2016 trends identified
The clean eating trend is an overarching theme in Innova Market Insights’ top ten trends list for 2016.
It identifies the first five of these trends as:
- Organic growth for clear label – ‘clear label’ took ‘clean label’ to the next level in 2015. The biggest surge in NPD has been reported in organic products, indicating that this will be a key platform going forward
- Free from for all – many consumers don’t actually need products that are free from gluten, wheat and dairy, but are demanding them anyway, as they believe them to be healthier
- The flexitarian effect – the rise of part time vegetarians, who have reduced their meat consumption because of health, sustainability and animal welfare concerns, is having a major impact on NPD
- Processing the natural way – established food processing practices that have been around for centuries are in the spotlight. They bring with them a natural and authentic image to counteract some of the negative perceptions of heavily processed foods
- Green light for vegetables – children can be encouraged to eat more through hidden vegetable products, while the rise of fusion smoothies and high vegetable pastas indicates that adults can also be encouraged to increase their intake.
The remaining five trends identified by Innova Market Insights are: creating a ‘real’ link; small players, big ideas; beyond the athlete; the indulgence alibi; and tastes for new experiences.
