Sustainability

How to create stand out packaging in 2025

Bright & Bold: Consumers like experiences and products that provide "extra" value

In 2025, emotional well-being will be a top priority for consumers. They will seek products that provide comfort, indulgence, and an escape from daily life. Distinctive packaging that stands out will resonate with consumers looking for ways to uplift their moods. This is especially if it allows them to briefly forget their worries. Packaging that promotes enjoyable experiences—either individually or with friends—will encourage consumers to pause amid daily challenges and refocus on what really matters, thereby motivating impulse purchases. This year, Cadbury Chocolate UK unveiled a series of playful packaging designs, inspired by everyday activities of generosity, celebrating connections, and sharing among loved ones.

Timeless Traditions: During uncertain times, consumers often turn towards products that evoke nostalgia and remind them of simpler moments

Consumers like products that connect them to the past and evoke simpler days. For example, FMCG Gurus consumer insights reveal that 25% of global consumers prefer flavors that they know and trust when turning to food and drink for comfort purposes. This will lead to a preference for comforting flavors and increased demand for nostalgic products. This includes retro packaging and limited edition re-releases of discontinued items. Nostalgic packaging can reignite interest in brands that consumers might have outgrown during their youth. Well-crafted retro designs can trigger feelings associated with past comfort, even when the product or branding is brand new. When executed effectively, nostalgic marketing can evoke powerful emotions. This can spur impulse buys, lowering price sensitivity, and encouraging consumers to upgrade their choices.

Elevating our World: A growing number of consumers are actively seeking to minimize food waste and prefer packaging with a reduced environmental impact

The effects of climate change are increasingly evident, manifesting in extreme weather, depletion of natural resources, and disrupted supply chains. As consumers face immediate threats, they are concerned about potential future consequences if prompt actions aren't taken. Many believe brands should take an active role in protecting the environment. They expect transparency in sustainability efforts by brands, showcasing eco-friendly initiatives throughout their supply chains as fundamental to their identity. For consumers, the eco-friendliness of packaging hinges on resourcefulness. This includes utilizing renewable materials and protecting biodiversity as key first steps toward sustainability. FMCG Gurus' consumer insights show that 87% of global consumers think packaging that prevents food waste determines whether packaging is environmentally friendly. Additionally, ensuring packaging is recyclable and disposable is essential. Above all, consumers prioritize preventing food waste. They ensure that purchased products can be fully utilized and that excess does not contribute to greenhouse gases in landfills.

This article is based on FMCG Gurus – Packaging: How to stand out in 2025 - Category Report. To discover more, please click here.

Premium Food and Drink: 3 Things to Evaluate

1. “Premiumization” is Subjective to Each Consumer

Premiumization involves creating high-quality, value-driven products that justify their higher price points. However, this concept can be challenging for manufacturers to navigate. The term "premium" has become prevalent in the industry, yet its interpretation varies among consumers. What one person views as valuable may not hold the same worth for another. This blog will delve into the top five trends in premiumizing products in 2025.

It is crucial to consider that each consumer is an individual who evaluates value and premium status in unique ways. For instance, FMCG Gurus' consumer insights highlight that a striking 78% of consumers globally assess price as a key indicator of whether food and beverages offer good value, with taste coming in as a close second.

2. Exclusivity: Consumers Find Limited-Edition Products More Exciting

A common driver of premium pricing is the intentional creation of limited-edition products, which enhances their rarity and appeal. Consumers are drawn to these exclusive items, as they often feature novel and experimental flavors and experiences. This limited availability can generate a sense of urgency, encouraging consumers to act quickly to get these products, thereby increasing their willingness to pay more. FMCG Gurus' market research reveals that 64% of global consumers express excitement over trying limited-edition flavors, reflecting a broad desire for new experiences.

The concept of exclusivity has gained even more traction in the age of social media, where the excitement associated with limited releases is amplified by ‘FOMO’ (Fear of Missing Out). This phenomenon reduces price sensitivity, prompting consumers to buy products they might not have considered before. Particularly among younger adults, showcasing these unique products on social media has become a way of expressing sophistication and good taste.

