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1、GLOBAL FOOD AND DRINK TRENDSUnderstand whats new and next in global consumer behaviour and the impact on food and drink marketing and innovation.Editors NoteWelcome to Mintels 2024 Global Food and Drink Trends.Its been a year of change(arent they all).With the lingering effects of the COVID-19 pande
2、mic,fluctuating economic instability,increasing political unrest and new artificial intelligence around every corner,many consumers feel overwhelmed and distracted,resulting in interesting behaviour shifts.This year,we are calling out three trends that we think are particularly interesting for brand
3、s to pay attention tonow and in the future.They are Trust The Process,Age Reframed and Eating:Optimised.For those new to Mintels annual trend predictionsor as a reminder to those who may have forgottenour living,growing prediction model adapts to the unforeseen.Centred around the seven Mintel Trend
4、DriversWellbeing,Surroundings,Technology,Rights,Identity,Value and Experiencesthe model supports the fluid acceleration or deceleration of a trend according to the reality of individual markets.It allows us to be more adaptive and reactive to change and to continue to focus on the future.Simply put,
5、through our trend predictions,we recommend how brands can grow from shifts in consumer attitudes and behaviours.Unlike other trends in the marketplace,our trends are backed by robust data and expert opinions,ensuring that what you read here is meaningful and actionable rather than guesswork,abstract
6、 ideas,a viral fad ordare we sayjust fluff.We developed the 2024 Global Food and Drink Trends around an essential value proposition:food and drink must taste good,be worth the cost and have reduced environmental and/or ethical impact,preferably without a higher price.Through the trends,we recommend
7、how food and drink brands can help consumers balance their needs for health and pleasure,prepare themselves for longer,healthier lives and gain new conveniences from technological advances.After youve read and digested the trends,youll probably think about what comes next:How do I bring this to life
8、 for my brand?or How can I effectively prioritise which trends offer the greatest opportunity for growth?And so on.Thats the perfect time to get in touch.Our team is well-versed in building brand-specific trend frameworks that answer these questions and more.If youre a Mintel client,contact your Acc
9、ount Manager for more information.If youre not a Mintel client,visit to get in touch.Either way,we look forward to hearing from you.Jenny ZeglerDirector,Mintel Food&Drink2ContentsClear communication will become necessary to help consumers make informed decisions about how processed and ultra-process
10、ed food and drink fit into their diets.01Healthy ageing will be redefined by debunking old stigmas and prioritising extending consumers healthy years.02A new era of convenience will emerge as technology streamlines meal planning,shopping and cooking.033Trust the ProcessAge ReframedEating,OptimisedCl
11、ear communication will become necessary to help consumers make informed decisions about how processed and ultra-processed food and drink fit into their diets.Trust the Process01“Many types of processed foods and processing techniques are valued by consumers on positive grounds linked to attributes l
12、ike tradition,health and naturalness.Examples include stone-ground flour,cold-pressed oil and fermented dairy products.”-Megan Stanton,Associate Director,Mintel Food&Drink4Scrutiny of processing use in the food and drink industry is intensifying.Fuelled by discussions about highly,overly or ultra-pr
13、ocessed food(UPF),feelings about processing will inspire consumers to look more closely at ingredients,nutrition and production methods.In light of this,ultra-processing is the latest evolution of terms such as junk food or clean label.Starting in 2024,more consumers will become aware of different l
14、evels of processing from media reports,regulations and voluntary on-pack labels with ratings from sources such as NOVA or Siga.This will encourage them to consider processing levels when choosing food and drink and to reconsider how frequently and on which occasions they consume processed food and b
15、everages.While all things in moderation is a saying associated with highly processed products,theres growth potential for minimally processed food and drink that focus on the positive aspects of food-processing techniques,such as those that enhance nutrition,inhibit contaminant formation Consumers i
