In the ever-evolving landscape of consumer preferences and conscientious choices, the food and beverage industry is experiencing a transformative shift towards healthier lifestyles and sustainability. This paradigm shift, echoed by brands and markets for years, is now gaining momentum as consumers exhibit a growing appetite for mindful consumption. How are brands reacting to this?
As scrutiny intensifies on processing methods within the food industry, conversations around highly processed foods are prompting consumers to scrutinise ingredients, nutrition, and production techniques like never before. This heightened awareness has given rise to the concept of ‘ultraprocessing,’ underlining the crucial need for transparency and authenticity in F&B products. Consumers are increasingly leaning towards minimally processed food and drink that accentuates the positive aspects of food-processing techniques. Brands have a unique opportunity to educate consumers about how processing can enhance nutrition, inhibit contaminant formation, and improve sustainability. Transparency around processing is expected to evolve and will empower food and drink shoppers to make more informed choices.
US protein bar brand RXBAR provides a shining example of prioritising ingredient transparency. Their packaging refresh spotlights core ingredients boldly, allowing consumers to quickly understand the nutritional value of each bar. By showcasing real, whole food ingredients, RXBAR aligns with health-conscious individuals seeking clean and nutritious snack options.
Amidst this evolving consciousness, natural wines have emerged as a favoured choice among consumers seeking natural and authentic beverages. Crafted with minimal intervention, these wines preserve the true essence of grapes and terroir, resonating with those who value purity and simplicity in their drinks. The surge in popularity of orange (skin-contact) wines, particularly within the natural wine movement, reflects a niche demand. With a notable 167% year-over-year increase in orders on delivery platforms, the global orange wine market is predicted to grow by nearly $27 million, reaching $67 million in the next decade. These wines polarise the wine community, and it’s intriguing how many of their labels and packaging echo a counter-culture ethos, rebelling against the usual wine conformity with hand-drawn labels and recycled materials.
Meanwhile, the traditional wine industry is witnessing a notable shift towards eco-friendly packaging options. These sustainable alternatives not only cater to consumer preferences for convenience but also align with their values of environmental responsibility. Innovative examples like Ruinart’s second skin case, exemplify the industry’s commitment to sustainability. Ruinart, a part of Moët Hennessy, has consistently innovated, saving tons of material and developing a 100% recyclable eco-designed casing that preserves the integrity of the champagne until the moment it’s enjoyed.
While transitioning to more sustainable practices poses challenges, it is crucial to avoid greenwashing. Genuine efforts towards positive change, coupled with compelling storytelling, allow brands to build strong connections with consumers, driving long-term profitability while championing sustainability.
