Food companies are transforming excess oats into usable food products
Trend - Most companies that produce oat milk send a sizable portion of excess oats to waste facilities. Startups in the baked goods, protein powder, and snack food industries are partnering with oat milk manufacturers to upcycle these excess oats, as they are still safe for consumption.
Insight - Sustainability is one of the fastest-rising motivators for customers in the CPG and retail food industries. These consumers seek sustainable products that go beyond recyclable packaging. Upcycled products are transformed from safe, excess food that is to be discarded. As a result, upcycled products have a significantly lower environmental impact than their competitors, leading to a clear advantage in marketing effectiveness and brand attractiveness to the eco-friendly consumer.
Insight - Sustainability is one of the fastest-rising motivators for customers in the CPG and retail food industries. These consumers seek sustainable products that go beyond recyclable packaging. Upcycled products are transformed from safe, excess food that is to be discarded. As a result, upcycled products have a significantly lower environmental impact than their competitors, leading to a clear advantage in marketing effectiveness and brand attractiveness to the eco-friendly consumer.
Workshop Question - How could your brand reduce unnecessary waste?
Trend Themes
1. Upcycling - Companies across food industries are partnering with oat milk manufacturers to upcycle excess oats into usable food products.
2. Sustainability - The growing environmental concern among consumers has led the CPG and retail food industries to offer sustainable products such as upcycled goods.
3. Health and Wellness - Many companies are utilizing upcycled oats to create vegan, gluten-free, and non-GMO snacks and desserts, providing healthful alternatives to classic sweet treats.
Industry Implications
1. Food and Beverage - The food and beverage industry benefits from trends in upcycling and sustainability, with opportunities to create new products that cater to consumers of healthful, eco-friendly snacks and food products.
2. CPG - Consumer packaged goods (CPG) companies can benefit from the growing demand for sustainable products such as upcycled goods, to market their offerings as responsible and eco-friendly.
3. Health and Fitness - The thriving industry of health and fitness can make use of upcycled, protein-packed oat products in their products, promoting healthful and nutritional options for consumers.
