KeHE Experts Name Top Themes to Watch in 2022

Experts from wholesale distribution company KeHe believe flavors such as hibiscus and yuzu, new food technologies and brands that also serve social causes to be the most important themes among food and beverage categories, driving innovation in the new year. In its report of macro trends published this month, market experts from KeHE cited, among other things, supply chain challenges and rising food prices over the past year as significant factors impacting all aspects of the industry’s future, from new product innovations to emerging consumer interests.

Fueling Innovation with Flavors and Function

KeHE named unexpected and unique flavors and flavor combinations as the top theme to watch next year. Experts said consumers are also looking to incorporate more “cultural diversity” into their shopping lists — beyond the Mexican, Chinese and Italian cuisine that typically dominates the international food aisle — and believe traditional African and Mediterranean flavors and dishes will find their place on the shelf and on consumer’s shopping lists in the new year.

The team also called out specific flavors such as Japanese Yuzu, Hibiscus and Ube, which experts at Whole Foods agree, will become increasingly more prominent across new food and beverage innovations in 2022.

In addition to flavor, functionality will continue to be important to consumers, but the report attributed the prediction to macroeconomic challenges such as rising food prices and supply chain shortages rather than health-related interests. Although the report said immune-support ingredients added to everyday foods will become increasingly more important to consumers, it noted that widespread economic issues are the primary reason consumers have been driven to look for functional foods and get the most out of every bite.

Sustainability Sticks Around

According to the report, consumers are expected to continue to support brands that serve a purpose beyond the product itself, with sustainability being a key focus. This year sustainably-produced foods have continued on an upward trend with new upcycled brands hitting the market and certifications for carbon neutrality and net-zero emission emerging on front-of-pack as well as regenerative agricultural practices becoming core aspects of brand positioning.

Most recently Wholly Veggie introduced a line of plant-based cheese sticks made with upcycled cauliflower and snack company Barnana introduced upcycled and regeneratively grown plantain crisps. Experts from KeHE believe that hitting these marks in addition to “tasting great” will drive the interests of many consumers, diets and their shopping habits moving forward.

Locally grown foods are also on KeHE’s list. Experts cited that one in three millennials reported that buying a local product or from a local company is a top priority and recognize that the pandemic-induced supply chain issues has forced consumers to look beyond their regular retailer when out-of-stocks affect items on their shopping lists.

With growing attention toward hydroponic, urban farming operations such as Gotham Greens, access to locally grown food will continue to emerge in areas it once wasn’t possible. Analysts from market research firm Innova also found that brands embracing sustainability as part of their overall positioning will be one of the top purchasing drivers in 2022, according to a recent report.

Food Technology Will Take on New Territory

This year the alternative-meat category saw an unprecedented number of new brands entering the space, innovating with technologies such as precision fermentation and, in some cases, launching products into retail. However, KeHE experts say food technology is likely to advance into a wider range of categories in the new year as demand shifts towards egg alternatives, sugar replacements, among others.

Along the same lines, experts believe that new grain options will begin to crop up, with oats, which have become popular in new products across food and beverage categories, currently leading the pack. However, the report notes that ingredients barley, hemp, pistachio and buckwheat have potential opportunities to position themselves as grain and seed alternatives, pulling the spotlight away from oats. Experts from Whole Foods also noted the opportunities for alt-grains and grain options with a sustainability play as key components driving innovation across categories in the industry over the next year.

KeHE’s macro trend report on the future of the industry leans heavily into sustainability as a mode to ease supply chain challenges and it remains a dominant theme among the majority of the report’s predictions. Additionally, the distributor named guilt-free indulgent foods, blurred diet lines with an increased focus on what works for your body and life, prominence of at-home convenience foods and consumers that are increasing sober-curiosity as top themes driving consumer interests into the future.