Page 80 - Ameft Journal 2021/1

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(Source: Bernadette Wurzinger from Pixabay)
Research findings: Shifting behaviour of consumers
With 118-year legacy of pionee- ring innovation, ADM has iden- tified emerging consumer behavior shifts and has identified six ways food and beverage innovation is evolving in the face of COVID-19. “Consumers’ attitudes, priorities and behaviors are shifting significantly. This evo- lution is providing a unique op- portunity for forward-looking food and beverage companies to bring a suite of trailblazing new products to market”, said Ana Ferrell, VP of Marketing, ADM.
The latest ADM OutsideVoiceSM re- search shows that 77% of consumers intend to make more attempts to stay healthy in the future. Food and beve- rage manufacturers who successfully balance consumer health concerns with affordability are most likely to win with consumers.
ADM has identified six behavioral shifts that will create opportunities for
food and beverage manufacturers to gain market share in an increasingly uncertain business environment.
1. Increasing Focus on the Gut
Health and Immune Function Con- nection Globally, 57% of consumers report being more concerned about their immunity as a result of COVID-19. As consumers strive to enhance their immunity, they are becoming more knowledgeable about how the human microbiome supports the immune sys- tem and overall wellbeing. Products containing probiotics, prebiotics and postbiotics can benefit the microbiome and are already gaining momentum in the marketplace.
2. Plant-Based Becomes Mainstream
In the U.S., 18% of alternative pro- tein buyers purchased their first plant- based protein during COVID-19, and 92% of those first-time buyers report they are likely to continue purchasing
meat alternatives. In Germany, the U.K. and the Netherlands, 80% of con- sumers state they are likely to continue eating plant-based meat alternatives be- yond COVID-19. With health, safety and convenience as top purchase motiva- tors, products that deliver exceptional nutrition and a high-quality sensory experience will be poised for success.
3. A New Perspective on Weight Management and Metabolic Health
The pandemic’s consequences for individuals with hypertension, diabetes and cardiovascular disease have consu- mers viewing weight management and metabolic health in a new light, with 51% of consumers indicating they are concerned about being less active or gaining weight during the pandemic. That worry is likely to increase demand for functional solutions supportive of metabolic wellness and healthy weight management.
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