Columns • 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.
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.
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.
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