Five trends are shaping innovation in the consumer goods market.

1. Consumers are becoming more conscious of consumption, so companies must attempt to be sustainable and deploy ethical sourcing practices. Adopting these practices helps develop brand loyalty, but there is the risk that rising inflationary pressures will weaken this.

2. Companies that successfully embrace digital transformation will be well-positioned to rise to the consumer's demands of convenience, flexibility and speed of purchase.

3. Personalised health and wellness products that meet specific health needs are in demand. Buzzwords such as plant-based, free-from, organic, clean, natural, non-GMO, vegan, allergen-free, low sugar, whole grain, superfood, and probiotic are all used to attract health-conscious consumers.

4. Everyone wants to feel special and unique. AI and other technologies will help drive this personalisation by offering custom options to suit individual tastes and needs. For example, Samsung's Bespoke Home lineup of kitchen appliances includes a refrigerator with panels that can be customised with artwork or family photographs.

5. The rise and rise of influencer marketing means that brands collaborate with on-trend influencers to reach new audiences and develop brand loyalty. The global influencer marketing market is expected to reach US$91 billion by 2030, rising at a compound annual growth rate (CAGR) of 26.7%, according to a report by Market Research Future. Just choose your influencer carefully and have a plan to deal with any crisis should this go wrong!