Key Findings

Plant-forward recipes in the spotlight

Meat reduction trends create a need for recipes that focus on a higher ratio of vegetables, fruits, legumes or wholegrains. There is potential for growth for plant-based products outside of vegan and vegetarian communities.

Better diet motivation

Consumers seek out products that help them improve their diets. Universally, consumers see room for improvement in their diet. However, desired health features vary depending on the socioeconomic situation in the region.

Finding comfort with limited budget

Familiar food tastes create comfort among shoppers and even during cost-of-living crisis they want to enjoy similar recipes. Finding a solution where flavour is combined with lower cost can help generate sales in volume terms and retain the consumer base.

Consumers still seek indulgence

Despite price pressures, consumers still want to enjoy food; thus, an intense flavour profile, the addition of spices, or luxury mix-ins attract shoppers. Social media plays an important role too, shaping what recipes consumers are keen to try out or what cuisines are going viral.

Sustainability is desired but complex

A long list of sustainability claims are often confusing for consumers to navigate. Numerous greenwashing scandals associated with various claims do not help the situation. Simplifying the approach to claims helps build trust with shoppers. Understandable and verifiable claims work best and help build a stronger relationship between brand and buyer.