GLOBAL FOOD & DRINK TRENDS 2018 - Republica
GLOBALFOOD & DRINKTRENDS 2018
EDITOR’S NOTEMintel’s 2018 Global Food & Drink Trends are the resultof collaboration between 60 of Mintel’s expert analystsin more than a dozen countries around the world. Theseglobal conversations have led to the identification offive key trends that reflect overarching 2018 consumerthemes including trust, self-care, stress, individuality, andsustainability. Each of the trends has been chosen becauseit will have an impact on consumers, manufacturers, andretailers across Europe, the Middle East, Africa, AsiaPacific, and the Americas in 2018.Jenny ZeglerGlobal Food & Drink AnalystThe concepts are current but also incorporate elementsthat are evolutions of Mintel’s 2016 and 2017 GlobalFood & Drink Trend predictions, which continue to besignificant influences in many categories and countries.To showcase the relevance of the five future-looking trends,our analyst insights have been supported by evidencegathered from Mintel’s proprietary consumer research,innovative developments observed by Mintel’s expert teamof trend spotters, and international food and drink productscollected in Mintel Global New Products Database (GNPD).We look forward to engaging in meaningful conversationsto help you explore the potential these trends present foryour business.CONTENTS2Full Disclosure9Self-Fulfilling Practices18New Sensations26Preferential Treatment33Science FareBest wishes for the year ahead.1
FULLDISCLOSUREIn our new post-truth reality,consumers require completeand total transparency fromfood and drink companies.What’sHappeningin 2018?Many consumers around theworld lack trust in regulatorysystems, manufacturers,and even their fellowhumans. This compoundsa pre-existing warinessabout food and drinkbecause of product recalls,2scandals, and suspicionabout large companies. Theconvergence of skepticismextends and enhances theexisting consumer interestin the origins of food anddrink that has been present(in some markets) for thepast decade.French milk brand C’est qui lepatron?! (which translates to“Who’s the boss?!”) surveyed6,850 consumers online abouthalf a dozen criteria from farmgate price to packaging in orderto develop its product.3
Widespread distrust has increasedthe need for food and drinkmanufacturers to be forthcomingabout their ingredients, productionprocesses, and supply chains.Betterwith "Honest" ice creams are claimed to be the first farm-fresh traceable premium ice cream in Canada.The need for reassuranceabout the safety andtrustworthiness of food anddrink has led to increaseduse of natural, as well asethical and environmental,claims in global food anddrink launches. According toMintel Global New ProductsDatabase (GNPD), naturalproduct claims (which include4no additives/preservatives,organic and GMO-free)appeared on 29% of globalfood and drink launchesfrom September 2016 toAugust 2017, which is anincrease from 17% of globalfood and drink launches thatused natural claims fromSeptember 2006 to August2007. Similarly, ethical andenvironmental claims, suchas environmentally friendlypackaging as well as animaland human welfare claims,have risen to 22% of globalfood and drink introductionsbetween September 2016and August 2017 from just1% in the same period from2006-07.As shown by the growthin natural, ethical, andenvironmental claims,widespread distrust hasincreased the need for foodand drink manufacturers tobe forthcoming about theiringredients, productionprocesses, and supplychains. This places pressureon manufacturers to offerthorough and honestdisclosures about how,where, when, and by whomfood and drink is grown,harvested, made, and/or sold. Food and drinktransparency can takemany different directions,but the various claimsserve a singular purpose: tohelp consumers feel moreconfident about the safetyand purity of the food anddrink that they purchase.Namyang Agiggoya Mom's Cooking baby food from South Korea issaid to be scientifically designed by the company's baby expert andmade with selected ingredients, such as Korean rice or beef andpesticide-free vegetables.5
