The transformation in the world of food and beverages: What the consumers really want today

Taste has always been the undisputed buying criterion. However, a new dynamics is becoming apparent: The taste remains to be the most important factor, but its significance is decreasing. Nowadays, the consumers expect their food and beverages to taste good - that is a must, not a bonus. Excellent taste is essential in winning over the favour of the buyers, particularly in the case of low-sugar products. According to the Sweets & Trends Report 47% of the consumers have exchanged their hitherto favourite beverage or meal for a low-sugar alternative. 

Whereas the taste has lost significance slightly, health remains to be a firm anchor. The consumers are becoming increasingly health-conscious and are paying attention to how food and beverages are produced. In Italy, for instance, 60% of the people are concerned about how the sugar is reduced in their foodstuffs. This trend shows that transparency and honest communications about the ingredients and production processes is more important than ever. In the year 2023, 74% of the European consumers stated that they check the ingredients lists of food and beverages and 52% said that they have read the ingredients lists more attentively over the past 12 months. 

In addition to taste and health, aspects such as naturalness, organic and regionality are constantly gaining significance. Consumers are looking for products that not only taste good, but which are also of natural origin and are produced in an eco-friendly manner. For 56% of the consumers it is important to consume sustainably produced ingredients, which has increased from 48% in the year 2023. Consumers want to know what is in their food. A clear and transparent communication is the key to building trust. Imagine a product declares its sugar content to be beet sugar instead of simply just being white sugar. Such details make all the difference. Buyers want to be able to track where their food comes from and how it is produced. 

Sustainability is not just a keyword, it is a deeply-anchored buying criterion. Consumers pay attention to the fact that the products they buy are produced in an environmentally-friendly way. This encompasses everything from the reduction of CO₂ emissions, through to less packaging material. It doesn't suffice to merely communicate sustainable initiatives; these also have to be credible and transparent to avoid being accused of greenwashing. Almost every second consumer (49%) looks for eco labels and sustainability certificates on the packaging. Furthermore, 46% of the European consumers are worried about greenwashing. 

In addition to ecological aspects, social sustainability also plays an increasing role. Consumers want to make sure the products they buy are produced under fair conditions. This includes fair wages and good working conditions. 51% of the consumers are prepared to pay more for a product, which contains sustainably sourced sugar. 

The transformation of the world of food and beverages is clearly tangible. Consumers want products that not only taste good, but which also reflect their values. Naturalness, regionality and sustainability are not temporary trends, but fixed elements of the buying decision. Manufacturers, who recognise these needs and win over the trust of the consumers with transparent communications and sustainable practices, will be successful long-term. 

*Source: Sweets & Trends Report 2024, Euromonitor, FMCG Gurus - Top Ten Trends 2024