Professional Documents
Culture Documents
TRENDS 2017
GLOBAL
BIG ON DATA. HUGE ON INSIGHT.
Mintel Food & Drink is the expert led
Market Intelligence solution for the industry.
Jenny Zegler
Global Food &
Drink Analyst
— 01 —
IN TRADITION
WE TRUST
Consumers seek comfort from modernised updates
of age-old formulations, flavours and formats.
EUROPEAN APPEAL OF
AUTHENTIC FLAVOURS
SUCH AS MADAGASCAN
VANILLA AND MEXICAN
CHIPOTLE, 2016
37% 36% 35%
French Polish Spanish
Source: Mintel Reports consumers consumers consumers
— 02 —
Paper Boat offers traditional Indian drink recipes in grab-and-go packaging with nostalgic graphics and illustrations.
WHY CONSUMERS
WILL BUY INTO THIS
Mintel research reveals
that tradition influences the
67% of Chinese adults aged
Not all tradition has to
come from a personal
connection, though. Some
Yet, products can also
offer twists on tradition to
consumers. In the UK, 29%
67%
20-49 who have bought consumers are willing of adults who have recently
of Chinese
breakfast food in the last to let the product tell its eaten or are interested in breakfast
three months and prefer story, such as the 18% of trying ethnic food would
to eat familiar Chinese US adults who prepare be interested in products
purchasers
breakfast soups, congees, international packaged food to create fusion dishes aged 20-49
wontons and noodles rather or meal kits and say it is or meals, such as a mix
than newer Chinese or important for at-home kits of Chinese and Indian
prefer to eat
Western options. Similarly, to have an on-pack history cuisines, according to familiar Chinese
according to Mintel, 25% of of the food. The links to the Mintel. Meanwhile, Mintel
Brazilian adults who have truth can also come from research reveals 39% of
breakfast
recently cooked say they authentic flavours, such Canadian adults agree that soups, congees,
tend to make traditional as Madagascan vanilla or fusion dishes that combine
family recipes, such as Mexican chipotle, which, two or more different types
wontons and
their grandmother’s or according to Mintel, appeal of ethnic items or ingredients noodles rather
mother’s recipes. to 37% of French adults, are authentic, which
36% of Polish adults and provides a basis to expand
than newer
35% of Spanish adults. on familiar recipes. Chinese or
Western options.
— 03 —
WHERE NEXT?
In 2017, leveraging tried- In Peru, the Danlac milk according to Mintel GNPD,
and-tested formulations, brand communicated there was a 269% increase
flavours and formats will its purity by reviving the in global food and drink
lead to more accessible tradition of milkmen to launches describing their
innovations that lower sell Danlac in Lima’s products as “ancient”
the risk of investment for supermarkets. Meanwhile, between September
consumers of all income Tiger Beer introduced a 2010 – August 2011 and
levels. Tradition and video series designed to September 2015 – August
affordability are linked in increase pride and passion 2016. These “ancient”
a restaurant in Moscow in Singapore’s street food products include ancient
named Po-Russki (The culture by showcasing the grains, but also ancient
Russian Way) that offers hard work that goes into recipes, practices and
authentic Russian cuisine, creating the food. traditions. Thus,
such as “herring in a fur the present finds rich
coat” salad and chicken In the future, more potential in ingredients,
Kiev, at inexpensive prices. products will specifically recipes and marketing that To emphasise the purity
link with the past in order revive the past. of its brand, Peru’s
Brands can also take to encourage trust among Danlac milk employs
advantage of the interest in consumers. This includes seniors in supermarkets
tradition through marketing. going way back in time: to serve as milkmen.
Emerging (still on the fringe or front end) Mainstreaming (gaining wider traction) Established (hitting a plateau)
LOW ACTIVITY HIGH ACTIVITY LOW ACTIVITY HIGH ACTIVITY LOW ACTIVITY HIGH ACTIVITY
— 04 —
POWER TO
THE PLANTS
The preference for natural, simple and flexible
diets will drive further expansion of vegetarian,
vegan and other plant-focused formulations.
