SPINS: Food trends that will shape 2022 and beyond

3 May 2022

Clean label options, health supplements and ready-to-drink (RTD) alcohol are major food trends for 2022 and beyond, according to the market research firm SPINS.

These product attributes, while not new, have continued to drive sales even as the lingering pandemic has led to a seismic shift in consumer behaviour.

SPINS: Food trends that will shape 2022 and beyond

In addition to what consumers are buying, how they are buying is also changing. “While in-store has over 70% of volume [of sales], almost two-thirds of the growth in this category is coming from online, SPINS CEO Tony Olson said in a statement.

Personalisation of ingredients to grow

While the clean label spotlight typically falls on better-for-you food and beverage products, this myopic application of the labelling credential has been widening. SPINS found that shoppers are applying the same attention to the nature of ingredients across an array of everyday products such as alcohol and vitamins. Artificial flavours and parabens were specifically called out as points of concern for consumers seeking clean label options. 

While understanding the provenance of ingredients is nothing new, the specificity with which consumers are seeking out well-being support through better-for-you, clean label ingredients is increasing. SPINS stated that it expects 2022 will see accelerated investments in innovation to drive consumer adoption of products that fulfill their increasingly segmented needs. Advanced analytics has allowed for the personalisation of ingredients to take hold and drive the rise of health and wellness trends such as improved immunity, metabolisms and mental states.

Cognitive health, sleep aids & adaptogens

In addition to the food itself, supplements and vitamins have been and will remain a growing category. As consumers searched for methods to support cognitive health, aid sleep and boost their performance during lockdowns, many turned to supplements as an answer. Supplement and vitamin sales on Amazon reflect the recent interest in the space with SPINS showing that sales on the e-commerce platform grew 43% year-over-year between 2019 and 2021.

Within the world of supplements, adaptogens and nervines stood out as growing trends, with ashwagandha grabbing particular attention and experiencing explosive 100% year-over-year growth.

Labels that said “contains super mushrooms” saw sales grow 20.7% in the 12 weeks ending October 31, 2021. Similarly, the label “contains superfoods” experienced 132.1% sales growth during the same time period. Supplements advertising “mood support health focus” also saw significant growth, increasing 51.8% during the 12-week period. 

Free-from claims were also important in this category with sales growth posted for labels adhering to this trend.

From hard kombucha to alcohol-free beer

As a category, alcohol has been struggling over the last several years due to changing consumer preferences. In 2021, SPINS found that growth in the $43 billion category was down 2%. Spirits were the only subcategory to demonstrate growth. Sales of spirits were up 0.5% during the year period ending October 31. The majority of that growth came from ready-to-drink (RTD) options which were up 143% over the past two years.

Seltzer has been a prominent presence in the RTD category for several years, but as companies, including Coca-Cola with its Topo Chico Hard Seltzer and Bang Energy which has a spiked seltzer option, pile into the space, the ability for brands to grow exponentially is fizzing out. Sales are slowing to 12.3% over the year, according to SPINS. This is a far cry from the 574% category growth that malt cocktails drove between 2018 and 2019. 

Hard kombucha outpaced the seltzer sales last year with 47.7% growth. Nevertheless, the crowded seltzer market still benefits from instant consumer recognition, according to SPINS. 

In addition to hard seltzer, non-alcoholic beer has been a consumer focus recently. The segment grew 28.9% year-over-year with craft brands posting a whopping 519% growth.

Related news

‘Taste-adjusting’ chopsticks use electricity to give sensation of enhanced salt

‘Taste-adjusting’ chopsticks use electricity to give sensation of enhanced salt

2 May 2022

Japanese food company Kirin Holdings and researchers have created chopsticks that use an electrical current to give the perception of added saltiness in food by approximately 1.5 times its actual salt content. They are now working to roll out the techn...

Read more 
The Grain Drain: Ukraine war disrupts US grain and oilseed market

The Grain Drain: Ukraine war disrupts US grain and oilseed market

29 Apr 2022

“The war in Ukraine has seemingly changed everything,” says RaboResearch in a report that explores the grain and oilseed outlook in the US over the next ten years and the expected impact on fertilisers, production, exports and pricing.

Read more 
Food prices hit all time high as cost of cereal and vegetable oils spike

Food prices hit all time high as cost of cereal and vegetable oils spike

28 Apr 2022

The Food and Agriculture Organization of the United Nations (FAO) Food Price Index rocketed to an all-time high in March, as Russia’s invasion of Ukraine spurs supply shortages and drives-up cereal and vegetable oil prices.

Read more 
Country-specific snack boxes deliver regional flavours direct to consumers

Country-specific snack boxes deliver regional flavours direct to consumers

26 Apr 2022

Country-specific snack boxes with regional flavours are captivating food and drink consumers by taking adventurous eaters around the globe with monthly subscription boxes.

Read more 
How widespread are pesticide residues on fresh fruit & vegetables?

How widespread are pesticide residues on fresh fruit & vegetables?

22 Apr 2022

Following the release of the Environmental Working Group’s (EWG) annual “Dirty Dozen” list of pesticides in produce for 2022, The Alliance for Food and Farming (AFF) responds with their own research on the safety of everyday consumer ...

Read more 
To grow, meal kit companies should get cooking on e-commerce strategies

To grow, meal kit companies should get cooking on e-commerce strategies

21 Apr 2022

After demand for meal kits boiled over during the pandemic,  Mintel is advising meal kit companies to need to expand their offerings through e-commerce channels.

Read more 
EFSA publishes nutrient profiling advice for front-of-pack labelling

EFSA publishes nutrient profiling advice for front-of-pack labelling

20 Apr 2022

The European Food Safety Authority (EFSA) has published its scientific advice intended to inform how nutrition information is presented on the front of food packaging, including potential restrictions on health claims.

Read more 
EU’s new THC limits for hemp-based products will ‘level the playing field’ for food producers

EU’s new THC limits for hemp-based products will ‘level the playing field’ for food producers

19 Apr 2022

The EU’s introduction of maximum permitted THC levels in hemp-based food products means a “level playing field” which should drive new product innovation and marketplace development, Asa Waldstein, principal of the Supplementary Advisory Group told Ing...

Read more 
Pulse-based snacks continue to gain ground as a functional choice

Pulse-based snacks continue to gain ground as a functional choice

18 Apr 2022

Pulse-based snacking options such as AirSnax chickpea-based puffed snacks and Tarwi Foods lupin-based hummus in the UK and Hippeas chickpea chips in the US have recently come onto the market as alternatives looking to gain a foothold in the increa...

Read more 
PepsiCo launches 'non-HFSS' crisps in UK

PepsiCo launches 'non-HFSS' crisps in UK

15 Apr 2022

PepsiCo has launched lower-salt crisps under its Walkers range that it is marketing as 'non-HFSS' following recent UK advertising restrictions that limit high fat, salt and sugar (HFSS) foods.

Read more