1、FOOD AND DRINK TRENDSGLOBALWhat food and drink consumers want and why:now,next and in the future2023Editors noteAs the experts in what consumers want and why,Mintel is the trusted market intelligence partner to identify the upcoming trends in consumer behaviour,product innovation and marketing tacti

2、cs that will impact the future of your business.Mintel was founded by entrepreneurs with a passion for data,and weve been getting it right for over half a centuryfrom consumer research and market analysis to machine learning,artificial intelligence and advanced analytics.The 2023 Global Food and Dri

3、nk Trends are the result of workshops comprised of Mintels team of food and drink analysts around the world.Our analysts predictions are supported by consumer data from 36 global markets,product launches from Mintel Global New Products Database(GNPD)and evidence from Mintels suite of data science an

4、d analytics tools.The following is a preview of four of the eight 2023 Global Food and Drink Trends that Mintel analysts believe will impact consumer demands for food and drink in 2023,in the next few years,as well as 5+years into the future.The specific and bold trends explore how ongoing uncertain

5、ty and new challenges are causing evolutions in the foundational consumer behaviours described by the Mintel Trend Drivers:Value,Experiences and Surroundings.The full eight trends are available exclusively to Mintel clients.Premium Food&Drink Insights subscribers should speak with their Account Mana

6、ger about setting up a meeting to discuss the implications of these trends on their business.If youre not a Mintel client,visit to get in touch.We look forward to hearing from you.JENNY ZEGLER Director,Mintel Food&Drink and Mintel Global ConsumerTable of contents01Weatherproofed ProvisionsConsumers

7、are in need of food and drink formulations that help them endure heat waves,sub-zero temperatures and disastrous weather events.03 Cosmic ComfortsAs Earth endures more chaos,space will become a source of optimism,innovation and connection.02 Staying SharpConsumers are demanding formulations that hel

8、p them optimise their mental performance at work,home and play.04 Minimalist MessagingClear and simple communication will be essential to connect with fatigued consumers.Mintel Food and DrinkExpert-led,premium intelligence solution for the industry.Continuous,forward-looking intelligence Across 35+f

9、ood and drink categories Product innovation across 86 markets Consumer insights covering 36 marketsGlobal analystsDirect access to experts in science,retail,category,packaging,ingredients and trends.Technical foresight Concepts Packaging Flavours Ingredients Patents Regulation and labelling Textures

10、 and formatsYou also get access to:MINTEL REPORTS:In-depth reports covering food and drink categories across nine markets.MINTEL TRENDS:Macro trends backed by 300 observations a month and consumer data across 35 markets.MINTEL GNPD:40,000+innovative FMCG product launches every month across 86 market

11、s.MINTEL MARKET SIZES:Per capita spend for 60 consumer goods categories across 34 markets.MINTEL MENU INSIGHTS:Food trends from 8,000+menus across 1,500 outlets every quarter in the US.Helping you make better decisions faster with:Insights and analytics Expert recommendations Robust predictionsWeath

12、erproofed ProvisionsConsumers are in need of food and drink formulations that help them endure heat waves,sub-zero temperatures and disastrous weather events.01SURROUNDINGSFood and drink can support consumers as they adapt to the realities of living with climate change.Food and drink companies will

13、need to develop product innovations that help consumers deal with the harsh effects of the planets more dangerous weather.In the coming years,food and drink will emerge as the latest solutions consumers will look for as they prepare for the worst.Consumers will look for products that help their bodi

14、es withstand the varying temperature extremes from polar vortexes to heat waves.To deal with heat,inspiration can be found in Japanese food and drink designed to replenish people after sauna use.For example,Suntorys Lemon Soda Flavoured Alcohol-Free Drink(Japan)is said to be the best drink to pair w

15、ith a post-sauna meal.Food and drink innovations also will be called upon to deliver easy-to-use nutrition during catastrophic floods and other weather-related disasters.Japan is learning from the 2011 earthquake with more shelf-stable and long-life emergency food to help people be prepared.Kewpie(J