— 05 —
WHY CONSUMERS
WILL BUY INTO THIS
Many consumers already or other dishes rather than
place a personal emphasis eating vegetables on their
on plants within their health own. Likewise, 24% of
and wellness goals. When Polish adults would rather
it comes to eating healthily, not eat fruit on its own and
according to Mintel, 55% instead prefer to consume
of UK adults include plenty it in smoothies or other
of vegetables in meals and formats. Some consumers
24% incorporate superfood also are seeking plants in
ingredients. Similarly, 35% new categories, such as
of Chinese adults aged the 17% of Brazilian adults
20-49 who are hoping who agree that there is a
to achieve a healthy diet lack of vegetable-based
choose vegetarian food alternatives to popular
and 14% look for products animal-based ingredients,
with superfood ingredients. such as soy or rice milk to
Meanwhile, 30% of US substitute cow’s milk.
adults who purchase
vegetables are trying to eat In the future, plants
a more plant-based diet. will move from the
perimeter of the store and
Mintel finds other appear in more innovative
consumers are looking and health-oriented
for convenient ways to applications for products in
reach their recommended the centre of the store. For
daily intake of fruits and example, Mintel research
vegetables, including finds 26% of Canadian
44% of Polish adults who adults are interested in
prefer to eat vegetables formulations that add
incorporated into a soup vegetables to noodles.
September 2010 –
August 2011
September 2015 –
August 2016
25% increase 257% increase
Source: Mintel GNPD
— 06 —
WHERE NEXT?
In 2017, the priority Technology will also play a texture preferences,
for plants will drive an part, both to ensure there is leading to products such
acceleration in new ample supply of plants and as Not Milk, which is made
products and marketing to create plant-enhanced with almonds, peas, rice,
that casts plants in foods that deliver on nuts, linseed, coconut
starring roles. Plant-based taste, which is especially and vanilla.
innovations provide new important for the flexitarian
directions for existing audience. The Chilean
products or categories, as start-up Not Company, for
is the case with botanical- example, uses artificial
based, non-alcoholic intelligence to develop
distilled spirit Seedlip in plant-based alternatives to
the UK. The spotlight on animal products including
plants also can be playful, milk, mayonnaise, Chilean start-up Not
as shown in Brazilian yogurt and cheese. Company employs
retailer Hortifruti’s Netflix The company’s artificial artificial intelligence to
parodies starring fruits and intelligence algorithm is formulate plant-based
vegetables such as the said to understand food alternatives, such as the
“House of Cards” parody at a molecular level as non-dairy Not Milk.
“House of Carrots”. well as human taste and
Emerging (still on the fringe or front end) Mainstreaming (gaining wider traction) Established (hitting a plateau)
LOW ACTIVITY HIGH ACTIVITY LOW ACTIVITY HIGH ACTIVITY LOW ACTIVITY HIGH ACTIVITY
— 07 —
WASTE NOT
The focus of sustainability zeros in on
eliminating food waste.
— 08 —
EUROPEAN CONSUMERS WHO CLAIM NOT TO TAKE ADVANTAGE
OF SPECIAL OFFERS TO AVOID THROWING THINGS AWAY, 2016
51%
of US adults who purchase
vegetables are open to buying
less-than-perfect vegetables, The packaging for Italian
— 09 —
WHERE NEXT?
In 2017, the stigma acceptance of misshapen by-products of juicing, presented by food waste
associated with imperfect fruits and vegetables. For canning and other will lead to a wealth of
produce will begin to fade. example, Brazilian start-up production processes. solutions for across a range
The pace may quicken if Fruta Imperfeita provides of industries.
more research supports a home delivery of fruits and Not all waste has to be
US study that found that vegetables that are “not edible in order to be useful:
apples with blemishes are good-looking enough” to be production waste can have UK brand Snact. makes its
higher in antioxidants than sold at retail. an advantageous afterlife 100% fruit snack with “ugly”
non-blemished apples. as compost, material for fruit that would otherwise
Positive publicity about ugly In addition to changing plant-based packaging or be thrown away.
produce could also lead to attitudes toward waste, power sources for hospitals
more special events like there is an opportunity and homes. Additional
the Feed the City event in to innovate with materials engineering can also create
Belfast, Northern Ireland that would otherwise new uses for food waste,
where visitors were able have been discarded. In such as the sustainable
to enjoy a range of wonky 2017, more attention will building material made
produce during the height be given to innovations from mushrooms and
of harvest. Services that that commercialise edible other waste created by
offer convenience can also food waste including the Indonesia’s Mycotech. In
play a part in improving previously discarded the future the advantages
Emerging (still on the fringe or front end) Mainstreaming (gaining wider traction) Established (hitting a plateau)
LOW ACTIVITY HIGH ACTIVITY LOW ACTIVITY HIGH ACTIVITY LOW ACTIVITY HIGH ACTIVITY
— 10 —
TIME IS OF
THE ESSENCE
The time investments required for products
and meals will become as influential as
nutrition or ingredient claims.
