Bakers Journal

‘Nourishment for the whole self’ among ADM’s next big consumer trends

October 25, 2021
By Bakers Journal

Chicago – Nutrition company ADM has released its second annual list of global consumer trends.

Based on in-depth research from ADM’s proprietary Outside Voice consumer insights platform, the company provided a breakdown of each growth space poised for takeoff in the new year. These insights are used by consumer brands to develop products.

Below are a sampling of key consumer trends fuelling current and future international growth that point the way for ADM’s innovation, renovation and development platforms.

Nourishment for the whole self

Consumers want to be more proactive about supporting their mind and body through a balanced approach to diet and lifestyle. While this is a long-term trend, the recent global pandemic has placed renewed interest on mental well-being, with many looking for more effective ways to cope with stress and anxiety. Wholesome nutrition is one important way consumers are looking to support their holistic well-being. In fact, ADM Outside Voice finds that 37 per cent of global consumers expect the snacks they eat to improve their mental well-being.


Plant-based lifestyles

A flexitarian approach to eating has become mainstream as consumers look to functional, wholesome, plant-based nutrition to support healthy, environmentally friendlier lifestyles. In fact, it is expected that alternative proteins will very likely account for 11 per cent of the total protein market in 2035. This is being fuelled, in part, by COVID-19, which has accelerated interest in plant-based, as a health-forward alternative for consumers who are paying close attention to their body’s nutritional needs. Food and beverage brands, in response, are broadening the landscape of nutrient-dense plant-based options for consumers, aiming to meet their growing demand for products that are sustainable, health and wellness oriented and safe.

Microbiome as the root of wellness

Awareness of the microbiome as central to wellness has grown over time. Data from ADM Outside Voice indicates that 58 per cent of global consumers are aware of the potential benefits that bacteria in the digestive system can have on their overall health. Today’s consumers are looking for foods, beverages and supplements that support gut health and overall well-being. Linked by consumers to immune function, aspects of metabolic health and even mood, mental acuity and feeling energized, consumers’ approach to supporting a healthy gut is evolving from reactive (seeking foods to alleviate discomfort) to proactive (tailored and customized pre-, pro- and postbiotic solutions), as they strive to achieve greater empowerment over their personal health and well-being.

Clean and transparent sourcing

Consumer demand for ‘clean label’ products, which they consider to consist of real, kitchen-level ingredients, has become table stakes. Today’s shopper is consistently searching for foods and beverages containing real, simple ingredients that can help promote a healthy, sustainable lifestyle. This has led to a desire for transparency across the entire product lifecycle, from how it’s made to how it’s packaged, and beyond. This is especially true during COVID-19, with consumers placing an increased emphasis on learning where their food comes from and trying to ensure the health and safety of themselves, their families, their pets and their communities. As consumers become more sophisticated in their understanding of the products they consume, 58 per cent of global consumers say they will be more attentive to locality claims as a result of COVID-19.

Sustainable goodness

Consumers see sustainability as a moral imperative as they connect it to what is right and ethical, their community and the environment. In fact, 47 per cent of global consumers say they are now more attentive to sustainability claims. This has sparked demand for ethical production and sustainable sourcing practices – such as regenerative agriculture and carbon negative production to protect the food supply of the future. Brands are responding by taking positions on environmental matters, aiming to reflect their commitments to increasing the sustainability of their production and distribution systems.

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