'Top Ten Trends' that FMCG Gurus suggests to watch out for in 2020. The report explores trends such as; Alternative proteins, Blockchain, Augmented reality, CBD, Sustainability, & Holistic health. FMCG Gurus predicts a shift in consumer attitude, influence and behavior patterns. This report provides a benchmark of how this will evolve.

1. FMCG GURUS: Top Ten Trends for 2020
January 2020

2. FMCG Gurus identifies
Top Ten Trends to watch our
for in 2020.

3. Trend 1: Plant-Life: Alternative proteins appeal but consumers can be
concerned about the taste and texture of products
Consumers are looking to remove meat from their diets, replacing it with
plant-based alternatives
Fruit and vegetable consumption is increasing as
consumers look to address health issues
Consumers are looking to remove meat from their plates. This is being done for a
mixture of health, financial, and ethical reasons.
FMCG Gurus research shows that across the globe:
• 15% of consumers identify themselves as being a flexitarian
• 13% of consumers say they are vegetarian
• 3% say that they are vegan
Changing dietary habits are
driving demand for alternative
plant products.
Consumers are adopting a “back
to basic” approach when it
comes to health maintenance
Consumers are turning to fruit and vegetables more
as they take a more proactive approach to health
Proportion of consumers who have increased their
intake of fruit and vegetables to address the
following in the last twelve months
16% to lose
weight
8% to
improve
eye sight
18% to
improve
immunity
15% to
improve
overall
health
Alternative Proteins Botanicals Taste & Texture
42% of consumers admit that they can find plant-based food and drink products to be “bland and boring”

4. Trend 2: See All, Know All: Blockchain technology can be used to
promote responsible practices
Brands need to be seen to be doing the right thing
Transparency is needed across the whole of the
supply chain
51% of global consumers say it is important that
brands monitor the supply chain of their suppliers for
corporate and social responsibility initiatives
Only 18% of consumers have heard of blockchain.
However, when given a definition, 50% said that they
would be likely to use this technology
Proportion of global consumers who say they distrusted the following
brands
Proportion of global consumers who say this trust has worsened in
last two years
Food:
31%
Beverages: 32% Supplements 31%
Food:
25%
Beverages: 25% Supplements 25%
Consumers do not feel that brands
are not acting in the best interests of
humanity or the environment. It is
crucial that brands are seen to be
acting in an ethical and
environmentally friendly manner.
Blockchain Trust & Transparency Responsible Way of Life

5. Trend 3: The Big Picture: Futuristic and innovative technology can tell
the story behind brands
Tech Future Storytelling Augmented Reality
48% of global consumers regularly conduct research
into the different food, drink, and supplement brands
that they purchase
33% of global consumers say they have used their smartphone
to scan a QR/game/promotional code on packaging when
buying food, drink or supplements
Packaging
innovation can be
used to give
consumers more
information into
the story behind
products than ever
before
At a time when consumers want more information on
products than ever before, innovations such as blockchain
technology can be used to allow consumers to find out
information about the origin of products and how they were
formulated.
Technology can be used as a key way of breaking routine and inertia when shopping and making products fun, interactive, and engaging
Consumers are more difficult to impress than ever
before as a result of being exposed to a wide range of
products. Innovative and futuristic packaging is a key
way of helping capture consumer attention, enabling
them to engage with brands
Near Field
Communication
technology and QR
codes can allow
consumers access
to content and
competitions via
packaging

6. Trend 4: Good for Me, Good for the Earth: Consumers want
products that are green and clean
Consumers recognize that environmental damage is directly
impacting on their health
Consumers want products that they deem to be green and clean
I am concerned about the state of the
environment
I believe the state of the environment
has worsened in the last two decades
Damage done to the environment is
irreversible
63%
54%
48%
It is important that food and drink is
100% natural
Natural claims are important to protect
the environment
Natural claims are important as it makes
products healthier
73%
32%
44%
Consumers want brands to
demonstrate sustainability
initiatives
In 2019, Diageo announced
that it was scrapping plastic
packaging for its beer brands
In 2019, Innocent launched
its new range of Innocent
Plus brands
High in vitamins, the
products are touted as
natural, vegan friendly, and
are made with botanicals
Green & Clean Back to Basics Sustainable Living Earth Aware

7. Trend 5: Re-evaluating Health: Consumers are looking to improve their
diets, with varying degrees of success
Weight management plans continue to fail Time to recognize that the war on sugar has been lost
27% of consumers across the
globe classify themselves as
overweight
Dieting plans continue to follow boom and bust cycles. That is,
many consumers are looking to lose weight, but will often given
up on diets after a relatively short time. This is because
consumers still associate dieting with compromise
The fact that obesity rates are at a record high across
the globe at a time when consumers are making more
attempts than ever to lose weight means that ultimately,
dietary plans are failing
23% of consumers say that
they have put weight on over
the last year
28% of consumers say that
they are currently on a diet to
lose weight
Sugar has long been seen as the number one dietary evil
amongst consumers. However, despite the negative perceptions
that exist towards sugar, it is important not to over-estimate the
extent they are cutting down intake
This is something the industry needs to take into consideration
when it comes to product reformulation and sugar reduction
Proportion of consumers who admit to have done following this year
Say they have planned
to cut down on sugar but
not actually done so
Say they have planned
to cut down on certain
food an drink but not
actually done so
33%33%
CBD New Diet, Same Me Mental Wellness Rest & Recuperation

