Courtesy of ADM
By Zona Negri, Marketing Director, APAC Flavours, ADM
In the ever-evolving landscape of the food and beverage industry, consumer preferences and behaviors are constantly shifting, driving innovation and shaping the trends of the future.
When reflecting on the past year, two standout areas in this sector are a significant shift toward proactive personalisation and experiential eating.
Consumers are redefining wellness, recognising the uniqueness of their needs, and being motivated to purchase products that align with their specific personal goals. Increasingly, we see them being driven by curiosity and a desire to experiment with new foods and flavours to elevate their eating experience.
But as consumers redefine their relationships with food and beverages, another transformation is taking place. From their pursuit of nutritional support without compromising taste to the exploration of unconventional tastes and vibrant colours, the world of food and beverage is pushing boundaries and eagerly embracing an exciting future ahead.
The Proactive Search for Personalisation
Today, consumers are intricately attuned to their health and wellness, leading to a redefinition of wellness itself. Their proactive approach is evident as they seek “better for me” solutions, embracing tailored approaches that support their personal goals. Notably, a staggering 72 percent of consumers in the APAC region express a keen interest in food and drink products tailored to meet their individual nutritional needs1.
When it comes to customised food and drink to meet their needs, the microbiome has emerged as a key growth area because more shoppers recognise the connection between their gut, digestive health, and overall immunity.
ADM’s OutsideVoiceSM research revealed that fiber was found to be the number one ingredient consumers want to add to their diets for reasons like digestion, weight management, and satiety.
In fact, more than 50 percent of APAC consumers have increased their intake of fiber-rich food and taken probiotic-enriched food/supplement2. To meet this demand, ADM developed Fibersol®, a flexible, well-tolerated dietary fiber that supports digestive health. The microbiome has become the new frontier for the next generation of nutrition, and our proprietary probiotics range can address this need.
As we look ahead to 2024, ADM has revealed a Flavour and Colour Trends Report that are shaping the global consumer environment for food and beverage. Our colour and flavour experts identified these themes through a deep dive into consumer purchasing behaviour and online and offline trends, and across industries beyond foods and beverages.
Seeking Health Without Stealth
Functionality has become a baseline expectation for products, and they must now meet consumer expectations for taste and visual appeal to gain a competitive edge in the market. For products on the market with reduced/low/no fat, sugar, or salt, we have seen a 54 percent increase in demand3. Shoppers actively seek functional products promoting holistic health, relaxation, hydration, and mental and physical wellness. These associated benefits must be presented without sacrificing the sensory experience, as consumers now view better-for-you products as the norm rather than the exception.
The flavours and colours in food and beverages play a crucial role in helping functional products resonate and signaling consumer awareness of their health associations. One in two consumers actively seek fermented food and beverages to improve digestive and immune health4.
For instance, in APAC, incorporating more sour notes in pickling, vinegar, and kombucha adds contrast and complexity to the flavour profile of foods and beverages. In general, fermented products have been recognised for many health benefits, including their positive impact on digestive health for consumers.
Elevating the Eating Experience
While embracing wellness, consumers in APAC are also discovering adventure through foods and beverages, seeking flavours, textures, and colours to delight their senses. As they desire new experiences, their tastebuds will transcend tradition and geographic boundaries to challenge the expected with new flavours and formats – whether through bold, vibrant flavours, botanicals, spices, nuanced culinary preparation methods, or authentic global and regional recipes. They find adventure and escapism through new discoveries and creativity, as well as seek enjoyment and comfort in indulgent experiences.
In the APAC region, a noteworthy 72 percent of consumers express a penchant for experimenting with novel flavours from around the world5. For developers, infusing food and beverage products with these fresh and intriguing flavours, along with unique textures, proves to be a strategic advantage in the competitive market. Furthermore, a significant 58 percent of APAC consumers view experimental and exotic flavours as distinctly exclusive, especially for special eating and drinking occasions2. Beyond taste, consumers globally seek solace in vibrant colours and delightful flavours capable of elevating their mood, ushering in brighter and more uplifting moments6.
In the coming year, we anticipate that proactive personalisation and experiential eating will remain enduring trends. As consumers maintain a proactive approach to wellness, tailoring it to their unique needs while unapologetically embracing flavours they find tasty and aesthetics that appeal to them, brands can view them as opportunities for deeper engagements.
They can provide comfort and pleasure through unique flavours and textures or nostalgic and indulgent flavours that align with their values around health, functionality, and sustainability.
Breaking Boundaries of Taste and Colour
The influence of viral social media is inspiring a spirit of exploration, leading consumers to embrace tastes and colours that were once considered unconventional. Today’s consumers are open-minded and enthusiastic about challenging traditional norms and geographical boundaries when it comes to their choices in food and beverage products.
More than 70 percent of APAC consumers like new flavours that have not been tried yet from different parts of the world. The flavours and colours of under-explored, under-represented geographies such as Asia, South America, and the Mediterranean can produce unconventional flavour combinations to satisfy consumers’ need for vibrant and sensorial experiences. Bold and vibrant colours, such as bold reds, vibrant pinks, rich purples, earthy greens, saturated yellow, and refined blues, can create a sensational response in the eating experience of consumers.
As we bid farewell to the year and eagerly anticipate 2024, these trends are poised to endure, propelling food and beverage developers into a future defined by relentless innovation. Brands that seamlessly blend flavours, textures, and health-conscious elements will not only captivate but deeply resonate with consumers. In this landscape, vibrant colours and unconventional flavour symphonies will craft extraordinary culinary adventures, aligning perfectly with the discerning tastes of today’s consumers.
Traditions will be challenged, and the future will be filled with innovation for food and beverage developers. As a global leader in nutrition, ADM empowers food and beverage brands to craft groundbreaking products that seamlessly integrate with the ever-evolving needs of consumers.
1 FMCG Gurus, Personalised Nutrition Report, 2021
2 FMCG Digestive Health 2022 Report
3 2024 Flavor and Color Outlook
4 FMCG Gurus Health & Wellness 2023
5 FMCG Gurus, Flavours, Colours and Textures Report, 2023
6 ADM 2023 Flavour and Colour Outlook
7 FMCG Gurus Flavor, Color, Texture Report 2023
This story first appeared in our “Savoring Innovation: A Glimpse Into Tomorrow’s Pantry” issue.