16、apan)extended the shelf life of 31 items from 19 months to 25 months.Source:Kewpie CorporationSuntorys Lemon Soda Flavoured Alcohol-Free Drink(Japan)Source:Mintel GNPD 06Whats happening nowConsumers will seek out energy-saving productsHigh energy costs are impacting consumers in 2022,creating an act

17、ual need for ways to save energy.Brands can share how food and drink use less energy to store or prepare.Expect to see more microwaveable claims and air-fryer instructions because these appliances save energy compared with ovens.The genuine demand for energy savings now will drive appreciation for t

18、he benefits of having energy-efficient food and drink on hand during extreme weather.Base:Australia,China,India,Mexico,Nigeria and US:1,000 internet users aged 18+in each market;Spain and UK:1,000 internet users aged 16+in each market Source:Mintel Global Consumer,September 2022AustraliaChinaIndiaMe

19、xicoNigeriaSpainUKUS45485747594944534142514657524251Environmental/social issues that interest consumers%of consumersClimate ChangeEnergy Saving 07Whats nextFormulate products to help people endure specific weather patternsInnovations will be needed in the next 2-5 years to help people withstand heat

20、 waves,warm up during cold spells,and find comfort during weather emergencies.Offer refreshment and replenishment in heat wavesLotte Koume Salted Ume Plum&Lemon Candy Assortment(Japan)are salted candies said to give a cooling aftertaste.The candies are designed to provide the body with salt,sodium,p

21、otassium,citric acid and vitamin C.Withstand the cold with a hearty and warming stewBens Plant Powered Spicy Lentil Stew(UK)is said to be hearty,warming on its own or with rice.The microwaveable stew is a good source of fibre and protein.It contains lentils,tomatoes,slow-cooked vegetables,herbs and

22、spices.Source:Mintel GNPDSource:Mintel GNPD 08Innovate to protect consumers and productsAnticipate supply chain challengesCold-chain storage could be at risk in some markets due to rising energy costs or energy-reducing policies like rolling blackouts.In addition to bolstering cold-chain infrastruct

23、ure,companies can ensure product safety by making more shelf-stable formats.Protect consumers skin from UV raysStronger UV rays will create demand for functional food and drink with skin health benefits.Companies can formulate with collagen,lycopene or ingredients that maintain skin health after swe

24、ating caused by high heat or humidity.Tap into ancient traditionsCompanies,especially in Asia,can rely on ingredients that have cooling or warming properties according to Ayurveda or Traditional Chinese Medicine(TCM).Wellbeing Nutrition Mango Peach Flavoured Beauty Collagen(India)comprises type I an

25、d type III pure marine collagen peptides.Source:Mintel GNPDJohn West On the Go Honey&Ginger Super Tuna Salad with Lentils&Chickpeas(Belgium)is shelf stable,and comes in 100%-recyclable packaging.Users just need to stir and eat.Source:Mintel GNPDof Chinese adults would be interested in buying non-alc

26、oholic drinks with TCM ingredients.27%Source:Mintel Reports China,Beverage Blurring,2022 09Future forecastDevelop equitable and easy-to-use solutionsProduct innovations will be essential in five years and beyond.The United Nations United in Science report predicts a 93%probability that at least one

27、year in the next five will be warmer than the warmest year on record,2016,and that the mean temperature for 202226 will be higher than that of the last five years.Warming weather and its consequences mean companies will need to develop products not only for mainstream needs but also for special diet

28、s,children and the elderly.Pet food brands also can explore how to help pets endure severe weather.In 2018-19,dog food launches in the Philippines claimed that the fats in their dog food strengthen resistance to heat exhaustion,heat stroke and hypothermia.Innovations also need formats that are easy

29、to use,including products that require only water to prepare or can be made when power is rationed,like self-heating packaging.Interested in speaking with a Consultant about how this trend applies to your business?GET IN TOUCHMorrisons Free From Porridge Pot(UK)is vegan,free from gluten,milk,artific

