Dutch-based food and drink consultancy Innova has identified waste prevention as the ‘leading trend’ among consumers in that industry.
Pressure would come from consumer not to waste either food or packaging, it said.
In a report presented to the Food Ingredients Europe conference in Frankfurt last week, the company said the latest trends affecting the food industry included moves to reduce “the huge amount of food waste, as consumers simultaneously adapt their habits in times of continuing austerity”.
Director of innovation Lu Ann Williams said the most important of 10 new trends Innova had found for the industry was ‘waste not want not’.
“For some time now manufacturers’ sustainability efforts have been zeroed in on, with a more recent shift in focus being to reduce food loss or waste, wherever possible,” Williams said.
“Food loss during production and food waste at the retailer and consumer end of the food-supply chain will be heavily scrutinised. Ingredients derived from the waste stream will also hold enormous potential.”
The other nine trends had no direct relationship to waste and recycling.