After an unpredictable and tumultuous 2020, many are optimistic that 2021 will usher in greater stability. However, the pandemic is anticipated to continue its influence on significant food and beverage trends in the forthcoming months. A prominent theme for the new year is health, addressing what many wished had been more prevalent in 2020. Companies are expected to introduce foods and beverages enriched with immunity-boosting ingredients, including the increasingly popular calcium citrate malate & vitamin D3 tablets. The plant-based and alternative food sector will also experience sustained growth, diversifying with innovative ingredients ranging from algae to mushrooms.
As the new year begins, technology is set to emerge as a significant trend. With food and worker safety being a major concern over the past year, advancements are likely to instill confidence in consumers regarding their food choices. Technologies such as CRISPR will contribute to innovations that cater to the rising consumer demand for diverse flavors and healthier options.
Following discussions with industry experts and analysts, here are five major trends predicted by Food Dive to shape the food and beverage landscape in 2021. Consumers spent much of the past year focused on maintaining their health, and this concern has influenced their food selections. Research by ADM indicates that interest in immunity-boosting foods has surged due to the pandemic, and experts believe this trend will persist into 2021.
“A lot of companies will be jumping on this immunity bandwagon,” stated Kara Nielsen, director of Food & Drink at WGSN, a trend forecasting firm under Ascential. WGSN’s report identified immunity-supporting ingredients as a key theme for 2021. Product developers are responding to consumer demand from the previous year, with ingredients like elderberries, probiotics, turmeric, and moringa poised for further growth. Nielsen noted that companies are also keen to enhance their products with health-related benefits, such as yogurt brands emphasizing probiotics and promoting sugar reduction.
The market for immunity-boosting ingredients has already seen a surge in sales, prompting more companies to expand their offerings. For example, Chobani recently unveiled a yogurt line that emphasizes probiotics, while Uncle Matt’s introduced an Ultimate Immune Orange Juice Beverage. “Once everyone is vaccinated, will there be a pullback on this trend? That remains to be seen, but I believe health concerns will endure throughout the year,” Nielsen remarked.
According to the Innova Consumer Survey 2020, six out of ten global consumers are increasingly seeking products that support immune health, with one in three reporting heightened concerns in 2020. Innova has identified immunity as a leading trend for the upcoming year. Lu Ann Williams, director of insights and innovation at Innova Market Insights, suggests that the opportunity for immunity extends beyond just taking Vitamin C or zinc. She highlighted botanicals as ingredients that offer “active” health benefits while also providing natural color and flavor.
Consumers are actively seeking foods that are naturally nutrient-rich to enhance their immunity. “There is a significant opportunity to combine ‘hero’ ingredients that provide nutritional benefits while being easy to communicate,” Williams noted.
At the onset of the pandemic, headlines highlighted outbreaks at food and meat processing facilities, leading consumers to scrutinize the origins of their food and the individuals involved in its production. Experts predict that this trend will persist, with technology playing a key role in enhancing food and worker safety. Innova Market Insights forecasts that transparency in supply chains will be a major trend, with six out of ten consumers interested in learning more about their food’s origins. New packaging technologies, such as invisible barcodes, could facilitate this transparency.
Williams explained that trends evolve over time, and with Innova’s top trend from last year being storytelling, “this year adds an extra layer of transparency.” Innovations are emerging to support this trend, such as digital expiration date labels that enable real-time monitoring of food quality. In addition to smart packaging, food producers are increasingly implementing blockchain technology to trace products from farm to table, enhancing traceability during recalls.
Nielsen from WGSN emphasized that consumers are looking for assurances regarding safety, and food suppliers must communicate their efforts more effectively. Notable companies like Nestlé are beginning to adopt more blockchain practices. “It’s still somewhat abstract for consumers, but I believe it will become clearer throughout the year,” Nielsen stated.
Meat processors are also accelerating plans to implement more automation and robotics to improve food safety amid workforce challenges due to the pandemic. For instance, engineers at the Tyson Manufacturing Automation Center are developing innovative technologies, such as robotic cameras for product defect detection. Keith Belk, head of Colorado State University’s animal sciences department, noted a significant increase in the development of these technologies both domestically and internationally.
Additionally, innovative food safety technologies have emerged during the pandemic. Companies have started monitoring wastewater for coronavirus spikes, and experts have realized this technology can also be applied to detect foodborne pathogens like salmonella and E. coli. “If we’re looking for a silver lining from the pandemic, this is a positive development,” Belk commented.
Plant-based foods have been a significant trend over recent years, and while 2020’s sales figures are still pending, they are expected to be record-setting. A recent study by Packaged Facts estimated that plant-based dairy and egg sales would reach approximately $4.3 billion, with an annual growth rate of 6%. According to Nielsen, meat alternative sales surged by 129% compared to the first nine months of 2019.
