Looking ahead to 2016, Mintel Global Food and Drink Analyst Jenny Zegler discusses the top food and drink trends set to impact global markets, including implications for both consumers and brands in the year ahead.
Alternatives Everywhere
βVeggie burgers and non-dairy milks have escaped the realm of substitutes primarily for people with dietary concerns and followers of vegetarian diets. Instead, the growing ranks of novel protein sources and potential replacements appeal to the everyday consumer, foreshadowing a profoundly changed marketplace in which what was formerly βalternativeβ could take over the mainstream.β
Artificial: Public Enemy No. 1
βConsumer demands for natural and βless processedβ food and drink are forcing companies to remove artificial ingredients. Products that have yet to do so will face scrutiny β or worse β from consumers who are looking for natural formulations with recognizable ingredients.β
Eco is the New Reality
βDrought, worries about food waste and other natural phenomena not only affect the worldwide food and drink supply, but influence preparation and production. In 2016, sustainability evolves from being good for the bottom line to being a necessary part of new product development for the common good.β
From the Inside-Out
βAs the adage goes with beauty, βItβs whatβs on the inside that counts.' Consumers are recognizing that diets can connect with the way they look and feel. This places new emphasis on packaged products that are formulated to help peopleβs physical appearance as well as their personal wellness, creating a market for products enhanced with everything from collagen to probiotics.β
For Every Body
βFor many, fitness is simply about becoming more active. The rising promotion of athletic programs that encourage consumers to get and stay active showcases a parallel need for food and drink that helps consumers get acquainted with sports nutrition. This creates an opportunity for communication and product ranges that progress alongside peopleβs activity levels and goals.β
Based on a True Story
βConsumers have been romanced by product origin, ingredients or inspiration stories. With similar claims made by legitimately hand-crafted as well as mass-produced products, this proliferation β and occasional propagation β will find consumers and regulators alike seeking products with verified claims.β
e-Revolution: From Carts to Clicks
βOnline shopping, apps and delivery services are transforming consumersβ access to deals, niche offerings and even full meals. While the internet has not yet vastly changed the landscape of grocery shopping, innovations encourage consumers to think outside traditional physical retailers.β
Diet by DNA
βInterest in natural and βgetting back to basicsβ has boosted ancient grains and superfoods, fostering a principle that age-old staples are better than todayβs manufactured options. Interest in historical ingredients suggests that consumers could make efforts to unlock the keys to their personal physiology and design diets by connecting with their own ancestry or genetic make-up.β
Good Enough to Tweet
βThe rise of food-centric media has sparked new interest in cooking, not only for the sake of nourishment, but for the purposes of sharing oneβs creations via social media. This finds people taking divergent paths: some hope to become well-rounded enough to compete on popular television programs, while others privately cultivate specialties ranging from cupcakes to curries. Either way, people are cooking to share with friends and social media followers.β
Table for One
βAcross age groups, more consumers are living in single-person households or occasionally eating meals alone. These meals for one require right-sized products and packaging as well as promotions that further erode any stigma of dining solo.β
Fat Sheds Stigma
βConsumersβ negative stereotype that any and all fat content is evil has begun to diminish. The awareness of the many sources of good and bad fats is ushering in a paradigm shift in which fat content is not the first and foremost consideration β and barrier β in the search for healthy products.β
Eat with Your Eyes
βFlavor has long been the core of innovation, but more visual and share-focused societies call for innovation that is boldly colored and artfully constructed. Finding inspiration in global foodservice offerings, brands can experiment with vibrant colors and novel shapes to make packaged products worthy of consumer praise and social media posts.β
βThese trends explore how consumersβ evolving priorities, opportunities from advancements in functional formulation and the almost inescapable reach of technology will affect food and drink in the coming year. Consumers are not the only influencers, as shifting economics, natural phenomena and social media are shaping what, how, where and with whom consumers are choosing to eat and drink,β said Jenny Zegler, Global Food and Drink Analyst at Mintel. βThe trends will play out differently across the world based upon a variety of factors, including cultural norms, regional availability and societal needs. In some cases, established trends from one area are migrating to new regions, while a few emerging trends have the potential to disrupt the worldwide landscape.β
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