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Three major global food trends identified in FrieslandCampina’s 2022 Trend Report

07/12/2021 – Consumer / Trends / Food / FrieslandCampina / Report

Three major global food trends identified in FrieslandCampina’s 2022 Trend Report

The dairy giant’s fourth annual Trend Report captures unique market insights  –enabling food companies to meet consumers’ needs in a society that is opening up again with cautious optimism.

The 2022 edition of FrieslandCampina’s Trend Report explores three major global consumer trends in the industry: ‘Being my better me’, ‘Lovely luxury experiences’, and ‘Mindfulness on the menu’.

The report – which also includes micro trends, innovative food concepts and company-owned insights – has been brought to new heights through new segments such as soups, sauces and ready meals, interviews with key opinion leaders and the latest consumer data based on growth hacking methods. 

Now that the dust is settling from the pandemic, FrieslandCampina’s special report gives global food professionals vital insights and concepts to meet the ever-changing needs of today’s and tomorrow’s consumers.

The 2022 global Trends Report provides global food manufacturers and companies with data, insights and recipes to uniquely position themselves in the market with an innovative and surprising offering. The report captures three major food trends as well as eight underlying micro-trends, supporting manufacturers with precise nuances to cater to their tailored audiences.


Global trend #1: ‘Being my better me’

Having seen how fragile life can be during the pandemic, consumers have their ears more actively tuned to that inner voice that advocates healthier choices. Trying to be the very best version of themselves and trying to maintain the healthy habits developed during the pandemic, is becoming an even bigger driver of consumer choices. 

Consumers are looking to make lasting lifestyle choices in their own way and according to their personal beliefs. Food supporting this endeavour is on the rise. It could be cake that – as well as tasting great – also happens to support gut health, or a low-salt cheese in a folded flatbread. In the quest to ‘be the better version’ of themselves, consumers see these new takes on familiar foods as the way to ultimately make permanent lifestyle changes. 

Learn more about the four micro-trends under this theme: ‘Opting out’, ‘Immunity from the inside’, ‘Plant forward’ and ‘Coming clean’ in the new Trend Report

Lovely luxury experiences

From fantastic fast food to superior products delivered fast, the definition of ‘premium’ is being raised several notches. Special treats that were once available only by visiting a top restaurant now come as takeaways, food kits or even from food trucks. Home deliveries from grocery suppliers focused on local, fresh and the finest are raising the bar in terms of consumers’ expectations. Now more than ever, consumers want the luxuries that make life lovely wherever they are, and whenever they like. ‘Accessible indulgence’ is touted as the way forward for 2022. “Consumers want surprising pairings that tease their taste buds, like FrieslandCampina’s waffle croissant combo that’s been christened a croffle, or a pizza topping baked on a croissant crust,” said the company in a statement. “Consumers seek surprising new experiences as well as over-the-top and luxury versions of the foods they love.”

Read all about the two micro-trends ‘Ultimate indulgence’ and ‘Hybrid happiness’ in the report.

Mindfulness on the menu

Now that societies are opening up again, sharing food with friends and family is an important way of resetting and nurturing mental balance after a long period of enforced absence from loved ones. “Comforting staples like a social sharing-bread work wonders for the body and soul. But it is about more,” noted the firm. “Consumers have developed a stronger social conscience. They want to care for the people around them, plus they want to nurture and preserve our precious planet. They love to feed friends with locally grown produce, like a home-grown zucchini cake. Finding inventive ways to incorporate leftovers into delicious/indulgent soups, sauces, curries and marinades is another feel-good approach that is kind to the planet as well as the people around you.”

You can find more information on the 2 accompanying micro-trends All-encompassing goodness and For the love of leftovers in next year’s report.

Preferences change amidst unprecedented times

“The past year and a half have been difficult for everyone, and it doesn’t come as a surprise that consumer needs and preferences have changed during these unprecedented times. The consumer has become more mindful and has created new habits and expectations. The challenge lies with the manufacturers to facilitate and understand the newly found needs. Organisations that truly understand their audiences and who are agile enough to cater to quickly changing demands, are the ones that customers connect with,” advised Suzanne van den Eshof, Global Head of Marketing Food Industry at FrieslandCampina Professional. 

“It’s essential for manufacturers to partner up with an ingredient supplier with a strong innovative character,” she added. “Understanding your customer can be challenging and translating that understanding into product and innovations is a whole other ballpark. We at FrieslandCampina are confident that we can adequately support our partners in the process.”


The Trend Report is based on FrieslandCampina intelligence services such as market studies and global research, as well as the expertise of in-house industry experts and its own research. The focus on the report is on relevant trends in the cakes, bakery and pastry, soups, sauces, ready meals, desserts and ice cream industries, in order to serve FrieslandCampina’s partners in the best way possible.

To download the full 202 Trend Report in full, go to:

Latest issue – Vol 1/23
– Health & Nutrition focus
– Gulfood 2023 Special
– Next level legume – The rise of the chickpea
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