Take the pressure down: top 10 trends for 2013

You may not want to hear this, but 2013 will be a year of increasing pressure, according to Innova Market Insights. The food industry should expect a year of increasing pressure on manufacturers to be accountable to consumers and suppliers and increasing regulatory pressure around definitions of what a ‘natural’ product is.

Innova has identified 10 key emerging trends likely to impact the food and drinks market in 2013. The market research company presented the top trends at Health Ingredients Europe last week.

The mindful shopper

Ethical shoppers are increasingly influencing the market, supported by mounting pressure from lobby groups, NGOs and celebrities who are calling for transparency, credibility and accountability from the food industry. Campaigns driven by social media also make companies more susceptible to negative publicity, Innova says.

Product launches with ethical positioning, 2008-2012.

Products marketed from an ethical platform have surged recently, Innova said, accounting for over 14% of global launches tracked in each half-year period since the second half of 2010.

Innovation stagnation

The December 2012 deadline for the removal of EU non-approved claims from packaging labels has led to a lack of innovation in the functional food sector, Innova says. Many companies are changing marketing methods that rely on approved claims, with a greater emphasis on the inherent benefits of certain foods and ingredients and a longer-term investment in future personalised nutrition products.

The (healthy) grey army

Our increasingly ageing population will hold considerable clout in the market, particularly as consumer understanding of the role of a healthy diet in extending the active years improves. Innova predicts this will be reflected in cleverly marketed anti-ageing products, with medical brands moving into mainstream aisles and inherent nutrients being promoted on an ageing well platform.

The ‘free-from’ movement

Free-from claims are becoming increasingly prevalent, Innova says. Gluten-free fanatics need no longer shop at health food stores; gluten-free products are now readily available in supermarkets. Innova predicts lactose-free products will experience a similar surge as awareness of problems associated with nutrient intolerance rises and technological advances improve the quality and availability of lactose-free products. Free-from products will also encompass meat-free lines, as well as fat-, sugar- and salt-free alternatives.

‘Natural’ processed foods

After years of solid growth for products marketed on a natural platform, Innova says lawsuits and regulatory pressure are increasing as concerns are raised about whether highly processed food can be called ‘natural’. As a result, some companies are switching to additive- and preservative-free claims. GM-free claims are also on the increase.

And the rest

The other five trends identified by Innova Market Insights includes:

• Protein overdrive
• Beating the sugar demon
• Sensory experience
• More with less
• Interest at the extremes