FMCGGurus

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FMCG GURUS Top Ten Trends for 2020
January 2020
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FMCG Gurus identifies Top Ten Trends to watch
our for in 2020.
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Trend 1 Plant-Life Alternative proteins appeal
but consumers can be concerned about the taste
and texture of products
Alternative Proteins
Botanicals
Taste Texture
Consumers are looking to remove meat from their
diets, replacing it with plant-based alternatives
Fruit and vegetable consumption is increasing as
consumers look to address health issues
Consumers are turning to fruit and vegetables
more as they take a more proactive approach to
health
Changing dietary habits are driving demand for
alternative plant products.
Proportion of consumers who have increased their
intake of fruit and vegetables to address the
following in the last twelve months
Consumers are adopting a back to basic approach
when it comes to health maintenance
16 to lose weight
18 to improve immunity

• Consumers are looking to remove meat from their
  plates. This is being done for a mixture of
  health, financial, and ethical reasons.
• FMCG Gurus research shows that across the globe
• 15 of consumers identify themselves as being a
  flexitarian
• 13 of consumers say they are vegetarian
• 3 say that they are vegan

8 to improve eye sight
15 to improve overall health
42 of consumers admit that they can find
plant-based food and drink products to be bland
and boring
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Trend 2 See All, Know All Blockchain technology
can be used to promote responsible practices
Blockchain
Responsible Way of Life
Trust Transparency
Brands need to be seen to be doing the right thing
Transparency is needed across the whole of the
supply chain
Only 18 of consumers have heard of blockchain.
However, when given a definition, 50 said that
they would be likely to use this technology
Consumers do not feel that brands are not acting
in the best interests of humanity or the
environment. It is crucial that brands are seen
to be acting in an ethical and environmentally
friendly manner.
Proportion of global consumers who say they
distrusted the following brands
Food 31
Beverages 32
Supplements 31
Proportion of global consumers who say this trust
has worsened in last two years
51 of global consumers say it is important that
brands monitor the supply chain of their
suppliers for corporate and social responsibility
initiatives
Food 25
Beverages 25
Supplements 25
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Trend 3 The Big Picture Futuristic and
innovative technology can tell the story behind
brands
Storytelling
Augmented Reality
Tech Future
48 of global consumers regularly conduct
research into the different food, drink, and
supplement brands that they purchase
33 of global consumers say they have used their
smartphone to scan a QR/game/promotional code on
packaging when buying food, drink or supplements
Consumers are more difficult to impress than ever
before as a result of being exposed to a wide
range of products. Innovative and futuristic
packaging is a key way of helping capture
consumer attention, enabling them to engage with
brands
Packaging innovation can be used to give
consumers more information into the story behind
products than ever before
Near Field Communication technology and QR codes
can allow consumers access to content and
competitions via packaging
At a time when consumers want more information on
products than ever before, innovations such as
blockchain technology can be used to allow
consumers to find out information about the
origin of products and how they were formulated.
Technology can be used as a key way of breaking
routine and inertia when shopping and making
products fun, interactive, and engaging
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Trend 4 Good for Me, Good for the Earth
Consumers want products that are green and clean
Green Clean
Back to Basics
Sustainable Living
Earth Aware
Consumers recognize that environmental damage is
directly impacting on their health
Consumers want products that they deem to be
green and clean
In 2019, Innocent launched its new range of
Innocent Plus brands High in vitamins, the
products are touted as natural, vegan friendly,
and are made with botanicals
Consumers want brands to demonstrate
sustainability initiatives In 2019, Diageo
announced that it was scrapping plastic packaging
for its beer brands
I am concerned about the state of the environment
63
73
It is important that food and drink is 100
natural
I believe the state of the environment has
worsened in the last two decades
54
32
Natural claims are important to protect the
environment
Damage done to the environment is irreversible
48
Natural claims are important as it makes products
healthier
44
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Trend 5 Re-evaluating Health Consumers are
looking to improve their diets, with varying
degrees of success
CBD
Mental Wellness
New Diet, Same Me
Rest Recuperation
Weight management plans continue to fail
Time to recognize that the war on sugar has been
lost
Dieting plans continue to follow boom and bust
cycles. That is, many consumers are looking to
lose weight, but will often given up on diets
after a relatively short time. This is because
consumers still associate dieting with compromise
Sugar has long been seen as the number one
dietary evil amongst consumers. However, despite
the negative perceptions that exist towards
sugar, it is important not to over-estimate the
extent they are cutting down intake
27 of consumers across the globe classify
themselves as overweight
Proportion of consumers who admit to have done
following this year
Say they have planned to cut down on sugar but
not actually done so
Say they have planned to cut down on certain food
an drink but not actually done so
23 of consumers say that they have put weight on
over the last year
28 of consumers say that they are currently on a
diet to lose weight
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The fact that obesity rates are at a record high
across the globe at a time when consumers are
making more attempts than ever to lose weight
means that ultimately, dietary plans are failing
This is something the industry needs to take into
consideration when it comes to product
reformulation and sugar reduction
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Trend 6 Sensory Overload Consumers want to
experimental flavors on a global scale
Simplify me
Everything Artisanal
Favour Experience
Global to Local
Brands will continue to push the sensory elements
of everyday product categories There will be a
focus on regionalized flavors from around the
world that encourage consumers to sample new
cultures
46 of consumers like moments of indulgence where
they pay no attention to nutritional intake.
57 of consumers like products with new and
unusual flavors.
Genuine experiences
42 of consumers deem themselves to be
adventurous when trying new food and drink
72 of consumers have become more experimental
with their choice of food and drink in the last
five years.
65 of consumers say that they like hot and spicy
food.
52 of consumers say that they like food with new
and unusual colors
Adventurous consumers want new tastes and
sensations that match their sophistication
Consumers will continue to push the boundaries of
hedonism when it comes to food and drink
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Trend 7 Snacking Reclassified Consumers want
hybrid products as the concepts of meals and
snacks become more blurred
Hybrids
Conscious Indulgence
Conveniently Nutritious
Healthier Occasions
Time to making the word snacking redundant?
Focus on light meals to fill this niche

