The top five trends driving consumer purchases
Introducing: Trend to Table™
Ardent Mills is here to help you stay on top of industry trends with the latest insights to ignite your innovation. We recently surveyed more than 10,000 U.S. consumers, and we combined those findings with industry market data and macro-societal trends. The result is a comprehensive look at the foods consumers love, what they can’t live without, and how you can satisfy their needs.
Today’s complex foodscape is saturated with information surrounding health, wellness, nutrition, sustainability and ingredients, creating a complex path to purchase. Trend to Table™ helps cut through the noise with our research findings that bring you the top five trends motivating consumer purchases. Beyond the trends, it also breaks down the overall insights into practical ways that flours, grains and pulses1 can help you create the foods today’s customers want.
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Learn more about the five key trends in Trend to Table™
Taking a closer look at every item on the ingredient list
Customers today are much more likely to investigate ingredient lists to understand what makes up and what goes into making the foods they eat. They connect more with specific ingredients and brands that speak to their core values and lifestyle, and this extends beyond label claims and marketing. While the nutritional benefits of each ingredient matter, so does safe, responsible sourcing and sustainable preparation and processing.How to meet the trend
Connect with today's healthful mindsets and provide the ingredient transparency consumers seek with alternative grains and pulses.
Honoring culinary roots while exploring global flavors
Celebrating roots and food heritage is a timeless tradition, with 63% of consumers agreeing their upbringing influences what they eat. Still, today's food identities are evolving—while the focus on familiar favorites remains strong, consumers want to explore new ingredients and flavors as well as ancestral cooking methods. There's never been a better time for versatile items like grains and pulses to offer exciting taste adventures.How to meet the trend
Create a variety of international food offerings with our versatile products, including quinoa and specialty flours.
Thoughtfully integrating new foods and ingredients to help achieve wellness goals
Today's wellness trends are shifting from avoidance to searching for goodness as consumers intentionally select foods that align with their dietary goals. Healthy ingredients, environmental claims, mood-boosting properties and convenience all play a role as they proactively add foods that will make a difference to their overall wellness.How to meet the trend
Deliver the sustainable traits and nutritional benefits consumers want with Sustagrain® and Ancient Grain products.
Connecting purchasing decisions to the impact on the planet with the right information
Today's consumers want to support foods that align with their sustainability goals, but it isn't always easy. Confusion surrounding sustainability and regenerative agriculture creates a disconnect for higher product pricing. There's a gap between what they want to support and their willingness to make those purchases—in fact, 57% want more information about how their food purchases positively impact the planet.How to meet the trend
Land acreage sponsorship, direct farmer connection, firsthand data and feedback—our Regenerative Agriculture program provides the resources to help you meet sustainability goals.
Feeling good about indulging
Food consistently evokes emotion, joy and connection—and today's consumers savor the foods they love without the guilt. A whopping 92% agree that "great tasting foods" play a key part in dietary lifestyles. Whether enjoying nostalgic favorites, familiar aromas, comforting bites or celebratory dishes, they do so confidently by embracing the emotional and meaningful aspects of food.How to meet the trend
Give consumers the innovative, delicious and indulgent creations they desire with our flour varieties.
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This study is an honest assessment of the current consumer and the marketplace developed to help you create products amid an always-evolving foodscape. At Ardent Mills, we're committed to supporting you with innovative solutions in flours, grains and pulses to grow value for you and our communities.
Explore our Insights page for additional2 proprietary research to propel your products and innovation goals.