3. Responsible Luxury: 1 in 4 Consumers Opt for Environmentally Friendly Products

The positioning of certain products as ethically produced or environmentally sustainable has enabled them to command a premium price in the market. This trend appeals to the growing number of consumers who prioritize sustainability; nearly three-quarters are concerned about environmental issues. Notably, over two-thirds have altered their purchasing behavior within the last two years to embrace more sustainable options. Among these conscientious consumers, our insights show that 40% have specifically chosen one product over another based on its environmental impact. This shift presents opportunities for premium pricing, as many consumers feel a moral obligation to pay a higher price for sustainable goods.

Not only do consumers choose premium, environmentally friendly products because it aligns with their values, but it also allows them to feel good. FMCG Gurus' consumer insights show that more than 90% of shoppers who consider sustainability claims find them to be influential in their purchasing decisions, especially those focused on environmental benefits and animal welfare. Therefore, the appeal of these premium-priced products extends beyond the ethical concerns; they also cater to consumers' desires to perceive themselves as socially responsible and feel good by doing good.

This article is based on FMCG Gurus – Premiumization - Top 5 Trends for 2025. To discover more, please click here.

How Environmental Concerns Connect Consumers Across Generations

Environmental concerns unite consumers of all ages

FMCG Gurus’ consumer insights show that seven in ten consumers globally are concerned about the state of the environment. This proportion is similar across the four cohorts surveyed (Generation Z, Millennials, Generation X and Baby Boomers). 

Issues including climate change, global warming, pollution and the destruction of biodiversity. Consumers are also worried that, without immediate action, the climate crisis will have an even greater impact in the future.

The role of the food, drink and supplement industries

Furthermore, seven in ten consumers across all cohorts feel that food, drink and supplement manufacturers should be doing more to protect the planet. Consumers recognize that, due to climate change, supply chains are disrupted and extreme weather affects harvests. But at the same time they also feel that these industries are contributing towards environmental damage. Issues such as pollution from livestock-based production and factories, unethical treatment of farmers, and global supply chains are considered to be contributing towards climate change. 

To win consumer trust the food, drink and supplement industry must be transparent with their supply chains and processes. This shows that significant changes have been made to be more sustainable and ethical, and will appeal to consumers.

Changing habits and learning new skills

Consumers feel the responsibility to make global society more sustainable lies with governments and big businesses. However, they also understand that there are changes to be made on an individual level. Reducing food waste and being more resourceful with food and drink is important to consumers looking to live more sustainably. This is driving interest in meal planning, low-waste recipes, innovative use of leftover ingredients. In addition, many are learning how to preserve and extend the life of fresh produce.

Barriers to an eco-friendly lifestyle

Although each generation cares about the state of the environment, they face barriers to living a fully sustainable and eco-friendly lifestyle. Financial pressures, busy lives and uncertainty around trusting sustainability claims can become challenges for consumers.

Over half of consumers of all generations stated that the premium price of sustainable products is the biggest barrier to purchase. There is a perception that brands are using higher costs related to sustainable practices without providing benefits or complete transparency. This contributes towards the distrust consumers have towards the food, beverage and supplement industries when it comes to sustainability credentials. 

High prices and the fact that portions of food are often made for multiple people and not packaged adequately to prevent food waste will be especially challenging. This will be the case for the youngest and oldest of consumers. These groups are more likely to be shopping for one person when the majority of food is sold pre-packaged in larger quantities. 

Looking to the future

Brands can help consumers to overcome these barriers and support their goal of leading an environmentally friendly lifestyle. This can be done by demonstrating how sustainable practices contribute towards an overall improvement in quality and nutrition. This therefore adds value and encourages trade-up. Products considered to be transparent, trustworthy and provide value for money will be particularly appealing for consumers looking to make more sustainable choices in the long-term.

This article is based on FMCG Gurus - Sustainability - Cohort Reports - 2025. All Cohort Reports can be found here.

