Transparency Top Trend for 2021: Innova

Oct. 22, 2020
The market research firm's top 10 list also notes plant-forward, omnichannel and immunity.

Transparency is "the clear winner" in Innova Market Insights’ Top Ten Trends for 2021 "with brands upping their game to meet evolving ethical, environmental and clean label consumer demands."

The multinational market research firm has been watching food trends for more than 25 years and annually unveils a Top 10 Trends report, based on its latest Innova Consumer Survey 2020 and database findings.

“Transparency throughout the supply chain will dominate in 2021, with consumers searching for brands that can build trust, provide authentic and credible products and create shopper confidence in the current and post-COVID climate," said Lu Ann Williams, director of insights and innovation at Innova (

The pandemic has bolstered focus on overall health and immunity, with consumers seeking foods and ingredients that support personal health, they wrote. Attention is now on the post-COVID landscape to explore how these new behaviors will shape the future of the food and beverage industry.

Innova's top trends for 2021:

1. Transparency Triumphs: Six in 10 global consumers are interested in learning more about where foods come from, according to the Innova Consumer Survey. "Increasing transparency to meet evolving ethical, environmental and clean label consumer demands is key."

2. Plant-Forward: As plant-based trends reach global phenomenon status, the “plant-based” definition is ever-evolving. Its rising mainstream appeal will drive expansion to different regions and categories in 2021, including accelerated demand for new formats, plant proteins and more sophisticated alternatives.

3. Tailored to Fit: Personalized nutrition is in the spotlight as consumers look for food and beverage options that fit their unique lifestyles. Consumers expect a tailored approach to eating, with technological breakthroughs, constant new launches and exciting sensorial experiences providing the opportunity.

4. New Omnichannel Eating: As foodservice and retail domains increasingly overlap, consumers can eat what they want, when and where they want it. Consumers are seeking convenience, richer experiences and accessible indulgence.

5. In Tune with Immune: Ongoing anxiety stemming from COVID-19 will encourage consumers to prioritize their immune health into 2021.

Innova's last five, which won't be elaborated on until their own webinar, are: Nutrition Hacking, Mood, Product Mashups: When Trends Collide, Modern Nostalgia and Age of the Influencer.

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