EXPLORING THE FUTURE OF FOOD: KEY TRENDS BRANDS MUST GET READY FOR
Can you share some of the main trends Circana predicts for the agri-food sector in 2026?
Societal changes are a major source of inspiration for the food industry. Consumption is becoming increasingly personalised and individualised, forcing players to offer targeted and tailored products. This trend is reflected in varied recipes, diverse formats and solutions that cater to specific diets, which are growing in number.
At the same time, changing lifestyles, marked by increased urbanisation and a faster pace of daily life, are driving demand for convenience and time-saving solutions. Snacking solutions, ready-to-eat meals and easy-to-cook on-the-go products are experiencing considerable growth.
Physical and mental health is another area of particularly strong demand. The Covid crisis has heightened concern for health, and food is becoming a lever for maintaining it, for example by reducing alcohol consumption or favouring protein-rich products. But self-care is not limited to the body: consumers are also looking for enjoyable products that provide comfort.
Finally, our increasingly multicultural societies, connected by social media, are giving rise to a strong appetite for international products. Culinary repertoires are being renewed, diversified and enriched, reflecting a growing appetite for discovery and openness.
In the SIAL Insights session, you highlighted the importance of feeding a changing population (e.g. ageing consumers, single households, etc.). How are these changes shifting expectations around practicality and accessibility? What innovations are these changes inspiring?
Demographic changes are another factor that must be taken into account when planning for the future of the food sector.
The ageing population and smaller household sizes require major adjustments and open up vast opportunities for innovation. Products must address age-related issues such as boosting immunity, preventing chronic diseases, promoting gut health, reducing salt intake, emphasising natural products and providing protein. Textures must also be rethought to suit specific needs.
For small households or single consumers, it is important to develop multi-purpose products and formats that allow people to celebrate occasions such as Easter or Christmas on their own, as well as affordable solutions, given the pressure that housing costs place on budgets. Packaging is another lever for innovation: smaller portions, divisible products, resealable, storable and legible packaging. Finally, communication must evolve to better address seniors, a target group that still feels underrepresented in advertising.
You also touched on visibility as a success factor for innovative food product launches. Can you elaborate on this? How is merchandising strategy becoming a decisive factor?
Bringing innovation to the fore among the thousands of products available in stores is a key challenge. No matter how impressive an innovation may be, if it is not visible on store shelves, it will not be purchased and the story will never begin with the consumer. However, 14% of shoppers say they have noticed an innovation that is available on store shelves. Visibility is the primary driver of discovery, ahead of advertising, social media and word of mouth.
There are five key levers for improving this all-important visibility: The first is to increase the number of facings in order to catch the eye of shoppers who are exposed to hundreds or thousands of products during their shopping trip. Moving the product out of its usual shelf and displaying it at the end of the aisle is another very effective way to create an encounter with the consumer.
Using visibility tools (furniture, shelf stoppers, signage) to create a visual break in the aisle and capture attention can be very effective. Choosing the right shelf location is also key: where should the product be positioned? Placing your product on or near a high-traffic shelf will ensure much better visibility for the new product. Finally, packaging is absolutely fundamental to making innovation stand out on the shelf, as 7 out of 10 shoppers spot it thanks to its packaging.
How are private labels evolving in the food industry? Can you cite some concrete examples?
Private labels are a powerful tool for retailers to stand out and build brand loyalty. To make them more appealing, retailers are innovating by launching products that aren't available from national brands, responding to major trends such as the rise of high protein products, promoting unique raw materials, and using modern, distinctive packaging. Among the most innovative retailers are Coop, Tesco, M&S, Mercadona, Rewe and PicNic in the Netherlands. In France, things are starting to change so that private labels are no longer simply cheaper copies of national brands, but they still only account for 26% of innovations, even though they represent nearly half of food sales. There is therefore still work to be done.
Circana is a partner of SIAL Paris. Why is it important to share trends with the industry throughout the year (and between editions of the trade show?)
The pace of change is accelerating, particularly as a result of artificial intelligence, which speeds up the creative process and rapidly alters consumer tastes. By continuously monitoring trends, it is possible to distinguish between what is here to stay and what is merely a passing fad.