Market trends

The trend of products containing high protein content reached a high level a few years ago and continues to persist. Interestingly, its principles are evolving. Currently, not only the amount of protein is important, but also its quality and source.

Last year, we observed a significant decrease in new product launches, reflecting shifting consumer attitudes toward vegan products. While the demographic opting for these products continues to expand, they now seek different advantages from them. 

The delightful journey of flavour innovation continues for consumers, inviting them into a world of joy, wellness, and discovery. As we step into 2024, the spotlight shines brightly on the beauty of natural and flavourful ingredients- promising both nourishment for the body and indulgence taste.  

Consumers facing economic instability approach new trends in a very ambivalent manner. On one hand, they express significant interest in novel flavours and aromas.  On the other hand, when in stores, they fear taking risks and automatically reach for familiar and trusted products.

Flavoured water have been a category present on the market for many years. Customers are reaching for them more eagerly, but they also have higher expectations. In the coming years, flavoured waters will face many challenges.

The current reality is pushing an increasing number of consumers to be more frugal with their household budgets. Even those who recently didn't have to pay much attention to food costs are now spending their money more carefully. The choice between quality and price has become a daily occurrence for a significant group of consumers.

Article was written in cooperation with the Polish Diabetes Association, a member of the International Diabetes Federation. Diet has always played a key role as a risk factor for chronic diseases. Since the second half of the 20th century, there have been major changes in the diet of Europeans. Traditional meals based largely on plants have been rapidly replaced by high-fat products with a significant animal content. A diet based on convenience foods and highly processed products can become monotonous. It is poor in fruit, vegetables and whole grain cereal products and, at the same time, there can be a lot of meals made up of meat dishes, fats, sugars and salt, i.e. foods that are high in energy density, low in nutritional value and low in fibre.

In recent years, the demand for plant-based foods has been constantly increasing, so many companies are expanding their portfolio to include such products. All over the world, many start-ups have been founded entering this segment with great hopes for spectacular growth. The truth is that reality is not so bright.

Bakery brands have to cope with many challenges, like the rising costs of raw materials but also global price of wheat, oil and  costs of energy. How can they minimize costs and maximize profitability?

Spreads, apart from thick dips, are a category that combines nutritional functions with typically entertaining functions for pleasure. They can be used in a different ways - for spreading bread or pancakes, dipping nachos or fresh vegetables, decorating baked potatoes or hard-boiled eggs.

Based on thematic reports and research from Mintel Portal, we can see that European consumers' attitudes towards pork are changing. The current economic situation encourages consumers to choose this type of meat more often.

Consumers more and more consider fiber to be an important component of the diet and an important factor in the proper functioning of the body. Awareness is growing... but only among mature and older consumers.

According to the recommendations of dietitians, we should eat at least 5 portions of vegetables and fruit a day, a total of no less than 400g - mostly vegetables. For many people, including such an amount of food from this group in the diet is a big problem. But the food industry comes to the rescue and for some time now many products not yet completely associated with vegetables have been enriched with this additive. On the market we have cold cuts with vegetables , breakfast cocktails with a high vegetable content, meat pasta sauces with hidden mixed vegetables. One of the products that goes exceptionally well with various vegetable side dishes is bread. Breads and rolls can be fortified with carrots, beets, spinach, parsnips, nettles, etc.

The number of people following a gluten-free diet increases every year. For some, it is a necessity related to food intolerance or celiac disease, for others, a belief in the harmfulness of gluten and following trends. Either way, eliminating gluten-containing products from your diet has many limitations and various consequences.

Carrageenan is used in multiple branches of food industry, for instance dairy products (butter, cream, ice-cream, yoghurt), meat products (pâté, cold cuts, sausages), bakery products, fruit products (jam, jelly, marmalade) and pet food. The reason for this is because of their gelling, thickening and  stabilizing properties. They could be also used as a vegetarian and vegan substitute for gelatin in some products.

In 2021, the spirit and variety known so far from the group of colourful drinks enter the segment of flavoured beers. There are many debuting and non-obvious flavours. As young people begin to treat low-alcohol and non-alcoholic beers as a natural and healthier substitute for sweet fizzy drinks, the choice of flavours becomes wider

The outbreak of the pandemic forced a rapid development of modern technologies. Closed in our homes, we had to move to the virtual world. After a short-lived confusion, we settled in this new reality. We learned to use psychological tricks that gave us a substitute for contact with the outside world and nature.

Since the dawn of time, man has been striving to improve the taste and smell of food. The history of flavouring food products goes back to prehistoric times, in ancient Egypt, a popular way to 'modify' the flavour was to use fresh or dried plant parts. For many centuries it was the only known method of flavouring food. 

You may not even know it, but you are a flexitarian! If you are not frightened by the thought of a plant-based meal. If you think you can eat without meat. If you eat meat, but occasionally. Then yes! You are a flexitarian, you are up to date with the most fashionable trend of recent times!