5 consumer demands driving food and beverage innovation

“Indulgence, convenience and value” are the three factors influencing consumer trends in food and beverage, says Ophelie Buchet, associate director of food and drink at Mintel. So, what trends are emerging from the prioritisation of these factors, and what does this mean for the food and beverage industry?

Consumers are increasingly searching for original flavours and textures in their foods (Getty Images)Originality is excitingConsumers are on the hunt for original flavours and textures, with a recent Mintel survey finding the 22% of consumers will always favour originality in their food choices, while a further 29% will choose it the majority of the time.

Meanwhile, just 1% said they would never choose original flavours in their food choices. And while the survey focussed on the choices of consumers, when dining out, there is certainly a trend towards trying new foods, flavours and textures, emerging.

“Consumers are open, even eager to explore adventurous flavours,” said a spokesperson for Innova Market Insights. “Consumer demand for more flavour variety in food and beverage products is growing.”

Breakfast is becoming more of an event for consumers, with breakfast food trends becoming increasingly popular on social media (Getty Images)Breakfast gets a makeoverInnovative and trendy items, such as flattened croissants, egg flights and baked potato flights are fast becoming popular with consumers of all ages at breakfast.

Flights of food, a serving style offering diners variations of a product, such as potatoes or eggs with different toppings, are also edging into breakfast due to their popularity on social media.

“Social media can inspire everything from unique flavour combinations inspired by global cuisine to novel cooking techniques driven by mindful eating trends,” says Esraa Mahmoud of Amazing Food & Drink.

“Social media has become a culinary crystal ball, allowing food companies to predict and cater to the ever-evolving desires of consumers in a constantly changing culinary landscape,” says Mahmoud.

As a result, flattened croissants, food flight toppings and other breakfast innovations are set to hit supermarket shelves in the coming months.

Consumers are increasingly opting for seasonal ingredients in their food and beverage choices (Getty Images)Seasonal ingredients gain attentionPumpkin spice showcases the importance of seasonal flavours within food and drink. However, it could be knocked off the top by an incomer.

Pecan, though not on its own, is tracking up. By pairing pecan with other flavours and textures, including chocolate and vanilla, manufacturers are creating, “a more robust experience”, says Buchet.

Seasonal ingredients are also important in food and beverage choices, with Mintel finding that 43% of consumers prefer products containing elements they associate with the season. For example, desserts containing strawberries and raspberries will be favoured in the warm summer months, while those containing blackberries and plums will be favoured through the colder winter months.

And this trend isn’t just limited to sweet treats.

“Harvest bowls have been challenging the notion that seasonal flavours are limited to sweets,” says Buchet. “Now, there is space for operators to lean into the excitement by highlighting seasonal produce.”

In other words, food and beverage manufactures could and should be creating products which celebrate the seasons in order to tap into this trend.

Casual dining remains a popular choice for consumers (Getty Images)Casual dining stays on topCasual dining still rules. Mintel found 46% of consumers favoured the concept over fine dining (19%).

As a result of this, certain foods, such as ready meals, have seen a marked increase in sales, with the ready meal market now valued at $94.34bn in Europe, and projected to grow at a CAGR of 5.01%, according to Statista.

Easy-to-cook ingredients, such as pasta, have also seen a growth in sales with a current European market value of $27.75bn and a CAGR of 4.71%.

“The pasta market is driven by the increasing demand for convenient, ready-to-eat meals that align with busy lifestyles,” says a spokesperson for Research and Markets.

Cost is still a major concern for consumers as the cost-of-living crisis continues (Getty Images)Cost remains an issueAnother major contributing factor to consumer behaviour, and resulting trends, is cost.

“Consumers continue to face elevated costs of food at home and away from home, leading many consumers to adapt their dining habits,” says Buchet.

But while consumers are facing a cost-of-living crisis, manufacturers are also facing financial challenges as production costs continue to rise. So, what can brands do to encourage consumers?

Consumers are increasingly scrutinising value for money and, when it comes to purchasing decisions, “good value for money is more important than low costs,” says Will Cowling, marketing manager of FMCG Gurus. That’s not to say that the cost is not important and that consumers are not sensitive to price, but they want to feel the product they are purchasing is worthy of the cost.

To address value concerns, food and beverage manufacturers should ”focus on showcasing quality by offering fresh, scratch-made recipes, less processed ingredients, and premium proteins,” says Mintel’s Buchet.