8. Trend 6: Sensory Overload: Consumers want to experimental
flavors on a global scale
Adventurous consumers want new tastes and sensations that match
their sophistication
Consumers will continue to push the boundaries of hedonism when it
comes to food and drink
Genuine
experiences
46% of consumers like moments of indulgence where
they pay no attention to nutritional intake.
65% of consumers say that they like hot and spicy food.
57% of consumers like products with new and unusual
flavors.
42% of consumers deem themselves to be adventurous
when trying new food and drink
72% of consumers have become more experimental with
their choice of food and drink in the last five years.
52% of consumers say that they like food with new and
unusual colors
Brands will continue to push the sensory elements of everyday
product categories
There will be a focus on regionalized flavors from around the
world that encourage consumers to sample new cultures
Favour Experience Global to Local Everything Artisanal Simplify me

9. Trend 7: Snacking Reclassified: Consumers want hybrid products as
the concepts of meals and snacks become more blurred
Time to making the word snacking redundant? Focus on light meals to fill this niche
Traditional meal-times are a thing of the past. FMCG
Gurus research shows, that in the average week:
• 31% of consumers say they do not eat breakfast
every day
• 32% of consumers say that they do not eat lunch
everyday day
• 22% of consumers do not eat dinner everyday
Brands need to launch products that blur the boundaries
between meals and snacks
What do you consider a snack to be? 2019
Top five answers
48%
50%
51%
54%
55%
Something that substitutes hunger for
a couple of hours
Something that can be eaten/drank on-
the-go
Small portion of meal
Something that offers a nutritional
boost
Single serve packed food
Half of all consumers classify a snack as a light meal
Hybrids
Conscious
Indulgence
Healthier Occasions
Conveniently
Nutritious

10. Trend 8: Functional Lifestyle: Consumers want good fats and
ingredients they deem better-for-me
Consumers are seeking out more products that contain
“good” fats
Fat is no longer classified as a dietary evil.
In moderation, consumers believe that fats offer a variety of
health benefits
Proportion of consumers who seek out products with
fatty acids who say they have increased consumption
in the last year (%)
Proportion of consumers who actively seek out food
and drink that contains the following ingredients (%)
Omega 3
Omega 6
34
35
Krill oil
Fish oil
19
18
Omega 3
Omega 6
56
57
Krill oil
Fish oil
54
48
Lutein and Zeaxanthin can target eye problems caused by modern
lifestyles
23% of consumers are unsatisfied with their eye health. Of these
consumers, 37% say that their condition has worsened in the last two
years,
52% cite spending too much time on digital devices as a reason for their
poor eyesight
Only 17% of consumers have heard of lutein and only 10% of
zeaxanthin. There are major opportunities to raise awareness of
the ingredients amongst consumers who are concerned about
their eyesight or the amount of time they spend in front of digital
devices
Good Fats Healthier for Longer Better-for-me Active Nutrition

11. Trend 9: Raw & Pure: Consumers are adopting free-from diets as they
embrace the concept of my body, my temple
Consumers want meat and dairy out of their diets Actively avoiding ingredients
Consumers are abstaining from certain types of food and
ingredients. They are also looking for reformulated products that
contain fewer “bad” ingredients.
Proportion of consumers who say that they make conscious
efforts to afford food and drink that contain the following
ingredients
37%
37%
38%
Gluten
Fructose
Lactose
You state that you do not eat food or drink that
contains these ingredients. Why is this?
Gluten Fructose Lactose
I have an allergy/intolerance 32% 26% 37%
These ingredients cause me digestive
problems
35% 36% 32%
I wanted to improve my energy levels 37% 31% 33%
I wanted to improve my cholesterol
levels
32% 28% 32%
I wanted to improve my heart health 33% 30% 35%
I wanted to lose weight 29% 32% 32%
Health and sustainability are key reasons for eliminating
meat and dairy from diets
Proportion of consumers who are adopting the following
types of free-from diets (%)
Meat 10
Dairy 15
Free-From My Body, My Temple StreamliningAbstaining

12. Trend 10: Evolution of Nutrition: Consumers are adopting a
long-term approach to health maintenance and improvement
Personalized nutritionActive Nutrition
Focus on seeking out “better-for-you”
options that offer a convenient health
boost and reduce guilt associated with
current lifestyles and dietary habits
Focus on adjusting dietary habits and
lifestyles to address specific health
issues. This creates a desire for products
that are formulated to help with this
Consumers do not believe themselves to
be in the best of health and feel that current
lifestyles could impact on long-term health
Consumers are taking a proactive
approach to health maintenance and
management, even when they deem
their current lifestyle to be healthy
Mainstream
integration of
sports nutrition
products
Healthy Ageing Holistic Health DNA ProfilingNutrition For Me

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