Beverage News

Innova reports top food and beverage trends of 2014

Trust, traceability could be keys to boosting consumer confidence

Innova Market Insights, the Netherlands, released its Top 10 list analyzing the latest trends impacting the food and beverage industries. Some of the top trends include moves to reduce the amount of food waste as consumers simultaneously adapt their habits in times of continuing austerity. These trends come as the industry focuses on regaining consumer trust, following a year of negative headlines, the market research firm says.

“Traceability is high on the agenda, and manufacturers are actively marketing this to consumers,” said Lu Ann Williams, director of innovation at Innova, in a statement. “For example, global product launch activity featuring the word ‘origin’ for claims purposes increased by 45 percent for the first half of 2013 compared to the second half of 2012, with further growth anticipated. Among the leading market sub-categories responsible for this growth are cheese, chocolate and coffee.”Innova food & beverages with origin claims

Innova Market Insights’ Top 10 trends list is the culmination of ongoing analysis of trends and developments in new product launch activity worldwide. Highlights from the 2014 Top 10 food and beverage trends include the following:

1. Waste Not, Want Not. For some time now, the industry has focused on manufacturers’ sustainability efforts and more recently has concentrated those efforts on reducing food loss or waste wherever possible. Food loss during production and food waste at the retailer and consumer end of the food-supply chain will be heavily scrutinized in the next year. Ingredients derived from the waste stream also will hold enormous potential.

2. You Can Trust Us. Recent food safety scares and scandals have reduced consumer confidence. To regain consumer trust, some companies will use ingredient origin as a marketing tool. The consumer should ultimately benefit from higher-quality foods that are clearly traceable.

3. Simpler Pleasures. Consumers are reassessing their needs and going back to basics by finding more pleasure in simpler food. There has been a shift toward home cooking, with food bringing family and friends together. Where consumers shop also has been affected with the so-called “hourglass model” still in effect. This relates to growth on the budget and premium sides but the center ground being squeezed. Value packaging and “good value” claims on products and in-store value promotions are prospering.

4. Look Out For The Small Guy. Small innovators are rising to the challenge by developing high-quality and distinct products that offer small-scale appeal but big trend potential. Social media platforms have provided more opportunities for small companies to develop a market by targeting niches across their home markets and abroad.

5. Health is More Holistic. Nutrition is getting closer to being recognized as the answer to healthcare budget crises around the globe. Some big food manufacturers are looking to all areas of health for a more holistic approach in providing nutritious food and beverage solutions to consumers. Clinical nutrition is being eyed as a highly profitable platform along with health alternatives, such as traditional Chinese medicine.

The other five trends identified by Innova Market Insights are “New” Superfoods, Rise of the Hybrid, The Protein Horizon, New Stealth Strategies, and Alternative Alternatives.

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.


Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI October 2014 cover

2014 October

The October 2014 Beverage Industry includes a cover story on our 2014 Executive of the Year, Keurig Green Mountain's CEO Brian Kelley, as well as articles about bottled water consumption, whey nutrition, and more. Check it out today!

Table Of Contents Subscribe

Bottled Water Trends

Which bottled-water trend will fare the best in 2015?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   


facebook40 twitter    youtubelinkedgoogle+ icon 40px


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!