According to Mintel’s 2023 Global Food & Drink Trends report, consumers are increasingly demanding more from food and beverages, seeking out products that provide a persona functional health benefit and added value.
Mintel compile consumer data from 36 global markets, product launches from its Global New Products Database (GNPD), and additional insights from its suite of data science and analytics tools.
A Focus on Cognitive Health
Among the several expectations consumers have for food and beverages, nutrition in the form of cognitive health benefits is rising to the top of their needs list.
“Consumers will look for food and drink that influence cognitive capacity, manage stress levels, and optimise brain function,” noted Mintel.
This emerging consumer need state will take shape in the form of beverages with less caffeine and brands exploring alternative ingredients such as ginseng and L-theanine, which have been linked to positive cognitive performance. In the U.S, yaupon, a specific tea leaf native to America, is currently trending for a more mellow energy buzz and a high antioxidant profile.
“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.”
Simplified Messaging
Brands and products must fine tune and simplify their messaging and communication strategies to connect with consumers who are overwhelmed by the amount of information available.
Consumers now feel there is too much information available, reversing previous interest in brand storytelling and full-disclosure-style messaging which has been highlighted in previous Mintel Reports – something that will need to fit with the rising demand of clear-label transparency.
“Going forward, consumers will look for brands that focus on their advantages on the packaging – and save stories for websites, social media, and marketing.”
This shift in behaviour will likely give rise to more third-party certifications and labels that can be a short-hand way for consumers to understand a products specific benefits.
Weatherproofing Foods
The U.S alone experienced 15 major natural disasters in 2022, prompting urgent consumer need states around easy-to-consumer, fast nutrition. Weather events around the globe have drastically effected farmers, producers, and the supply chain.
“Innovations will be needed in the next 2-5 years to help people withstand heat waves, warm up during cold spells, and find comfort during weather emergencies,” said Mintel, highlighting heaty heat-and-eat stews with lentils and vegetables and hard candy infused with essential nutrients such as sodium, potassium, and Vitamin C.
“Innovations also need formats that are easy to use, including products that require only water to prepare or can be made when power is rationed, like self-heating packaging.”
