FrieslandCampina’s fourth annual Trend Report illustrates three major global trends in the industry: Being My Better Me, Lovely Luxury Experiences & Mindfulness On The Menu.

The 2022 global Trend Report provides global food manufacturers and companies with data, insights and recipes to uniquely position themselves in the market with an innovative and surprising offering. The report captures three major food trends as well as eight underlying micro-trends, supporting manufacturers with precise nuances to cater to their tailored audiences.

The Trends  

Although they appear to be subject to local differences, the FrieslandCampina 2022 Trend Report identifies Being My Better Me, Lovely Luxury Experiences & Mindfulness On The Menu as next year’s global trends, each with their individual micro-trends.

Being My Better Me

Having seen how fragile life can be during the pandemic, consumers have their ears more actively tuned to that inner voice that advocates healthier choices. Trying to be the very best version of themselves and trying to maintain the healthy habits developed during the pandemic is becoming an even bigger driver of consumer choices. Consumers are looking to make lasting lifestyle choices in their own way and according to their personal beliefs. 

Food supporting this endeavour is on the rise. It could be cake that—as well as tasting great—also happens to support gut health, or a low salt cheese in a folded flat-bread. In the quest to ‘be the better version’ of themselves, consumers see these new takes on their familiar foods as the way to ultimately make permanent lifestyle changes. 

Lovely Luxury Experiences

From fantastic fast food to superior products delivered fast, the definition of ‘premium’ is being raised several notches. Special treats that were once available only by visiting a top restaurant now come as takeaways, food kits or even from food trucks. Home deliveries from grocery suppliers focusing on local, fresh and the finest are raising the bar in terms of consumers’ expectations. 

Now more than ever, consumers want the luxuries that make life lovely wherever they are, and whenever they like. Accessible indulgence is the way forward for 2022. Consumers want surprising pairings that tease their taste buds, like FrieslandCampina’s waffle croissant combo that’s been christened a croffle, or a pizza topping baked on a croissant crust. Consumers seek surprising new experiences as well as over-the-top and luxury versions of the foods they love. 

Mindfulness On The Menu

Now that societies are opening up again, sharing food with friends and family is an important way of resetting and nurturing mental balance after a long period of enforced absence from loved ones. Comforting staples like a social sharing bread work wonders for the body and soul. But it is more than that—consumers have developed a stronger social conscience. They want to care for the people around them and nurture and preserve our precious planet. They love to feed friends with locally grown produce, like a home-grown zucchini cake. Finding inventive ways to incorporate leftovers into delicious/indulgent soups, sauces, curries and marinades is another feel-good approach that is kind to the planet as well as the people around you. 

“The past year and a half have been difficult for everyone, and it doesn’t come as a surprise that consumer needs and preferences have changed during these unprecedented times. The consumer has become more mindful and has created new habits and expectations. The challenge lies with the manufacturers to facilitate and understand the newly found needs. Organisations that truly understand their audiences and are agile enough to cater to quickly changing demands, are the ones that customers connect with,” says Suzanne van den Eshof, Global Head of Marketing Food Industry at FrieslandCampina Professional. “It’s essential for manufacturers to partner up with an ingredient supplier with a strong innovative character. Understanding your customer can be challenging and translating that understanding into product and innovations is a whole other ballpark. We at FrieslandCampina are confident that we can adequately support our partners in the process.” 

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