Key Consumer Trends to Monitor in 2025

Introduction

As we step into 2025, significant shifts in consumer preferences are on the horizon. Brands in the food and drink markets must adapt strategies that align with these evolving trends. Here are five pivotal areas to watch out for this year:

Exclusivity: The Power of Limited-Edition Offerings

In a marketplace increasingly influenced by social media, limited-edition products are gaining unprecedented traction. These exclusive offerings, often characterized by their restricted availability, create a buzz that can reduce price sensitivity among consumers. The more exclusive a product, the more consumers are willing to pay a premium over standard prices.

Younger demographics view limited-edition products as a means of self-expression, using them to showcase their taste, sophistication, and social savviness.

Revitalization: A Fresh Approach to Wellness

Many consumers today feel in a cycle of fatigue, struggling to balance the demands of their personal and professional lives. This phenomenon, more prevalent among younger generations seeking new opportunities, has shifted perspectives around health and wellness. As a result, there is a growing emphasis on the importance of sleep and feeling revitalized.

In 2025, expect to see consumers increasingly focused on diets and lifestyles that support better sleep health and overall well-being. As such, individuals will likely avoid or moderate their intake of products detrimental to their sleep quality and cognitive health, signaling a transformative shift in consumption patterns.

Ethics: Rising Skepticism Towards Corporate Practices

A notable trend emerging in recent years is the increasing distrust some consumers have towards large brands. Many individuals are turning away from information provided by official channels in favor of "alternative" narratives. This skepticism will have profound implications for food and beverage companies, as consumers demand transparency and accountability regarding sustainability claims and environmental impact.

As financial pressures are prevalent and profits surge for major corporations, resentment towards perceived corporate greed will intensify. Consumers will expect brands to play a more proactive role in environmental protection while simultaneously scrutinizing the authenticity of sustainability initiatives.

Traditional Remedies: The Resurgence of Heritage and Provenance

Anticipate a rising interest in traditional and ancient remedies shaping health perceptions in 2025. Products and ingredients with historical significance are increasingly being linked to perceptions of healthiness, with consumers favoring those from regions known for their health-conscious traditions.

This shift represents a counterpoint to the ongoing innovation in the wellness space. As consumers gravitate towards ancient remedies viewed as natural, sustainable, and genuine, brands will need to align their offerings with these historical narratives to capture consumer interest and trust, particularly in the realm of emotional wellness.

Health Boundaries: Advocating Self-Responsibility in Wellness

The health and wellness market has witnessed a surge in innovations, from genetic testing to artificial intelligence. While these advancements provide new ways to address health issues more effectively, there is a growing concern about whether the wellness industry is overstepping its boundaries.

In 2025, brands will need to shift their focus towards promoting self-responsibility among consumers rather than providing quick fixes.

Conclusion

In conclusion, as we look ahead to 2025, understanding these key trends will be crucial for companies in the food and drink markets. By being attuned to shifts in consumer preferences—particularly around exclusivity, wellness, ethical practices, traditional remedies, and self-responsibility—brands can better position themselves to meet the evolving landscape of consumer expectations and maintain competitiveness in this dynamic market.

This article is based on FMCG Gurus – Five Things to Watch Out for in 2025 - Trend Report - 2025. For more information, please click here.

Top Trend 2 - Green Horizon

Introduction

Increased consciousness regarding environmental issues has amplified consumer anxieties, particularly concerning food waste, carbon emissions, and global warming. These worries are rooted in various factors. For example, direct health repercussions, natural resource depletion, and the repercussions of elevated temperatures on food availability. Consequently, consumers recognize the link between food production practices and climate change. This underscores the necessity for measures to protect food reservoirs and disrupt the cycle of environmental degradation. 

Biodiversity

As environmental awareness expands, consumers are increasingly acknowledging the importance of biodiversity. Consumers are also more aware of the profound influence of animals, plants, and insects on the planet. This heightened awareness coincides with a growing concern about species extinction, largely attributed to human-induced factors. The extinction of species yields numerous consequences. This includes disruptions in supply chains and potential food shortages stemming from the impact on the food lifecycle. Consequently, consumers are advocating for efficient food production techniques and the implementation of "smart" agricultural practices by manufacturers. These approaches seek to conserve scarce resources and safeguard animal, insect, and plant species, taking into account their far-reaching effects. 

