FMCG Gurus - Top Ten Trends 2020
                     FMCG GURUS: Top Ten Trends for 2020
January 2020
FMCG Gurus identifies 
Top Ten Trends to watch 
our for in 2020. 
Trend 1: Plant-Life: Alternative proteins appeal but consumers can be 
concerned about the taste and texture of products
Alternative Proteins Botanicals Taste & Texture
Consumers are looking to remove meat from their diets, replacing it with Fruit and vegetable consumption is increasing as 
plant-based alternatives consumers look to address health issues
Consumers are turning to fruit and vegetables more 
Changing dietary habits are as they take a more proactive approach to health
driving demand for alternative 
plant products.
Proportion of consumers who have increased their 
Consumers are adopting a “back intake of fruit and vegetables to address the 
to basic” approach when it comes following in the last twelve months
to health maintenance
18% to 
16% to lose 
improve 
Consumers are looking to remove meat from their plates. This is being done for a weight immunity
mixture of health, financial, and ethical reasons.
FMCG Gurus research shows that across the globe:
15% to 
• 15% of consumers identify themselves as being a flexitarian 8% to improve 
• 13% of consumers say they are vegetarian improve 
• overall 3% say that they are vegan eye sight
health
42% of consumers admit that they can find plant-based food and drink products to be “bland and boring”
Trend 2: See All, Know All: Blockchain technology can be used to 
promote responsible practices  
Blockchain Trust & Transparency Responsible Way of Life   
Transparency is needed across the whole of the 
Brands need to be seen to be doing the right thing
supply chain
Only 18% of consumers have heard of blockchain. 
Consumers do not feel that brands However, when given a definition, 50% said that they 
are not acting in the best interests of would be likely to use this technology
humanity or the environment. It is 
crucial that brands are seen to be 
acting in an ethical and 
environmentally friendly manner.
Proportion of global consumers who say they distrusted the following 
brands
Food: 
Beverages: 32% Supplements 31%
31%
Proportion of global consumers who say this trust has worsened in 
last two years
Food: 51% of global consumers say it is important that 
Beverages: 25% Supplements 25%
25% brands monitor the supply chain of their suppliers for 
corporate and social responsibility initiatives
Trend 3: The Big Picture: Futuristic and innovative technology can tell 
the story behind brands 
Tech Future Storytelling Augmented Reality
48% of global consumers regularly conduct research 33% of global consumers say they have used their smartphone 
into the different food, drink, and supplement brands to scan a QR/game/promotional code on packaging when 
that they purchase buying food, drink or supplements
Consumers are more difficult to impress than ever Packaging 
before as a result of being exposed to a wide range of innovation can be 
products. Innovative and futuristic packaging is a key used to give 
way of helping capture consumer attention, enabling consumers more 
them to engage with brands information into the 
story behind 
products than ever 
before
Near Field 
Communication 
technology and QR 
codes can allow At a time when consumers want more information on 
consumers access products than ever before, innovations such as blockchain 
to content and technology can be used to allow consumers to find out 
competitions via information about the origin of products and how they were 
packaging formulated.
Technology can be used as a key way of breaking routine and inertia when shopping and making products fun, interactive, and engaging
Trend 4: Good for Me, Good for the Earth: Consumers want 
products that are green and clean
Green & Clean Back to Basics Sustainable Living Earth Aware
Consumers recognize that environmental damage is directly 
Consumers want products that they deem to be green and clean
impacting on their health
Consumers want brands to In 2019, Innocent 
demonstrate sustainability launched its new range of 
initiatives Innocent Plus brands
In 2019, Diageo announced High in vitamins, the 
that it was scrapping plastic products are touted as 
packaging for its beer brands natural, vegan friendly, 
and are made with 
botanicals
I am concerned about the state of the It is important that food and drink is 
63% environment 100% natural 73%
I believe the state of the environment Natural claims are important to protect 
54% has worsened in the last two decades the environment 32%
Damage done to the environment is Natural claims are important as it makes 
48% irreversible products healthier 44%
Trend 5: Re-evaluating Health: Consumers are looking to improve their 
diets, with varying degrees of success
CBD New Diet, Same Me Mental Wellness Rest & Recuperation
Weight management plans continue to fail Time to recognize that the war on sugar has been lost
Dieting plans continue to follow boom and bust cycles. That is, Sugar has long been seen as the number one dietary evil 
many consumers are looking to lose weight, but will often given amongst consumers. However, despite the negative perceptions 
up on diets after a relatively short time. This is because that exist towards sugar, it is important not to over-estimate the 
consumers still associate dieting with compromise extent they are cutting down intake
27% of consumers across the Proportion of consumers who admit to have done following this year
globe classify themselves as 
overweight Say they have planned 
Say they have planned 
to cut down on certain 
to cut down on sugar but 
23% of consumers say that they food an drink but not not actually done so
have put weight on over the last actually done so
year
28% of consumers say that they 
are currently on a diet to lose 33% 33%
weight
The fact that obesity rates are at a record high across 
the globe at a time when consumers are making more This is something the industry needs to take into consideration 
attempts than ever to lose weight means that ultimately, when it comes to product reformulation and sugar reduction
dietary plans are failing
Trend 6: Sensory Overload: Consumers want to experimental 
flavors on a global scale 
Favour Experience Global to Local Everything Artisanal Simplify me
Brands will continue to push the sensory elements of 
everyday product categories
There will be a focus on regionalized flavors from around the 
world that encourage consumers to sample new cultures
57% of consumers like products with new and unusual 46% of consumers like moments of indulgence where 
flavors. they pay no attention to nutritional intake.