WhyConsumersWill BuyInto ThisClarity is required becausedistrust is rampant. A mereone in five Canadian adultstrust the health claimson food and/or beveragepackaging. Nearly half (45%)of Chinese grocery buyersaged 20-49 rank food safetyas a top three concernwhen choosing a specificsupermarket, hypermarketor online retailer. A lack ofhonesty can also damagetrust because 65% of Thai,64% of Australian, and 61%of Indonesian adults in majormetropolitan areas feelcheated when a companyis not clear about the highsugar content of its products,according to Mintel research.Transparency takes manyforms, with some consumerssimply interested in knowingwhere a product was made.Indeed, 70% of Italian, 66%of French, 58% of Spanish,56% of German, and 55%of Polish consumers aged16 are more likely to trust acompany if it manufacturesproducts within their owncountry. At the same time,ethical claims can be anexpectation in certaincategories as shown by the57% of UK adults who useand buy milk, milk drinks orcream and are more likelyto buy the products from abrand and/or supermarketthat spells out on pack how itsupports its farmers. Brandsalso can be built aroundorigin as shown by Nescafé’sArtesano line launched inColombia that celebratesthe heritage and farmers ofNescafé Artesano SantuarioRisralda was launched inColombia in 2017 and issupported by Nescafé Plan,which aims to improve thelivelihoods of farmers andtheir communities andassist with the sustainablemanagement of landscapes.(Source: www.facebook.com/NESCAFE.CO)6Santuario and other domesticcoffee-growing regions.More brands can followNescafe’s lead and link tolocal or domestic supplyor production as a way toreassure patriotic shoppers,while other brands canappeal to consumers whoare more focused on buyingproducts that are perceivedto have the most trustworthyor purist origins. Technologyalso can be used to reassureconsumers as shownby a Vietnamese mobileapplication, Te-Food, thatallows consumers to scanbarcodes or QR codes onpackages of pork to learnmore about the environmentand treatment of the pigs.Meanwhile, other consumersmight need to see actualproof, such as the 22% ofUS vegetable buyers whowould like to see more freshvegetables grown onstore premises.One in fiveCanadians trustthe health claimson food and/or beveragepackaging.Natural and ethical claims on global new foodand drink product launches are on the riseNaturalproduct claims(ie no additives/preservatives,organic, GMO-free)Ethical andenvironmental claims(ie environmentallyfriendly packaging,animal/human welfare)SEPT. 2006-AUG. 2007 17%SEPT. 2016-AUG. 2017 29%SEPT. 2006-AUG. 2007 1%SEPT. 2016-AUG. 2017 22%Source: Mintel Global New Products Database (GNPD)7
SELFFULFILLINGPRACTICESBudweiser haslaunched newpackaging thatidentifies the 12 USstates where thebeer is brewed.WhereNext?In addition to disclosingmore specific transparencydetails, the next wave ofclean label challengesmanufacturers and retailersto democratise transparencyand traceability so thatproducts are accessible toall consumers regardless ofhousehold income. Making8transparency attainable toall consumers reflects theprinciples of Mintel’s 2017Global Food & Drink Trend‘Balancing the Scales: Healthfor Everyone,’ which notedthat healthy food and drinkare not to be consideredluxuries. Similarly,transparency will soon beexpected as a claim that willbe affordable and accessibleto more consumers. Themarket is moving in thatdirection as e-commercegiant Amazon’s acquisitionof premium grocer WholeFoods Market has the goal ofmaking “high-quality, naturaland organic food affordablefor everyone,” according tothe company. Retailers alsohave an opportunity to sharemore information, whichcould appeal to the onequarter of Brazilian groceryretail shoppers who wouldlike to know more abouthow private label productsare made.As more consumers findmodern life to be hecticand stressful, flexibleand balanced dietswill become integralelements of selfcare routines.9
What’sHappeningin 2018?by consumers developingtheir own unique definitionsof healthy diets and lifestylesthat often include followingbalanced diets and allottingtime for relaxation.The frantic pace of modernlife, constant connectivity,pervasive distrust, andcontentious tones in politicsand the media have causedmany consumers to look forways to escape negativityin their lives. Many peoplewho feel overwhelmed arefocusing on “self-care,” orprioritising time and effortsdedicated to themselves.Approaches to personalwell-being vary by individual,but are increasingly markedThe challenge ofdetermining theelements of a healthydiet can contribute tonegativity and stressbecause consumersare bombarded withpotentially conflictingreports as to whichingredients arerecommended andwhich ones shouldbe avoided.Aversion to specificingredients is beingheightened as more cities,states, and countriesimplement