Food and diet plays an essential role in the lives of many of today’s consumers, who are broadly becoming more busy in the roles they have in careers, families, and social lives, according to Innova Market Insights. The consumer research group finds that food and diet are essential to consumers’ lifestyles, as those who purchase products must balance the benefits and costs associated with hectic lifestyles, and often turn to foods which promise nutrition in a way that is easy to prepare, convenient, and portable. Indulgences, however, play a role on the relaxation and enjoyment ends of today’s hectic lifestyles.
 
These observations tie into one of Innova Market Insights’ top 2020 trends, The Right Bite. The company believes that food and drinks supporting lifestyle choices can fall into a number of areas, all aiming to help those who embrace healthy lifestyles, balance busy schedules, or reject their current lifestyles in search of change.
 
Healthy snacks, energy-boosting food and drinks, and on-the-go food and beverages are all of high interest, Innova reports. The company observes that products packed with protein, or linked to energy claims, are of particular significance. Global snacking launches featuring high protein claims had a CAGR of 16.8% between 2015 and 2019, while the use of energy/alertness claims rose 13.7% over the same period.
 
Additionally, Innova reports that balancing busy lifestyles is necessary as consumers live life to the fullest, feeling that while they benefit from dining out and holidays, these indulgences also take a toll on them. Convenience is key to consumers looking to bounce back or compromise from nutritional setbacks, prompting a demand for meals that are easy to prepare and cook. Ready meals and meal kits step in at a large level in this demand, Innova reports. Launches of meal kits and ready meals grew 28% from 2015-2019, the company reports.
 
With hectic days, consumers are increasingly looking for the ability to wind down and distance themselves from highly active lifestyles on the other hand. Foods carrying mood, energy, and sleep improvement claims help to answer demand for emotional comfort. 32% of U.K.,  39% of U.S., and over 50% of India-based consumers reported to Innova that they experience stress at least once daily, and the industry has been responding with the inclusion of more products targeted at improving low mood, tiredness, fatigue, and sleep issues.
 
Lu Ann Williams, director of insights and innovation at Innova Market Insights, will be discussing these topics and more during Innova’s The Right Bite Webinar tomorrow at 10 a.m. ET.