Mintel announces food, drink trends for the next decade

27 December 2019


mintel

Mintel has announced three key trends that will shape the global food, drink, and foodservice industries over the next 10 years.

Change, Incorporated: Expect to see consumers further prioritise plants in their diets, with the planet’s health in mind as much as their own. From beer made from rejected cereal pieces to containers made from organic mushroom waste, food waste will lead the way for more sustainable consumption and innovation.

“In the next decade, consumers will be hungry for leadership and demonstrable change on environmental issues, ethical business practices, public health, and other important causes,” said Alex Beckett, associate director, Mintel Food & Drink. “Consumers will reward brands that take action and improve important societal issues. The companies that will win in the next 10 years will be those that fuel the new era of conscious consumption. Tomorrow’s conscious consumers will be looking for eco-friendly packaging and products, while also seeking guidance on how to make their diets more sustainable.”

Smart Diets: Consumers will gain a better understanding of what makes them unique using health testing services, artificial intelligence-enabled apps, and increased personal data collection. Meanwhile, with consumers expected to live longer, many will want to learn how their diet can benefit long-term cognitive health.

High-Tech Harvests: Following in the footsteps of molecular whiskey, expect to see brands use science and technology to create new products, shorten production time, and confirm trustworthiness. Meanwhile, new ingredient growing regions, such as those in Africa and India, and agricultural innovations, including floating farms, will emerge to tackle global food insecurity.

“Science will interlace with the food supply chain to boost yields and combat climate change. Celebrating the sustainable, health, and cost benefits of lab-grown food will be crucial in educating consumers about nature-identical alternatives. But the food and drink industry will be compelled to elevate the role of nature, and humans, in the storytelling of these new, modern solutions,” said Beckett.


Published by IFT on December 10, 2019
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