Carbon Footprint

Four out of five consumers deem it essential for food and beverage brands to take action to counteract their carbon footprint. This is because they recognize the substantial contribution of businesses and agriculture to environmental challenges. This recognition underscores a cycle where the industry is both affected by and contributes to the adverse effects of global warming on food supply chains. As a result, this emphasizes the urgent need for brands to implement measures across the supply chain to diminish carbon emissions and openly communicate these endeavors. Consumers increasingly urge brands and manufacturers to actively address the elimination of their carbon footprint. They express the aspiration for brands not only to neutralize but to exceed their carbon emissions. This reflects a growing emphasis on environmental consciousness among consumers who prioritize aligning with brands that share their values and perspectives on sustainability. 

The Ethical Treatment of Farmers

Consumers are in pursuit of brands that prioritize the ethical treatment of farmers. FMCG Gurus' consumer insights highlight that over a third of global consumers are actively seeking ways to embrace a more environmentally sustainable way of life. This commitment highlights a willingness to boycott brands based on their ethical standing. As a result, this demonstrates a clear connection between environmental concerns and consumer actions. Additionally, consumers are scrutinizing ingredient lists and product assertions, particularly those related to environmental sustainability across their dietary, lifestyle, and purchasing patterns. There is a noticeable decline in trust in brand practices and policies. This is influenced by extensive coverage of greenwashing and exaggerated claims in the media. This skepticism also translates into a preference for avoiding environmentally harmful ingredients, underscoring a strong consumer inclination toward eco-friendliness in both dietary and lifestyle choices.

Food Waste

Consumers are becoming more aware of the magnitude of food waste, acknowledging its significant ethical, environmental, and financial implications. Media exposure of food service establishments and retailers disposing of perfectly edible food based on shape, size, or appearance has elicited an emotional reaction from consumers. Although there is an understanding that consumer behavior plays a role in food waste, such as purchasing items and forgetting about them until they spoil, consumers attribute a substantial portion of the waste to products with limited shelf lives. The food and beverage industry should tackle this issue through measures like streamlining supply chains and devising packaging innovations that extend product shelf life without the use of preservatives.

This article is based on FMCG Gurus: Top Trend 2 – Green Horizon – Global Reports 2024. For more information, please click here.

Opportunities for Protein Hybrids: Enhancing Nutrition and Appeal

Introduction

The trend of consumers adopting diets that involve avoiding or moderating animal-based products is spreading globally. These individuals look to align their dietary choices with their ethical, environmental, and health goals.

However, many consumers find it challenging to completely give up dairy and meat in the long run. Interestingly, the plant-based market has experienced a slowdown in sales over the past year. This presents an opportunity for brands to explore new possibilities within the plant-based market. By creating innovative products, they can attract late adopters to the market and assist consumers in adhering to alternative, flexitarian dietary plans.

In this blog, we will delve into consumer perceptions, various diet approaches, and the potential for protein hybrids. Examining the environmental concerns surrounding food production, we will explore how protein hybrids have the potential to address environmental issues and contribute to a more sustainable and eco-friendly food system.

What are Protein Hybrids?

Protein hybrids offer a range of advantages, including the ability to elevate nutritional value, facilitate the creation of plant-based alternatives for meat and dairy products, and align with diverse health and wellness trends. Plant proteins extend beyond food and beverages, but also encompass fields such as supplements, pharmaceuticals, agriculture, and biotechnology. Moreover, protein hybrids are gaining popularity due to their multitude of benefits. 

Health and the Environment

Consumer motivations around dietary choices are increasingly driven by health, environmental, and ethical considerations. As people become more aware of the challenges posed by animal agriculture, they are finding plant-based alternatives more appealing due to their perceived ethical and environmental benefits, with particular concerns surrounding dairy products. For instance, FMCG Gurus' consumer insights reveal that 45% of global consumers eat/drink dairy alternative products. Of these consumers, 70% do so because they deem plant-based alternatives as healthier than regular milk products.