— 11 —
WHY CONSUMERS WILL BUY INTO THIS
The quest for balance see more ready
is reflected in consumer meals designed for the
priorities that can vary breakfast occasion.
by time of day, but is Likewise, breakfast
especially important in the products that require
morning. Mintel research little or no preparation
finds that in China, 42% of are important to 30% of
adults aged 20-49 who eat Canadian adults who have
ready meals would like to recently eaten breakfast.
— 12 —
WHERE NEXT?
In 2017, the priority for or consume, but are also to be nutritious, filling and expanded from the US
food, drink and retail healthy, will find their way or functional. For those into the UK, Germany and
solutions that save time will into more homes. who are extremely short Austria. Apps are another
be to call on companies to of time in the morning, platform that can help
make explicit time-related A small segment of Go Cubes are gummy consumers streamline
claims. Rather than general consumers already coffee bites made with real tasks. In Argentina, smart
promises of products that take efficiency to new cold-brew coffee. Even TV owners can queue up
are “fast” or “slow”, the heights by using so-called biohacking pioneer Soylent chef tutorials for more than
expectation for efficiency “biohacking” food and announced an expansion 100 quick and easy-to-
will lead to specific claims, drink, such as complete into a ready-to-drink coffee make recipes. Meanwhile,
such as fresh produce nutrition drinks Soylent in drink and a snack bar. Nespresso’s app-controlled
delivered in less than the US and Huel in the UK. smart brewing machine
an hour, as is offered in While most consumers Brands also can address Prodigio that is available in
Barcelona by Unplis, or a are unwilling to replace the desire to shorten Singapore, allows users to
South Korean yogurt, Maeil too many meals with the time spent planning start brewing remotely and
Bio, that is fermented for nutritionally dense drinks, and shopping by offering to receive notifications on
eight hours and aged for some may be willing to internet-connected their mobile phone when
24 hours. Products that substitute the occasional solutions, such as the the coffee is ready.
share how long they will snack or meal with Amazon Dash branded
take to receive, prepare products that are designed buttons that have
Emerging (still on the fringe or front end) Mainstreaming (gaining wider traction) Established (hitting a plateau)
LOW ACTIVITY HIGH ACTIVITY LOW ACTIVITY HIGH ACTIVITY LOW ACTIVITY HIGH ACTIVITY
— 13 —
THE
NIGHT SHIFT
Evening is tapped as a new occasion for
functional food and drink formulations.
— 14 —
Touted as relaxation tools, colouring books for adults have become bestsellers around the world.
HOW
CONSUMERS
DEAL WITH
WORK STRESS,
UK, 2015
33% 30% 30%
Eat comfort food Drink alcohol Speak to a friend,
Source: Mintel’s The Working
Life UK 2015 report partner or colleague
— 15 —
WHERE NEXT?
Much more potential exists cravings with formulations Much like the beauty alarm clock designed to
for food and drink designed that keep consumers category, food and wake the user with the
for night-time consumption. full until morning. This drink could also provide sound of boiling water and
This functionality could be functionality has been functional benefits while the smell of coffee or tea. The
due to the product itself promoted by some baby consumer sleeps. Leading design requires that the
or its ingredients. More food products that were the way, sports nutrition user prepare the elements
products can leverage designed for “preparing brand Gatorade announced of their morning brew the
the reputation of the for a calm night”, but could that it is developing a night- night before as a way to
tea category and use be applicable to people of time yogurt snack featuring relax and unwind before
chamomile, lavender and any age. Evening can also a formulation to help bedtime. More products can
other herbs in formulations appeal across categories, athletes recover while they promote their use as part
as a way to achieve a as shown by the May 2015 sleep. In another inspiration of a pre-bedtime routine,
sense of calm before launch of high-protein, from the beauty category, including the consumption
bedtime. low-carbohydrate bread food and drinks also have of specific food and drink.
intended for evening potential to encourage
In addition, products can consumption by bakery consumers to establish a
promote the ability to avoid producer Penam in the night-time routine. In the
middle-of-the-night food Czech Republic. UK, The Barisieur is an
Emerging (still on the fringe or front end) Mainstreaming (gaining wider traction) Established (hitting a plateau)
LOW ACTIVITY HIGH ACTIVITY LOW ACTIVITY HIGH ACTIVITY LOW ACTIVITY HIGH ACTIVITY
— 16 —
BALANCING
THE SCALES:
HEALTH FOR
EVERYONE
Healthy food and drink are not “luxuries”.