16、n India,Chile and Spain say they would eat more plant-based meat or dairy alternatives if they were less processedConsumers are growing more aware of the impact of processed food and drink79%of Chinese adults aged 50-65 say eating less processed foods is a very/somewhat effective way to improve heal
17、th.Base:1,500 Chinese internet users aged 50-65;2,000 US internet users aged 18+Source:Mintel Reports China,Seniors Wellbeing,2023;Mintel Reports US,Food and Drink Nutrition Claims,2022Base:1,000 Indian internet users aged 18+;1,000 Chilean internet users aged 18+;1,000 Spanish internet users aged 1
18、6+Source:Mintel Global Consumer,Food&Drink,March 202234%of US adults say highly processed is a top concernaside from price and tastewhen purchasing food or drink.47%34%28%or improve sustainability.This is especially true when brands share the benefits of processing with language consumers can unders
19、tand.Brands offering minimally processed productssuch as frozen produce,fresh bakery items and natural canned soupshould share how processing improves their products in ways such as enhancing nutrition,increasing shelf life or reducing environmental impact.At the same time,brands that produce highly
20、,overly or ultra-processed food and drink products will need to remind consumers of the joy and comfort they get from these products.As has been shown in markets that have front-of-pack labelling indicating high fat,sugar and salt(HFSS)content,giving consumers more information doesnt necessarily res
21、ult in them abandoning specific categories of food and drink,especially favourite treats such as salty snacks,biscuits and confectionery.Whats happening nowIndiaChileSpain 5How brands are innovatingAustralian brand Pureharvests Unsweetened Organic Almond Drink offers more nourishment from less proce
22、ssing,more flavour from fewer additives and more nature from less waste.LAtelier V Yellow Lentil Mince with Coconut,Curry,Coriander and Turmeric is made with organic legumes rich in protein,fibre and minerals.The pack for the vegan mince from France includes a processing rating on the Siga scale of
23、4 out of 7,which signifies gourmet-level processing below the definition of ultra-processing.Thai fruit juice brand Doi Khams new line of Ice Pops is designed to save energy during transport because they are sold at room temperature and frozen at home by the consumer.Canadas Wisely Foods rescues and
24、 upcycles the leftover pulp from making tofu,a byproduct known as okara.Its plant-based,chilled Smooth&Fluffy Original Tofu Scramble meal highlights okara as an ingredient.Matriark pasta sauces are made with upcycled,nutritious US-grown tomatoes and packaged in shelf-stable cartons.The company claim
25、s that buying one carton diverts 0.4 pounds of vegetables from landfills,saves 50 gallons of water and reduces one pound of greenhouse gasses.Source:Mintel GNPDSource:Mintel GNPDSource:Mintel GNPDSource:Mintel GNPDSource:Mintel GNPD6Enhanced transparency around processing over the next two to five y
26、ears will create better-informed food and drink shoppers.While there will be opportunities for some ultra-processed food and drink brands to develop less processed,better-for-you versions of their products,most consumers will continue to use moderation or make occasional exceptions in their diets fo
27、r their favourite ultra-processed food and drink.At the same time,minimally processed products that boast higher nutritional value and are easy to use will win over more consumers.Ongoing concerns about energy costs will lead consumers and retailers to increase their support for long-life,shelf-stab
28、le products made using processing methods that reduce the need for refrigeration or freezing.The demand for natural nutrition from familiar,less processed sources will also increase consumer acceptance of products that reuse nutritious ingredients and that might previously have been thrown away,such
29、 as misshapen vegetables.In the coming years,interest will grow in less processed food and drink made with upcycled ingredients rich in vitamins,minerals,fibre,protein and other nutrients.Future forecastConsumers are open to minimally processed food and drink that helps them increase their fruit and
30、 vegetable intake Base:1,000 Thai internet users aged 18+;1,000 Canadian internet users aged 18+;1,000 Irish internet users aged 16+;1,965 US internet users aged 18+who purchase fruit or vegetables Source:Mintel Global Consumer,Food and Drink,March 2023;Mintel Reports US,Produce,2023of Thai,32%of Ca
31、nadian and 33%of Irish consumers say that food that contributes to their fruit and vegetable intake is an important consideration when grocery shopping.of US fruit or vegetable buyers agree that processed produce,such as fruit cups and canned tomatoes,is a good substitute for fresh produce.47%47%7In
