Convenience is very much centred around the purchase decisions of the modern-day global consumer. Whether it’s products that save time and effort in their preparation, or lower cost options that align with financial constraints, we’re seeing a large new trend in the need to cater to busy, stressful lives.
Sources: 1. GlobalData Trend Sights 2020; 2. The Hartman Group, “COVID-19 and the New Modern Convenience,” August 2020; 3. GlobalData Thematic Research 2020
Despite stress and lack of time, however, consumers are still discerning and still want their food and beverages prepared in ways that reflect their values around health and sustainability.
Busy families are particularly interested in options that balance health claims alongside convenience and are willing to pay more for products that offer both. Alternatively, younger consumers are particularly concerned about their personal finances. As a result, manufacturers are adapting to meet these multi-claim demands.
Sources: 2. Mintel GNPD, claims matches one or more of [Convenient Packaging, Easy to Use, Microwavable, On-the-Go, Portionability, Refill/Refillable, or Time/Speed]; New Nutrition Business;
Within the industry, food and beverage innovation with ‘convenience’ claims is growing across most regions and categories, particularly in the nutrition and meal replacement drink category , which saw the largest growth over the past 5 years.
Global growth of product launches with "convenience" claims
(CAGR 2015-2020)
Whereas Europe shows a slight decline, indicative of launches in the UK, France, Germany, Spain and Italy, there was growth in countries like Norway, Sweden, Denmark and Switzerland.
The challenge with convenience products is not only the additional claims, but also in making sure that they deliver on stability, consistency and integrity. When this varies, consumers will look elsewhere.
As expectations continue to evolve, consumers are increasingly looking online for options, whether ordering their weekly groceries from delivery services and supermarkets, or fuelling the gig economy boom for individual meal deliveries.
Sources: 1. GlobalData COVID-19 Consumer Survey 2020; 2. Forbes; 3. GlobalData Thematic Research 2020;
While COVID-19 has reduced the immediate demand for on-the-go formats, convenience remains a high priority as it moves inside the home. Adaptations such as meal kits and “restaurant at home” offerings, whether from outlets or through branded consumer packaged goods are in demand . At the same time, takeaway has seen an increase too.1
Consumers have additionally expressed an increased interest in foods with clear nutritional value, such as high-fibre, low-calorie, and high-protein.2
Sources: 1. Mintel, “Post-COVID-19 convenient food has a new definition,” 2020; 2. Mintel, “A year of innovation in prepared meals and meal kits, 2020; 3. GlobalData Case Study, “New DTC Opportunities During Lockdown,” 2020; 4. GlobalData Q1 2021 Global Consumer Survey; 5. Supermarket News, Pandemic sways most Americans to eat at home more often, September 2020
Our ingredient portfolio offers a great many ingredients that deliver product stability, consistency, quality and integrity in convenience food, while also helping to deliver a broader range of textures and uncompromised taste, quality and shelf-life.
Our stabilisers and functional systems are customisable to provide texture, viscosity, consistency and organoleptic qualities.
Our range of speciality starches number in excess of 250, enabling food and beverage producers to deliver the optimal texture and taste that consumers seek.
Our portfolio of sweeteners, fibres, texturants can help deliver label friendliness, sugar reduction, fat reduction, fibre fortification to support gut health, and sustainability claims.
