Innova points to factors driving food industry
Published:  13 November, 2013

A top 10 list of trends that will effect the food industry in 2014 has been published by trend tracking company Innova Market Insights.

According to the company, the latest trends to have an impact on the food industry will be food waste reduction and trust. Such trends have followed a year of negative headlines, the company has said.

Director of innovation at Innova Market Insights Lu Ann Williams said: “Traceability is high on the agenda and manufacturers are actively marketing this to consumers. For example, global product launch activity featuring the word ‘origin’ for claims purposes increased by 45% for the first half of 2013 compared to the second half of 2012, with further growth anticipated. Among the leading market sub-categories responsible for this growth are cheese, chocolate and coffee.”

Other highlights from the list included ‘Simple Pleasures’, meaning consumers will be reassessing their needs and going back to basics. “There has been a shift towards home cooking, with food bringing family and friends together,” Innova said.

Consumers could also be paying extra attention to the “small guy” in 2014, since small innovators are more and more rising to the challenge and developing high-quality and distinctive products with mass appeal.

Meanwhile, nutrition is likely to be viewed as one answer to the global healthcare budget crisis, Innova claimed. “Some big food manufacturers are looking to all areas of health for a more holistic approach in providing nutritious food and beverage solutions to consumers. Clinical nutrition is being eyed as a highly profitable platform along with health alternatives, such as traditional Chinese medicine,” it added.

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