Trend Watch

CHICAGO — Nutrition company ADM released its second annual list of consumer trends.

Based on research from ADM’s consumer insights platform, it provides a breakdown of each growth space it said is poised for takeoff in the new year.

“Consumers today continue to navigate a tumultuous environment that has uprooted every aspect of their lives,” said Brad Schwan, vice president of category marketing for ADM. “We’re seeing everything from foods, feeds and beverages that promote gut health, to plant-based meat and dairy alternatives to biodegradable packaging.”

Below are the eight key consumer trends, according to ADM.

1. Nourishment for the Whole Self

Consumers want to be more proactive about supporting their mind and body through a balanced approach to diet and lifestyle. While this is a long-term trend, the recent pandemic has placed renewed interest on mental well-being, with many looking for more effective ways to cope with stress and anxiety. Wholesome nutrition is one important way consumers are looking to support their holistic well-being. In fact, ADM found that 37% of global consumers expect the snacks they eat to improve their mental well-being.

2. Plant-based Lifestyles

A flexitarian approach to eating has become mainstream as consumers look to functional, wholesome, plant-based nutrition to support healthy, environmentally friendlier lifestyles. It is expected that alternative proteins will likely account for 11% of the total protein market in 2035. This is being fueled, in part, by COVID-19, which has accelerated interest in plant-based diets.

3. Microbiome as the Root of Wellness

Awareness of the microbiome as central to wellness has grown over time. Data from ADM indicated that 58% of global consumers are aware of the potential benefits that bacteria in the digestive system can have on their overall health. Today’s consumers are looking for foods, beverages and supplements that support gut health and overall well-being.

4. Clean and Transparent Sourcing

Consumer demand for clean label products, which they consider to consist of real, kitchen-level ingredients, has become important. Today’s shopper is consistently searching for foods and beverages containing real, simple ingredients that can help promote a healthy, sustainable lifestyle. This has led to a desire for transparency across the entire product lifecycle.

5. Humanization of Pets

Pets are more commonly seen as part of the family — a trend that has been present over time but accelerated during the pandemic. This extends to what pets eat, with many pet parents transposing their purchasing values and preferences onto their furry companions. There’s been a 41% increase in all natural pet foods launched globally. Likewise, ADM also found that 30% of global pet owners spent a significant amount of time researching the best food options in the last year.

6. Precise and Responsible Animal Feeding

The interconnectedness of the animal product supply chain is top of mind for today’s consumer. There is an increased demand for optimized feed solutions that support human and animal nutrition in an efficient, environmentally friendly manner. Nearly half (49%) of consumers are willing to pay a premium for products with high quality assurances and verifiable safety standards.

7. Sustainable Goodness

Consumers see sustainability as a moral imperative as they connect it to what is right and ethical, their community and the environment. In fact, 47% of global consumers say they are now more attentive to sustainability claims. This has sparked demand for ethical production and sustainable sourcing practices — such as regenerative agriculture and carbon-negative production to protect the food supply of the future.

8. Advanced Renewables and BioSolutions

Today’s consumers are more conscious of the environmental impact of their consumption and the food system at large. With 38% of global consumers being willing to pay more for products made with sustainable materials, conscientious consumers are paying close attention to seeking out food products that support the needs of their families, the environment and their local communities.