Transparency wins top spot from Innova’s 2021 food & drink market trendspotting

Published on
December 10, 2020
Sarah Fulton Vachon

“Brands upping their game to meet evolving ethical, environmental and clean label consumer demands” will become a focus, according to Innova’s annual Market Insights’ Top Ten Trends as it shares how transparency will shape the 2021 food and drink industry.

The multinational market research firm, Innova Market Insights, has been reporting on food trends for more than 25 years and helps set out the landscape for the industry in its annual top trends report. And this year’s “clear winner” is core to our mission at Provenance.

“Transparency dominates consumer demand in 2021...Increasing transparency to meet evolving ethical, environmental and clean label consumer demands is key. ” – Innova Market Insights

Six in 10 global shoppers are interested in learning more about where their food comes from, according to the Innova Consumer Survey. But it doesn’t stop there. There are also expectations around processing and impact information, which stems from other trends in the top 10, such as those aligned with health and the environment.

Innova Market Insights Top Trends 2021 - Transparency Triumphs
Innova Market Insights' Top Trends 2021 – Transparency Triumphs

“Transparency throughout the supply chain will dominate in 2021, with consumers searching for brands that can build trust, provide authentic and credible products and create shopper confidence in the current and post-COVID climate," said Lu Ann Williams, director of insights and innovation at Innova.

FoodIngredientsFirst went on to talk about “traceability, authenticity and food ingredients’ global impact” with suppliers who are not only changing the modern food system for the better, but also finding the “word to communicate it” to shoppers. Read more on the projects such as Cargill’s work in traceable cocoa and Arla’s animal welfare initiative.Other trends slated for 2021 include:

  1. Plant-Forward
  2. Tailored to Fit:  
  3. New Omnichannel Eating
  4. In Tune with Immune
  5. Nutrition Hacking
  6. Mood: The Next Occasion
  7. Product Mashups: When Trends Collide
  8. Modern Nostalgia
  9. Age of the Influencer

See the food & drink brands championing transparency in 2021.

Sarah Fulton Vachon

Championing a more positive, transparent world at Provenance 🌍✌️

Excited by all things food, drink, wellness and travel 🍽🍾☕🌊

Texas expat in London by way of Madrid 🇺🇸🇪🇸🇬🇧

Obsessed with olive oil 🫒

The Provenance Team

Provenance powers sustainability claims you can trust. The global leader in sustainability marketing technology, Provenance helps brands and retailers share credible, compelling and fact-checked social and environmental impact information at the point of sale. Provenance’s technology is already increasing conversion rates, brand value and market share for customers including Cult Beauty, Douglas, GANNI, Napolina, Arla and Unilever

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