engage your senses

Market environment and trends

The world is under pressure from ongoing political, policy and economic uncertainties. World economic growth is predicted to be 3-4%, with China and India offering the highest growth in the range of 6-7%. Predictions for other high growth markets in Asia and Latin America are in the range of low single-digit growth. Mature markets are also expected to deliver low single-digit growth, with a slightly higher growth rate at present in the USA.

Global megatrends will continue to influence our society and consequently the flavour and fragrance industry. Against this backdrop, the increase of the global population, rising life expectancy and ongoing urbanisation will continue to drive demand for personal hygiene and fragranced products, as well as convenience food and beverages.

Givaudan is in a strong position to create consumer preferred flavours and fragrances that grow our customers’ brands and bring about shared success as we move forward on the road to our 2020 ambition.

Megatrends

Local taste preferences and consumer behaviours influence our industry, but certain trends affect the demand for products and services in which flavours and fragrances are used. We have identified three key megatrends:

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Growing customer base
Living longer and more responsibly
Our increasing digital world

Market trend: Growing customer base

Growing customer base

The world’s population is to rise by 2020 to an estimated 7.7 billion, with 55% living in cities. In a complex and volatile world, we see growth for our industry in Africa and Asia, increased relevance for local and regional companies in emerging markets, and more demand for convenience products.

Growth in flavours will come mostly from high growth markets, where local and regional brands are gaining relevance with consumers. In the fragrance industry, an evolution in retailing is being seen with the development of speciality retailers and the growth of e-commerce. Local brands are also quickly gaining more relevance with consumers, and innovation is moving at a faster pace. 

Market trend: Living longer and more responsibly

Living longer and more responsibly

Consumers are more aware of healthier products and are questioning labels, and transparency is a growing expectation. The sustainability agenda continues to gain momentum and people are concerned about the environment and want to identify with companies taking a lead.

In flavours, it means the role of food is changing with a focus on health and well-being, a growing popularity for functional foods, and an increased demand for healthier products. For fragrances, this megatrend will mean strong demand for cosmetic products in high growth markets, and significant growth in the cosmetics market where the ageing population seeks to look beautiful for longer.

Market trend: Our increasing digital world  

Our increasing digital world

We live in an increasingly interconnected world, and this is the third megatrend that is shaping the future. About 40% of the world’s population uses the internet, and two-thirds of these users are in the developing world. Increased digitalisation is driving big data, which can be used to understand consumers’ habits and preferences more fully and can lead to changes in offerings to customers. Consumers also have easier access to information, and social media is changing the way knowledge is shared.

For the food and beverage industry, this trend also means increased consumer empowerment and a desire for transparency and authenticity as customers move towards more natural and clean label products. In fragrances, consumers are empowered in seeking more knowledge about what is in their products and can ‘vote with a click’, and bloggers have a growing role in shaping fine fragrances, beauty care and cosmetics.