July 25, 2024 – Ocean of Possibilities is trend #8 in the Innova Market Insights Top 10 Trends 2024. Consumers are recognizing the ocean’s potential, preferring marine ingredients in food and beverages for their rich nutritional profile, sustainability, and health benefits. Innova’s 360 research into seafood market trends allows for identification of key insights into consumer trends, and innovations, as well as what may develop in the future.
Sustainable Seafood Trends
Global Seafood trends research shows consumers are becoming more environmentally responsible, with around 1 in 5 choosing sustainably grown products. They are also demanding environmental action from companies and brands. Nature protection and reducing carbon footprints are the top actions consumers would like to see from brands to support environmental and social causes.
In response, seafood brands are highlighting their commitment to sustainability. For instance, in seafood market trends, Naturkind Garnelon Black Tiger shrimps highlight their role in protecting coastal and sea waters, while Sea Man seaweed chips emphasize their no plastic in the ocean claim. Consumers’ interest in marine carbon positive resources has led producers to also highlight the level of sustainability in their products.
Global Seafood Ingredient Trends
Freshness, natural ingredients, and nutritional value are important for consumers in healthy food and beverage products. Globally, 73% of consumers believe natural foods provide sufficient nutrients for a healthy, balanced diet. This underscores the positive health image associated with naturalness in seafood market trends. Brands are leveraging this opportunity by using marine ingredients, as they are natural, to enhance the nutritional profiles of their products.
Global seafood trends research displays that fish oil is the top marine ingredient of interest, followed by marine collagen. Over the past five years, seaweed and spirulina have been the fastest growing marine ingredients in food and beverage launches due to their health benefits. For instance, brands are using spirulina to give functional beverages a vitamin boost.
Seafood trends research shows that marine ingredients also play a key role in fast growing supplement categories. There has been a 14% rise in product launches containing bladderwrack marine ingredients over the past five years, driven by the growing demand for weight management supplements. Similarly, marine collagen displays significant growth in skin supplements, underscoring its rising popularity for its skin benefits.
Global Seafood Category Trends
Seafood trends research display that consumers are increasingly turning to plant-based seafood for both health and environmental reasons. Over the past five years, there has been a 35% rise in new product launches of fish and seafood substitutes. Consumers are demanding vitamins, micronutrients, and antioxidants as functional benefits in plant-based seafood.
Marine ingredients are also showing opportunities in the snack category. Asia leads in marine snack innovation, with 85% of new snack launches featuring seaweed over the past year. Asian brands are creatively integrating seaweed, either as a standalone flavor or combined with other popular tastes, highlighting the growing versatility and appeal of marine-based snacks.
Global Innovations in Seafood Trends
The ‘Oceans of Possibilities’ trend is interconnected with Innova’s other top annual trends, which include ‘Ingredients Taking the Spotlight’ and ‘Prioritizing Prevention.’
‘Ingredients Taking the Spotlight’ trend highlights brands’ efforts to promote their star ingredients to foster positive consumer attitudes. Seafood brands are reflecting this trend by emphasizing their marine ingredients to meet the growing demand for health-focused products.
The ‘Prioritizing Prevention’ trend shows that consumers are becoming proactive about their health and seeking ways to prevent health issues. This trend has fueled demand for products offering functional benefits, leading to a significant rise in product launches featuring red algae marine ingredient over the past five years.
Seafood trends research highlights that brands are further innovating by using algae as a flavor enhancer in their products. For instance, algae have the potential to produce umami flavors. 4 Pines Brewing Company’s beer and H&B’s popcorn use algae ingredients for this purpose, thus leveraging ocean-based ingredients to meet consumers’ desires for specific tastes in products.
What’s Next in Seafood Trends?
Globally, health is a major driver of seafood trends, with a strong emphasis on natural ingredients, nutritional value, and sustainability. The health benefits of marine ingredients present opportunities for brands to enter the functional food and beverage space.
Consumers’ growing interest in plant-based options fuels innovation in fish and seafood substitutes. Brands can capitalize on this by using marine ingredients and natural flavors to enhance their products.
However, challenges like climate change might impact the framing of ocean-based products, prompting companies to make technological innovations to advance. Recently, China has announced plans to expand its offshore aquaculture operations to ensure food security and adapt to climate change. This expansion of offshore aquaculture highlights the need for seafood companies to actively address environmental concerns. Brands that focus on sustainable innovations are likely to shape the future of the seafood trends.
This article is based on our report, “Top F&B Trend 2024: Oceans of Possibilities – Global
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