Innova releases Top 10 Trends for 2021

Innova Market Insights has just released its Top 10 food trends for 2021 during its webinar presentation on 12 November.
According to Innova, ‘Transparency Triumphs’ leads the top 10 trends for 2021. This category signifies the importance of transparency in terms of availability of product information relating to ingredients and nutritional contents. This also shows the need for manufacturers to adopt latest packaging technology which allow consumers to have greater traceability of products (sustainable sourcing/clean labelling).
Second trend highlighted is ‘Plant Forward’, an evolving trend which sees growing number of consumers going for plant-based substitutes in meat and dairy products. Innova highlighted that this is a global movement with its own regional differences.
The next trend is ‘Tailored to Fit’, in which personalised nutrition is on the up and coming as consumers look for food that fit to their unique lifestyles. For example, Nestle launched nesQino, an instant drink mix packed with Superfoods and probiotics with strawberry flavor, which is also a personalised solution that reinvents good-for-you drinks.
The 4th trend identified by Innova is ‘New Omnichannel Eating’. This trend highlights the current overlap between food service and retail. With growing online and restaurant delivery platform, consumers can now directly access many specialty products that were previously only accessible via foodservice.
Meanwhile, ‘In Tune With Immune’ is the 5th trend highlighted by Innova. Ongoing anxiety as a result of the widespread global pandemic will continue to accelerate consumer demand for products that support their immune health. For more information on the other 5 trends, refer to the chart below.