As the pace of change accelerates, it is a challenge for all parties in the food space to stay ahead, or even at pace with the evolving market trends. In times like these, it’s good to join forces; combining knowledge, insights and formulation expertise to bring fresh ideas to market, faster.
The pace of change is illustrated by the rise of plant-based alternatives. In the UK, the the number of vegans quadrupled between 2014 and 2019.1 By 2025, one-in-four people in the UK are forecast to be vegan or vegetarian.2 Once flexitarians are factored in, the data suggest most people in the UK will be on diets featuring minimal meat consumption. In the US, similar trends drove the value of the plant-based food market up by more than $1bn from 2017 to 2019.3
Other areas of the food industry are undergoing similarly rapid, significant transformations, in many cases because of the emergence of health as a consumer megatrend.
Almost half of of Europeans try to eat healthier and view chocolate as a guilty pleasure, with every second consumer looking for healthier chocolate options. As sugar is the number one avoided ingredient in food items, the demand for sugar-reduced chocolate products and applications is on the rise. In fact, 54% of consumers are willing to pay more for sugar-reduced chocolate. However, there is no one-size-fits-all solution to sugar reduction in chocolate.
Interest in sugar reduction is part of a broader move toward lower-calorie diets. Around 90% of people in the UK want the government to work with the food industry to reduce the calories in everyday foods.4 Other research shows many people are already taking matters into their own hands, with half of Europeans actively managing their calorie intake.5
The health megatrend is influencing consumer attitudes to salt, too. Survey data suggest around one-fifth of the Danish population has already taken steps to reduce salt intake.6 Many others are planning to make changes. These changes are affecting buying habits across a wide range of food categories, from savory snacks to soups and sauces.
Such lifestyle changes are forecast to drive 10% compound annual growth in sodium reduction ingredients from 2018 to 2023.7 Yet, the industry remains under intense pressure to do more, with lobby groups pointing to the levels of salt found in processed products and fast food meals to call for tougher actions.8
That level of scrutiny is contributing to the accelerating pace of change in the food industry. The rate at which new trends are sweeping across the industry means new market opportunities are continuously opening up. Conversely, the pace of change means manufacturers are always at risk of being left behind by fast-evolving market dynamics.
To stay ahead of the curve, manufacturers need the support of partners that are attuned to the signs of approaching market trends and able to quickly develop innovative products that meet emerging consumer demands.
Discover the prototypes
In light of the need for innovative products that address consumers’ increasing desire for healthier and cleaner options, Cargill has developed 17 concepts across various market categories that will be available for tasting at its stand at Food Ingredients Europe 2019. Each concept underlines the company’s investments in new capabilities and commitment to meet manufacturers’ needs by combining sustainable solutions with trends like label friendliness, calorie, sugar and sodium reduction and plant-based alternatives. Targeting a broad range of consumer preferences and industry needs, Cargill hopes to inspire and trigger conversations with one of its application experts.
Meet the experts
Leveraging the knowledge and capabilities of colleagues around the globe, Cargill experts help fuel the sustainable growth ambitions of food manufacturers. The team are looking forward to sharing their passion for the 17 “home-made” concepts during Cargill’s live demonstrations, which will be taking place throughout the day. Join the experts at the five market stalls, the lively and interactive focal points on the Cargill stand this year.
Be sure to scroll down to Meet our Experts!
Join an insights and experience sessions
Be sure to join one (or more) of the category-specific ‘Fresh ideas: insights and experience sessions’, in which the team share proprietary market insights, combining both marketing and R&D expertise. The sessions offer a unique opportunity for food & drink manufacturers to gain a deeper understanding of the key trends that are shaping a given category, and how consumers perceive the ingredients used in their products.
Throughout the year, Cargill’s market intelligence specialists screen the food & drinks industry to stay ahead of evolving consumer and customer needs. During the sessions, the team will bring together Cargill’s latest proprietary works: the TRENDTracker, Cargill’s perspective on global food and beverages trends, as well as IngredienTracker proprietary consumer research on ingredients perception. These insights will provide an update on current and future trends in support of successful innovation with consumer-backed evidence.
Attend the Supplier Solutions session
Presenting during the Supplier Solutions Sessions, Cargill experts Jeroen De Paepe and Cathrin Simon will be discussing why sugar reduction in chocolate matters and how to achieve it.
Join the discussion at 11.35am, December 4th in the Supplier Solutions Theatre.
1. Statistics. The Vegan Society Available at: https://www.vegansociety.com/news/media/statistics (Accessed: 24th November 2019)
2. [No title]. Available at: https://www.about.sainsburys.co.uk/~/media/Files/S/Sainsburys/pdf-downloads/future-of-food-08.pdf (Accessed: 24th November 2019)
3. U.S. Plant-Based Market Overview - New SPINS retail sales data - The Good Food Institute. The Good Food Institute (2018). Available at: https://www.gfi.org/marketresearch (Accessed: 24th November 2019)
4. Public Health England. Overwhelming public support for sugar and calorie reduction. GOV.UK (2018). Available at: https://www.gov.uk/government/news/overwhelming-public-support-for-sugar-and-calorie-reduction (Accessed: 24th November 2019)
5. Consumer Attitudes Toward Calorie Reduction – Kerry Health And Nutrition Institute. Kerry Health And Nutrition Institute (2018). Available at: https://khni.kerry.com/news/blog/consumer-attitudes-toward-calorie-reduction/ (Accessed: 24th November 2019)
6. Mørk, T., Lähteenmäki, L. & Grunert, K. G. Determinants of intention to reduce salt intake and willingness to purchase salt-reduced food products: Evidence from a web survey. Appetite 139, 110–118 (2019).
7. Sodium Reduction Ingredients Market | Growth, Trends and Forecasts (2018 - 2023). Available at: https://www.mordorintelligence.com/industry-reports/global-sodium-reduction-agents-market-industry (Accessed: 24th November 2019)
8. 2019 - World Action on Salt & Health. Available at: http://www.worldactiononsalt.com/projects/washsurveys/2019/ (Accessed: 24th November 2019)