2022 Top Food Trends

1. Shared Planet – Brands are moving from simply proclaiming their credentials to meeting a clear, agreed and understandable measurement of their environmental and social impact.
2. Plant-Based: The Canvas for Innovation – 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 – While innovators embrace new production methods, consumers turn to apps and AI for guidance on personalized nutrition and a greater understanding of how to meet their needs.
4. Shifting Occasions – Lockdowns and the pandemic have reshaped existing eating occasions while at the same time helping to create new ones.
5. Voice of the Consumer – Consumers are calling the shots and expecting more engagement from brands through digital and real-world channels that align with their political, social and ethical values.
6. Gut Glory – Consumers believe gut health is key to achieving holistic well-being. Prebiotic ingredients are on the rise alongside classic probiotics.
7. Back to the Roots – Shortening supply chains have inadvertently underscored the value of functionality, freshness and the authenticity of local food.
8. Amplified Experiences – Consumers are hungry for new experiences around their food, seeking out more adventurous choices.
9. Upcycling Redefined – Upcycling is the new “recycling,” seeking to curb food waste and loss. The Upcycled Food Association rolled out the “world’s first mark certifying upcycled food.”
10. My Food, My Brand – Among younger generations, food is now a reflection of lifestyle and personal values. 

1. Well, Well, Well…ness – Consumers are looking for more healthful nutritional attributes in their diet including fiber and whole grains to boost their immune system and; better ways to manage stress with micro- and macronutrients as well as other functional ingredients.
2. Yearning for Yesteryear – The familiar and nostalgic will guide food choices. “Simple, no fuss, home cooking,” will continue to ride the tide of the pandemic.
3. Fever for the Flavor – Restricted travel leaves consumers wanting to explore with exoctic foods and flavors such as hibiscus, yuzu, turmeric, kelp, gochujang and ube. Consumers will continue to familiarize themselves with umami—the “fifth taste,” as they become more acquainted with kokumi, considered by some to be a “sixth taste.” Salt and sugar substitute consumption is expected to increase as consumers become more health focused.
4. Necessity Is the Mother of (Pandemic) Invention – As a result of the pandemic, businesses have adopted “ghost kitchens” and pop-ups; QR codes for menus and self-service kiosks at restaurants; and E-commerce and direct-to-consumer sales. Of increasing interest in 2022 are urban farming and “vertical agriculture” for city-dwellers. CRISPR will assert itself as a leading next-generation biotechnology in crop production to help address food security, climate change and sustainability.
5. Sustainability “Cemented In” – “The 2021 Food and Health Survey found that 42% of consumers believe their food choices have a moderate or significant impact on the environment, while 7 in 10 say climate change sometimes influences their purchase decisions.” Environmental sustainability as a consumer value will help fuel new eating patterns like “reducetarian,” “climatarian” and low-carbon.

Although Euromonitor’s Top 10 Global Consumer Trends covers far more than the food industry, each of the following trends has the potential to impact food choices.

1.  Backup Planners – Supply chain disruptions lead to next best options: Faced with challenges in securing their usual or desired products and services, Backup Planners are looking for ways to purchase similar items or finding creative solutions to obtain alternatives.
2. Climate Changers – A low-carbon world: Green activism and low-carbon lifestyles are here to stay. Consumers expect brands to step up and are taking action through the products they purchase as concerns over the climate emergency escalate.
3. Digital Seniors – From resistance to reliance: Older consumers were forced online as the world shut down. Now, familiar and comfortable with technology, Digital Seniors are empowered to make purchases and use services through this channel.
4. Financial Aficionados – Democratized money management: Consumers are gaining confidence in investing and becoming savvy savers to strengthen financial security. Financial Aficionados take control of their money and use services to track their transactions.
5. The Great Life Refresh – Passion and purpose drive action: The pandemic triggered consumers to make The Great Life Refresh, resulting in drastic personal changes and a collective reboot of values, lifestyles and goals.
6. The Metaverse Movement – Simulated, 3D digital ecosystems of the future: The digital world is evolving beyond virtual hangouts to immersive 3D realities. Consumers are embracing these digital spaces to socialize with communities.
7. Pursuit Of Preloved – Secondhand, recommerce and peer-to-peer marketplaces: Thrifting is trending. Consumers are moving from an owning to an experiencing mindset. Sustainability and individuality are removing the stigma associated with secondhand shopping and driving peer-to-peer commerce.
8. Rural Urbanites – Best of both worlds: Suburban and rural communities offer more spacious housing and greener scenery, luring consumers out of the metropolitan area. City dwellers also want these benefits brought into their neighborhoods.
9. Self-Love Seekers – Individuality and authenticity drive happiness: Acceptance, self-care and inclusion are at the forefront of consumer lifestyles. Self-Love Seekers prioritize their happiness, feeling comfortable in their own skin and indulging in goods and services that elevate their sense of self.
10. The Socialization Paradox – A divided return to pre-pandemic life: Consumers are approaching a return to pre-pandemic life in different ways based on their comfort levels. Certain consumers are eager, whilst others are hesitant, to resume their normal activities, creating The Socialization Paradox.

1. In Control – In times of uncertainty, consumers crave a sense of agency over their lives. Food, drink and foodservice brands will need to be more transparent and give consumers the information they need to feel educated and empowered to confidently make choices for themselves and their families.
2. Enjoyment Everywhere – Having endured lockdowns, consumers are eager to break out of their confines and explore, play and embrace novel experiences. Consumers will be seeking joyful products that amplify the flavors, colors, textures, aromas and interactivity of food, drink and foodservice.
3. Flexible Spaces – Retailers, restaurants and brands can create multifunctional and meaningful spaces where consumers can connect, shop and eat in-person or online. Companies will creatively use food, drink and foodservice venues as forums where consumers can spend time, express themselves and meet new people.