Nearly two years into the global COVID-19 pandemic, consumer behavior shifts that may last long-term have become noteworthy discussion topics. Science-based product development strategies that address growing expectations for sustainability and positive social impact seem on-trend.
 
According to a 2021 report from FMCG Gurus, 47% of global consumers say they are more attentive to sustainability claims as a result of COVID-19. Fifty-eight percent say they will be more attentive to locality claims. Meanwhile, 38% of global consumers are willing to pay more for products made with sustainable materials.
 
People often consider sustainability as a moral imperative, according to ADM’s assessment of global consumer trends. This has sparked demand for ethical production and sustainable sourcing practices such as regenerative agriculture. Increasingly, people believe that companies should take greater responsibility for reducing waste and energy use. Brands need to continue building trust with consumers regarding the impact products have on the planet through clear and measurable certification standards, noted Innova Market Insights in its recent trend analysis.
 
There’s also more work to be done in building trust with consumers about food technology through transparent, honest communication, Innova said. Consumers say they would be more willing to embrace changes such as data sharing and new food technology if it’s shown to benefit personal and global health.
 
Today, consumers often consider it healthier and better for the environment to use plant-based alternative products, Innova said. The desire for diet variation has fueled a 59% increase in launches of new plant-based products in a 52-month span ending August 2021.
 
Brands are broadening the landscape of “nutrient-dense” plant-based options for consumers, ADM noted. Speaking of nutrient density, the concept has the potential to offer value to the most health-active consumers, according to Julian Mellentin, who offered his take on key trends in functional foods and beverages. Legitimized by the U.S. Dietary Guidelines, “nutrient density” is emerging as an attractive marketing term that mainstream consumers can understand and embrace.
 
Meanwhile, awareness of the microbiome as central to wellness is growing. Globally, 58% of consumers are aware of the potential benefits that bacteria in the digestive system can have on their overall health, according to data from ADM’s proprietary Outside Voice consumer insights platform. As they take more control over their personal health, consumers are looking for foods, beverages, and supplements that support gut health as a pathway to overall well-being.
 
With connections to immune function, metabolic health, mood, energy, mental acuity, and more, approaches to supporting a healthy gut are evolving to include customized, science-based solutions.