In the fast-paced world of chilled food and beverages, consumer demands evolve as quickly as the products lining chiller shelves. Today’s shoppers crave more than just sustenance – they seek health benefits, sustainability, and greater value and convenience from the products they add to their baskets. The question is: how can you rise to this challenge?
Thriving in this market requires innovation and adapting to new product categories, like high-protein drinkable yoghurts and indulgent yet guilt-free desserts. You must also marry functionality with flavour, and innovation with ethical values, all while keeping convenience, sustainability, and value to the fore. And you need more than just smart packaging – you must embrace transparent ingredient sourcing, leverage digital engagement like QR codes for storytelling, and cater to niche demands such as clean labels and functional benefits.
Here are five consumer trends currently shaping the chilled food and beverage market, their implications for producers and brands, and the best way to take advantage of the opportunities they present.
Post-pandemic, health has become central to consumers’ daily routines, with people seeking proactive ways to prevent health issues. Products offering functional benefits – such as protein for muscle health, probiotics for digestion, and nutrients for immunity – are increasingly popular. Clean labels, natural ingredients, and additive-free formulations also hold significant appeal, as ageing populations and younger health-conscious consumers alike are prioritising wellness, creating opportunities for innovation in categories like yoghurt, plant-based drinks, and functional beverages.
To capitalise on this trend, you need to develop products that align with these preferences. Launching items fortified with key nutrients or functional claims, such as cognitive health or weight management, will resonate with modern consumers – connecting ingredients to functionality has become a must. Transparent sourcing and clear labelling will build trust, while smaller, convenient packaging formats cater to on-the-go lifestyles.
This trend is revolutionising the consumer journey by integrating digital interaction with sensory fulfilment, as well as an appetite for exploration – think indulgence, interactivity, and emotional connection. Consumers today seek products that deliver not only on taste but also on multisensory enjoyment, memorable moments, and meaningful experiences, which drives demand for bold flavours, rich textures, and premium features like inclusions or layered formats. Innovations such as indulgent dairy desserts, thick milkshakes, and unique flavour combinations cater to the appetite for exploration and sensory delight. Additionally, digital engagement, such as QR codes on packaging that provide product information or immersive stories, brings transparency, creates trust, and fosters lasting consumer engagement with your brand.
By reimagining your product offerings and marketing strategies, you can tap into this trend. Develop premium, indulgent items with exciting textures and flavours to elevate everyday products into unique experiences, and incorporating digital elements like interactive packaging or personalized product recommendations enhances the consumer journey and builds loyalty. By creating products that delight the senses, tell compelling stories, and leverage interactive touchpoints, you can stand out from your competition and drive both sales and consumer loyalty.
In the midst of ongoing economic challenges and rising costs, consumers are increasingly concerned about affordability, quality, and smarter spending. However, value is no longer defined by price alone. Shoppers now prioritise products that deliver superior quality, align with their personal values, or offer premium features they deem worth the investment. While cost-saving measures, such as opting for private labels and essential purchases, remain prevalent, indulgent treats, convenience, and minimalism are also influencing buying habits.
Leverage this trend by strategically balancing affordability with perceived value. Offering smaller, portion-controlled packs at competitive prices allows consumers to indulge without overspending, while highlighting quality, functionality, and sustainable practices – such as more sustainable packaging or local sourcing – can elevate brand perception. Premiumisation, through gourmet flavours or superior textures, is another standout opportunity, with one in five consumers willing to pay more for luxury ingredients or enhanced product experiences. By redefining value through innovation and transparency, you can thrive in this cost-conscious yet experience-driven market.
Sustainability has long been a key consumer concern, but it’s become a “must have” for food and beverage shoppers – and now extends far beyond simple claims about packaging material or recycling. Consumers now care about integrated sustainability throughout your value chain, from sourcing to distribution – think material origin, renewable materials, carbon neutrality, and sustainable farming and processing. Additionally, animal welfare and local sourcing are gaining traction, particularly in regions like Europe and Asia-Pacific, where consumers expect ethical practices.
Integrating sustainability into every stage of your value chain is therefore crucial. Packaging innovations like cartons made from renewable or recycled materials, including materials like certified recycled polymers and plant-based plastic, can reduce your environmental footprint, while brands can further differentiate by adopting circular economy practices, such as promoting “made from recycled” claims or offering refillable solutions. Transparency and authenticity are also key. Providing QR codes or digital experiences that detail a product’s environmental journey fosters credibility; clear product labelling and storytelling helps build trust and loyalty. By embedding sustainability into your offerings, you can not only appeal to concerned consumers, but also future-proof your business in a rapidly evolving marketplace.
Consumers are increasingly seeking convenience – quick, easy, and high-quality food and beverage solutions that fit seamlessly into their busy lifestyles. On-the-go consumption is booming, with smaller, portion-controlled packs becoming a go-to choice for Gen Z and millennial shoppers who prioritise waste reduction, portability, and affordability. Shelf-stable and ready-to-drink products, such as smoothies, flavoured milk, and drinkable yoghurt, cater to those seeking nutritious yet convenient meal and snack options. Moreover, single-use packaging that simplifies consumption – like easy-to-open caps, resealable cartons, or multi-packs – is particularly appealing to families and individuals looking to save time.
Get ahead of your competition by designing and formulating products that are both practical and appealing, and exploring new formats and consumption occasions. Investing in innovative packaging formats, such as smaller, portable packs or multi-packs with added savings, enhances consumer convenience while increasing product visibility on shelves. Products fortified with essential nutrients and exotic ingredients, or targeting specific occasions, such as breakfast, snacks, or evening indulgence, can help you create tailored solutions for various consumer needs – either by demographic or geographic market.