Knowing trends helps us make strategic decisions and observe market movements and preferences of a new consumer who knows what he wants. Therefore, in December 2020 we brought the trends that would be on the rise in 2021, but as the year is just beginning, we decided to remind you to help you with any possible doubts that still exist.

Get to know the 2021 Trends pointed out in the NutriConnection Report.


Reinvention of functional foods

Functional foods have been a trend for some years. They constantly evolve and are reinvented as scientific research evolves and, as a result, industries are able to incorporate them into their products, offering several health benefits in addition to nourishing.

On the other hand, there was a growing concern about health among consumers, which is one of the biggest drivers of functional foods on the market. Therefore, added value for health can be of decisive importance in the purchase of food and beverages.

In addition, the COVID-19 pandemic contributed to the increased demand for this type of product, especially those focused on strengthening the immune system.


Proteins and plant-based growth

Protein-fortified products are becoming increasingly popular with consumers, and protein is associated with increased lean body mass, increased satiety, improved function among the elderly, and other benefits.

In addition to dairy products and protein supplements that are commonly found on the market, the option for a plant-based diet has been shown to be an important consumption alternative to ingredients of animal origin. If before, this diet was only present in the daily life of a vegetarian and vegan, today, it has been incorporated by several consumers who are concerned with health, environment and well-being, thus expanding the possibility to different markets.


Digitization and Technology

The ability to innovate is one of the market requirements to maintain business competitiveness. In a year as challenging as 2020, an even greater force like the pandemic brought the need for industry, corporate and even society processes to accelerate in such a way that digitization for the food market was no longer seen as a possibility, becoming an essential reality.

It took a careful look from companies to the entire production chain, adapting the safety measures required by health agencies. In addition to paying attention to the movement of consumers themselves who had their lifestyles changed and needed new ways to shop. Once again, technology proved essential to overcome the obstacles of the new normal.

Digitization in the pre-COVID-19 world was seen as a boon to food companies. Now it has become a major factor for them to survive.


Home or home office?

The coronavirus pandemic has drastically affected everyone’s lives. Quickly, the consumer had to adapt to the new routine, reconciling work, family living and leisure under the same roof and even the pets felt this change, after all many of them were prohibited from even communicating. This new format brought many advantages, such as not having to move or stay in traffic, but it also had negative impacts in relation to mental health and well-being.
Amidst all this scenario, there was a significant increase in the digitalization and offer of products and services related to the home office.


Sustainability as an ally of brands with purpose

The modern market has created a generation of customers that bring greater demands and challenges. Consumers of all ages and incomes are willing to pay higher prices for products in line with their personal values.

That is why not only the food industry but also other economic sectors must be aware of these changes. In this way, some companies are moving towards promoting sustainable actions that not only help to improve the environment, but which, at the same time, reflect the new purposes of consumers.


Seniors – how to communicate with this audience and create value

Life expectancy has grown in recent years. According to the 2019 World Population Prospects report, this expectation is that by 2050 one in six people will be over 65 (approximately 16% of the population). The senior public is interested in having good consumer experiences and they want brands to speak the “same language”, that is, to understand that today’s elderly public works, exercises and desires independence. This perspective is important for not creating stereotyped communications.


Home Cooking

Cooking at home is a trend that started some time ago: in two years, there was a 75% increase in searches and preparation of new recipes. This practice became even stronger after the quarantine imposed by the COVID-19 pandemic. During this period, people ended up getting closer to the kitchen and the reasons are different: more time at home, search for healthier food, absence of housekeeping help, reduced income, temporary closing of restaurants and even as a form of leisure and moments of distractions. The most important criteria for choosing a good recipe were: taste, convenience and ease, but health and familiarity with the ingredients were paramount when choosing to cook.


Food Safety

Food safety will be a concept or practice assured in 2021, reinforcing what already existed and adding complementary care depending on the context introduced by the unprecedented situation generated by the COVID-19 pandemic.


Want to access the full report?

Click here and download the NC Trends Report 2021.


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