eating a plant-based diet has officially become mainstream, and brands are “greening-up” their portfolio to attract consumers who want plant-based items. Both dairy-free alternatives and meat substitutes have risen by more than 15% on an average annual basis since 2014 in the number of global launches, with one in two U.S. consumers citing health as a reason for buying alternatives to bread, meat, and dairy, followed by diet variety, novelty, and sustainability. Adapting to this rise in demand, the number of beverage and food launches with a vegan claim has increased by 33% on an average annual basis since 2014.

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