Nutrition gets personal

Data from Innova Market Insights reveals nutrition is becoming increasingly personalised with food innovators seeking news ways to tackle the ever-growing demands of the modern consumer.

This exciting time within the food space also presents a set of challenges for the industry and for NPD.

“Today’s consumers are more engaged with their food than ever before,” said Innova Market Insights’s Lu Ann Williams.

Diet diversity

Innova Market Insights data in 2018 reveals that nine per cent of US consumers are plant-based, three per cent vegan, six per cent keto, and three per cent paleo.

In responses to this, insight data reveals that there is increased NPD in these areas.

Plant-based product NPD reportedly increased by 64 per cent between 2017 and 2018, with vegan NPD rising by 27 per cent. Keto and paleo launch’s reportedly rose by 76 and 33 per cent, respectively in the same year.

Mood food

The impact of food on mood and emotional well-being is increasingly recognised.

It has been shown that between 2014 and 2018 there was a 21 per cent yearly increase in launches of food products that claim ‘happy’, ‘joy’ and ‘fun’. Reportedly this is in response to guilt-free and ‘feel good’ products gaining a lot of consumer attention.

Food tech and customisation

Reportedly, science is taking food and drink personalisation to the next level with the availability of DNA, blood and metabolism testing – customer understanding of their specific dietary requirements is increasing and this is affecting food trends.

Customisation of food and drink is also seen to be expanding as seen through ‘build your own burger’ initiatives at fast food outlets and personalised messaging on food and drink packaging.

The aim of expanding customisation is to generate closer consumer product and brand engagement.

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