Findings from Business Insight’s latest edition of the Growth of Natural Ingredients report demonstrates key consumer behaviour trends and drivers for healthier lifestyles to be directly related to an increased demand for natural ingredients in their foods. The report presents evidence to imply that individuals and families are demanding higher levels of natural ingredients in their diets in an effort to avoid artificial additives. The report goes further to state that as a result, manufacturers are now sourcing an ever increasing supply of natural ingredients, flavours and colouring to form the constituent components in their food and snack products.
This is reinforced by the findings of an evaluative discussion group held at the SIAL Montreal Food Conference in late 2009, which concluded that consumers are demanding more choices in their food, with better taste and quality being of prime concern. The group went further to identify what they consider to be the four key trends affecting the food industry, now and into the future, being convenience, health and wellness, sophistication and pleasure.
The perception that ‘fresh is quality’ will create demand for products that contain or a wholly made of fresh and healthy ingredients. This perception is largely the result of governmental campaigns to promote the health benefits of eating well, and the desire of the general population to prevent illness, disease and to promote healthy ageing by paying more attention to what they eat. Today, consumers have a heightened awareness than ever before about their weight, appearance, digestive health and immunity.
A recent article hosted on the Food Navigator website highlighted that the beverage industry is experiencing similar trends, with both consumer demand and manufacturing inputs into food products, leaning heavily towards natural and healthy alternatives to provide the flavour, texture, colour and sweetness of their products.
However, in response to living in an urbanised and commercial environment that continually places pressure on our time, convenience will equally be a predominate trend. The Growth of Natural Ingredients report highlighted the fact that consumers will continue to demand a quick, convenient and healthy option when conducting their food purchases. Demand is set to increase for healthy snack options and ingredients that can quickly and easily be made into a meal in the home environment. Even though the demand is for convenience, the report indicates that consumers will not sacrifice on quality, and thus will only purchase convenience if satisfied of the consumers needs for the new trend in healthy lifestyles.