Additionally, over half of consumers view plant-based products as more trustworthy in comparison to their traditional counterparts.

Food Shortages are Intensifying

The global food supply is facing the challenge of food scarcity and FMCG Gurus' market research highlights that 43% of global consumers are concerned about food shortages. Meat-based protein hybrids present promising solutions to address these shortages. By enabling increased protein production, these hybrids offer the potential for a more resource-efficient alternative to traditional animal agriculture. This can help alleviate the environmental and resource impact associated with livestock farming, leading to a more sustainable, environmentally conscious, and resilient food system.

Furthermore, meat-based protein hybrids can complement plant-based diets by providing a balanced intake of essential amino acids and nutrients. This ensures that consumers can meet their daily dietary requirements while minimizing the reliance on traditional animal-derived products.

Consumer Attitudes Toward Protein Hybrids

Protein hybrids have the potential to make the shift to plant-based alternatives more appealing for individuals who follow meat-based diets. For those who find it difficult to completely give up animal products, protein hybrids provide an opportunity for imitation. For instance, FMCG Gurus' consumer insights reveal that 58% of global consumers found the idea of protein hybrid products appealing or very appealing. Of these consumers, 44% said this appeal is because they struggle to give up animal-based products completely. This allows consumers to continue enjoying the familiar taste and nutritional qualities of certain products while incorporating plant-based and alternative ingredients.

By incorporating protein hybrids into their diets, individuals can make the transition to different dietary choices more manageable, especially for those who have specific preferences or habits related to animal-based products.

Additionally, protein hybrids offer the advantage of being more environmentally friendly. In fact, more than a third of consumers perceive them as such. This further emphasizes the potential benefits of protein hybrids in terms of sustainability. 

This article is based on FMCG Gurus: Opportunities and Challenges around Protein Hybrids – Global Report 2023. For more information, please click here.

Coffee Trends: Speciality Coffees and Sustainability

Introduction

In the beverage industry, coffee trends have seen a rise in unique flavors and blends. There is an increased demand for specialty and artisanal coffees, as consumers are becoming more interested in the origin and quality of their coffee. Sustainability is also playing a big role, with consumers seeking out brands that prioritize ethical sourcing and environmentally friendly practices. Additionally, ready-to-drink coffee products have become increasingly popular, offering convenience and on-the-go options. Coffee innovations such as cold brew and iced coffee are also gaining traction.

Coffee Consumption

Drinking coffee is a daily occurrence for a large proportion of consumers. For instance, FMCG Gurus’ consumer insights reveal that 47% of global consumers drink hot coffee daily. In comparison, only 5% of global consumers drink specialty coffee daily, such as a latte or americano. This highlights how specialty coffees are seen as more of a treat rather than a daily necessity. It is important to note that of hot coffee drinkers, a majority purchase coffee in the supermarket. This suggests that regular coffee drinkers pick up coffee as part of their food shop, as opposed to those who consume specialty coffees as a treat or when they are on the go outside of the home.

Speciality Coffee

Coffee consumption has been steadily growing as more people appreciate the rich flavors and unique profiles of specialty coffees. The demand for premium and artisanal coffee is driving innovation in the industry, with companies offering unique blends and limited-edition releases.

However, it is important to consider the impact of rising costs on the specialty coffee market. FMCG Gurus’ market research has revealed that 77% of global consumers are looking to reduce spending in coffee shops and cafes over the next month. This highlights the impact of the cost of living crisis on out-of-home purchases. To respond to this, brands in the coffee market should offer premium at-home coffees during this recessionary period.

Sustainability

Sustainability and ethical practices in the coffee market are becoming increasingly important. Consumers are looking for brands that prioritize ethical sourcing, fair trade practices, and environmental conservation. Many companies are implementing initiatives to support farmers, promote biodiversity, and reduce their carbon footprint. FMCG Gurus’ consumer insights reveal that 70% of global consumers look for environmentally friendly claims in hot coffee. Additionally, 47% of global consumers seek fair-trade certified claims in hot coffee. This highlights that a significant proportion of consumers are placing a greater emphasis on the environmental and social impact of their coffee choices.