As the segment continues to flourish, both new and established brands are likely to introduce products and achieve success in 2021. However, experts suggest that the same old ingredients won’t be reused in familiar ways. Currently dominated by pea, soy, and wheat proteins, the plant-based sector is expected to embrace more diverse ingredients this year.
Phil Kafarakis, president emeritus of the Specialty Food Association and international food industry advisor, observed that this shift began in plant-based dairy. The soy and almond milks that once dominated are now joined by dairy alternatives from a variety of plants, including oat, quinoa, hemp, and macadamia nut. In other store sections, cauliflower has emerged as a common substitute for grains, while pulses such as chickpeas and fava beans are gaining popularity as snacks and components of plant-based spreads and creamers. “It’s been accelerating,” Kafarakis noted. “Once the initial panic buying subsided, consumers began exploring brands they might not have tried before, creating excitement around these new products, which I believe will become mainstream.”
Sabina Vyas, senior director of strategic initiatives and communications at the Plant Based Foods Association, identified three main categories of emerging plant-based and alternative ingredients for 2021: algae, fungi and mushrooms, and legumes and pulses. These ingredients offer numerous benefits: they are sustainable, nutrient-rich, and flavorful while also being relatively affordable and easy to source. “Consumers want these foods to taste good, and they are interested in sustainability and health benefits,” Vyas stated. “Manufacturers are responding accordingly, exploring the potential of various plants and fungi.”
Michael Robbins, a spokesperson for the Plant Based Foods Association, highlighted that the popularity of alternative plant-based ingredients is increasing due to limited shelf space in stores. New products must provide unique offerings to secure shelf placement, and distinct base ingredients can help differentiate products.
As demand for global flavors continues to rise, this trend is expected to accelerate in 2021 as the pandemic’s effects linger and consumer interest in novel tastes grows. “Heading into 2021, there appears to be greater interest compared to early 2020, as consumers have traveled and dined out less than usual, prompting them to seek out exciting food experiences at home,” stated Neil Saunders, managing director of GlobalData’s retail division.
Food industry analysts suggest that a heightened interest in wellness, driven by the pandemic, has elevated flavors perceived as healthy. This trend could be advantageous for ingredients like traditional berries, butterfly-pea flower, and moringa. Additionally, civil unrest has brought attention to cultures and ethnic groups whose offerings may have been overlooked, with consumers eager to try authentic products that tell a story.
Global flavors likely to attract consumer interest in 2021 include matcha and moringa from Asia, along with earthy ingredients like elderberry, cinnamon, and rhubarb, which could gain prominence in U.S. cuisine. In America, spicy options such as hot sauces and peppers, as well as African-inspired dishes, are anticipated to become more prevalent. Companies that offer ready-to-eat meals, sauces, soups, and meal kits featuring these flavors are well-positioned for success, according to Elly Truesdell, a partner at Almanac Insights, who previously oversaw local brands and product innovations for Whole Foods Market.
“As eager as Americans are for global flavors, there remains a genuine apprehension about getting it right and cooking these dishes themselves,” she noted.
Few technologies have transformed food production over the past few decades as dramatically as genetic modification. Today, efforts to enhance the taste, texture, and production of fruits and vegetables are being accelerated by CRISPR and other gene-editing technologies, which promise to achieve these goals more efficiently and economically. Consumers can expect to encounter foods with varying desirable traits, such as enhanced freshness and flavor, even if they may not realize these products have undergone gene editing, according to Jennifer Kuzma, a professor at North Carolina State University and co-director of its Genetic Engineering and Society Center. “I believe we will see gene-edited and CRISPR-enhanced crops entering the market in 2021.”
Early genetic engineering primarily focused on crops like soybeans and corn to increase yields and enhance pest resistance. However, current research is concentrating more on consumer-centric foods, such as mushrooms, apples, potatoes, and lettuce, which can be modified to include attributes valued by consumers. For instance, Pairwise is utilizing CRISPR technology to eliminate bitterness from nutrient-rich greens, remove seeds from blackberries, and eliminate pits from cherries.
“While there are risks involved, we believe this technology is capable of delivering significant benefits to consumers,” stated Ryan Rapp, head of product discovery at Pairwise. “As long as we adhere to our values of transparency and openness, I believe consumers will embrace these innovations.”
Nonetheless, some individuals express concerns that companies utilizing CRISPR and similar technologies lack sufficient transparency and may repeat the mistakes of early genetic engineering pioneers. They also worry that the USDA’s regulatory processes are not stringent enough. Gregory Jaffe, director of the biotechnology project at the Center for Science in the Public Interest, commented that consumers want assurance of the safety of the technologies used in their food while also understanding the benefits. “Transparency will be crucial,” he said. “Consumers are increasingly curious about their food and its origins, making this essential for acceptance.”