Moderation and Avoidance, 2020 Update – Empowering Consumers to limit or avoid Specific Ingredients, or Products; by Choice or Necessity

"Moderation and Avoidance, 2020 Update", explores how FMCG brands can help consumers to limit or avoid specific products or ingredients.

The Moderation & Avoidance trends is centered on reducing or cutting certain ingredients or products. These moderated or avoided items can be categorized as villains, vices, or impurities. Consumers amend their diets or shopping habits for a number of reasons, such as health and wellness, ethics, stress, or social pressure.


– Consumers generally find positively worded claims more appealing and this should inform a brand's product positioning for new launches.

– Consumers want their products to have a health halo and the three most avoided ingredients by consumers are sugar, fat, and salt.

– Awareness and information access are major factors, as 54% of the global population pay high or very high attention to what ingredients are in food/drink products.

– Stressors, such as a global pandemic, are a key driver of this trend, as they can lead consumers either to restrict their diet more or indulge less.

Reasons to buy

– Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

– Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

– Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Table of Contents

Table of Contents

Trend Snapshot

Trend Analysis





Future Implications



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