As a result, coffee brands are increasingly focusing on ethical sourcing practices, fair trade certifications, and supporting local coffee farmers. Additionally, there is a growing trend towards eco-friendly packaging and promoting recycling initiatives. Our findings reveal that 41% of consumers seek out hot coffee with recyclable packaging. As a result, the coffee market must continue to work towards more sustainable initiatives to meet the evolving demands and values of environmentally-conscious consumers.

Sugar Content

With a greater focus on long-term health, consumers are seeking out healthier alternatives and reducing their sugar intake. FMCG Gurus’ market research shows of the consumers who check nutritional labeling on coffee, 60% check for sugar content. In response to this demand, coffee brands must offer low-sugar or sugar-free options, as well as natural sweeteners or flavored syrups with reduced sugar content. This allows consumers to personalize their coffee experience while also aligning with their health-conscious choices.

However, it is important to note that taste and sensory appeal is a priority for many consumers when it comes to coffee, so brands must make sure they do not overpromote health and compromise on taste.

The article is based on FMCG Gurus: Coffee Trends – Global Report 2023. For more information, please click here.

Health and Wellness Trends in the Soft Drinks Market

Introduction

The cost-of-living crisis has caused many consumers to adopt recessionary shopping habits while they are looking for products that are affordable and good value for money. As a result, 35% of global consumers have demonstrated less brand loyalty in the soft drinks market over the last twelve months. Despite this, consumers remain proactive by prioritizing their health and seeking out nutritional soft drinks. Due to this, brands in this market should promote soft drinks as being in high functional ingredients and nutritional value. By doing so, this will enhance perceptions of value and consumers will deem these products as having maximum efficacy, which is essential during this recessionary period.

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Natural and Transparent

While 60% of global consumers find natural ingredients in soft drinks appealing, streamlined ingredient lists are also of high appeal. Brands should be focusing on natural, raw, and pure ingredient lists, and promote free-from claims to enhance consumer perceptions of quality and value for money.

Equally, it is just as important that brands provide maximum transparency around ingredient lists and health claims. While many consumers are actively avoiding dietary evils, complex nutritional labelling can often create confusion and lead to skepticism. This is because consumers are aware of green-washing and health-washing scandals through exaggerated claims. FMCG Gurus’ consumer insights reveal that 51% of global consumers are concerned about the hidden ingredients in food and drink, disguised via complex labelling. As a result, brands should offer reassurance to consumers that there are no hidden ingredients through clear, simple labels, and clinically proven scientific evidence which support certain claims.

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Sustainability

Consumers have expressed concern about the state of the wider environment and are aware of the impact that food and drink production causes. FMCG Gurus’ findings highlight that 42% of global consumers have made greater efforts to find more environmentally friendly beverage brands. Also, consumers are recognizing the links with environmental damage on their overall health. For instance, 67% of global consumers say they have changed their diet in the last two years to lead a more sustainable lifestyle and said they felt this made their diet healthier. This illustrates that consumers believe health and sustainability are interlinked and want products that are good for them and the wider environment. As a result, soft drink brands must make sure to implement sustainability credentials at the core of their philosophy to shape perceptions of green and clean production.

Moreover, to spread more awareness, soft drinks brands should highlight how sustainability credentials are directly linked to having a positive impact on the health and wellness of the consumer. This will not only create more awareness for the importance of sustainability for the planet and health, but also shape perceptions of value and quality, which is essential in a recessionary market.

Cost-of-Living

The cost-of-living crisis is having a direct impact on the health and wellness. FMCG Gurus’ consumer insights demonstrate that 43% of consumers felt they need to make changes to their health and wellness routines. This suggests that consumers deem healthy drinks more expensive. However, despite this adoption of recessionary spending habits, brands must understand that consumers are driven more by value for money as opposed to low cost. This means that consumers will not be seeking out the cheapest products because of the cost-of-living crisis, but instead will be trading up between soft drinks that are associated with maximum value.

