January 22, 2019


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For the past month, industry press, blogs and social media have been full of predictions for 2019 and what consumers will be looking for in their food and drink products this year. However, for manufacturers and retailers, this is the time to be looking further ahead – to 2020, and what trends will define next year’s product launches. At SVZ, we’re already preparing for next year in earnest. Here are our predictions for what’s going to be trending in 2020:

1. (Even) more natural
The trend towards natural and organic food isn’t slowing down: in fact, its popularity is increasing, and we expect 2020 to be the biggest year yet for this category. Across Europe, consumers will continue to reject products that contain too many additives, and instead embrace natural ingredients like premium fruit and vegetables.

2. Healthy ageing
Healthy ageing products aren’t just targeted at the over 60s: consumers of all generations are becoming more aware of how what they consume affects their lifespan, health and appearance. For example, more and more manufacturers are looking to tap into the anti-ageing power of the antioxidants in berries such as strawberries and aronia.

3. A good gut feeling
What started with probiotic yoghurts has now expanded into fermented foods like kefir and kombucha – gut health is a category we expect to expand in 2020. Although the acidity and unusual flavour are a hurdle for many consumers, we predict that sweetening fermented foods and beverages with fruits and vegetables, like raspberry and plum, to improve their palatability will become more and more common.

4. More traceability, less waste
Consumers aren’t just interested in the end product any more: they’re looking for sustainability. A key concern is food waste, and with more than 50 million tonnes of fresh fruit and vegetables discarded every year across Europe – simply for aesthetic reasons – SVZ is keen to play its part. Many of our growers ensure that any crop unsuitable for retail is pumped into our industrial ingredient supply chain, thus avoiding unnecessary transport, packaging and storage costs, as well as waste.

5. Convenience remains king
Convenient, eat-on-the-go food isn’t a new trend by any means but, in 2020, we’ll see it elevated to a whole new level. Food and drink manufacturers and retailers will need to tap even further into an audience which is increasingly time-strapped with busy schedules, yet doesn’t want to sacrifice health goals, or end its curiosity for new ingredients, flavours and formats.

Get in touch today to find out how SVZ can work with you to create mouthwatering foods and drinks that respond to the needs of consumers in 2020 and beyond.

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