32、terest in natural ingredients expanded as people aimed to consume more plants in their diets,which was a growing opportunity observed by our 2017 Global Food and Drink Trend Power to the Plants.More recently,concerns about ultra-processing in plant-based food and drink have caused consumers to recon
33、sider their consumption of meat substitutes.Power to the PlantsEvolution of the trendMintels 2017 Global Food and Drink Trend Waste Not saw an opportunity for companies to use ingredients that might otherwise be thrown away,like bruised fruit or stale bread.Consumer acceptance of products made with
34、upcycled ingredients continued to grow due to increased awareness of the personal cost of food waste from spending more time at home during the COVID-19 pandemic and the need to save money during cost-of-living crises.Waste Not2017An increase in consumer desire for less processed and more natural fo
35、od and drink provided the foundation for Mintels 2016 Global Food and Drink Trend Artificial:Public Enemy No.1.Todays concerns about ultra-processed food and drink build on the aversion to artificial ingredients.Artificial:Public Enemy No.12016The 2023 Global Food and Drink Trend Savvy Sustenance re
36、commended that companies highlight the powerful value of nutritious food and drink.In line with this trend,moving forward,processed brands can stand out by explaining how their production methods retain the natural ingredients inherent nutrition.Savvy Sustenance20232018Consumer interest in knowing m
37、ore about their food and drink origins inspired our 2018 Global Food and Drink Trend Full Disclosure.Moving beyond the sentimental stories of craft and artisan techniques,consumers in 2024 and beyond will want to know how processing improves products.Full Disclosure8Healthy ageing will be redefined
38、by debunking old stigmas and prioritising extending consumers healthy years.Age Reframed02“Proper nutrition plays a pivotal role in maintaining overall health as we age,and it can significantly impact the development and progression of age-related conditions such as diabetes,bone and joint issues,an
39、d heart disease.”-Michelle Teodoro,Associate Director,Food Science,Asia Pacific9Members of Generation X(Gen X),who are currently in their mid-40s-to-late-50s(born between around 1965 and 1979),are pioneering a new approach to healthy ageing that includes products that will help them thrive in their
40、diverse lifestyles now and for decades to come.The new focus for ageing societies will be an extended healthspanthe period of life spent in good healthwhich requires a proactive long-term strategy.Moreover,Gen X is openly discussing and leading conversations around ageing concerns that were once con
41、sidered taboo.Gen X is called the Forgotten Generation because its often overshadowed by older Baby Boomers(born between around 1946 and 1964)and younger Millennials(born between around 1980 and 1994).In the future,while brands need to understand and focus on the needs of Millennials and the increas
42、ingly powerful Generation Z(born between around 1995 and 2012),its also crucial that they focus on the evolving needs of consumers aged 40 and over,who account for the most significant share of food and drink spend in many markets around the world.In the next 12 months,brands will play an essential
43、role in helping guide Gen X through transitional periods of middle and older adulthood by educating them about healthy ways to progress through different life stages.Learning from the menopausal revolution,brands should consider these consumers various nutritional,physical,mental and emotional healt
44、h needs and innovate products and formulations for issues such as cardiovascular health,brain health and stress.Food and drink brands can help promote healthy ageing by ensuring nutrient-rich food and drink are affordable,accessible and convenient for all active agers.Brands can support the diverse
45、lifestyles of consumers aged 40 and over by offering appropriate,balanced nutrition that caters to individual needs.Whats happening nowGen X consumers are concerned about their health as they age76%63%60%of Canadian Gen Xers(born 1966-1971)worry about ageing-related illnesses.of German Gen Xers(born
46、 1965-1980)agree that eating a healthy diet is the most important factor for staying healthy and feeling well.of Chinese consumers aged 40-59(born 1963-1982)dont have cardiovascular diseases but are worried theyll have them in the future.Base:229 Canadian internet users aged 52-58;503 German interne
