Comfort and tradition will be the choice of many rather than adventures in food and beverage choices, according to market research firm Mintel International.
The report Global Food and Drink Trends 2017 describes consumer preferences for products that are “recognizable rather than revolutionary.”
“People are seeking the safety of products that are recognizable rather than revolutionary,” according to global food and drink analyst Jenny Zegler. “The trust in the familiar emphasizes the opportunity for manufacturers to look to the past as a dependable source of inspiration such as ‘ancient’ product claims including ancient grains and also ancient recipes, practices and traditions. Potential also exists for innovations that use the familiar as a base for something that’s new, but recognizable, such as cold-brew coffee,” she writes.
Sales of products self-described as “ancient” increased 265% globally in the 12 months ending in August compared to five years ago.
Six key trends were identified in the report:
- IN TRADITION WE TRUST Consumers seek comfort from modernized updates of age-old formulations, flavors, and formats. Trust in the familiar emphasizes the opportunity for manufacturers to look to the past as a dependable source of inspiration. Potential also exists for innovations that use the familiar as a base for something that’s new, but recognizable, such as cold-brew coffee.
- POWER TO THE PLANTS The preference for natural, simple, and flexible diets will drive further expansion of vegetarian, vegan, and other plant-focused formulations.
- WASTE NOT The focus on sustainability zeros in on eliminating food waste. More retailers, restaurants and philanthropic organizations are addressing the sheer amount of food and drink that is wasted around the world, which is changing consumer perceptions.
- TIME IS OF THE ESSENCE The time investments required for products and meals will become as influential as nutrition or ingredient claims.
- BALANCING THE SCALES: HEALTH FOR EVERYONE Healthy food and drink are not “luxuries.” Many lower-income consumers want to improve their diets but the access to—and the cost of—healthy food and drink is often an impediment.
- THE NIGHT SHIFT Evening is tapped as a new occasion for functional food and drink formulations. The increasingly hectic pace of modern life is creating a market for food and drink that helps people of all ages calm down before bedtime, sleep better, and restore the body while they rest.
“Products can leverage the reputation of the tea category and use chamomile, lavender and other herbs as a way to achieve a sense calm before bedtime, while chocolate could be positioned as a way to wind down after a stressful day,” writes Zegler.
“The acrimonious political climate has many consumers looking for comfort rather than adventure in their food and beverage choices,” according to Mintel. Food Navigator reported the finding in this headline: “A bitter political climate could curb consumers’ sense of food adventure.”
