[¹]81% for APAC, 76% for Europe, 77% for North America & 82% for Latam - FMCG Gurus, July 2020
Healthy Indulgence - how can you achieve this? Taste is the essence, of course. Here are some ideas for bringing this to consumers:
As few ingredients as possible
The more ingredients a food contains or the more complex the product, the less healthy it is perceived to be. So, products derived from single sources or containing fewer ingredients are viewed as healthier. As it is a perfect marriage, this can also have a positive impact on the taste.
From no waste to upcycled
What's good for the environment is also good for people. Waste pollution is a major problem today, and not just packaging needs to be reduced. Food waste is another issue that should be addressed. A massive one-third of all food produced is wasted before it is consumed². If we can avoid food waste, that is good for the planet and indirectly also good for people. Upcycling goes even further in preventing food waste. Upcycling means you use discarded food (or objects) to create a product of higher quality than the original. The consumer interest for upcycling is growing and many start-ups are active in this area. In the coming years, this is sure to grow. Almost all of US consumers plan to buy upcycled food or beverages in the next year and 57% of them plan to buy more³.
[3] Mattson, 2021