As an ingredient, fonio is gaining popularity among North American consumers
Trend - Fonio is an ancient West African cultivated grass that produces highly nutritious grains. Rich in amino acids, protein, and iron, the ingredient is gaining popularity as a superfood among health-conscious consumers.
Insight - Swayed by the health and wellness movement, consumers in North America are attempting to eat better in their day-to-day. This allows them to feel more energized, confident and comfortable in their body. As many in the urban environment are finding themselves consistently on the go and strapped for time, priority is given to highly nutritious foods. This, in turn, creates a growing demand for superfood products, giving consumers peace of mind.
Insight - Swayed by the health and wellness movement, consumers in North America are attempting to eat better in their day-to-day. This allows them to feel more energized, confident and comfortable in their body. As many in the urban environment are finding themselves consistently on the go and strapped for time, priority is given to highly nutritious foods. This, in turn, creates a growing demand for superfood products, giving consumers peace of mind.
Workshop Question - How can your brand support consumers in the quest for nutrition?
Trend Themes
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Demand for Superfoods — As many in the urban environment are finding themselves consistently on the go and strapped for time, priority is given to highly nutritious foods. This, in turn, creates a growing demand for superfood products, giving consumers peace of mind.
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Gluten-free Products — Gluten-free products are continuing to gain traction, especially as consumers no longer need to buy multiple brands of flour. Thanks to easy-to-use flour blends, it's becoming easier for people with sensitivities and certain dietary preferences to enjoy a variety of free-from baked goods at home.
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Sustainability — Consumers are becoming more aware of the impact their food choices have on the environment and are seeking out sustainable food options. Growing demand for sustainable food products presents opportunities for businesses to innovate and differentiate themselves in the market.
Industry Implications
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Food and Beverage — The food and beverage industry is constantly evolving to meet changing consumer demands, including those for superfoods, gluten-free products and sustainable options, which present opportunities for innovation and differentiation.
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Health and Wellness — The health and wellness industry is growing in response to changing consumer priorities. The demand for superfoods, gluten-free options and sustainable products fits within this industry and presents opportunities for disruptive innovation.
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Agriculture — The agriculture industry is integral to the production of sustainable and nutritious food products. As consumers become more conscious of their impact on the environment and seek out sustainable food options, the agriculture industry can play a key role in meeting this demand.
