From pleasure to purpose: Drivers of food innovation in North America
SIAL partner ProteinesXTC publishes a barometer on global food innovation every year that outlines the main focus sectors across different geographic areas
For the last 25 years, with this barometer, ProteinesXTC has analysed emerging trends on an international scale, concentrating on the drivers of innovation that will shape tomorrow. A number of trends stand out for the North American market looking back at 2024.
Continents VS World
Innovation axes
In 2024, the barometer showed an increase in the “physical” axis of 3.9 points in North America. This growth is marked by an increase in energy and wellness benefits. While the “Pleasure” axis is the first innovation axis in all regions of the world, it is lowest in North America and Latin America at 53.1% and 47.9% respectively. In North America it lost four points in 2024 which ProteinsXTC claims can be explained by fewer innovations highlighting variety of senses and sophistication.
The “Health” axis decreased slightly in North America in 2024. While more medical and natural products were developed compared to 2023, this was countered by an innovative health offer evolving with fewer natural and vegetal products and more innovations with a strong promise of functionality. Convenience is also becoming a marginal innovation focus in North America at 3.8% with products promising benefits in terms of time savings and ease-to-handle. Finally, the “Ethics” axis has not continued the progress it made ten years ago and remains relatively weak in all regions of the world. In North America this axis lost 5 points in 2024. According to ProteinesXTC, global inflation has probably discouraged many operators from launching new products in this category as they are often at higher price points.
Overall the strongest progressions in North America were energy, well-being, natural, and easy-to-handle while the strongest declines were: ecology, vegetal, and sophistication.
The 10 most innovative categories in 2024
(in % total food)
The 10 most innovative categories in 2024 in North America saw a few changes compared to the previous year. With a slight increase, soft drinks remained at the top of the list and despite a modest decline, savoury frozen products kept their spot in second place. Appetizer grocery products was still on the podium as well in third place with 6.1% of food innovations while fresh substitutes lost four places ending up in ninth place. The alcohol/appetizers and butcher/charcuterie offers are no longer part of the top 10 global innovations leaving space for the categories of sweets and fresh substitutes. The cereals category lost two places in 2024 and was second last in the top 10.
For those looking to learn more about food innovation trends in North America, SIAL Canada is just around the corner. The international agri-food industry is set to gather in Toronto from 29 April to 01 May. Book your ticket today!
Top image credit: Nima Naseri for Unsplash
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