To cater to this, brands should promote the efficacy of products, including multifunctional health benefits and health-boosting ingredients. This will appeal to a large proportion of proactive consumers, who are looking to adopt a prevention over cure approach to their long-term health and wellness.

This article is based on FMCG Gurus: Health & Wellness in the Soft Drinks Market – Global Report – 2023. For more information, please click here.

Traditional and Alternative Beer in 2022

Introduction

Traditional and Alternative Beer ingredients are becoming increasingly important to beer-drinking consumers. FMCG Gurus consumer insights have revealed that beer drinkers are more attentive to ingredients in beer. For example, when buying beer, 68% of consumers want reassurance that the highest quality ingredients are used. This reveals that consumers are more attentive and conscious about the ingredients in the products that they are consuming. The Covid-19 pandemic is a key component for this health conscious shift. This proactive and health boosting approach is seen through consumers altering their dietary and drinking habits. In addition, consumers are incorporating active approaches into their lifestyles.

Consumers are also conscious about the production processes of products and their environmental impact. To cater to this demand for both functional ingredients and sustainable initiatives across product supply chains, brands should incorporate story telling in their marketing. Consumers value insights into the heritage of beer brands. So, it is essential that beer brands use story based marketing to create transparency and notions of heritage. Also, this will enhance brand identity.

Promote Naturalness

The naturalness of ingredients and the impact of on ingredients on health play a key role in the attentive nature of consumers. This highlights the motivations around health. FMCG Gurus consumer insights has revealed 65% of consumers who have reduced their beer intake have done this due to health reasons. Our findings indicate that consumers are more conscious and adopting proactive approaches to improve their health. To address this, brands should ensure that products are promoting health claims and alternatives on their products to encourage the guilt-free consumption of beer.

In addition, beer-drinking consumers are expressing a desire for products that hold maximum quality and value. One way that brands can fulfil this is by avoiding chemicals, additives and artificial flavorings. Instead, brands should be promoting naturalness and the use of authentic ingredients to shape their products around perceptions of purity and great quality. FMCG Gurus consumer insights highlight that 52% of consumers believe that claims of natural flavors in beer are important. Moreover, a streamlined ingredient list enhances perceptions of purity and naturalness, as it presents minimal, recognisable and trusted ingredients. FMCG Gurus findings indicate that a long list of unfamiliar ingredients may generate scepticism among consumers.

The Sensory Element of Non-Alcoholic and Beer Alternatives

As a result of the health-conscious approach by many consumers, beer-drinkers are changing their consumption habits. FMCG Gurus consumer insights found that 27% of consumers have switched to low or non-alcoholic beer alternatives. Our findings indicate that while the non-alcoholic beer market is a sort of niche, it is also a growing market in which brands should be attentive to and can capitalise on. This niche market highlights that enjoyment and taste are top priorities for consumers when consuming beer products, which has led to taste appeal being a key component for manufacturers and brands to attentive to.

Growing health-consciousness among consumers has offered a key opportunity for the non-alcoholic beer market to capitalize on this. As a result, brands should ensure that they promote the sensory appeal of these products to add value to them. This will generate a greater demand for products in this market. Further to this health-conscious positioning of non-alcoholic beer, brands should promote aspects of avoidance and moderation. Examples of this can include the avoidance and moderation of certain ingredients in alcoholic beer. For example, FMCG Gurus consumer insights highlight that 58% of consumers who made changes to their drinking habits moderated their intake of beer.

In addition, our findings indicate that across the next three years, consumers are looking to pay more attention to the ingredients that are used in beer. To enhance these notions of health, the non-alcoholic beer industry should introduce more experimental flavors to spark an interest among adventurous consumers. 

Story-Based Marketing

FMCG Gurus consumer insights highlight the significance of premium products with maximum quality. This perception of the premium is constructed by storytelling, which shapes brand heritage. This aligns with both environmental consciousness and health consciousness, as storytelling reveals how the product has been sourced and distributed. For instance, 69% of consumers agreed that they want the beer brands that they buy from to be as premium as possible. Further to this, consumers want reassurance from brands that products contain the highest quality ingredients. Also, the story and heritage behind beer brands appeals to consumers.

