As inflation drives up food prices and consumers increasingly prioritize better-for-you products, the food ingredient industry faces significant challenges. Cargill, a major player in the fast-moving consumer goods sector, has released its TrendTracker for the tenth consecutive year, offering insights into current consumer behaviour. Keith Albright, Cargill’s Marketing Insights and Analytics Manager for North America, shared key findings at IFT First in Chicago.
- Healthy for Me and Mindful Eating
A growing number of consumers are adopting healthier lifestyles, focusing on “mindful eating.” This trend emphasizes avoiding certain ingredients and choosing products labelled “natural,” “clean-label,” and “whole.” Albright noted that consumers want to recognize ingredients on labels, highlighting the need for food companies to rethink packaging and marketing strategies. Cargill’s report revealed that 62% of consumers read food product labels, with many avoiding sugars, sodium, and saturated fats.
- Conscious Consumption
Health, convenience, value, and experience intersect in consumer decisions. The report identifies “value accelerated” as a key trend, where consumers seek to stretch their food budgets without compromising quality. Transparency and trust play crucial roles, with 46% of consumers believing that food must be healthy for both them and the environment. Albright emphasized that modern consumers value alignment with their expectations and tastes over mere price considerations.
- Experience It
Despite a focus on healthier food options, taste remains paramount. Albright stressed that indulgence and sensory experiences are essential for consumer satisfaction. The restaurant industry, recovering from the pandemic, continues to adapt as taste drives decisions on what and where to eat.
- Simplify my life
This trend encompasses the balance of food service, omnichannel options, and DIY dining. The pandemic accelerated the adoption of online grocery shopping, with 56% of consumers now ordering groceries online. The report also noted that 65% of dinners are prepared in less than 30 minutes. Social media has significantly influenced eating patterns, with 60% of consumers reporting that it encourages healthier dietary choices. Technology, while complex, enhances the enjoyment of food preparation for many.