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Mintel: key trends for 2018

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Personalized treatment is one of the Mintel key trends. (Photo Mintel brochure screenshot)Mintel market research has identified five key trends set to impact the global food and drink market in 2018. They include transparency/traceability, self-care, and scientifically engineered ingredients.

In 2018 transparency and traceability will become important for all, regardless of their income, Mintel says. „From ingredient scares to political bombshells, self-care has become a priority for many and one that includes choosing food and drink that will address perceived nutritional, physical and emotional needs“ the market research predicts. „Opportunities also will be plentiful for natural and unexpected textures.“  

The rapid expansion in the variety of food and drink retail channels will fuel the opportunity for recommendations, promotions and product innovations, Mintel believes, like personalised based on individual consumer behaviour. Another trend that Mintel identifies: „forward-looking companies are developing solutions to replace traditional farms and factories with scientifically engineered ingredients and finished products.

Mintel’s Global Food and Drink Analyst Jenny Zegler predicted the following key trends in food and drink markets around the world:

Full Disclosure

„In our new post-truth reality, consumers require complete and total transparency from food and drink companies.

Widespread distrust places pressure on manufacturers to offer thorough and honest disclosures about how, where, when and by whom food and drink is grown, harvested, made and/or sold. The need for reassurance about the safety and trustworthiness of food and drink has led to increased use of natural as well as ethical and environmental claims in global food and drink launches. In addition to more specific product details, the next wave of clean label will challenge manufacturers and retailers to democratise transparency and traceability so that products are accessible to all consumers regardless of household income.“

Mintel key trend 2018 self-care. (Photp Mintel brochure screenshot)Self-Fulfilling Practices

As more consumers find modern life to be hectic and stressful, flexible and balanced diets will become integral elements of self-care routines.

New Sensations

Texture is the latest tool to engage the senses and deliver share-worthy experiences.

Preferential Treatment

A new era in personalisation is dawning due to the expansion of online and mobile food shopping.

Science Fare

Technology is being used to engineer solutions for our stretched global food supply.

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