Mintel have released their global food and drink trends for 2023; “As the experts in what consumers want and why, Mintel is the trusted market intelligence partner to identify the upcoming trends in consumer behaviour, product innovation and marketing tactics that will impact the future of your business”.
We’ve taken a look and summarised some interesting points below!
Consumers are in need of food and drink formulations that help them endure heat waves, sub-zero temperatures and disastrous weather events…
Food and drink companies will need to develop product innovations that help consumers deal with the harsh effects of the planet’s more dangerous weather that we’re seeing more and more. Consumers will look for products that help their bodies withstand the varying temperature extremes from polar vortexes to heat waves
Food and drink innovations also will be called upon to deliver easy-to-use nutrition during catastrophic floods and other weather-related disasters. Japan is learning from the 2011 earthquake with more shelf-stable and long-life emergency food to help people be prepared.
Consumers will seek out ‘energy-saving’ products…
High energy costs are impacting consumers in 2022, creating an actual need for ways to save energy. Brands can share how food and drink use less energy to store or prepare - expect to see more microwaveable claims and air-fryer instructions because these appliances save energy compared with ovens. The genuine demand for energy savings now will drive appreciation for the benefits of having energy-efficient food and drink on hand during extreme weather.
With rising energy costs cold-chain storage could be at risk so more companies may look to make more shelf-stable formats such as the John West on the go tuna salads.
Consumers are demanding formulations that help them optimise their mental performance at work, home and play…
Nutrition will be a valued tool for cognitive health management that helps power people in their jobs, hobbies and leisure time. The next few years will see brands promoting the brain boosts available from familiar energising ingredients, such as caffeine, and plant-based ingredients like fruits, vegetables and legumes. More products will contain clinically proven nutrients that support cognitive and psychological functions such as magnesium, B vitamins and zinc.
Consumers value coffee’s mental energy boost but can express concerns about its health impact. Lower-caffeine coffee can communicate ‘sustained energy’ without over caffeination.
Looking forward, new research and patents related to the gut-brain axis will create opportunities to highlight how the digestive health benefits of pro-, pre- and post-biotics support cognitive health. This gives fibre-rich foods such as produce the potential to shine.
Clear and simple communication will be essential to connect with fatigued consumers…
Product communication will be streamlined to the essential selling points that matter most to brands and consumers - companies will concentrate advertising on basic benefits to make the most of budgets that are stretched by inflation and supply-chain issues. Meanwhile, consumers want to easily find products that fit their needs and save them money as the costs of living rise.
Access to so much information, especially via smartphones, has reversed the previous consumer interest in storytelling covered by Mintel’s 2018 Global Food and Drink Trends ‘Full Disclosure’ and 2016’s ‘Based on a True Story’. Going forward, consumers will look for brands that focus on their advantages on packaging—and save stories for websites, social media and marketing. Brands will shift the stories they want to tell about product origin, history and uses from packaging to social media, websites and other marketing
Products with clean designs that highlight natural ingredients and key health benefits will stand out to shoppers who feel too much information makes it harder to choose
As economies recover in the coming years, the consumer demand for low prices shown from 2022-23 will decrease. More room in household budgets will allow companies to substitute economy messaging for other benefits that are of interest to consumers, such as product versatility and environmental or ethical claims.