— 17 —
WHY CONSUMERS WILL BUY INTO THIS
The affordability of healthy adults with high
food and drink is important household income
because many lower- who are spending
income consumers intend more on healthy
to improve their lifestyles. food. In Canada,
For example, Mintel finds 69% of adults
adults in France, Germany, with a household
Italy, Spain and Poland income of less than
who are not working CAN$25,000 agree
are slightly more likely that “being healthy
than adults overall to be gives me a sense
prepared to change their of pride”, which
lifestyles to be healthier. In is significantly
the US, 42% of adults who less than 82%
purchase vegetables and of Canadians
have a household income who have a
of less than US$25,000 household income
are actively trying to eat of CAN$100,000
more vegetables, yet, only or more and
27% of US adults with a agree with the
low household income are same statement.
buying more vegetables The disparity is
this year compared with similar in the UK,
last year. where Mintel finds
40% of adults in
Similarly, some products socioeconomic
are out of reach for some group DE try to eat
lower-income households. healthily most of UK supermarket Asda created a box of misshapen, but edible,
According to Mintel, the time, which is vegetables that retails for 30% less than its standard produce.
just over a half (51%) less than the 56%
of Chinese adults aged of socioeconomic group AB more than self-motivation. desire to lead a healthy
20-49 with low household who eat healthily most of Nearly two thirds (64%) lifestyle. This is more than
income are spending more the time. of Brazilian adults in the 51% of Brazilians in
on healthy food than they socioeconomic group socioeconomic group
were in the previous six- For some people, a healthy DE would eat healthy AB who would wait to
month period, which is less lifestyle might come as food more out of diet improve their lifestyle
than the 62% of Chinese a result of a mandate restrictions rather than a until necessary.
CONSUMERS
WHO CLAIM
“BEING
HEALTHY GIVES
ME A SENSE
OF PRIDE”, BY
HOUSEHOLD 69% 74% 76% 78% 82%
INCOME, Less than $25,000 – $50,000 – $75,000 – $100,000
CANADA, 2016 $25,000 $49,999 $74,999 $99,999 or more
Source: Mintel’s Healthy Lifestyles
Canada 2016 report , in CAN$
— 18 —
WHERE NEXT?
In 2017, more campaigns meals using ingredients charges $4 for healthy Trend, Waste Not. Utilising
and innovations that make that are on promotion. meals in a low-income area food that would otherwise
it easier for lower-income A crowd-sourced online of southern Los Angeles, go to waste can help to
consumers to fulfil their map in Argentina but $8 for the same meals address cost. For example,
healthier eating ambitions #ElMapaDelAsado in a more upscale part of Hesed & Emet, a catering
will be needed. Some (TheBBQMap) provides the downtown Los Angeles. company in Singapore,
companies have taken locations of retailers with The difference in price, the is hoping to improve the
steps to make healthy affordable meat. company says, helps to quality of meals for migrant
products more budget- offset the small margins at workers by incorporating
friendly, such as UK Affordability is also the which the meals are sold in “ugly” produce and
supermarket Asda’s box central element of the south Los Angeles. canned foods nearing their
of misshapen vegetables business models of some expiration date into meals
that is capable of feeding foodservice companies, Everytable also donates for the workers. Thus,
a family of four for £3.50. including Saladorama in leftover food to charity, creativity may be required
Technology also can play a Brazil and Everytable in representing the potential in order to develop
part, including a Dutch app the US. While Saladorama synergy between the need solutions that lower the
Koken met Aanbiedingen offers meals at one for healthy meals that price barrier to better-for-
(Cooking with Offers) consistent price for any are affordable and fellow you food and drink.
that helps people create customer, Everytable 2017 Global Food & Drink
Where are the opportunities for Balancing the Scales: Health for Everyone?
Find out where this trend is in its life cycle around the world
Emerging (still on the fringe or front end) Mainstreaming (gaining wider traction) Established (hitting a plateau)
LOW ACTIVITY HIGH ACTIVITY LOW ACTIVITY HIGH ACTIVITY LOW ACTIVITY HIGH ACTIVITY
— 19 —
THE WORLD'S LEADING
mintel.com