Since consumers have been exposed to the risks of infection with the spread of COVID-19, we witness the emergence of major trends with some appearing locally and others getting popularity in global markets. These include a rise in demand for immunity supplements including ice tea, flavored water and plant based beverages and finally preference for home cooking and convenient food packages.
At SIG Combibloc Obeikan, we continue to monitor these trends closely as they call for new opportunities for innovation and differentiation to overcome market challenges. With our ACCELERATOR solution, a Modular Marketing Services we can help our customers launch innovative new products at shorter time, lower costs and with a higher market success rate. In this collaborative journey, we support our customers in turning innovative ideas into final concepts through 4 stages that include ideation, design, piloting and promotion. Presented through customized workshops, we work in partnership with our customers to generate the best solutions together. As a starting base for these workshops we are spotting global trends. Some insights we are happy to share with you already below.
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For the Middle East market, Brands have been exploring opportunities to tap on the increasing trend and create more products. Consumers are more and more health conscious and looking for natural products such as
fermented foods and drinks, probiotic beverages and ones that contain the immune spices. 39% of MEA consumers compared to 30% in Europe and 34% in North America lean towards natural and organic products during their shopping1. They are becoming much more informed about immunity issues and are likely to pay much closer attention to their own immune status going forward.
Products that are scientifically proven to strengthen the immune system will almost certainly find increased favor in a post-virus world. Recognized immune ingredients of today will certainly not go away, and vitamin C and other vitamins and minerals will continue to drive innovation in the immune health arena. Probiotics for example already have a positive immune health image in many parts of the world and these will also continue to thrive. In addition, when it comes to herbal remedies, the modern consumer will continue to look to nature to support their health but it could be that there will be a greater expectation of efficacy in the future and therefore a need for a higher standard of proof behind immune health claims.
Sugar remains a primary concern, and alternatives such as kombucha and vegan, fibre infused water promise to bring a healthy dose of immunity and functionality to everyday life. Beverages created with natural flavours continue to rise in both range and popularity, particularly those flavoured with mixed berry, lemon lime and orange mango. New and exotic flavours are also gaining momentum, with spices such as cardamom, ginger and turmeric hitting the market in recent years. Many of these drinks boast antioxidantboosting or stress-relieving qualities, making them a hit with the healthconscious consumer.
The industry witnesses a steady growth for immune health claims with 16.5% growth rate in new food and beverage launches. Brands are at the beginning of the journey of new product development, this generating an opportunity for innovation & differentiation. Across age groups, millennials (known for holistic health approach) and adults with kids (70% of those aged 35-44) spend more on vitamins2. This rising demand for healthy, low-calorie beverages that are both good for them and good for the environment has resulted in widespread innovation across the entire beverage market segment.
Manufacturers started collaborating with medical experts to launch functional products in addition to emphasizing more on immunity and protein combinations as components. Brands have released snacks with a growing variety that are fortified with vitamins, plant-based and strengthen the immune system. Rosemary, ginger and lemon balm are being more recognized and established.
In this blog, we look closely at 3 product types from the beverage segment including ice tea, water and flavored water, and plant-based beverages and observe the rise of certain products convenient for home cooking.
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