New research based on ADM's far-reaching global network
highlights trending focus areas for consumers around the
world.
ADM (ADM:NYSE), a global leader in human and animal nutrition,
unveiled today its third annual outlook on the global consumer
trends that will shape the food, beverage and animal nutrition
industries and drive market growth in the years ahead.
Dissecting the intersection of health and well-being,
sustainability and food security, ADM has identified eight spaces
that detail consumers’ evolving behaviors, attitudes and
aspirations. The eight areas serve as anchor points to inspire
innovation, ushering in a new wave of products and services for
2023.
“Often interconnected, these key themes are permeating
throughout consumers’ choices, demands and expectations of brands,”
said Brad Schwan, vice president of marketing for ADM. “The desire
for a healthy mind, body and soul, as well as the global community
and planet, is manifesting in proactive and decisive conscientious
consumption across categories. As consumers look to prioritize what
is most important to them, they want nutrition brands to do the
same. Companies that can nimbly evolve alongside consumers are
poised for success in the coming year and beyond.”
Below are the eight global consumer trends identified by ADM
that are powering purposeful design and ingenuity for human, animal
and pet nutrition and throughout supply chains.
Expanded Protein Choices
More than half (52%) of global consumers now consider themselves
flexitarians, incorporating both animal-based and plant-based or
other alternative proteins into their diet1. Within that 52%,
nearly two-thirds are defining their eating style as “trying to use
more plant-based foods,” leading to more demand for expanded
protein options1. As technology natives Gen Z and Gen Alpha grow
up, acceptance of applying scientific advancements to make our food
will continue to become more commonplace, and practices like
cellular agriculture, precision fermentation, hybrid products, and
those with insect-based protein, are likely to flourish.
Balanced Wellness
Emotional, mental, physical, even spiritual health are
increasingly seen by consumers as being intertwined, and as
important as each other. Consumers are adopting a synergistic
approach and making intentional and mindful choices about how they
eat and spend their time to address energy levels, disease
prevention and overall mood and feeling. Globally, 79% of consumers
believe that supporting their mental health has a positive effect
on their overall health and wellness1. Plus, 48% of global
consumers plan to address their mental well-being over the next
year, making the issue among their top concerns after immune
function, digestive and heart health2.
Proactive Personalization
What works for one person’s wellness may not be ideal for
another’s. A “one size fits all” strategy for health and eating has
fallen away in favor of tailored, “better for me” approaches. In
fact, 63% of global consumers say they are interested in food and
drink products that are customized to meet their individual
nutritional needs3. On top of that, 55% of global consumers say
they are willing to spend more on functional foods that can support
their health goals1. Additionally, these personalized solutions
would ideally integrate into one’s lifestyle and take taste and
culture preferences into consideration.
Trust and Traceability
From soil to table, consumers want to know where their food
comes from, who made it and precisely what ingredients are
included. They want to know how the product was produced and if the
conditions of its production were humane. Some headway has been
made in garnering consumer trust, with research showing that 42% of
global consumers have become more trusting of environmental claims
made by products and brands in the last two years4. This need for
transparency is borne not only from food safety concerns but also
from a desire for connection with the food and the communities that
grow or make it. As such, consumers are looking to support
companies they perceive as honest and authentic and that utilize
technology like QR codes or blockchain to allow the traceability of
products and ingredients to their origins.
Earth-Friendly Production
Globally, 49% of consumers claim to have changed their diet in
the last two years to lead a more environmentally friendly
lifestyle4. They’re also demanding a higher standard from the
companies they purchase from regarding their environmentally
conscious practices. Consumers are greatly focusing on reducing
their own food waste4, and they will expect the same from the
brands they support. Consumers want proof of environmental
rebuilding and restoration, as well.
Social Impact
Using their voices and their purchasing power, consumers are
demanding that companies practice fair and humane treatment of the
people and animals involved in every aspect of production. Almost
30% of global consumers have actively boycotted a product or brand
because of its ethical credentials, and 40% seek out brands that
guarantee farmers have been treated in an ethical manner4. Ensuring
workers’ and farmers’ livelihoods, employing inclusivity and
diversity methods throughout the organization, and keeping products
affordable and accessible to the end user are all important
considerations to modern consumers when making purchasing
decisions.
Modern Pet Parenting
For many, pets are part of the family, and their nutritional and
emotional needs are being treated on par with their owners. In
light of this, many pet parents require that their pets’ food be
made from the same ingredients as their own. Plus, as consumers pay
increased attention to the well-being of their pets, branded health
ingredients are highly sought-after, with more than 60% of global
cat and dog owners saying that branded health ingredients for their
pets are important5. This increasing personification of pets is
leading to a holistic approach to pet care, with mental well-being,
gut health, exercise and diet considerations all being made in
conjunction with one another.
Experiential Eating
Increasingly, global consumers are getting more adventurous with
their food, as 74% express a desire to try new flavors from around
the world and 63% report they like to be experimental when
cooking6. While seeking out new and interesting flavor profiles,
eaters also want to engage with fun and playful brands as part of
the experience. If those brands can encourage participation through
co-creation and virtual experiences, loyalty can be won with the
sense of community it creates and the entertainment it
provides.
From health and wellness for both people and their pets, to
environmental considerations and elevated consumption occasions,
these eight trend spaces present opportunities for innovative
forward-thinking companies to meet the evolving needs of consumers
today. ADM is at the forefront of each of these areas, supporting
brands in creating novel offerings as a leading full-service
supplier coupled with a deep pantry of ingredients and solutions, a
global team of trend spotters, technical experts, scientists and
more.
To learn more about ADM, please visit www.adm.com.
About ADM
ADM unlocks the power of nature to enrich the quality of life.
We’re a premier global human and animal nutrition company,
delivering solutions today with an eye to the future. We’re blazing
new trails in health and well-being as our scientists develop
groundbreaking products to support healthier living. We’re a
cutting-edge innovator leading the way to a new future of
plant-based consumer and industrial solutions to replace
petroleum-based products. We’re an unmatched agricultural supply
chain manager and processor, providing food security by connecting
local needs with global capabilities. And we’re a leader in
sustainability, scaling across entire value chains to help
decarbonize our industry and safeguard our planet. From the seed of
the idea to the outcome of the solution, we give customers an edge
in solving the nutritional and sustainability challenges of today
and tomorrow. Learn more at www.adm.com.
1ADM Outside Voice℠
2FMCG Gurus, Prebiotics Report, 2022
3FMCG Gurus, Personalized Nutrition
Report, 2021
4FMCG Gurus, Route to Sustainability
Report, 2022
5FMCG Gurus, Pet Care Health Report,
2022
6FMCG Gurus, Flavors, Colors &
Textures Report, 2021
Source: Corporate release
Source: ADM
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version on businesswire.com: https://www.businesswire.com/news/home/20221101005894/en/
ADM Media Relations Jackie Anderson media@adm.com
312-634-8484
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