Miller Magazine Issue: 130 October 2020

20 NEWS MILLER / OCtOber 2020 ADM, a global leader in human and animal nutrition, has identified six emerging be- havioral changes that will power innovation and growth in the months ahead. Emerging consumer behavior shifts for food and beverage manufacturers Recent ADM OutsideVoice research shows that 77% of consumers intend to make more attempts to stay healthy in the future. Food and beverage manufacturers who success- fully balance consumer health concerns with affordability are most likely to win with consumers. “Consumers’ attitudes, priorities and behaviors are shifting significantly,” said Ana Ferrell, VP of Marketing, ADM. “This evolution is providing a unique opportunity for forward-looking food and bevera- ge companies to bring a suite of trailblazing new products to market.” ADM has identified six behavioral shifts that will create opportunities for food and beverage manufacturers to gain market share in an increasingly uncertain business environ- ment. These behavioral shifts are likely to persist well after the pandemic crisis peaks. 1. Increasing Focus on the Gut Health and Immune Function Connection Globally, 57% of consumers report being more concer- ned about their immunity as a result of COVID-19. As con- sumers strive to enhance their immunity, they are becoming more knowled- geable about how the hu- man microbiome supports the immune system and overall wellbeing. Products containing probiotics, pre- biotics and postbiotics can benefit the microbiome and are already gaining momentum in the mar- ketplace. 2.Plant-Based Becomes Mainstream In the U.S., 18% of alternative protein buyers purchased their first plant-based protein during COVID-19, and 92% of those first-time buyers report they are likely to continue purchasing meat alternatives. In Germany, the U.K. and the Netherlands, 80% of consumers state they are likely to continue eating plant-based meat alternatives beyond CO- VID-19. With health, safety and convenience as top purcha- se motivators, products that deliver exceptional nutrition and a high-quality sensory experience will be poised for success. 3. A New Perspective on Weight Management and Metabolic Health The pandemic’s consequences for individuals with hyper- tension, diabetes and cardiovascular disease have consumers viewing weight management and metabolic health in a new light, with 51% of consumers indicating they are concerned about being less active or gaining weight during the pande- mic. That worry is likely to increase demand for functional solutions supportive of metabolic wellness and healthy wei- ght management. 4.Finding Balance: Self Care, Emotional Wellbeing and Nutrition The difficult circumstances stemming from COVID-19 have increased feelings of anxiety and stress as 35% of con- sumers report being concerned about mental health. People are looking for new ways to improve their mental wellness during these stressful times, including granting themselves permission to consume indulgent, comforting food and be- verages. However, they are tempering this desire with wei- ght management needs and seek a careful overall balance of indulgence and good nutrition. Food and beverages designed to elevate mood, sustain energy and reduce stress will grow in popularity in the mont- hs and years to come. ADM also projects new opportunities for comfort foods, snacks and baked goods offering nutrient-rich ingredients and functional health be- nefits. 5.Nutrition, It’s Personal As COVID-19 increases consumer awareness of individual health risk fac- tors, demand for products offering tailored, highly personalized health and wellness solutions will take off. ADM research shows that 49% of consumers feel every individual is unique and requires a customized ap- proach to diet and exercise, and 31% of consumers are alre- ady purchasing more items tailored for health and nutrition. Products that focus on improving nutrition, self-care and ge- neral wellness will increasingly attract consumers’ attention. 6. A Shift in Shopping Values An increased focus on health is triggering a windfall in consumer health and wellness spending. Forty-eight percent of consumers plan to purchase more items related to health and wellness. Concurrently, manifesting concerns around widespread economic decline have prompted a shift to va- lue-based shopping, including growing demand for basic pantry staples, stimulating trade-downs to private labels and increasing traffic to value retailers.