In mid-July, food technologists, ingredient companies, start-ups in the food tech space and food science experts convened for the annual Institute for Food Technologists (IFT) meeting in Chicago. This year, a few trends stood out, for both their educational emphasis and their overwhelming presence on the show floor.
Naturally functional benefits in food have long been linked to herbal ingredients and traditional cuisine in Asia, often rooted in fermented foods. As studies have shown that fermented foods are the most common natural source of probiotic strains of lactic acid bacteria (LAB), this has helped to raise the reputation of these foods and consumer familiarity with probiotics and their benefits has grown across Asia.
More Middle Eastern consumers are looking for brands that align with their values, for example local sourcing and sustainability. In an age of social media, consumers are looking beyond pricing when making drink brand choices, and seeking those brands that resonate more with their values.
A backdrop of sustained inflationary pressures and consumers cutting back on pricy groceries does not seem to bode well for health and wellness foods. Yet, post-COVID-19 consumer mindsets are also geared towards getting healthier with the right foods.
Concentrates are becoming increasingly popular due to their affordability and specific functional benefits. While they are generally still a cheaper alternative to ready-to-drink beverages, consumers are now seeking more premium powder mix options with health, flavour, sugar reduction, convenience, and functionality as the main drivers.
Australians are moving away from supplement nutrition drinks and meal replacement, and instead consuming a wider range of sports nutrition, especially sports protein powder and protein bars. Older consumers are the key demographic driver: whilst historically, older generations preferred meal replacement products, they are now consuming more protein-based options.