Environmental sustainability major driver of consumer behavior, says Innova Market Insights

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Innova Market Insights released its Top 10 Trends for 2022, revealing a shift in consumers’ no. 1 concern from personal health, which has been a top priority in recent years, to the planet. Consumers have a universal demand for trust in a sustainable future as the biggest driver of consumer behavior in 2022.

Innova’s Global Lifestyle & Attitude survey found consumers’ top-two environmental food-related actions are reducing food waste (43% of respondents) and eating in moderation (32%). In other categories, consumers have changed their social habits due to the pandemic. This, among other changes, is a clear sign of the direction innovators must take to successfully meet society’s needs and desires in 2022. 

“One of the biggest shifts we are seeing is that the health of the planet is now the top concern of consumers,” said Innova’s global insights director Lu Ann Williams, in a press release. “Personal health has been the big concern for the past few years, but consumers now tell us that this has been surpassed by global issues. Sustainability is no longer just a Wall Street issue. It might not be the top purchase driver for all consumers, but for many it clinches the deal when it comes to choosing between products.”

Shared Planet is the no. 1 trend on Innova’s list, which focuses on how everyone can play their part in shaping a sustainable and prosperous future—from brands to consumers. The keys to this trend are trust and transparency and to work alongside consumers. 

These trends provide the best insights for those needing to stay on top of the changing food and beverage landscape, offering brands the “what” and “why” behind trends and consumers’ behaviors. 

The top five of the top 10 trends are:

1. Shared Planet

2. Plant-Based: The Canvas for Innovation - With personal health and global sustainability proving to be strong drivers of consumer choice, plant-based R&D has refocused from mimicking meat, fish and dairy to optimizing options that stand on their own merits.

3. Tech to Table - Technological advances have created major innovation opportunities for the entire food and beverage industry, offering greater possibilities to change every aspect of a product’s lifecycle from conception to consumption.

4. Shifting Occasions - Consumers have a greater awareness of the comforts and possibilities of home, so now seek more from going out.

5. Voice of the Consumer - Consumers are calling the shots and expecting more engagement from brands through digital and real-world channels.

In addition, the top five themes that will drive consumer actions in the coming 12 months are:

6. Gut Glory

7. Back to the Roots

8. Amplified Experiences

9. Upcycling Redefined

10. My Food, My Brand

On Wednesday, Nov. 3, 2021, at 4 p.m. CET and 11 a.m. EDT, Williams will present a webinar detailing all the Top Ten Trends for 2022. Register here.