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News/Trends

Shaping the future of new ingredients

15-01-2021

FrieslandCampina Ingredients published a trend magazine, outlining the latest trends in the performance and active nutrition segment. Learn what drives consumers in today’s exciting market, and how to turn this knowledge into market-winning propositions. This publication, based on extensive research, offers an up-to-date overview of the most relevant developments and examines these trends from the perspective of personas. These represent peoples nutritional needs and interested and we share some of these here.  

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Nutrient-rich dairy is part of a healthy diet for a large part of the world’s population and essential to global food security. Based on far-reaching changes in consumer awareness and buying behavior, we are rethinking how we produce and market dairy products. We’re seeing increased interest in health consciousness, overall wellbeing, the role of nutrition, and how this can support individual requirements. Below an overview of the most notable trends.

Pursuit of health and well-being

Pursuit of health and well-being

Around the world, people are becoming increasingly aware of how nutrition relates to quality of life and overall wellbeing. Besides food allergies and intolerances, the desire for healthier lifestyles is leading a growing number of consumers to avoid specific food types and ingredients.

Personalization, identity & technology

Personalization, identity & technology

Our bodies respond in different ways, making the call for nutrition customized to individual needs, as well as detailed information, stronger than ever. Key drivers include technology and science breakthroughs, information accessibility, and growing consumer distrust in messages regarding food health.

Convenience

Convenience

Consumers are re-evaluating their snacking habits. Wellbeing and indulgence are important reasons for snacking. There is clear demand for products that are nutritious as well as convenient – requiring no preparation and suitable for eating on the go.

Authentic storytelling & sustainability

Authentic storytelling & sustainability

Stories behind the origins of products are increasingly captivating consumers. There is growing demand for local, safe, sustainable, and authentic products and having an attractive and resonant story behind your product will be a decisive factor.

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