What are the next big consumer trends?

1) Nourishment for the whole self

A focus on health isn’t a new thing. But with the pandemic placing renewed interest on mental well-being, ADM predicts consumers will continue to look for more effective ways to cope with stress and anxiety. And food can play a role in that.

ADM Outside VoiceSM finds that 37% of global consumers expect the snacks they eat to improve their mental well-being.

2) Plant-based lifestyles

As consumers seek healthier and more environmentally friendly lifestyles, flexitarian diets are becoming increasingly mainstream. 

3) Microbiome as the root of wellness

Data from ADM Outside VoiceSM indicates that 58% of global consumers are aware of the potential benefits that bacteria in the digestive system can have on their overall health. So creating foods and supplements that support gut health can be a winning formula.

Linked by consumers to immune function, aspects of metabolic health and even mood, mental acuity and feeling energized, consumers’ approach to supporting a healthy gut is evolving from reactive (seeking foods to alleviate discomfort) to proactive (tailored and customized pre-, pro- and postbiotic solutions), as they strive to achieve greater empowerment over their personal health and well-being.

4) Clean and transparent sourcing

With consumers demanding ‘clean label’ products, providing options with simple ingredients and providing transparency across the value chain becomes increasingly important.

5) Humanization of pets

The trend of pets being a part of the family will only be intensified. ADM Outside VoiceSM found that 30% of global pet owners spent a significant amount of time researching the best food options in the last year. As consumers are challenged with changing lifestyles and a return to work, they will continue to monitor their pets’ overall well-being to ensure they’re providing foods and supplements aimed at helping them care for their minds and bodies.

6) Precise and responsible animal feeding

The interconnectedness of the animal product supply chain is top of mind for today’s consumer. There is an increased demand for optimized feed solutions that support human and animal nutrition in an efficient, environmentally friendly manner for a range of animal species. This is driving brands to begin providing digital documentation explaining how the animal was raised, particularly related to its consumption of antibiotics and/or growth hormones.

Nearly half (49%) of consumers are willing to pay a premium for products with high quality assurances and verifiable safety standards.

7) Sustainable goodness

Consumers see sustainability as a moral imperative as they connect it to what is right and ethical, their community and the environment. In fact, 47% of global consumers say they are now more attentive to sustainability claims. This has sparked demand for ethical production and sustainable sourcing practices – such as regenerative agriculture and carbon negative production to protect the food supply of the future. Brands are responding by taking positions on environmental matters, aiming to reflect their commitments to increasing the sustainability of their production and distribution systems.

8) Advanced renewables & biosolutions

Today’s consumers are more conscious of the environmental impact of their consumption and the food system at large, with a specific focus on the use of finite materials and physical waste. With 38% of global consumers being willing to pay more for products made with sustainable materials, conscientious consumers are paying close attention to seeking out food, personal care and home care products that support the needs of their families, the environment and their local communities. And, consumers increasingly believe that companies should take greater responsibility for reducing waste and energy use from development to disposal.