30、ial colours and artificial flavouring,and it can be prepared by just adding boiling water.Source:Mintel GNPDCJ Foods Bibigo Xiang Chun Nai You Ga Li Fan(Aromatic Cream Curry Rice)(China)is self-heating and can be prepared in just 15 minutes.Source:Mintel GNPD 10 EXPERIENCESConsumers will try to cut

31、through the noise and connect with what matters to them.Staying SharpConsumers are demanding formulations that help them optimise their mental performance at work,home and play.02Design food and drink to help consumers improve their mental performanceNutrition will be a valued tool for cognitive hea

32、lth management that helps power people in their jobs,hobbies and leisure time.Consumers will look for food and drink that influence cognitive capacity,manage stress levels and optimise brain function.Focus and productivity are the latest mental and emotional well-being functionalities that consumers

33、 are seeking.Consumer interest in brain health benefits has been growing,as shown by Mintels 2021 Global Food and Drink Trend Feed the Mind.The next few years will see brands promoting the brain boosts available from familiar energising ingredients,such as caffeine,and plant-based ingredients like f

34、ruits,vegetables and legumes.Going forward,research will be needed to prove to consumers that the range of natural and functional ingredients from B vitamins to nootropics deliver on their cognitive health promises.Functional diets“I would like a diet to help maintain healthy brain function.”45%42%B

35、ase:Brazil:1,000 internet users aged 16+;Argentina:1,000 internet users aged 18+Source:Mintel Global Consumer,August 2022BrazilArgentina 12Whats happening nowModerate caffeine levels can help consumers prolong their productivityExpand lower-caffeine coffeeConsumers value coffees mental energy boost

36、but can express concerns about its health impact.Lower-caffeine coffee can communicate sustained energy without over-caffeination.US start-up Buzz Lite and UK start-up Cafe Libre each offer low-caffeine coffees.Explore new sources of moderate caffeineLaurina coffee beans are naturally low-caffeine a

37、nd drought-resistant,so they have future potential.Berlin roaster The Barn has launched a naturally low-caffeine Laurina varietal.Caffeine is also available from the yaupon holly plant.It is native to the US,contains 30%less caffeine than coffee,and can flourish in extreme weather.of Italian coffee

38、drinkers agree drinking a lot of coffee is bad for you.Source:Mintel Reports Europe,Coffee,202166%Source:cafelibre.co.ukSource:Source:thebarn.de 13Gain trust through clinically proven and natural nutrientsBuilding on current acceptance,more products will contain clinically proven nutrients that supp

39、ort cognitive and psychological functions,such as magnesium,B vitamins and zinc.Australias White Wolf Smart Energy is made with ginseng,L-theanine,caffeine and vitamins B6 and B12.It is said to be ideal for training,gaming and work.In Vietnam,Nestl Milo Mindvibe for teens contains green tea,taurine,

40、zinc and B vitamins to provide energy and focus.Mellow caffeines effects with blendsBrands can create low-caffeine blends,such as the UKs Mission Yerba Mate Tea with peppermint and liquorice that has focus and clarity claims.Trending for wellness,mushrooms could be used to lower caffeine levels.Sout

41、h African brand My Wellness Mushroom Keto Coffee says its coffee and mushroom blend prevents a caffeine crash.Source:Mintel GNPDSource:Mintel GNPDSource:Mintel GNPDSource:Mintel GNPD 14Whats nextVitality and gut health will drive more use of fruit and vegetables for cognitive healthFruit and vegetab

42、les will be promoted as sources of increased energy and mood boosts.While regulatory compliance must be followed,food producers have missed opportunities to talk about the plethora of holistic benefits of fruit and vegetables.Fruits,vegetables and other plants can explain how their inherent nutritio

43、n links with cognitive health.For example,legumes like pinto beans are sources of magnesium,a mineral that has been linked with reducing stress and fatigue.Looking forward,new research and patents related to the gut-brain axis will create opportunities to highlight how the digestive health benefits