47、t users aged 43-58;1,200 Chinese internet users aged 40-59 Source:Mintel Reports Canada,Healthy Lifestyles,2023;Mintel Reports Germany,Healthy Lifestyles,2023;Mintel Reports China,Trends in Health and Wellness,202210How brands are innovatingUK retailer Holland&Barrett offers free personalised advice
48、 from a trained menopause advisor on perimenopause and menopause symptoms.In addition,the store also provides a guide on lifestyle changes to help manage the symptoms.Source:Holland&BarrettIn Germany,Plant Magic Cos.Golden Oat Turmeric-Ginger Oat Mix Drink is an oat-based organic drink which offer i
49、mmunity benefits,natural antioxidants and provide balanced nutrition,which offer immunity benefits and natural antioxidants and provide balanced nutrition.The ingredients offer a range of health benefits from high fibre,anti-inflammatory and steady blood sugar levels to support healthy ageing.Source
50、:Mintel GNPDNestl Chinas Yi Yang Milk Powder for Middle-Aged and Senior Groups with Beneficial&Protective Factor provides at least 67.5%of the required daily calcium intake for adults aged 45+for every two cups drunk daily.Source:Mintel GNPDUS-based Krill Arctic Foods Antarctic Krill Meat in Water i
51、s rich in antioxidants,omega 3,6 and 9 fatty acids,and is a good source of digestible protein.Krill is said to have many health benefits,including improving heart health and lowering cholesterol.Source:Mintel GNPDUS beverage brand Elements of Balances Plant-based Sleep Drink is formulated with clini
52、cally effective levels of adaptogensincluding passionflowerfor a relaxing sleep.Passionflower is said to help reduce sleep latency and increase sleep duration.Source:elementsofbalance.io11Brands can help shape the self-care movement among consumers aged 40 and overBrands will play a significant role
53、 in shaping the self-care movement among consumers aged 40 and over.Food and drink brands can help meet the health needs of this demographic by providing products that,for example,proactively address joint health,fuel fitness routines and maintain healthy sleep patterns.A good nights sleep is essent
54、ial for improving overall physical and emotional health,and functional formulationsfor example,innovating products that contain nutrients such as fibre and botanicals(including chamomile)can reinforce healthy sleep patterns.Many middle-aged consumers often care for multiple generations of family mem
55、bers.Brands can help ease the stress they may experience by offering convenient products and helpful tools for caregivers and those they care for.Brands must adjust their marketing strategy for products aimed at older consumers when adult children are the decision-makers for their ageing parents.In
56、addition,brands can help combat feelings of loneliness by establishing in-person and virtual communities that connect peopleboth middle-aged caregivers and those they care forwith similar interests.Future forecastof US Gen Xers(born 1965-1979)say they struggle with sleep.78%Base:479 US internet user
57、s aged 44-58;317 Brazilian internet users aged 45-64;400 Thai adults aged 55+Source:Mintel Reports US,Sleep Health,2023;Mintel Global Consumer,The Holistic Consumer,March 2023;Mintel Reports Thailand,Senior Food and Drink Solutions,2023of Brazilian consumers aged 45-64 consider spending time in pers
58、on with friends and family as a medium-to-high priority.of Thai consumers aged 71 and older rely on their children to make most of their food/drink purchasing decisions.74%61%12Evolution of the trendIn recent years,uncertainty has escalated,driving consumers to want to feel In Control,as Mintels 202
59、2 Global Consumer Trend explored.The increased availability of information about specific ingredients and their benefits has empowered consumers to build their personalised wellness routines.20222021The pandemic reinforced the importance of forming connections with other people.In 2024 and beyond,co
60、mpanies can foster relationships and partnerships among family members and individuals with similar passions to help people reconnect and resolve health-related issues,an evolution of Mintels 2021 Global Food and Drink Trend United by Food.United by FoodAgeism was becoming a topic of much attention
61、and interest,and the world needed to change how it was discussed.In 2019,our Global Food and Drink Trend Through the Ages highlighted that a longer lifespan requires understanding ageing,particularly from a functional health perspective,such as bone,joint and brain health.Through the AgesMiddle-aged
62、 consumers who faced dual caregiving responsibilities have been dubbed the Sandwich Generation.The constant stress and lack of societal support may leave this cohort feeling isolated,a phenomenon noted by the Mintel Trend Social Isolation.Brands can provide avenues for connection between caregivers
