Welcome back!

We hope that you have had a pleasant holiday, with time for rest and reflection. We are now facing a new fall in the food industry. In this article, we talk briefly about trends and tendencies that fill us and hopefully you too – with faith in the future.

1 September 2020 •

Perhaps you have already worked for a while or per­haps you have just returned from a much-need­ed hol­i­day. No mat­ter what, we hope that you are rest­ed and ready for the fall sea­son. Unfortunately, COVID-19 is still present and for many a real­i­ty to con­tend with, even though the food indus­try has been rel­a­tive­ly spared com­pared to many oth­er indus­tries. But now it is impor­tant to look ahead. Interesting things are con­stant­ly hap­pen­ing in the food indus­try. Here is a selec­tion of pos­i­tive trends and tendencies.

The growth of e-commerce

According to a study by The Business Research Company, the glob­al e-com­merce mar­ket for food is expect­ed to grow from just under $ 15 bil­lion in 2019 to just over $ 22 bil­lion by 2020. The ques­tion one may ask is whether it is a trend that is here to stay or whether it is a tem­po­rary rise due to the pan­dem­ic. Although it may be a con­se­quence of the pan­dem­ic, it is not unlike­ly that many con­sumers get used to shop­ping for food online and con­tin­ue to do so long after the pan­dem­ic is over.

Health in focus

In the wake of the pan­dem­ic, health has become more impor­tant. People tend to seri­ous­ly change their lifestyle and change their eat­ing habits for the bet­ter. The con­sult­ing FMCG Gurus has inves­ti­gat­ed how the pan­dem­ic affects con­sumers and made fore­casts about the future. As many as 23,000 respon­dents par­tic­i­pat­ed in the sur­vey. In May, 80 per cent of par­tic­i­pants said they were try­ing to eat and drink health­i­er as a result of the pan­dem­ic. 57 per cent said they will try to reduce their sug­ar intake.

Health and taste expe­ri­ence go hand in hand. Consumers are now look­ing for sug­ar-reduced but at the same time tasty prod­ucts. This is a long-term trend that will con­tin­ue after 2020, accord­ing to FMCG Gurus.

Startups with hope for the future

We also see that many inno­v­a­tive star­tups are under­way, in Europe. Most of those rep­re­sent­ed on this page has been around for a cou­ple of years, but it will be inter­est­ing to fol­low their devel­op­ment. What many start-ups right now have in com­mon is that they take advan­tage of what the plant king­dom has to offer.

The Swedish com­pa­ny Noquo Foods strives to devel­op plant-based cheese with­out com­pro­mis­ing on good taste. The Danish com­pa­ny Simple Feast has found its niche by offer­ing home deliv­ery of plant-based dish­es which only require 10–15 min­utes of preparation.

On the tech­nol­o­gy front, we find the French com­pa­ny Sencrop. Via an app, farm­ers can mon­i­tor con­di­tions in the fields in real-time. In this way, cul­ti­va­tion can become more effi­cient and envi­ron­men­tal­ly friend­ly. Another excit­ing food tech com­pa­ny is Belgian Foodpairing, which has devel­oped soft­ware to help chefs and kitchen staff find new and unex­pect­ed flavour combinations.

Europe + fibres = true

An ingre­di­ent that is on many people’s lips is fibres. Europe is cur­rent­ly the fastest-grow­ing mar­ket for dietary fibres, accord­ing to a sur­vey by mar­ket analy­sis com­pa­ny Mordor intel­li­gence. Consumers want less sug­ar, but what comes in its place is becom­ing increas­ing­ly impor­tant. It’s not enough replac­ing some­thing bad with just about any­thing. What is added must add val­ue and evoke pos­i­tive asso­ci­a­tions from con­sumers. Our sweet­ened fibres which are a 1:1 solu­tion for sug­ar reduc­tion does just that.

Exciting times

As you prob­a­bly under­stand, we are con­fi­dent in the new sea­son and look for­ward to what the future has in store. As usu­al, we will mon­i­tor, inform and edu­cate about the food indus­try in gen­er­al and sug­ar reduc­tion in par­tic­u­lar. We will also write about dif­fer­ent mar­ket­ing and busi­ness strate­gies and exam­ine how they can be applied in the food industry.

If you have missed any of our old arti­cles, you will find them here on the front page of Bayn Magazine.

Happy read­ing!

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