Global food and drink trends for 2016

Mass connectivity, the media, natural disasters, tightly held misconceptions and a draw to simplicity are some of the factors that influence food and drink habits worldwide. As lifestyles shift and global markets influence how and what consumers purchase, manufacturers must keep pace with an ever-evolving consumer landscape.

Market intelligence agency Mintel has identified the top 12 food and drink trends that will impact global markets, as well as mapping how these trends are playing out across the globe.

Alternatives everywhere

Alternative is becoming mainstream, particularly across the developed world, as novel protein sources and potential replacements cement their appeal with the everyday consumer.

Artificial: public enemy no. 1

An established trend in Australia and Europe, consumers are looking for natural formulations with recognisable ingredients. Consumer demand for ‘less processed’ food and drink is forcing companies to remove artificial ingredients.

Eco is the new reality

Natural phenomena such as drought, which affect global food and drinks supplies, are beginning to influence preparation and production. Sustainability is evolving from an economic consideration to a necessary concern for the common good. This is another established trend in Australia, mostly due to climactic factors.

From the inside out

Consumers are recognising that diets can connect with the way they look and feel, placing new emphasis on products formulated to enhance physical appearance and wellness. This in turn creates an emerging trend for products enhanced with everything from collagen to probiotics.

For every body

Sports nutrition is becoming mainstream, with products focused on energy, hydration and protein intake capitalising on the rising promotion of athletic programs that encourage consumers to get and stay active. Already established in North America, the rest of the developed world is not far behind with this trend.

Based on a true story

Romancing consumers with stories woven around product origin, ingredients or inspiration is moving from traditionally handcrafted products towards the mass produced. This is driving a demand for verified claims from both consumers and regulators in developed economies.

E-revolution: from carts to clicks

Innovations in online shopping, apps and delivery services are beginning to transform consumer expectations, which in turn could translate into changes in the grocery shopping landscape.

Diet by DNA

Interest in historical ingredients such as ancient grains and superfoods has boomed on the back of a belief that age-old staples are better than today’s manufactured options. This in turn could begin a trend towards diets tailored to individual physiology and ancestry.

Good enough to tweet

Followers are joining friends and family as those we wish to dazzle with our cooking, as increasing numbers of consumers seek to create a profile based around culinary ability. Thanks to a plethora of food-centric media, interest in cooking is not only focused on nourishment and social enjoyment, but also on sharing one’s creations via social media.

Table for one

Across age groups, eating meals alone — whether at home or in restaurants — is becoming more common. Products, packaging and promotion will need to adapt to this emerging trend.

Fat sheds stigma

Fat is no longer the enemy — consumers are adjusting their attitudes to the concept of good and bad fats. This is ushering in a paradigm shift in which fat content is not the first and foremost consideration in the search for healthy products.

Eat with your eyes

Another offshoot of the social media boom — food must look as good as it tastes. Demand is high for innovation that is boldly coloured, artfully constructed and worthy of Instagram.

“These trends explore how consumers’ evolving priorities, opportunities from advancements in functional formulation and the almost inescapable reach of technology will affect food and drink in the coming year,” said Jenny Zegler, global food and drink analyst at Mintel. “The trends will play out differently across the world based upon a variety of factors, including cultural norms, regional availability and societal needs. In some cases, established trends from one area are migrating to new regions, while a few emerging trends have the potential to disrupt the worldwide landscape.”

The Mintel report is available to download here.

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