NETHERLANDS – Consumers now rank planetary health as their number one concern, overtaking personal health, which has been the top priority in Innova Market Insights’ Top Ten Trends in recent years.  

According to Innova, “Shared Planet” topping the Top Ten Trends for 2022 reflects a reality where today’s consumers are more ethically and environmentally conscious. 

“One of the biggest shifts we are seeing is that the health of the planet is now the top concern of consumers,” says Innova’s global insights director, Lu Ann Williams.  

“Personal health has been the big concern for the past few years, but consumers now tell us that this has been surpassed by global issues.” 

Lu further notes that sustainability is no longer just a Wall Street issue but one that is on the mind of very many average citizens. 

“It might not be the top purchase driver for all consumers, but for many it clinches the deal when it comes to choosing between products,” She emphasizes.  

Innova’s Global Lifestyle & Attitude Survey reveals that, when it comes to food choices, the top two environmental actions consumers are taking are reducing waste (43% of respondents) and eating in moderation (32%). 

As planet health becomes more and more prominent in consumer purchasing decisions, Innova notes that trust and transparency are must-haves for any brand wishing to find common ground with an increasingly educated, forward-thinking, and interconnected consumer base. 

Eco-labeling is anticipated to rise in popularity, as these front-of-pack indicators are designed to help consumers assess the overall environmental impacts of the products they buy while accelerating the industry’s journey toward net-zero emissions.   

The market research firm however notes that it is vital to ensure universal acceptance of certifications and greater public faith in the transparency of brand actions.  

This requires quick, clear, tangible, and trusted information combined with a product life story that truly stands up to scrutiny, Innova advises.  

Plant-based takes position 2 

Meanwhile, the Plant-based caravan is still journeying on, clinching the second position in the Top 10 trends for 2022.  

According to Innova, this trend is mainly buoyed by increased consumer focus on personal health and global sustainability. 

Expanded vegan offerings hitting the market this year, targeting adventurous consumers with cravings for grilled Middle Eastern meats, Asian satays and the Mediterranean palate have also been critical in putting the plant-based agenda on the mind of consumers.  

Furthermore, Innova notes that the desire for diet variation is further boosting interest in plant-based beyond the traditional vegan and vegetarian sectors, leading to a 59% increase in launches of new plant-based products in the year to August 2021. 

Third on the Innova list is “Tech to Table” where the market research firm notes that while innovators embrace new production methods, consumers are turning to apps and AI for guidance on personalized nutrition and a greater understanding of how to successfully fulfil their needs. 

Others in the top 10 trends for 2022 include Shifting Occasions, Voice of the Consumer, Gut Glory, Back to the Roots, Amplified Experiences, Upcycling Redefined, and My Food, My Brand.  

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