63、and their senior parents,which will be crucial to improve mental and emotional wellbeing.Social Isolation20192013In 2013,Mintel Trends Futures prediction Old Gold observed the commercial opportunity within peoples extended lifespans.Longer working lives present companies with a new gold rush of purc
64、hasing power and product needs.Old GoldIn Control13A new era of convenience will emerge as technology streamlines meal planning,shopping and cooking.Eating,Optimised03“In the next few years,as AR hardware becomes more sophisticated and less expensive,a key function of food and drink brands will be t
65、o guide users through day-to-day activities such as cooking,providing instructions in front of their eyes during tasks and alerting them to any missteps or imminent complications.”-Ayisha Koyenikan,Associate Director,Mintel Food&Drink14Convenience has always been an evolving concept,but the COVID-19
66、 pandemic accelerated consumers desires to find shortcuts to quality food and drink experiences in their day-to-day lives.As more consumers become used to technologys helpful role,they will be more interested in and trusting of emerging technologies to help them optimise their meals,snacks and drink
67、s.Brands have adapted their products to help consumers optimise their time in the kitchen,as shown by cooking instructions for multiple appliances and product lines designed to cook at the same time and temperature.Looking ahead,consumers experiences with these efficient products and tools will make
68、 them more open to new routes to time savings via technology.This will propel conveniences like automated shopping lists and meal-planning apps from nice to have to integral daily tools.Technology like AI and AR as it relates to food preparation and consumption will exist on a spectrum,offering cons
69、umers the right solution for where they are.It will help them find their ideal balance between the occasions when they desire to create truly innovative and engaging dishes,drinks and snacks and when meal planning,shopping,cooking,or even eating can be put on autopilot.Whats happening nowTime-saving
70、 is critical to convenience in the kitchen51%48%38%of Canadian cooks say the time it takes to cook is important when planning or preparing home-cooked meals.of US consumers say they choose easy(ie quick to prepare)food all or most of the time.of UK home cooks are interested in recipes for the produc
71、ts they regularly buy.Base:1,949 Canadian internet users aged 18+who have any meal cooking/preparing or meal planning responsibility;1,000 US internet users aged 18+;1,733 UK internet users aged 16+who do most of/share the cooking/preparing of meals in their household Source:Mintel Reports Canada,Me
72、al Planning and Preparation,2023;Mintel Global Consumer,Food and Drink,2022;Mintel Reports UK,Attitudes towards Cooking in the Home,202315How brands are innovatingUS media company Buzzfeeds Botatouille builds on the brands Tasty recipe collection,allowing users to ask the AI-driven bot for recipe su
73、ggestions based on whats in their fridge and guidance for learning how to cook.Source:BuzzFeed TastyNestls DiGiorno is testing a vending machine to make its frozen pizzas hot and ready to serve in three minutes.Source:NestlUS brand Home Bake 425/:30 allows consumers to prepare mains,sides and starch
74、es at the same oven temperature for the same amount of time,so home cooks dont need to plan their meals timing.Source:Hellmanns Fridge Night app,available across several global markets,challenges consumers to clean out their fridges once a week using loose recipes and Hellmanns products to create me
75、als.Source:HellmannsThe Netherlands-based Pickup Limes app allows users to customise plant-based recipes to meet their nutritional needs.Source:16Future forecastIn the next two to five years,consumers daily experiences with technology will make AI,AR and other technology tools nonnegotiable time sav
76、ers in the kitchen.This will pressure brands and retailers to ensure they make consumers experiences seamless.For retailers,this will come in the form of real-time shopping assistance,such as push notifications,personalised alerts and AI that could help consumers find ingredients or products while i
77、n stores,in transit or shopping online.Localised data could unveil new opportunities for customised vending selections that respond to the needs within a community,such as the desire for quick,hot meals on university campuses.Brands,meanwhile,will work with technology providers to optimise the relev