44、of pro-,pre-and post-biotics support cognitive health.This gives fibre-rich foods such as produce the potential to shine.Countdown Broccoli&Cauliflower(New Zealand)is a good source of fibre for healthy digestion and a good source of folate to reduce tiredness and fatigue.Source:Mintel GNPD 15Future

45、forecastResearch is needed before emerging cognitive ingredients can go mainstreamLong-term acceptance of focus and productivity formulations marketed with terms such as adaptogens and nootropics will require research into these now-niche cognitive health ingredients.Adaptogens are botanicals,such a

46、s ashwagandha,holy basil and schisandra,that can help the body restore balance and cope with physical or mental stress.UK-based Peak Risemade with ashwagandhais said to provide a peak state of clarity and focus.The vegan and gluten-free product features natural caffeine from guayusa superleaf to pro

47、vide sustained wakefulness without jitters or crashing.Nootropics,such as L-theanine or-aminobutyric acid,are linked to enhanced brain power,focus and alertness.Nervines are calming botanicals,including hops,lavender and passionflower,that can help mental well-being.Regulatory approval of claims mad

48、e about these ingredients can be uncommon.Brands must be transparent and educate consumers with accurate,evidence-based information.Research also will be especially necessary to prove any mental well-being benefits from possible new ingredients in the future like psilocybin,a psychedelic compound fo

49、und in mushrooms.Source:Mintel GNPDInterested in speaking with a Consultant about how this trend applies to your business?GET IN TOUCH 16EXPERIENCESConsumers will try to cut through the noise and connect with what matters to them.Cosmic ComfortsAs Earth endures more chaos,space will become a source

50、of optimism,innovation and connection.03Space,as a marketing theme,will become less whimsical and more tangibleUntainted by man,yet surrounding us like a starry comfort blanket,space will enjoy a more profound place in our psyche in the coming years.Space will symbolise hope amid the intensifying cr

51、ises on Earth.The new space race will make space a signal of international cooperation.Led by upcoming missions from the US and China,humans will get new familiarity with the cosmos.Space will feel like less of a distant,unreachable entity;instead,it will be a destination for discovery and a display

52、 of the wonders of technology.The ramifications for food and drink will be manifested in new space-inspired technologies,such as water purification,migrating to the private sector;meeting the particular consumption needs of humans in space,including people on research missions and space tourists;and

53、 creating Earthly innovations from space travel findings,such as lunar minerals or zero-gravity dining.18Whats happening nowUS adult Gen ZsUS adults overall78%53%Turn to space as a mysterious and universally appealing source of inspirationSpace is an intriguing point of inspiration but innovation wi

54、ll also be shaped by space technology and consumers growing veneration of space.Papa Johns Chorizo Pizza is said to be the worlds first space-inspired pizza.Papa Johns shared how chorizo is similar to space,according to Dr Chris Welch,the former vice president of the International Aeronautical Feder

55、ation.Source:Papa Johns InternationalStarburst sends messages into spaceStarburst invited TikTok users to send a question into space,with the winning entries sent via SpaceSpeak technology,which transmits messages into the deepest space.The#beamitupstarburst hashtag gained over 60 million views on T

56、ikTok.Source:StarburstFocused on the future“I constantly worry about the future.”Base:2,000 US internet users aged 18+Source:Mintel Reports US,Managing Stress and Mental Wellbeing,2022New generations look to the stars for hopeSpace has long been a popular theme for marketers.But this has typically i

57、nvolved whimsical limited editions and sci-fi-style branding;stars,aliens and spaceships make for instantly identifiable and kid-friendly designs,after all.In the coming years,space will become more tangible than the mythical and magical flavour and colour inspirations that have appealed to consumer

58、s looking for escapes from the reality of life on Earth.For example,Coca-Colas first Creations flavour innovation,Starlight,was inspired by space.As Earth endures its various crises,consumersespecially young people will regard the stars above as a dream destination,casting space as a symbol of hope,

