More DISRUPTION on https://www.techingrocery.com/ 'Dried vegetables, protein-rich yogurt, burger without beef. These products are not only the core of organic shops, they become alternatives increasingly popular with consumers who aspire to a generally healthier diet … even if sugary is still a venial sin assumed. Overview of these food trends observed in Europe with Innova Market and Nielsen insights. More DISRUPTION on https://www.techingrocery.com/

1. FOOD TRENDS

2.  27% of Europeans would like to stop eating
transformed products. Consumers want a clear
list of ingredients and transparency of the recipe.
Some supplier don’t hesitate to highlight the
recipe.
 In France, Marie made the brand name of one
their product “All Simply “, where the ingredient
list intends to be as short as reassuring. In US,
for jerky products, local producer, Wild
Merman, highlights the nutrition facts.
1 – Go with Transparency

3. 2 – Go with Flexitarian
 The soft vegetarian which consume meat in small
quantity, has grown by 25% between 2011 and
2015. Vegetable Nuggets for kids, vegan salami
and other alternatives are under expansion.
 Retailer like Carrefour adopted this trend with its
private label “Carrefour Veggie” in France. In US,
Hilary’s Mediterranean vegan burgers were
recognized as a lighter and healthier version of a
fried falafel.

4. 3 – Go with “0%”
 There is now 12% desired gluten-free products,
with an increase of 30% between 2011 and 2015.
If these customers still a niche, the image is such
that some products naturally gluten or lactose,
even boast of his absence! The offer is growing,
Innova Market’s insights noted, indeed a huge
26% increase of products bearing the words
“without” the last four years.
 Recently in UK, Coca cola launched its new brand
‘Coca Cola Zero Sugar’ to highlight the fewer
calories. In 2020 they target more than 50% of
their sells from Diet coke range. Bjorg, widely
known for their Gluten-free assortment, are
present in 1/3 home in France.

5. 4 – Go with Natural Process
 Key success is to enhance naturalness of the
products, betting on natural and ancestral
manufacturing methods. Fresh prepared goods
are highly valued by retailers.
 Nestlé yogurt brand “La Laitière” use this image
of ancestral fabrication indicating that only the
fermentation participated in rendering its dairy
product. Private label as “Carrefour Lunch Time”
highlights this natural made image.

6. 5 – Go with Vegetables & Fruits
 These plants have never been so good news! If
their benefits are globally well communicated, its
hegemony is now spread in many product
categories. For example fruit juice, a quarter of
new products marketed in 2015 has at least one
vegetable in their composition, against 16 % in
2011.
 Another trend that follows, the soup acquires
acclaim . In Spain, the cold & hot soups are
increasingly premium, like the brand Tio or
Mucho Gazpacho

7. 6 – Go with Labels
 The origin is a new recurring motif in the
marketing of food products. Recognized labels
linked to the origin of products tend to comfort
consumers. The development of protected
geographical indications (PGI) help brands to
seduce shoppers.
 In France, as each year, Herta (Nestle) and Fleury
Michon still the most loved brands, their labels
play a large part of this success.

8. 7 – Go with Local
 Local taste preference dominates: Local
companies often have a deeper understanding of
consumer tastes in their market and can respond
more quickly to changing needs. Local products
are a great way through which to differentiate,
able to reinforce the link with local farmers and
producers and provide a guarantee of food
security.
 Retailers know how to link local farmer to
shopper mostly through private label. Carrefour
has one especially for Italy (Terre d’Italia) and
France (Reflets de France). Virginia Tea company
is a popular start up which promotes the
American East Coast tea with an exclusive local
sourcing.

9. 8 – Go with Protein
 Rich-protein products keep healthy. These
products, originally created to satisfy athletes,
are now desired by the mass market.
 Protein yogurt are a good example in terms of
diversification as Danone did with Light & fit
assortment. In a more local format, Think Jerky
got funded in two month in 2015 by proposing a
creative and healthy snack offer.

10. 9 – Go with Fun
 In 2020, Millennials will be the largest group of
shoppers worldwide. Global mobile penetration
will be 70% and the main influencing device will
be online video. Buzz create an emotional link
with the product, well-executed humor appeal,
enhances recollection, evaluation and the intent
to purchase.
 Doritos Roulette is a famous case, containing
some ultra-spiced chips, makers claims they are
the hottest sold in the UK. Jelly Belly is also well-
known among younger in this concept, they even
created a board game with their candies. In
YouTube they are both doing the buzz with more
than ten millions views.

11. 10 – Go with Exoticism
 Discovering new foreign flavours still a famous
trend and constantly renewed. Exotic products
remain a niche market which contributes to
renew the offer. It’s important for retailer and
supplier to find the exotic touch of the moment.
 As Asian flavours are quite trendy in Europe
nowadays, Unilever with his local brand Conimex
in the Netherlands and global brand, Knorr Asia.

12. Techingrocery.com
“Disruptive data in technology + grocery”
Source: Innova Market/Nielsen
Author: Etienne Silvestre
Email: contact@techingrocery.com