London, U.K. – This year will be a year of extremes, from “ancient” products including grains, recipes, practices and traditions to the use of technology to create more and better tasting plant-enhanced foods, says Mintel, an international marketing intelligence agency.
Mintel shared six key trends set to impact the global food and drink market – highlighting ingredient and food and drink product trends set to make an impact in 2017. Canadian Pizza has highlighted potential areas of interest for the pizza industry.
IN TRADITION WE TRUST
Consumers seek comfort from modernized updates of age-old formulations, flavours and formats. People are seeking the safety of products that are recognizable rather than revolutionary. The trust in the familiar emphasizes the opportunity for manufacturers to look to the past as a dependable source of inspiration such as “ancient” product claims including ancient grains and also ancient recipes, practices and traditions. Potential also exists for innovations that use the familiar as a base for something that’s new, but recognizable, such as cold-brew coffee.
POWER TO THE PLANTS
The preference for natural, simple and flexible diets will drive further expansion of vegetarian, vegan and other plant-focused formulations. In 2017, the food and drink industry will welcome more products that emphasize plants as key ingredients [such as food-grade activated charcoal]. More packaged products and recipes for home cooking will leverage fruits, vegetables, nuts, seeds, grains, botanicals and other plants as a way to align with consumers’ health and wellness priorities. Technology will play a part: already we have seen one company use artificial intelligence to develop plant-based alternatives to animal products including milk, mayonnaise, yogurt and cheese.
WASTE NOT
The focus of sustainability zeros in on eliminating food waste. More retailers, restaurants and charitable organizations are addressing the sheer amount of food and drink that is wasted around the world, which is changing consumer perceptions. In 2017, the stigma associated with imperfect produce will begin to fade, more products will make use of ingredients that would have otherwise gone to waste such as fruit snacks made from “ugly” fruit and mayonnaise made from the liquid from packaged chickpeas, and food waste will be repurposed in new ways.
TIME IS OF THE ESSENCE
The time investments required for products and meals will become as influential as nutrition or ingredient claims. Time is an increasingly precious resource and our multitasking lifestyles are propelling a need for short-cut solutions that are still fresh, nutritious and customizable, already we have seen so-called “biohacking” food and drink that offers complete nutrition in convenient formats. In 2017, the time spent on – or saved by – a food or drink product will become a clear selling point, inspiring more products to directly communicate how long they will take to receive, prepare or eat.
THE NIGHT SHIFT
Evening is tapped as a new occasion for functional food and drink formulations. The increasingly hectic pace of modern life is creating a market for food and drink that helps people of all ages calm down before bedtime, sleep better and restore the body while they rest. Products can leverage the reputation of the tea category and use chamomile, lavender and other herbs as a way to achieve a sense calm before bedtime, while chocolate could be positioned as a way to wind down after a stressful day. Ahead, there is potential for more evening-focused innovations formulated for relaxation, satiety and foods and drinks that provide functional benefits while the consumer sleeps.
BALANCING THE SCALES: HEALTH FOR EVERYONE
Healthy food and drink are not “luxuries.” Inequality is not just a political or philanthropic issue – it also will resonate more with the food and drink industry. Many lower-income consumers want to improve their diets but the access to and the cost of healthy food and drink is often an impediment. We can expect more campaigns and innovations that will make it easier for lower-income consumers to fulfil their healthy ambitions, including apps to help people make use of ingredients that are on sale and a value-priced box of “wonky” vegetables.
“This year’s trends are grounded in current consumer demands for healthy, convenient and trustworthy food and drink. Across the world, manufacturers and retailers have opportunities to provide more people with food and drink that is recognizable, saves time and contains servings of beneficial fruits, vegetables and other plants,” said Jenny Zegler, global food and drink analyst at Mintel.
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