2021 trend reports are coming in, and Innova Market Insights has named clean label and transparency in its Top Ten Trends for 2021. ADM Investor Services has also named transparency as a Top Five Global Trend that Will Shape the Food Industry in 2021. Innova’s Consumer Survey 2020 showed that six in 10 global consumers are interested in learning more about where their food is coming from, and transparency promises to dominate consumer demand in 2021, with more interest in clean labels taking the lead.
More than 99% of the walnuts grown in the U.S. are grown in California’s Central Valley, a plus for ingredient transparency that Innova predicts will be on the forefront of consumers’ minds in the near future.
Clean Labels and Transparency
How do we define clean label? Although results may vary on the exact definition, Allied Market Research explains it as “a consumer driven term,” often meaning an all-natural food product free from preservatives and additives. No synthetic mixing and no chemical addition are recognized as clean label terms.
Plant-based ingredients are also included within the scope of the definition, which puts walnuts as a great nut to be on a clean label ingredient list. In fact, in a 2019 consumer survey, 73% of consumers said they would purchase a food product knowing it contained walnuts.
Allied Market Research reports that the clean label ingredients market size was valued at $38.8 billion in 2018, and is projected to reach $64.1 billion by 2026, growing at a compound annual growth rate (CAGR) of 6.8% from 2019 to 2026. This is a prime opportunity for food manufacturers to look toward walnuts to include in their products.
Fortune Business Insights also predicts in its Healthy Snacks Market Size, Share & COVID-19 Impact Analysis that the nut category will “grow at a faster pace due to the rising demand for natural and clean label products.”
ADM’s top 5 predictor list says “the global pandemic has drastically changed consumer perceptions of the world, influencing the way we eat, drink and connect with one another.” Consumers are seeking to build trust, and transparent food labels help do just that. “This is helping drive the demand for locally sourced products as consumers seek greater clarity on where the ingredients in food and beverages come from.”
Perhaps one of the biggest opportunities for clean label advancement is in the plant-based category, where consumers are starting to pay close attention to ingredient listings, especially in meat-alternative products. With walnuts and a legume mixed at a 1:1 ratio, food manufacturers can create a ground beef alternative with unlimited opportunities with a clean ingredient listing that consumers can trust.
Plant-Forward Nutrition
Walnuts are a versatile, plant-based nut that provide texture, subtle nuttiness and crunch in plant-based meat alternatives. No. 2 on Innova’s 2021 prediction list notes that “there will be an accelerated demand for plant proteins and meat alternatives in the market.” The Innova Consumer Survey 2020 indicated that the top four reasons for considering plant-based alternatives were health, diet variety, sustainability and taste. All reasons why consumers choose walnuts.
In the 2019 consumer survey, 90% of consumers recognize walnuts as a nutritious food and 78% said the health benefits of walnuts positively impacted their purchase decision. And, of those surveyed, the No. 1 reason people said they consumed walnuts was because they were delicious.
In plant-based sauces and dressings, walnuts can be used as a dairy-free thickener that adds body and a subtle nutty flavor. Plus, it’s easy to create the “walnut cream.” Just blend walnuts and water at a 2:1 ratio and incorporate into any formula requiring a thickener. Or, manufacturer the cream alone to use as a dairy-free coffee creamer.
Fortune Business Insights predicts that trail mixes, granola bars and snacks containing nuts can expect growth based on high-protein content and easy consumption. “Consumers buy nut-based snacks because they are rich in protein, fiber and antioxidants and provide long-lasting energy. The growing popularity of plant-based and vegan diets will fuel the demand for nut-based products.” ADM agrees, as plant-based foods also made its top 5 list. Over half of plant consumers will eat even more plant-based foods in 2021, the report predicts, and “demands for plant-based protein products is rapidly expanding beyond just burger analogues to new and novel products.
Team Good Fat
In addition to being a plant-based source of protein, walnuts also are a good fat that supplies an excellent source of the plant-based omega-3 alpha-linolenic acid (ALA), with 2.5g per ounce: the only nut to hold this distinction. Almost two-thirds of Americans surveyed know omega-3 fatty acids are part of a healthy diet.
Walnuts’ versatility and flavor profile makes it the perfect ingredient to include in a variety of foods year-round, from center of plate to desserts. Walnuts can be used for extra crunch as salad toppers and ice cream inclusions. They’re great ground in pie crusts or as meat alternatives, as well as in traditionally-known made with walnut foods like pies and sweet goods.
