FrieslandCampina identifies three major global food trends in 2022 Trend Report

By Jim Cornall

- Last updated on GMT

The report highlights three global trends: Being my better me, Lovely luxury experiences & Mindfulness on the menu. Pic: FrieslandCampina
The report highlights three global trends: Being my better me, Lovely luxury experiences & Mindfulness on the menu. Pic: FrieslandCampina

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FrieslandCampina has published its fourth annual trend report. The 2022 edition illustrates three major global trends in the industry: Being my better me, Lovely luxury experiences & Mindfulness on the menu.

The report – which also includes micro trends, innovative food concepts and company-owned insights – includes new segments such as soups, sauces and ready meals, interviews with opinion leaders and the latest consumer data.

FrieslandCampina said the 2022 global Trend Report provides global food manufacturers and companies with data, insights and recipes to position themselves in the market with innovative and surprising offerings.

Being my better me

Having seen how fragile life can be during the pandemic, consumers have their ears more actively tuned to that inner voice that advocates healthier choices, the Dutch cooperative said.

Trying to be the very best version of themselves and trying to maintain the healthy habits developed during the pandemic, is becoming an even bigger driver of consumer choices. Consumers are looking to make lasting lifestyle choices in their own way and according to their personal beliefs. Food supporting this endeavor is on the rise. It could be cake that - as well as tasting great - also happens to support gut health, or a low salt cheese in a folded flat-bread.

In the quest to ‘be the better version’ of themselves, consumers see these new takes on their familiar foods as the way to ultimately make permanent lifestyle changes. The category also includes four micro-trends: Opting out, Immunity from the inside, Plant forward and Coming clean.

Lovely luxury experiences

From fantastic fast food to superior products delivered fast, the definition of ‘premium’ is being raised several notches, according to FrieslandCampina.

Special treats once available only by visiting a top restaurant now come as takeaways, food kits or food trucks. Home deliveries from grocery suppliers focusing on local, fresh and the finest are raising the bar in terms of consumers’ expectations.

Accessible indulgence is the way forward for 2022, FrieslandCampina said. Consumers want pairings to tease their taste buds, like FrieslandCampina’s waffle croissant combo that’s been christened a croffle, or a pizza topping baked on a croissant crust.

Ultimate indulgence and Hybrid happiness are the micro-trends in this category in the report.

Mindfulness on the menu

Now that societies are opening up again, sharing food with friends and family is an important way of resetting and nurturing mental balance after a long period of enforced absence from loved ones.

The report says consumers have developed a stronger social conscience: They want to care for the people around them, plus they want to nurture and preserve the planet.

Th two micro-trends identified in this category are All-encompassing goodness and For the love of leftovers.

“The past year and a half have been difficult for everyone, and it doesn’t come as a surprise that consumer needs and preferences have changed during these unprecedented times,”​ said Suzanne van den Eshof, global head of marketing food industry at FrieslandCampina Professional.

“The consumer has become more mindful and has created new habits and expectations. The challenge lies with the manufacturers to facilitate and understand the newly found needs. Organisations that truly understand their audiences and who are agile enough to cater to quickly changing demands, are the ones that customers connect with.

“It’s essential for manufacturers to partner up with an ingredient supplier with a strong innovative character. Understanding your customer can be challenging and translating that understanding into product and innovations is a whole other ballpark. We at FrieslandCampina are confident that we can adequately support our partners in the process.”

The report is based on FrieslandCampina intelligence services such as market studies and global research, as well as in-house industry experts and its own research. The focus on the report is on relevant trends in the cakes, bakery and pastry, soups, sauces, ready meals, desserts and ice cream industries, in order to serve FrieslandCampina’s partners.

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