Hello and welcome again to one more post from our Blog! Last week, we talked about the trends going strong in 2019, among which the world of plants was present. In this post we would like to provide a summary about the different consumers that exist nowadays.

In the past decade, new trends regarding food have appeared. These are based on a change in the consumers’ diet and sometimes they are linked to a change in their mentality too. How are these changes affecting the development of new trends and the industry-product-customer relationship? Let’s have a look at it!

In the first place, there are four types of consumers according to different diets and the food that is consumed in each of them:

  • Omnivorous: the traditional ones. They consume all kinds of meat, fish, dairy, eggs, vegetables, fruits, legumes…
  • Vegetarians: they consume vegetables and fruits. Some of them consume animal products such as eggs and dairy products (ovo-lacto vegetarian), but never meat or fish.
  • Vegans (or strict vegetarians): it is the fastest growing trend in the market with more and more followers each day, especially young people. They base their diet on vegetables, fruits, seeds and cereals, rejecting the consumption of animal origin products. In addition, they fight animal testing, (from food to perfumes, makeup, hygiene products, or textiles). They aim to respect and care for all animals, thus they condemn their exploitation and mistreatment.
  • Flexitarians: they stand on a vegetarian diet but occasionally allow themselves to consume meat and/or fish. Hence, more ‘flexible’ as their name suggests, flexitarians are fierce competitors for the kind of consumers above mentioned.

According to 2018 data, 92.2% of the Spanish population is omnivorous, while the remaining 7.8% (about 3.6 million people!) base their diet exclusively or almost exclusively on vegetable products. In addition, according to a study provided by The Green Revolution, in 2020, a vegetable products world market worth 5,000 million dollars will be reached. There is no doubt that this figure needs to be taken into consideration by the food industry.

Now back to the types of consumers we were analysing, other minority groups also include raw vegans (they only consume raw fruits and vegetables), pescetarians (they eat fruits, vegetables and seafood), or the so-called “fruitarians”, an extremely restrictive and almost ruled out vegan diet in which only fruits are consumed.

So, here we are dealing with a very interesting debate that does nothing but become more of a hot topic as the number of plant-based eaters increases.

On one hand, those who oppose these diets take the preservation of health as their main argument. They allege that the vitamin deficiency that some people experience because of these diets causes health issues. For instance, a vitamin B12 deficiency may lead to anaemia, as an iron deficiency can do.

In addition, when it comes to ingredients and additives, most of the new vegan products are highly industrially processed with a high proportion of ingredients whose quality may be questionable.

On the other hand, supporters of plant-based diets argue that many products containing sufficient amounts of proteins to compensate for the non-consumption of animal products can be found. However, the focus of their arguments on environmental sustainability is even more important.

Livestock activities on this planet are linked to negative environmental impacts such as deforestation, water and air pollution, global warming and loss of biodiversity, among other things. Besides, more than 70% of the land is used for growing food for cattle. This shows the need to change the way we feed in order to prevent the serious environmental impact that endangers our planet

In conclusion, it is clear that there are different opinions on the matter and that we must respect all of them. We must as well be very aware of all trends and possibilities to be able to adapt to changes. In Amerex, we are already searching for innovative food solutions and applications to cover all kinds of needs


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Happy New Year to all of you and welcome back to another Blog post with so much news ahead! We have left behind 2018 that, no doubt, has brought us many advances in the food sector. However, the New Year promises to bring us very innovative trends and for every taste: let’s go discuss it!

This Blog post is based on the review of the Top Ten Trends of 2019 of the FoodIngredientsFirst website, which we attended virtually and the reason why we can make this small summary.

The key idea and first trend on which all the industry plans will be developed is Discovery: the Adventurous Consumer. Since food has become more and more entertaining, colourful and emotional and it influence on how we feel (not only physically but also mentally) the consumer has become more curious about it. Two out of three consumers in the US, UK and China love to discover new items, from flavours, ingredients or textures to new packaging or restaurants that offer an innovative dining experience. We are looking for something new and different that makes us experience emotions. Some examples could be the watermelon ham (totally surprising!) from the Ducks Eatery restaurant in New York, or something more “understandable”, chocolate with chili.

As a second trend we have The Plant Kingdom, which has already been settling for years but which will continue in a very big way next year. It is based on an increase in the natural clean labelling trend, which redefines each year and is becoming more frequent. It represents the idea of ​​the plant-based diet, increasing the fruit & vegetable consumption in terms of health, but with very interesting products to develop and evolve to get better and reach the most traditional consumers. The industry wants to find a way to participate in a new and different manner to get in touch with all kinds of consumers. For example, a balance between real meat hamburgers and vegan-vegetable hamburgers: the Boeuf vegetable Burger by Carrefour (France), with 50% minced meat and 50% coral lentils and pumpkin seeds.

The third trend is based on Alternatives to All: alternatives to bread, meat (meat substitutes have grown by 11%), dairy products (growth of 17%)… in order to improve health or to establish a diet variety, novelty or sustainable. There has been a very fast increase in product launches with a vegan claim, up to 45% of growing between 2013 and 2017, with products like Vegan Ice Cream bar by Magnum. Also other categories like Green Giant’s pizza or pasta alternatives, drink alternatives like Tesco’s low-alcohol Gin Tonic, or protein alternatives like pea or even insect protein.

A fourth trend that is a little further away from food itself, but with great importance is sustainability, the Green Appeal. Sustainability is a goal for all of us and companies must invest and make commitments to sustainability in the short and long term. There are very creative ideas in this matter, such as fighting food waste by taking advantage of manufacturing processes. Even for us in our own houses with the Aquafaba, which make the most of the cooking liquid of beans and other legumes like chickpeas to use it as an alternative to egg whites. As well, creating alternatives to single-use plastics to make biodegradable packaging, such as edible straws or edible seaweed packaging.

The fifth and last trend that we are fully reviewing is Snacking: the Definitive Occasion. Oh, how much we love to snack between meals… We can divide consumers into three target groups:

  • Millennials that replace their meals for snacks because they are too busy
  • GenX that are cutting out their sweet snack consumption
  • Boomers that are making changes to become healthier

For all of them, the companies must focus on how they innovate on snacking occasions. For example, some of the most innovative products are the following: the classic Babybells but this time with crackers, or Pringles into pizza-flavoured sticks. Taking into consideration the participation of vegans, companies have also invested in snacks for them based on fruit, rice, mushrooms, or even roots.

Here we finish the review of the trends for the upcoming months. We hope it provides a general idea of ​​what is to come and we will see if the predictions are fulfilled during this year.

More information about new products in this link.

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