Lastly, a reasonable price and the offering of new and experimental flavors will increase consumer interest. This indicates that consumers are seeking out beer brands with story-telling which offers insight into the heritage of the brand and how the ingredients are sourced across the supply chain. If brands respond to this, story-based marketing will reassure consumers over the quality of the beer products and enhance the consumer’s perception of premium quality.

Story-based marketing positions beer brands as transparent and enhances brand identity and heritage. This ensures that brands are promoting elements such as sustainability initiatives and functional ingredients. Including these elements will help to differentiate these brands from their competition within the beer market, increasing consumer appeal.

This article is based on FMCG Gurus: Consumer Attitudes to Traditional and Alternative Beer - Global Report 2022.

Foodservice: Healthy Eating, Sustainability and Rising Costs in 2022

The impact of Covid-19 saw considerable disruption to the foodservice industry. However, the market has been able to bounce back. For instance, 100% of consumers say that they have eaten food or drink from a restaurant or fast-food service outlet in the last six months. FMCG Gurus consumer insights found that almost 9 in 10 consumers have purchased food and drink from home delivery services, casual dining outlets or full-service restaurants in the last six months.

Healthy Eating

Healthy eating and 'good for you' consumer trends have prevailed in the foodservice industry. Consumers associate 'good for you' foods with free-from artificial ingredients, containing low to no sugar, and containing ‘good’ ingredients, like protein and fiber. FMCG Gurus consumer insights found that over half of consumers consider their eating and drinking habits as healthy or very healthy when visiting food service outlets. This saw an increase of 10% since 2020. This demonstrates the impact of Covid-19 on consumer behaviors towards health. Consumers wish to take preventive measures such as eating healthier to reduce their vulnerability to illness.

Interestingly, morning and mid-morning are when consumers would be more compelled to eat something healthy from a foodservice outlet. This time of day is when consumers are more motivated to eat well to fuel themselves for the day.

Functional Ingredients

Consumers seek out functional ingredients, such as protein when eating out of the home. Protein is attributed to aiding recovery and reducing hunger. FMCG Gurus consumer insights reveal that 70% of consumers find products containing protein as appealing. The top foods that consumers want with added protein, are products in the snack bar and breakfast food categories. Again, this demonstrates how healthier eating is prioritized in the morning.

In addition to consumers making efforts to eat healthier, an increasing number of consumers are turning to alternative diets. This includes veganism, vegetarianism and flexitarian diets. FMCG Gurus findings highlight a 10% decrease in meat eaters since 2020. Notably, 46% of vegans claim to be unsatisfied or very unsatisfied with the number of foodservice outlets that cater to their dietary requirements.

Sustainability

Linked to healthier eating is the trend of sustainability. Healthy foods are seen as more environmentally friendly and good for the planet. FMCG Gurus consumer insights have found that since 2020, there has been a 13% increase in the number of consumers valuing sustainability initiatives from brands or outlets. When asked what trends consumers would like to see, foodservice outlets incorporating environmental initiatives stood out. Some examples include avoiding food waste and recycling packaging. Nearly three quarters of consumers stated that they would like to see more sustainability initiatives from brands. Notably, nearly half of consumers state that they research the environmental and ethical policies of foodservice brands. This highlights the importance of these issues to the consumer.

The Cost-of-living Crisis

In 2022, 72% of consumers claim to be concerned about the rising cost of living in their country. This is reflected in their eating out habits. FMCG Gurus consumer insights found that 43% of consumers have reduced their spending at foodservice outlets over the last six months. Furthermore, the importance of price when purchasing in foodservice outlets has seen a 12% increase since 2020. As the cost-of-living crisis persists, consumers will place greater importance on price, along with reducing consumption while eating out. Over half of consumers state that they have made changes to their spending when eating out in the last six months. These changes include reducing the frequency of eating out of the home, looking for promotional offers and reducing spending by cutting back on starters and desserts.

This article is based on FMCG Gurus: Foodservice Survey Series in 2022.