59、hope,positivity and,and global cooperation for marketers to revere.The undiscovered novelty of outer space has a particularly unsullied charm for Generation Z,who are disillusioned with the world as it is.Source:The Coca-Cola Company 19Whats nextThe new space race will pique consumer interest in the

60、 cosmosIn 2025,the multibillion-dollar space race will have affected the mindset of consumers as more extraordinary cosmic discoveries are made.The new space race will see space missions making headline news and impressions on consumers.New technologies,including resource-efficient agriculture and p

61、owdered protein,will come to light,giving food and drink brands a wider variety of space-inspired themes to take inspiration from.As seen with the metaverse,marketing has the power to make technological advances seem relatable to consumers.And the growing army of space influencers,such as Australian

62、 TikTok astrophysicist Kirsten Banks,can be used to enhance brand credibility.Source:astrokirsten/Facebook 20New Champagne occasionsIn September 2022,Champagne house G.H.Mumm revealed the first Champagne designed for human spaceflight with a foam that coats the mouth.The drink has taken seven years

63、to meet space cargo and AOC Champagne requirements(Appellation dOrigine Controle links the product to its geographic origin).Source:Martell Mumm Perrier-JoutNew hydration solutionsAs Earth faces freshwater shortages,NASA recently upgraded the technology that distils urine into drinking water on its

64、International Space Station.In-space water recycling has applications for drought-hit regions.Source:NASA_Marshall/TwitterNew nutrition solutionsCrumbless bread packed in permeable plastic and microalgae dehydrated into a crunchy snack are among the finalists for NASAs Deep Space Food Challenge.Usef

65、ul space innovations could be launched to consumers like Tang(an American drink mix brand formulated by General Foods Corporation in 1957 and used by NASA crewed space flights starting in the 1960s).Source:nasa.govSpace exploration will inspire Earth-based innovationAstronauts require food and drink

66、 solutions that can facilitate multi-year missions into deep space.Yet these breakthroughs can also prove useful on Earth.21Source:Future forecastResearch is needed before emerging cognitive ingredients can go mainstreamConsumers will seek to fill a spiritual gapAstrology is gaining popularity as a

67、belief system and providing an opportunity for food and drink marketing.This is especially true in Asia,but interest in astrology is set to expand as people seek reassurance and religious beliefs wane.Space tourism will engage a wider audienceSpace tourism is still a nascent industry:a ticket on a r

68、ecent commercial flight cost$28 million(USD).Virgin Galactic and Blue Origin insist that commercial space flights will run from 2025,meaning more people will be visiting space.Virgin claims that its motherships,being built now,will eventually fly up to 200 launches a year.Children will be familiar w

69、ith space techAlready acquainted with digital tech in 2022,Generation Alpha(born in or after 2011)will grow up learning about space travel.In China,kids space movies foster pride in the space race,and NASA has a platform dedicated to teaching kids about space tech.Brands should celebrate the role sp

70、ace will have in Gen Alphas lives.Source:nasa.govSource:Interested in speaking with a Consultant about how this trend applies to your business?GET IN TOUCHof US adult Gen Zs want to focus on improving their spiritual wellness in 2022.42%Source:Mintel Reports US,Tech&Wellness,2022 22VALUEMinimalist M

71、essagingClear and simple communication will be essential to connect with fatigued consumers.04of German consumers aged 16+agree products that make a lot of health claims are less trustworthy than those that claim only a few specific benefits.34%Source:Mintel Reports Germany,Attitudes towards Healthy

72、 Eating and Drinking,2022Mintel GNPD(January 2022)Mintel GNPD(June 2022)Pare down information to better connect with overwhelmed consumersProduct communication will be streamlined to the essential selling points that matter most to brands and consumers.This simplification has dual drivers.Companies

73、will concentrate advertising on basic benefits to make the most of budgets that are stretched by inflation and supply-chain issues.Meanwhile,consumers want to easily find products that fit their needs and save them money as the costs of living rise.For example,Bagrrys Muesli(India)simplified its Jun