mandates in orderto raise awareness about thepotential health impacts ofsugar, salt, and fat.10Verival Organic Pumpkin & TomatoPorridge is a savoury alternativeto traditional sweet porridgeavailable in Germany that is highin protein and made with wholevegetable pieces, herbs and spices.Consumers agree managing/releasing stressproperly is an important factor for a healthy lifestyle52%45%43%THAILANDAUSTRALIAINDONESIABase: internet users aged 18 in major metropolitan areas(1,301 in Thailand, 1,407 in Australia, and 1,192 in Indonesia)Source: APAC Metro Consumer Study 2017For example, French,Italian, and Spanishconsumers are as likely tobe actively reducing theirconsumption of or avoidingfatty foods as they are tobe reducing or avoidingsugary foods. Aversionto specific ingredients isbeing heightened as morecities, states, and countriesimplement taxes, labelling,and other mandates in orderto raise awareness aboutthe potential health impactsof sugar, salt, fat, or otheravoidable ingredients.Austria's Tranquini expanded its line of relaxation beverages with anon-carbonated flavoured water that contains extracts of green tea,lemon balm, chamomile, and lavender.11
Nature Dent Sugar Free Chewing Gumfrom Iran is made with a 100% naturalgum base and includes natural herbalextract for a formulation that is said torelieve stress.The often contradictoryadvice on what to avoidfinds many consumers moreinterested in what food anddrink offers instead of whatit lacks. This affirmationalapproach maintains theimportance of formulatingwith the natural and oftennutritional ingredients offruits, vegetables, grains,seeds, herbs, spices,botanicals, and other12plant-based ingredientsas noted in ‘Power to thePlants,’ one of Mintel’s2017 Global Food & DrinkTrends. Plants are just onecomponent of balanceddiets, with many consumerscreating personalised dietsthat also prioritise consumingsufficient protein, stayinghydrated, and allowingthemselves theoccasional treat.Permission to enjoy treats orsatisfy cravings is an integralaspect of self-care thatparticularly addresses thewidespread need for stressrelief. For example, Mintelresearch reveals that 52%of Thai, 45% of Australian,and 43% of Indonesian adultmetropolitan consumers saymanaging or releasing stressproperly is an importantfactor for a healthy lifestyle.Consumers seekingmore routine relief fromstress will change thedefinition of “permissibleindulgence” from the rarefeast to habitual betterfor-you treats.Consumers who are seekingmore routine relief fromstress will continue to changethe definition of “permissibleindulgence” from the rareover-the-top feast to morehabitual better-for-you andflavourful treats that areindispensable elements ofphysically and emotionallybalanced lifestyles.Innocent Raspberry, Cherry& Apple Morning Juice fromFrance is made with goji berriesand added vitamins B1, B2, B5,B6, a combination that is saidto reduce fatigue and stress tohelp consumers get a boost inthe morning.13
Häagen-Dazs Minis variety packfrom Singapore contains threeGreen Tea & Almond and two Mango& Raspberry 40ml ice cream bars forportion-controlled treats.When it comes to stressrelief, ‘Power to the Plants’ isonce again relevant becauseherbs, spices and botanicalscan be leveraged for theirtraditional connections withrelaxation. Chamomile,lavender and lemon balm arethe leading herbs and spicesused in global food and drinkwith relaxation propertieslaunched from September2016-August 2017. Plantbased ingredients also canbe consumed as treats untothemselves as shown bythe 57% of US fruitconsumers who eat fruitto satisfy cravings.Available in Japan, Meiji WhiteCafé GABA Coffee contains 28mgof the neurotransmitter GABA,which is often claimed to providemental balance and relaxation.WhyConsumersWill BuyInto This14Balance-minded consumersoften are willing to write theirown definitions of “healthy”based on occasion andneed-state. Two-thirds ofCanadians who eat sweetbaked goods agree that it isacceptable to occasionallyindulge regardless ofnutrition. Similarly, 41% ofUK snacking consumersagree that unhealthy snackssuch as those high in sugaror salt are fine as part ofa balanced diet. Chineseconsumers, meanwhile, areopen to either option whenit comes to dessert becausebetter-for-you ice creaminterests 85% of Chineseice cream consumers,while 76% are interested inindulgent offerings.57% of US fruitconsumers eat fruitto satisfy cravings.15
