Upcycled food and beverage products are marketed as upscale and aspirational
Trend - In response to consumer demand for more sustainable options that align with their values, food and beverage brands are launching products that prominently feature "upcycled" ingredients. What makes more recent iterations of these products different is that these products are being marketed as premium alternatives to less sustainable options.
Insight - As consumers have become better educated about the ecological impact of their choices, many are willing to pay more for products that allow them to live in alignment with their values. Increasingly, many see the ability to afford to do so as being highly aspirational, even when these products include the use of "waste" materials.
Insight - As consumers have become better educated about the ecological impact of their choices, many are willing to pay more for products that allow them to live in alignment with their values. Increasingly, many see the ability to afford to do so as being highly aspirational, even when these products include the use of "waste" materials.
Workshop Question - How could your brand make sustainable choices feel more appealing to consumers?
Trend Themes
1. Upcycled Ingredients - Brands are launching products that prominently feature upcycled ingredients in response to consumer demand for more sustainable options that align with their values, and marketing them as premium alternatives to less sustainable options.
2. Nutrient-dense Plant-based Foods - Food brands are using otherwise wasted ingredients to make nutritious plant-based foods that are equally beneficial for people as for the planet.
3. Turning Food Waste Into Snacks - Brands are reducing food waste by creating snacks from ingredients that would otherwise be thrown away, such as juice pulp and repurposed waffle pieces.
Industry Implications
1. Food and Beverage - This industry is at the forefront of using upcycled ingredients and creating nutritious plant-based foods from wasted ingredients.
2. Sustainability - Reducing food waste is a key aspect of sustainability, and these trends for upcycled ingredients and creating snacks from wasted materials demonstrate how brands can contribute to a more sustainable future.
3. Packaging - Creating food products from ingredients that would otherwise be wasted can also bring opportunities for more sustainable packaging solutions, such as using biodegradable materials.