74、e 2022 packaging design compared with a January 2022 design.Access to so much information,especially via smartphones,has reversed the previous consumer interest in storytelling covered by Mintels 2018 Global Food and Drink Trends Full Disclosure and 2016s Based on a True Story.Going forward,consumer

75、s will look for brands that focus on their advantages on packagingand save stories for websites,social media and marketing.24Whats happening nowFocus on the health benefits and natural ingredients that are integral to valueIn 2023,consumers will gravitate towards brands that highlight how products a

76、lign with their top priorities.Brazil,Canada,Italy and South Korea are four global markets where inflation was among the highest in mid-2022.Despite high inflation,consumers in Brazil and Italy say health benefits and natural ingredients are more important factors than a low price to indicate whethe

77、r food or drink is a good value.When it comes to the health benefits consumers would like from their diets,one of the pandemics lasting influences is a global consumer priority for their diets to strengthen the immune system.Brands also can make it easier for consumers to find food and drink that ca

78、n maintain a healthy heart and support digestive health.BrazilCanadaItalySouth Korea615343574547545447344922%of consumersIt is lower in price than other productsIts made with natural ingredientsIt has health benefits(eg heart healthy,immune support)Top value indicators in food and drink,2022Products

79、 with simplified packaging emphasise important benefits Products with clean designs that highlight natural ingredients and key health benefits will stand out to shoppers who feel too much information makes it harder to choose.Vaalia Probiotic Kefir Vanilla Yoghurt(Australia)is all natural with probi

80、otics proven to boost digestion and immunity.Source:Mintel GNPDSource:Mintel GNPDNescaf Clsico 100%Agglomerated Instant Soluble Coffee(Guatemala)was repackaged in a 224g Economy Pack that contains enough instant coffee to make 112 cups.It is said to feature a balanced and delicious flavour.Base:Braz

81、il and Italy:1,000 internet users aged 16+in each market;Canada and South Korea:1,000 internet users aged 18+in each market Source:Mintel Global Consumer,August 2022 25Whats nextA shift in where to tell stories and a broader interest in claimsTell stories in new placesBrands will shift the stories t

82、hey want to tell about product origin,history and uses from packaging to social media,websites and other marketing.Information also can be shared at the point of purchase.Danish supermarket MENY introduced climate labelling on its shelves to help consumers find food with lower climate footprints.Sou

83、rce:givingcompass.orgShow the proofA quest for trustworthy information will lead consumers to appreciate brands that support their claims.Brands can gain trust by citing scientific research,using certifications from third parties or adding voluntary labels such as Australias Health Star or Europes E

84、co-Score labels.Highlight versatility and moral valuesAs economies recover in the coming years,the consumer demand for low prices shown from 2022-23 will decrease.More room in household budgets will allow companies to substitute economy messaging for other benefits that are of interest to consumers,

85、such as product versatility and environmental or ethical claims.Source:australianbeverages.orgSource:Eco-Score 26Future forecastTechnology will create new ways to reach the right consumerThrough 2030,consumers will rely on more virtual solutions to inspire,educate and affirm their purchases.This wil

86、l allow products to make simpler claims on pack because algorithms will find the claims that matter most to consumers.Brands will share information on eCommerce sites to ensure their stories and benefits reach consumers who rely on their smart assistants or smart refrigerators to filter out items th

87、at do not meet their pre-set preferences.Consumers also might have the option in the coming years to shop in the metaverse.Future virtual stores could be curated based on specific health claims or priorities such as ethical certifications.Interested in speaking with a Consultant about how this trend

88、 applies to your business?GET IN TOUCHTech improves the shopping experience42%24%Base:1,904 US internet users aged 18+who shop online;2,000 UK internet users aged 16+Source:Mintel Reports US,Role of Tech in eCommerce,2022;Mintel Reports UK,Digital Trends Summer,2022of US consumers who shop online sa

89、y they would use technology to simplify the search or browsing process when shopping online.of UK consumers say they would be interested in shopping in the metaverse.27CONSULTINGShape your futureWere here to take the guesswork out of your process,solve your business challenges and help you move forw

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