You’ve paid for it.Is it happening?Dr. Oetker has extended their globally successful mug cake line in Brazil to include savourymug snacks that provide consumers with snack-sized potions of popular indulgent recipes.WhereNext?In 2018, individualdefinitions of self-care andbalance will reinforce theneed for a variety of foodand drink products thatpresent consumers withpositive solutions that canbe incorporated into theircustomised and flexibledefinitions of health andwellness. This creates16openings in themarket for a variety offormats, formulations,and portion sizes offood and drink thatprovide consumerswith options that can fittheir individual diet planand their current—oraspirational—mood.Indeed, self-care-focussedconsumers will be lookingfor ingredients, products,and combinations thataddress nutritional, physical,or emotional benefits.Sargento Sweet Balanced Breaks isa line of snacks available in varioussweet-and-savoury combinationsthat offer protein and portioncontrolled calories.MINTEL FIELD SERVICES:The difference between thinking youknow and being sure.17
NEWSENSATIONSTexture is the latest tool toengage the senses and delivershare-worthy experiences.What’sHappeningin 2018?Encounters that appeal tomultiple senses can provideconsumers with escapesfrom the routine and stressof their lives, opportunities tomake memories, or generate“like-worthy” social mediaposts. Mintel’s 2016 GlobalFood & Drink Trend ‘EatWith Your Eyes’ observedthe potential for food anddrink to involve more ofthe senses through colour,shape, fragrance, and otherformulation elements. In2018, the sound, feel, andsatisfaction that textureprovides will become moreimportant to companies andconsumers alike.Of the various sensoryengaging propertiesidentified in ‘Eat WithYour Eyes,’ texture has aparticular opportunity tofollow the lead of colour,which has become a popularfeature in formulationsthat aim to allure moreof the senses. Food anddrink products have useda variety of ingredients,such as turmeric, matcha,and activated charcoal, toIn 2018, the sound, feel,and satisfaction that textureprovides will become moreimportant to companies andconsumers alike.1819
WhyConsumersWill BuyInto ThisNabisco Oreo honored USIndependence Day celebrations witha limited-edition chocolate Oreowith red and blue popping candyinside the cream.create vibrantly hued drinks,snacks, and other food thatattracts attention, especiallyon Instagram, Pinterest, andother image-centric media.Colour will continue to beimportant, but texture is thenext facet of formulation thatcan be leveraged to provideconsumers with interactive—and documentation-worthy—experiences.From chewy beveragesto complex formulationssuch as creamy ice creamwith crispy chunks, texturecan make products morecaptivating for consumers20who continue to seek foodand drink that is perceivedas fresh, functional, filling, orsimply fun. To align with thistrend, brands can emphasisethe qualities of existingproducts as evidenced bya South Korean ad for RitzCrackers that showcased thenoises made when openingand eating the crispy cracker.Texture also can be a keyelement for introductionssuch as the May 2017limited-edition FireworkOreo in the US thatcontained popping candyinside the cream of the iconicsandwich cookie.Texture is thenext facet offormulation thatcan be leveragedto provideconsumers nces.Asia is a model for thepotential of unexpectedapplications of texture infood and drink becausethe region hosts a range ofbeverages with pulp, tapiocapearls, and extra carbonationalong with food that alsoboasts innovative texturesthat might be unheard ofin other parts of the world.These innovations likelyinfluence the fact that manyChinese consumers areopen to a range of texturesacross categories. Just overhalf of Chinese consumersaged 20-49 who eat biscuitsor crackers identify layersof coating or filling as animportant quality of anindulgent biscuit. In addition,43% of Chinese 20-49-yearold ready-to-drink (RTD) teaconsumers are interested inRTD options with fruit bitsEuropean consumersare open to tryingfood and drink withunusual 2%Base: 2,000 internet users aged 16 Source: Mintel Reports 2017and one third of Chinese20-49 year olds say theirideal yogurt would havecereal, grains, or seeds.43% of Chinese 20-49-year-oldRTD tea consumers are interestedin options with fruit bits.21
