UK-Food-Drink-Trends-for-2017

2018 FOOD AND DRINK TRENDS

Market intelligence agency Mintel has predicted five trends set to take the food and drink market by storm over the next year, including “multisensory” and “scientifically engineered” products, in order to reflect changing consumer demands.

As discussed by Jenny Zegler, global food and drink analyst at Mintel, these include:

  • “Full disclosure – Consumers require complete and total transparency from food and drink companies”

Moving forward, Zegler says that consumers worldwide demand ”honest disclosures” about how, where, when and by whom food and drink is grown, harvested, made and/or sold. Recent scandals have resulted in widespread mistrust and the need for reassurance about the safety and trustworthiness of products, which also challenges manufacturers and retailers to make labels “clean” – transparent and easy to read.

  • Food and drink that provide nutrition, physical, or emotional benefits

As “hectic and stressful” modern life takes its toll, consumers are starting to invest more in self-care routines, with “flexible and balanced” diets an integral element. According to Zegler, this will reinforce the need for a “variety of formats, formulations and portion sizes of food and drink that present consumers with positive solutions—and treats—that can be incorporated into their customised and flexible definitions of health and wellness” – offering ingredients, products, and combinations of food and drink that provide nutrition, physical, or emotional benefits.

  • Focus on texture

Texture is, apparently, the latest tool to engage the senses and deliver “share-worthy experiences” – especially important for connecting with younger consumers. Companies need to consider the role that sound, feel and satisfaction plays in providing consumers with “tangible connections to the real world, as well as moments worth sharing either in-person or online.”

Technological advancements have already helped make “shopping as effortless as possible” – saving consumers both time and money. As they continue to sample a variety of channels and technologies, including home delivery, subscription services, and automatic replenishment, retailers need to “leverage technology to establish new levels of efficiency,” including customised recommendations, cross-category pairings, and other resourceful solutions that save consumers time, effort, and energy, suggests Zegler.

  • Personalisation

Technological advancements have already helped make “shopping as effortless as possible” – saving consumers both time and money. As they continue to sample a variety of channels and technologies, including home delivery, subscription services, and automatic replenishment, retailers need to “leverage technology to establish new levels of efficiency,” including customised recommendations, cross-category pairings, and other resourceful solutions that save consumers time, effort, and energy, suggests Zegler.

  • Focus on science and technology

According to Zegler, “technology is being used to engineer solutions for our stretched global food supply,” which can be seen as companies start to develop solutions to “replace traditional farms and factories with scientifically engineered ingredients and finished products.

“Technology could eventually be used to design food and drink that is inherently more nutritious, which could extend the consumer audience for scientifically engineered food and drink beyond environmentally conscious shoppers to reach consumers who are concerned about ingredient consistency, efficacy, and purity,” she added.

She concluded: “In 2018, Mintel foresees opportunities for manufacturers and retailers to help consumers regain trust in food and drink and to relieve stress through balanced diets, as well as memorable eating and drinking experiences.

“There also is an exciting new chapter dawning in which technology will help brands and retailers forge more personalised connections with shoppers, while enterprising companies are using scientific engineering to create an exciting new generation of sustainable food and drink.”

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