Mintel has released three key trends for the global food, drink and foodservice industries, for 2021.
Associate Director of Mintel Food & Drink, Alex Beckett discusses how shifts in consumer behaviour related to wellbeing, value and identity will inspire formulation, packaging, marketing.
Feed the Mind
Mintel suggests that after the singular focus of Covid-19 fades, people will make more serious commitments to reduce the health risks associated with unhealthy eating.
“The Covid-19 global pandemic has made consumers recognise that wellbeing is a vital concern. In the coming years, consumers will be looking for more products and services that offer mental and emotional health benefits.
“Functional formulations and emotionally engaging multisensory products will help food, drink and foodservice brands command a larger share among a myriad of mental and emotional health options.
“We predict that innovative food and drink formulations will help people learn how diet can impact mental and emotional health, which will lead to new interest in psychology-based approaches to healthy eating.”
Mintel says that over the next five years and beyond, brands and operators that invest in seamless retail and equitable access to healthy food will come out on top.
“When it comes to value, pandemic-shocked consumers are seeking a return to what is essential. Consumers are now focused on minimal consumption and getting the best returns from their purchases.
“The focus on getting the best value for one’s money will motivate brands to be more transparent about product price by providing details about the ingredients, processes, and people that are reflected in a product’s price.”
United by Foo
Mintel says to expect to see social commerce develop as a new way for brands to capitalise on building communities that will, in turn, give brands actionable ways to give back and use their resources, reputation, and reach to help consumers take action on important causes.
“Food, drink and foodservice brands can take advantage of their positions as common interests and passions to which consumers can tie their identities and actively bring individual fans together.
“Bound by the brand(s) they have in common; communities will expand people’s social circles and introduce collective ways to make a difference.”