The Boba Room was a pop-up exhibition in New York City in 2017 that provided multiplephotogenic rooms designed to provide visitors with the feeling that they were walkingthrough cups of bubble tea, a beverage that is emerging in popularity in the US.Although Asia is home tomany unexpected textureenhanced innovations,Europe has the largest shareof global food and drinklaunches with descriptions oftexture since January 2016,according to Mintel. Thesedetailed product descriptionscould be inspiring some ofthe 37% of Spanish, 36% ofPolish, 26% of French, and22% of German and Italianconsumers who are opento trying food and drink withunusual textures. Meanwhile,a quarter of UK consumerswould be interested inEurope has the largest share ofglobal food and drink launcheswith descriptions of texturesince January 2016.22carbonated soft drinks withadded texture such as pulp.In the Americas, three in10 Canadian adults whoeat sweet baked goods areinterested in cookie and chiphybrids and 11% of juicedrinking Brazilians say juicesmixed with seeds/grains,including linseed or chia, arean important factor whenchoosing juices. Companiesalso are developing texturedinnovations, such as YoplaitDisfruta, a range of yogurtdrinks with natural fruitchunks introduced in Mexicothat are packaged insee-through bottles toallow consumersto “see theflavours.”Taberu MangoFlavoured CrispySeaweed Snack fromThaliand is said tobe a healthy snackmade with seaweedand crisped rice foradditional crunch.23
In 2018, more productscan be developed withcombinations of texturesthat surprise and delightconsumers. As withcolour, more companieshave the opportunity toadd texture via naturalingredients, such as thepulp of fruit or vegetables,the tingle of spicy peppers,or carbonation resultingfrom fermentation as withkombucha. Productionprocesses also can beIn particular, food and drinkdesigned with additionaltextures has the potential toengage younger iGenerationconsumers who are hungryfor experiences. Theseteens and young adults(ranging in age from 10 to27 in 2018, depending onthe region), have grownup with technology, whichhas made interactivity anddocumentation indispensableparts of everyday life. Teenswere the target for theAustralian launch ofCoca-Cola’s carbonatedsoft drinks Fanta Jelly thatinstructed consumers to“shake the can; wake thewobble” and Fanta SourTingle, which promisesto awaken taste budswith its tangy flavour. Thequest for experiencesprovides opportunities forFanta Sour Tingle Berry Flavour Drink waslaunched in Australia in 2017 and is said "tobe bursting with extreme sourness."24The entire successof your product is downto in-store delivery andit’s the one thing that’sout of your control.utilised to enhance orinnovate around texture,such as freeze-drying fruitfor snacking or twice-bakingsalty snacks.WhereNext?Pepsi Strong 5.0 GV Cola Drinkwas relaunched in Japan with richflavour, the highest carbonationto provide a strong and refreshingsensation and high levels ofcaffeine.multisensory food and drinkthat uses unexpected textureto provide the iGeneration—as well as consumers ofall ages—with tangibleconnections to the realworld as well as momentsworth sharing either inperson or online.MINTEL FIELD SERVICES:Point-of-purchasemeasurement and analysis25
PREFERENTIALTREATMENTA new era inpersonalisationis dawning due tothe expansion ofonline and mobilefood shopping.26What’sHappeningin 2018?35% of UKonline groceryshoppers saythe ability to addproductsto their groceryorder throughvoice commandtechnology isappealing.Motivated by the potential tosave time and ideally money,consumers are samplinga variety of channels andtechnologies when shoppingfor food and drink. Thelatest evolutions in shoppingoffer consumersprompt and affordabledelivery, a curatedadventure courtesy ofsubscription services,ease of automaticreplenishment,and simplicity ofsynchronisation withsmart home devices.Busy consumers aredrawn to e-commercesites, mobile apps,voice control, andother online and mobileoptions because they areadvantageous to their busyschedules and potentiallytheir budgets. For example,65% of Chinese consumersaged 20-49 now use theirmobile phone more than adesktop or laptop for onlinegrocery shopping, which issignificant given that 77%have shopped at onlinegrocers for home delivery.Amazon launched a range ofprivate label products in 2017under the Happy Belly andWickedly Prime brands, offeringexclusive brands for onlinegrocery shoppers.27