• Traditional meal-times are a thing of the past.
  FMCG Gurus research shows, that in the average
  week
• 31 of consumers say they do not eat breakfast
  every day
• 32 of consumers say that they do not eat lunch
  everyday day
• 22 of consumers do not eat dinner everyday

Half of all consumers classify a snack as a light
meal
What do you consider a snack to be? 2019 Top five
answers
Brands need to launch products that blur the
boundaries between meals and snacks
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Trend 8 Functional Lifestyle Consumers want
good fats and ingredients they deem better-for-me
Good Fats
Active Nutrition
Healthier for Longer
Better-for-me
Consumers are seeking out more products that
contain good fats
Lutein and Zeaxanthin can target eye problems
caused by modern lifestyles
Fat is no longer classified as a dietary
evil. In moderation, consumers believe that fats
offer a variety of health benefits
Proportion of consumers who actively seek out
food and drink that contains the following
ingredients ()
34
19
Omega 3
Krill oil
35
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23 of consumers are unsatisfied with their eye
health. Of these consumers, 37 say that their
condition has worsened in the last two
years, 52 cite spending too much time on
digital devices as a reason for their poor
eyesight
Omega 6
Fish oil
Proportion of consumers who seek out products
with fatty acids who say they have increased
consumption in the last year ()
Only 17 of consumers have heard of lutein and
only 10 of zeaxanthin. There are major
opportunities to raise awareness of the
ingredients amongst consumers who are concerned
about their eyesight or the amount of time they
spend in front of digital devices
56
54
Omega 3
Krill oil
57
48
Omega 6
Fish oil
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Trend 9 Raw Pure Consumers are adopting
free-from diets as they embrace the concept of my
body, my temple
Free-From
My Body, My Temple
Streamlining
Abstaining
Consumers want meat and dairy out of their diets
Actively avoiding ingredients
Consumers are abstaining from certain types of
food and ingredients. They are also looking for
reformulated products that contain fewer bad
ingredients.
Proportion of consumers who say that they make
conscious efforts to afford food and drink that
contain the following ingredients
Proportion of consumers who are adopting the
following types of free-from diets ()
10
Meat
15
Dairy
You state that you do not eat food or drink that
contains these ingredients. Why is this?
Health and sustainability are key reasons for
eliminating meat and dairy from diets
  Gluten Fructose Lactose
I have an allergy/intolerance 32 26 37
These ingredients cause me digestive problems 35 36 32
I wanted to improve my energy levels 37 31 33
I wanted to improve my cholesterol levels 32 28 32
I wanted to improve my heart health 33 30 35
I wanted to lose weight 29 32 32
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Trend 10 Evolution of Nutrition Consumers are
adopting a long-term approach to health
maintenance and improvement
Healthy Ageing
Holistic Health
DNA Profiling
Nutrition For Me
Personalized nutrition
Active Nutrition
Focus on seeking out better-for-you options
that offer a convenient health boost and reduce
guilt associated with current lifestyles and
dietary habits
Focus on adjusting dietary habits and lifestyles
to address specific health issues. This creates a
desire for products that are formulated to help
with this
Mainstream integration of sports nutrition
products
Consumers do not believe themselves to be in the
best of health and feel that current lifestyles
could impact on long-term health
Consumers are taking a proactive approach to
health maintenance and management, even when they
deem their current lifestyle to be healthy
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