Miller Magazine Issue: 156 December 2022

52 MILLER / DECEMBER 2022 NEWS New research based on ADM’s far-reaching global network highlights trending focus areas for consumers around the world. ADM, a global leader in human and animal nutrition, unveiled its third annual outlook on the global consumer trends that will shape the food, beverage and animal nutrition industries and drive market growth in the years ahead. Dissecting the intersection of health and well-being, sustainabil- ity and food security, ADM has identified eight spaces that detail consumers’ evolving behaviors, attitudes and aspirations. The eight areas serve as anchor points to inspire innovation, ushering in a new wave of products and services for 2023. “Often interconnected, these key themes are permeating throughout consumers’ choices, demands and expectations of brands,” said Brad Schwan, vice president of marketing for ADM. “The desire for a healthy mind, body and soul, as well as the glob- al community and planet, is manifesting in proactive and decisive conscientious consump- tion across categories. As consumers look to prioritize what is most important to them, they want nutrition brands to do the same. Com- panies that can nimbly evolve alongside con- sumers are poised for success in the coming year and beyond.” Below are the eight global consumer trends identified by ADM that are powering purposeful design and ingenuity for human, animal and pet nutrition and throughout supply chains. EXPANDED PROTEN CHOICES More than half (52%) of global consumers now consider them- selves flexitarians, incorporating both animal-based and plant- based or other alternative proteins into their diet. Within that 52%, nearly two-thirds are defining their eating style as “trying to use more plant-based foods,” leading to more demand for expanded protein options. As technology natives Gen Z and Gen Alpha grow up, acceptance of applying scientific advancements to make our food will continue to become more commonplace, and practices like cellular agriculture, precision fermentation, hybrid products, and those with insect-based protein, are likely to flourish. BALANCED WELLNESS Emotional, mental, physical, even spiritual health are increas- ingly seen by consumers as being intertwined, and as important as each other. Consumers are adopting a synergistic approach and making intentional and mindful choices about how they eat and spend their time to address energy levels, disease preven- tion and overall mood and feeling. Globally, 79% of consumers believe that supporting their mental health has a positive effect on their overall health and wellness. Plus, 48% of global consumers plan to address their mental well-being over the next year, making the issue among their top concerns after immune function, diges- tive and heart health. PROACTIVE PERSONALIZATION What works for one person’s wellness may not be ideal for an- other’s. A “one size fits all” strategy for health and eating has fallen away in favor of tailored, “better for me” approaches. In fact, 63% of global consumers say they are interested in food and drink products that are customized to meet their individual nu- tritional needs. On top of that, 55% of global consumers say they are willing to spend more on functional foods that can support their health goals. Additionally, these personalized solutions would ideally integrate into one’s lifestyle and take taste and culture preferences into consid- eration. TRUST AND TRACEABILITY From soil to table, consumers want to know where their food comes from, who made it and precisely what ingredients are in- cluded. They want to know how the product was produced and if the conditions of its production were humane. Some headway has been made in garnering consumer trust, with research show- ing that 42% of global consumers have become more trusting of environmental claims made by products and brands in the last two years. This need for transparency is borne not only from food safe- ty concerns but also from a desire for connection with the food and the communities that grow or make it. As such, consumers are looking to support companies they perceive as honest and authen- tic and that utilize technology like QR codes or blockchain to allow the traceability of products and ingredients to their origins. EARTH-FRIENDLY PRODUCTION Globally, 49% of consumers claim to have changed their diet ADM announces global trends set to drive nutrition innovation for 2023