The adoption of voice-enabledsmart home accessories, such asAmazon Echo, makes it easier toadd items to shopping lists.technology to establishnew levels of efficiency,such as customisedrecommendations, crosscategory pairings, andresourceful solutions thatsave consumers time, effort,and energy.As technology helps to makeshopping as effortless aspossible, an era of targettedpromotions and productsis emerging. The adoptionof voice-enabled smarthome accessories, such asAmazon Echo or GoogleHome, will make it easier toadd items to shopping lists,a feature of interest to the35% of UK online groceryshoppers who, accordingto Mintel, agree the abilityto add products to theirgrocery order through voicecommand technology isappealing. On the supplierside, brands, companies,and retailers can leverageAs technology helps to makeshopping as effortless as possible,an era of targeted promotions andproducts is emerging.28Beyond convenience,technology will offer newpossibilities for personalisedrecommendations ofproducts and individuallytargetted promotions. Forexample, The Coca-ColaCompany has developeda smart vending machinethat enables personalisedoffers and mobile purchases.Chinese e-commercecompany Alibaba introducedClick-and-collect services, such as Walmart pick-up, are advantageous to consumers’ busyschedules and potentially their budgets.physical Hema marketswhere shoppers must usea mobile app that providesefficient and personalisedshopping experiences.Meanwhile, e-commercegiant Amazon’s acquisition ofWhole Foods Market and apartnership between Walmartand Google will likely provideconsumers with targettedpromotions, suggestions, andinnovations that capitaliseon online, as well as offline,shopping behaviours. Bycombining consumer insightson purchases, as well asother online activities,companies and retailers cantarget individuals based ontheir habits and preferencesboth in the store and online.Walmart announced a partnershipwith Google to offer hundredsof thousands of items for voiceshopping via Google Assistant.29
WhyConsumersWill BuyInto ThisThe personalisation madepossible by new technologiescould draw in moreconsumers. In particular,three in 10 Brazilians agreethat loyalty programmes thatgive personalised rewardsbased on their interestsare appealing. Braziliansupermarket chain GrupoPão de Açúcar has launchedan app called Meu Desconto(“My Discount”) that providescustomised promotions frombrands for members of thestore’s loyalty programme.The retailer has plans toupgrade the app to includestore maps and virtualqueues that allow consumersto schedule a time to go tothe cashier.Motivated by the potential to save time and money, mealkit subscription services, such as Hello Fresh and BlueApron, offer consumers a curated adventure.Supermarket chain Grupo Pao de Acucar has launched a new app called Meu Desconto (or “MyDiscount”) that offers loyalty programme members customised promotions based on their shoppinghabits. (Source: iTunes App Store)30Retailer apps could beused to improve in-storeselection and displays formore efficient shoppingexperiences. Leveragingsuch insights could appealto the 39% of Canadiangrocery shoppers whoagree that supermarketsshould organise food bymeal occasion. Retailersand brands can also targetconsumers with recipesuggestions that complementshopping lists, a quality thatcould appeal to the 36%of US consumers who sayplanning meals and eatingoccasions consumes moreof their time and energy thanthey would prefer.36% ofAmericans sayplanning mealsconsumes moretime and energythan they wouldprefer.31
SCIENCEFAREWhereNext?The rapid expansion inthe variety of food anddrink retail channelswill fuel the opportunityfor recommendations,promotions, and productinnovations based onactual consumer behaviourpatterns. While this offersopportunity, it also couldcompromise brand discoveryand endanger brand loyaltybecause custom offers mightprioritise benefit, such asconvenience, value, or time,over brand. This presentsa challenge to well-knownbrands while also creatingan opening for upstarts,such as US e-commerce siteBrandless, which offers arange of private label food,drink, and household goodsfor a universal price of 3each. Companies also couldtempt consumers by creatingproducts, suggestingcombinations of goodsand other options acrossconsumer categories thatalign with online and offline32Brandless is an online-only grocery store in the US that provides highquality food and products priced at 3 each.behaviours. This new eraof plentiful places to shopwill pressure all brands tobe more relevant, efficientand/or affordable in order toretain customers.Three in 10Brazilians areinterestedin loyaltyprogrammes thatgive personalisedrewards based oninterests.
