Plant protein, coconut oil, drinkable foods and smaller packs are just some of the trends packaging and branding companies are eyeing off in 2016.
FMCG researcher Canadean has said health, wellness, technology, convenience, and indulgence are all projected to be key innovation platforms for brands, and predicts the 10 top trends for 2016:
1: Protein from plants, not animals.
Protein has been a superstar in the food industry for some time, but storm clouds are gathering over animal-based protein. Some of the strongest support for plant protein is coming from vegetarian athletes – a group that could help link plant protein with athletic prowess.
2: Fat is back.
Things are looking up for one of the industry's biggest food villains in recent decades – fat. Fat is actually being promoted as a health-enhancing ingredient in categories such as bottled water. FATwater functional water, a recent US launch, contains medium-chain triglycerides (MCTs) derived from coconut oil.
3: Soft drinks get hard.
Filling a gap between overly sweet "alcopops" and more sophisticated drinks like beer, wine, or spirits, "hard sodas" will be a trend to watch in 2016.
4: Planning personal care.
Personal care routines are getting more detailed and specific with time-of-day-, event-, or even place-dependent personal care innovation reshaping the market. Younger consumers are changing styles or looks based on the time of day, which provides fertile ground for innovation.
5: Food you can drink.
Developments like drinkable peanut powder and expanding innovation in drinkable soups that fill the white space between soup and smoothies suggests the drinkable meal concept may come into its own.
6: Small is beautiful.
'Big' isn't what it used to be. Consumers are showing their growing love for smaller brands and products from smaller companies. Aim for more new product launches to avoid looking too processed or mass-produced.
7: Say hello to GMO 2.0.
Genetically modified organisms (GMOs) have been a magnet for controversy since their inception. Longer shelf life, reduced food waste, and more efficient use of natural resources collectively make an increasingly 'green' case for new-generation GMOs.
8: Sweet on sour.
Sour flavours could be the next big trend in food and beverages. Sweets, beer and vegetables have already started to feature a touch of the 'sour'.
9: Permissive indulgence.
Consumers are hard-wired to indulge, but they are also likely to feel guilty about it. The trend is to add healthful, 'better for you' iconic health ingredients to indulgent foods.
10: Anti-pollution beauty.
Expect innovation in skincare and haircare product that's designed to fight pollution in urban environments. There might even be specific skincare solutions for indoor or outdoor air pollution.