78、ance of their products in this advanced digital landscape.Marketing will shift from targeted ads to an evolved form of product placement,ensuring that AI,AR and other recipe generators suggest specific brands within consumers personalised meal planning.From there,brands will tap into the data these
79、interactions create to develop products inspired by consumer feedback or engagement.The spectrum of consumer usage will continue as some consumers gravitate toward AI-created products that enhance time savings and convenience.In contrast,others will look to AI as a source of joy and discovery that r
80、einvigorates their desire to stay creative in the kitchen.Consumers are open to the benefits technology provides of US consumers are interested in shopping in virtual reality storefronts.of Italian consumers say they would find using augmented reality to enhance the experience of consuming food/drin
81、k appealing.43%38%Base:2,000 US internet users aged 18+;1,000 Italian internet users aged 16+Source:Mintel Reports US,Tech Trends,2023;Mintel Attitudes to food and drink experiences in the metaverse,Europe,202217Evolution of the trendThe 2017 Global Food and Drink Trend Time is of the Essence observ
82、ed how the hectic pace of modern life fueled the rise of snacks and other on-the-go products,emphasising ways consumers could save time in the kitchen.Consumers are still looking to save time,but on the go has evolved to where I am.Time is of the Essence2017The 2023 Global Food and Drink Trend Adapt
83、able Cooking saw consumers reacting to disruptions in food and drink,such as supply chain shortages,by becoming more agile in their cooking.This same spirit of ingenuity lives on as todays home cooks are adding more technology to their kitchen repertoires to maximise convenience without sacrificing
84、flavour.Adaptable CookingWhether convenient or not,food must taste good.The 2023 Global Food and Drink Trend Unguilty Pleasures emphasises that consumers are unwilling to sacrifice flavour and experience in their eating occasions.As they incorporate more technology to make their meal preparation mor
85、e efficient,the joy of cooking(or the joy of eating)cannot be sacrificed.Unguilty Pleasures20232016The rise of grocery eCommerce,apps and meal delivery services introduced new ways of shopping,as explored in the 2016 Global Food and Drink Trend e-Revolution:From Carts to Clicks.Todays consumers are
86、even more exposed to tech throughout their food and drink experiences.e-Revolution:From Carts to Clicks2018Convenience foods continued to become more premium,healthy and quick to meet consumers needs for speedy yet high-quality meal solutions,as highlighted in the 2018 Global Food and Drink Trend El
87、evated Convenience.Todays consumers are still searching for products to help them live their ideal lives.Elevated Convenience18Expert-led,premium intelligence solutions for the industry.MINTEL FOOD&DRINKBold,Forward-Looking InsightsStay on top of the latest trends and disruptors impacting your categ
88、ory.Productivity ToolsBuild libraries and presentations that can also be shared with colleagues for collaboration.Time-Saving NavigationFind the content you need quickly with clever filters and email alerts.Technical ForesightExplore the possibilities of the latest advances in formulation,formats an
89、d packaging.Learn more and get in touch at .Fast-growing organisations with high targets for rapid growth.Companies committed to intelligence-based decision making.Businesses requiring layers of information for the needs of their different teams.Consumer data in 36 markets.Product innovation across
90、86 markets.In-depth analysis of ingredient,nutrition,packaging and flavour trends.Who Is Mintel Food&Drink For?No matter your style,were here to take the guesswork out of your process,solve your business challenges and help you unlock the full potential of the 2024 Mintel Trends.Allow us to listen t
91、o the issues youre facing and well propose research solutions rooted in global expertise of consumer markets and data science-led analytics.WHAT IS YOUR INNOVATION STYLE?Is your brand a trailblazer?Do your products seek to reinvigorate or revolutionize category norms?Is your brand lending credibilit
92、y and mainstream appeal to an emerging trend?CONTACT US USFOOD AND DRINKMintel is the expert in what consumers want and why.As the worlds leading market intelligence agency,our analysis of consumers,markets,product innovation and competitive landscapes provides a unique perspective on global and local economies.Since 1972,our predictive analytics and expert recommendations have enabled our clients to make better business decisions faster.Our purpose is to help businesses and people grow.2023 Mintel Group Ltd.All rights reserved.