Technology is being used toengineer solutions for ourstretched global food supply.What’sHappeningin 2018?A technological revolution isplaying out in manufacturingas some forward-lookingcompanies are developingsolutions to replacetraditional farms andfactories with scientificallyengineered ingredientsand finished products.Enterprising companies arebuilding on advancementsin technology, includingstem cell cultures and 3Dprinting, to replicate naturein controlled environments.as those made by GeneralMills, Tyson, Cargill, Unilever,and tech billionaire BillGates, have hastened thepace of development andDevelopments that engineerfood and drink staplessuch as laboratory-grownmeat and animal-free dairyhave grabbed headlines inthe last five years, but theresulting products are oftenexpensive and some are stillyears away from widespreadcommercial availability.However, investments, suchavailability of scientificallyengineered food and drink.In 2017, 26% of Spanish,13% of Polish, 11%of French, 9% ofItalian, and 8% ofGerman consumersaged 16 agree thatlab-grown, cultured,or synthetic meatappeals to them.Pioneering productsmay encourageconsumers to think differentlyabout how scientificallyengineered products couldbenefit the traditional foodand drink supply, especiallythe potential to alleviatesome of the pressure that ourglobal food supply is under.Forward-looking companiesare raising awareness byputting their products intoperspective compared withthe traditional food and drinksupply chain. US companyBeyond Meat’s prepared meal is made with plant-based chickenand states that when buying the product, the consumer is saidto be “lending Mother Nature a helping hand and positivelyimpacting climate change by conserving water, energy, and land.European consumers find lab-grown,cultured, or synthetic meat appealingBased in the US, Memphis Meats hascreated lab-grown meatballs as well ascultured chicken and duck prototypesgrown from stem cells, with an aim tolaunch in e: 2,000 internet users aged 16 Source: Mintel Reports 20173435
Beyond Meat notes thatwhen consumers purchaseits prepared meals, whichare produced in partnershipwith General Mills, “theconsumer is lending MotherNature a helping hand andpositively impacting climatechange by conserving water,energy and land.” Fellowplant-based meat companyImpossible Foods gets morespecific, defining that itsplant-based burger uses95% less land, 74% lesswater, and creates 87% lessgreenhouse gas emissionsthan the current meatsupply chain.WhyConsumersWill BuyInto ThisScientifically engineered foodand drink will initially attractconsumers who are worriedabout the environment andare taking steps to be moreeco-conscious. Six in 10UK adults who buy bottledwater would stop buyingwater that was harmingthe source area’s naturalresources. Meanwhile,around 20% of Indonesianand Thai consumers, andjust
claims in global food and drink launches. According to Mintel Global New Products Database (GNPD), natural product claims (which include no additives/preservatives, organic and GMO-free) appeared on 29% of global food and drink launches from September 2016 to August 2017, which is an increase from 17% of global food and drink launches that
FOOD & DRINK TRENDS 2016 Mintel's team of global food and drink expert analysts have identified and analysed 12 key trends set to impact the global food and drink market in 2016. Our global team of expert food and drink analysts draw on the full range of Mintel products, to give you granular detail on the markets that matter to you.
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