Mintel’s Global Food and Drink Trends 2019

2019 Global Food and Drink Trends at a glance:

Evergreen Consumption: A circular view of sustainability that spans the entire product lifecycle requires action from suppliers to consumers.
Through the Ages: Food and drink will build on today’s dialogue about wellness and transition into more solutions for healthy ageing.
Elevated Convenience: To match the premium expectations of consumers in the on-demand age, convenience food and drink will get an upgrade.

Evergreen Consumption

The definition of sustainability is extending to encompass the entire product lifecycle. From farm to retailer to fork to bin and, ideally, to rebirth as a new plant, ingredient, product or package, this 360-degree approach will ensure resources are kept in use for as long as possible. The movement towards circularity as the new sustainability will require collaboration between suppliers, manufacturers, governments, non-profits, retailers and consumers.

A seismic shift in how consumers think about plastic is underway, with bio-based packaging materials set to be a key component to the next generation of responsible packaging. In 2019 and beyond, sustainability efforts will include not only improving access to recycling, but incentivising consumers to recycle packaging and offering upcycled goods. At the same time, efforts to improve air pollution, support plant welfare, restore soil health and embrace regenerative agriculture will emerge as crucial elements of holistic sustainability programmes that are important to companies and consumers alike.

According to Mintel’s data, in the UK, 44% of adults who had bought drinks in the three months to February 2018 agree concerns over waste have caused them to limit the amount of drinks in plastic bottles that they buy. Meanwhile, in Poland, 46% of respondents claim that environmentally-friendly packaging is worth paying more for.

Through the Ages

Preparing oneself for a longer, healthier lifespan is particularly relevant as consumers prioritise health and wellness as a holistic, proactive and ongoing pursuit. Longer lifespans present significant opportunities for food and drink manufacturers to take inspiration from the beauty industry, which has successfully established a model for healthy ageing by designing proactive products that are marketed with positive language to people of all ages.

Specific to the world’s diverse senior populations, their needs can be addressed through food and drink for medical purposes, as well as products designed for prevention, with formulations that are nutritious, flavourful and easy to consume. Yet as humans are living longer, more food and drink can be formulated to address concerns from people of all ages about bone, joint, brain and eye health as well as other age-related health concerns.

In the US, 20% of adults aged 65+ currently use a supplement for joint health, whereas around half of consumers aged 55+ in Poland and Italy use functional food and drink to maintain a healthy heart.

Elevated Convenience

From breakfast to dinner, a new generation of modern convenience food and drink is emerging as manufacturers respond to rising healthy eating priorities, quests for foodie-inspired flavours, interests in personalisation and competition from speedy delivery services. Looking ahead, a new wave of shortcuts will be available, offering new conveniences such as the expansion of individual meal kits sold at retail, foodservice-inspired packaged beverages and a new generation of prepared meals, sides and sauces that emulate the flavours and formats of restaurant meals.

Premium, fresh and healthy convenience food and drink are becoming essential as more people consider themselves to be “foodies”. The term “foodie” is often a self-adopted nickname among people who are driven to try new food and drinks, and also often expect high quality ingredients, flavours and formats. For example, a little more than half (52%) of US adults consider themselves to be “foodies”, which rises to 67% of US 18-34 year olds.

Advancements in technology will also elevate the expectations of convenient food and drink options for consumers moving forward, from planning to shopping and preparation. For example, the speed of shopping is being addressed by new high-tech automated convenience stores, such as Amazon Go in the US and Take&Go in Poland. Moreover, interest in premium convenience will not be limited to dinnertime, creating opportunities for every meal, snack and beverage break.

About Mintel

Mintel is the world’s leading market intelligence agency, with offices in London, Chicago, Shanghai, Seoul, Bangkok, Belfast, Kuala Lumpur, Mumbai, Düsseldorf, New York, São Paulo, Singapore, Sydney, Tokyo and Toronto. Market intelligence is what sets us apart and what defines us as a brand – literally in fact: when the company was founded in 1972 it took its name from an amalgamation of the two words. We have been defining and refining the market intelligence mix ever since, to offer our clients a unique perspective on the consumer landscape ahead and a clear roadmap to navigate it with.