2022 TRENDSETTERS
Raising the bar
The FMCG landscape is rapidly evolving , with exciting and innovative brands taking exciting new trends to the market and tapping into the needs of the 2022 shopper .
Not that long ago , the top health trend in food and beverage was reducing sugar . But in 2022 , simply offering a low- or no- sugar option just won ’ t cut it with consumers . The health trend has evolved rapidly in recent years and consumers are seeking out products that offer unique health benefits .
Almost two years into the pandemic , it ’ s no surprise that immunity-boosting products are in high demand , and with the stress and strain that accompanied Covid-19 , many shoppers are looking to natural ingredients to restore calm .
Even the alcohol category is undergoing significant transformation , with low and no alcohol options gaining momentum . Innovative brands are working hard to bring the taste of non-alcoholic options up to par with the alcoholic beverages consumers know and love . And zero alcohol beer brand Heaps Normal says it ’ s not about creating division between drinkers and non-drinkers , it ’ s about offering an alternative for everyone ( see page 31 ).
It doesn ’ t stop there . Your products not only need to look good , taste good , and make consumers feel good , they need to do good . With social enterprises on the rise , there ’ s even greater pressure on big brands to prove that they care . Whether it ’ s giving back to the community , to the environment , or both , it ’ s time to put that messaging front and centre .
In the digital world , NFTs are providing new opportunities for brands , in every aspect of the business from marketing to supply chain . We speak to one oat milk brand that ’ s getting in on the action ( see page 35 ).
I hope you enjoy reading about 2022 ’ s trendsetters .
RUTH HOGAN Editor – Inside FMCG