42% of consumers deem themselves to be adventurous 
when trying new food and drink
Genuine 
72% of consumers have become more experimental with experiences
their choice of food and drink in the last five years.
52% of consumers say that they like food with new and 65% of consumers say that they like hot and spicy food.
unusual colors
Adventurous consumers want new tastes and sensations that match Consumers will continue to push the boundaries of hedonism when it 
their sophistication comes to food and drink
Trend 7: Snacking Reclassified: Consumers want hybrid products as 
the concepts of meals and snacks become more blurred 
Conscious Conveniently 
Hybrids
Indulgence  Healthier Occasions Nutritious 
Time to making the word snacking redundant? Focus on light meals to fill this niche
Traditional meal-times are a thing of the past. FMCG 
Gurus research shows, that in the average week:
• 31% of consumers say they do not eat breakfast 
every day
• 32% of consumers say that they do not eat lunch 
everyday day
• 22% of consumers do not eat dinner everyday 
Half of all consumers classify a snack as a light meal
What do you consider a snack to be? 2019
Top five answers 
Single serve packed food 55%
Something that offers a nutritional boost 54%
Small portion of meal 51%
Something that can be eaten/drank on-the-go 50%
Brands need to launch products that blur the boundaries 
between meals and snacks Something that substitutes hunger for a couple of hours 48%
Trend 8: Functional Lifestyle: Consumers want good fats and 
ingredients they deem better-for-me
Good Fats Healthier for Longer Better-for-me Active Nutrition
Consumers are seeking out more products that contain Lutein and Zeaxanthin can target eye problems caused by modern 
“good” fats lifestyles
Fat is no longer classified as a dietary evil.
In moderation, consumers believe that fats offer a variety of 
health benefits
Proportion of consumers who actively seek out food 
and drink that contains the following ingredients (%)
Omega 3 34 Krill oil 19
23% of consumers are unsatisfied with their eye health. Of these 
Omega 6 35 Fish oil 18 consumers, 37% say that their condition has worsened in the last two 
years,
Proportion of consumers who seek out products with 
fatty acids who say they have increased consumption in 52% cite spending too much time on digital devices as a reason for their 
the last year (%) poor eyesight
Only 17% of consumers have heard of lutein and only 10% of 
Omega 3 56 Krill oil 54 zeaxanthin. There are major opportunities to raise awareness of 
the ingredients amongst consumers who are concerned about 
their eyesight or the amount of time they spend in front of digital 
Omega 6 57 Fish oil 48 devices
Trend 9: Raw & Pure: Consumers are adopting free-from diets as they 
embrace the concept of my body, my temple
Free-From Abstaining My Body, My Temple Streamlining
Consumers want meat and dairy out of their diets Actively avoiding ingredients
Consumers are abstaining from certain types of food and Proportion of consumers who say that they make conscious 
ingredients. They are also looking for reformulated products that efforts to afford food and drink that contain the following 
contain fewer “bad” ingredients. ingredients
Proportion of consumers who are adopting the following types Lactose 38%
of free-from diets (%)
Fructose 37%
Meat 10
Gluten 37%
Dairy 15
You state that you do not eat food or drink that 
contains these ingredients. Why is this? 
Health and sustainability are key reasons for eliminating  Gluten Fructose Lactose
meat and dairy from diets
I have an allergy/intolerance 32% 26% 37%
These ingredients cause me digestive 
problems 35% 36% 32%
I wanted to improve my energy levels 37% 31% 33%
I wanted to improve my cholesterol 32% 28% 32%
levels
I wanted to improve my heart health 33% 30% 35%
I wanted to lose weight 29% 32% 32%
Trend 10: Evolution of Nutrition: Consumers are adopting a 
long-term approach to health maintenance and improvement
Healthy Ageing Holistic Health Nutrition For Me DNA Profiling
Active Nutrition Personalized nutrition
Focus on seeking out “better-for-you” Focus on adjusting dietary habits and 
options that offer a convenient health lifestyles to address specific health 
boost and reduce guilt associated with issues. This creates a desire for products 
current lifestyles and dietary habits that are formulated to help with this
Mainstream Consumers are taking a proactive 
Consumers do not believe themselves to be integration of approach to health maintenance and 
in the best of health and feel that current sports nutrition management, even when they deem 
lifestyles could impact on long-term health products their current lifestyle to be healthy
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