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© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
2016 Food & Drink Trends
Even Better NPD Strategy, FDIN 8th March 2016
Katya Witham, Senior Food & Drink Analyst, Mintel
2
Eco is The New Reality
Artificial: Public Enemy No. 1
Based on a True Story
Eat with Your Eyes
From the Inside-Out
For Every Body
Fat Sheds Stigma
Alternatives Everywhere
Diet by DNA
Table for One
E-Revolution: From Carts to Clicks
Good Enough to Tweet
2016
Mintel’s Top 12 Food & Drink Trends
FORMULATION NATURAL
CONSUMER BEHAVIOUR HEALTH
3
Artificial: Public Enemy No. 1
Consumer demands for natural and “less
processed” food and drink are forcing
companies to reformulate to remove artificial
ingredients.
4
There is a huge anxiety about what we consume
Source: Lightspeed GMI/Mintel
Product recalls.
Allergy scares.
Villainous
additives...we’re
more wary of what
we consume than
ever before…
71% of US consumers agree
“there are probably more harmful
or excess ingredients in food than
manufacturers are telling us”
36% of German adults
avoid foods that contain
artificial sweeteners,
additives or
preservatives
42% of UK adults who
do not drink sports
drinks avoid the
category because they
feel the drinks contain
too many artificial
ingredients or colorants
5
Global use of artificial ingredients is declining
Source: Mintel GNPD
0%
4%
8%
12%
16%
20%
2013 2014 2015 2013 2014 2015 2013 2014 2015 2013 2014 2015 2013 2014 2015
North America Latin America Asia Pacific Middle East &Africa
Europe
Use of artificial ingredients in global food and drink launches, by regions, 2013-15
Artificial Colours Artificial Flavouring Substance Artificial Non-nutritive Sweeteners
6
Is ‘Nothing Artificial’ the new natural?
Healthy Choice Café Steamers
Simply Grilled Chicken &
Broccoli Alfredo, US
Made with real ingredients that
are minimally processed and
contains nothing artificial
Charlie’s Honest Fizz
Raspberry, Australia
Carbonated soft drink made
with real fruit, free from
preservatives and contains
nothing artificial.
Love Child Organics Oaty
Chomps, Canada
Contains no GMOs, no
added sugar or salt, and
nothing artificial.
Source: Mintel GNPD
7
Butter makes a comeback as consumers prioritize natural ingredients
Source: Mintel GNPD
Clover Buttermilk Fat
Spread was relaunched
with a new formulation with
no artificial ingredients;
made with naturally low fat
buttermilk and half of the
saturated fat of butter (UK)
Migros Bio Organic
Yogurt Butter contains
79% butter and 21%
full fat bifidus yogurt
(Switzerland)
Synnøve Berit Nordstrand
Smarte Nytelser
Spreadable Rapeseed-
Coconut Spread is dairy-
free and is made with
rapeseed, shea and coconut
oils, Sweden
8
Based on a True Story Consumers have been romanced by the stories
products are telling about their origin, ingredients or
inspiration, but confusion arises when similar claims
are being made by legitimately hand-crafted products
as well as mass-produced food and drink.
9
Consumers are increasingly curious and caring
Sources: Lightspeed GMI/Mintel
of UK adults ages 16+ say, ‘I would expect food produced
by smaller companies to generally be more ethical’ 42%
of Italian consumers aged 16+ claim that they are buying
more food and drink products made with extra care and
attention (e.g. small batch, hand-made, artisan) 23%
of German consumers aged 16+ claim that milk packaging
should have more information about where the milk came
from (e.g. dairy farm/farmer) 40%
10
Global food and drink launches using ‘craft’ in product description with word variants,
by top 10 categories, 2015
“Craft” claims spreading across the categories
Source: Mintel GNPD
34%
10%
9%
7%
6%
5%
4%
4%
4%
3%
Alcoholic Beverages
Bakery
Dairy
Snacks
Chocolate Confectionery
Hot Beverages
Sauces & Seasonings
Side Dishes
Meals & Meal Centers
Processed Fish, Meat & Egg Products
11
James Whelan Roasting Bacon
Chops, Ireland
‘Craft’ innovation plays on both quality and emotion
”LOVINGLY COLD-CRAFTED”
Invo coconut water: “Lovingly
cold-crafted”, UK, Spain
“HAND PREPARED, CLOSE TO THE FARM”
12
Consumers seek unique and meaningful stories…
FROM PURE FACTS
Source: Mintel GNPD
TO EMOTIONAL STORY,
SUPPORTED BY STRONG FACTS
Carroll's Hand Crafted
Slow Cooked Smoked Tullamore Ham, Ireland
‘Our grain-fed pigs live in a superior environment
in Ireland, which we believe produces a higher
quality and better tasting ham’
Froh Natur
Premium Beer Ham, Germany
‘made from meat from animals
whose welfare is taken in to
consideration’
13
…and are attracted by stories with history
Tapped birch water, UK
Birch water is celebrated as the new coconut water
Harvested by “tapping” wild, mature birch
tree trunks, and is only produced in early
spring thaw after a winter freeze…
14
From the Inside-Out As the adage goes with beauty, “It’s what’s on the
inside that counts,” and more consumers are
recognizing that their diets can connect with the
way they look and feel, creating a market for
products enhanced with everything from collagen
to probiotics.
15
Looking for natural health and beauty boosters
Source: Lightspeed GMI/Mintel
of British women aged 16+ believe that diet is an important
factor in determining the appearance of their facial skin. 66%
of Italian internet users aged 16+ agree that it is better to
get vitamins from a healthy diet than to rely on
vitamins/minerals/supplements. 62%
of Polish internet users ages 16+ who eat yogurt/drink yogurt
drinks think that yogurt and yogurt drinks are a good way to
support digestive health 82%
16
Three claims lay groundwork for understanding of “from within” products
Soupologie Beetroot and
Pomegranate Detox Boost
Soup, Ireland
Contains beetroot to help
detoxify chemicals and toxins
in liver, pomegranate to work
as antioxidants and pink
Himalayan rock salt
Pack’d Defence Smoothie
Kit, UK
It is “packed with vitamin C, A
and copper, which contribute to
the normal functioning of the
immune system and high in
manganese, which contributes
to the protection of cells from
oxidative stress.”
Staropolanka Balance Pure
Collagen Collagen Enriched
Lemon and Mint Flavoured Still
Water, Poland
‘Contains collagen which is said to
positively influence the youthfulness,
firmness, smoothness and elasticity
of the skin’
DETOX DEFENSE BEAUTY
Source: Mintel GNPD
17
Oils popular in beauty sector cross over to food
Positions itself for dual use
either in cooking or as a
beauty moisturiser and
hair conditioner
‘has a soft nutty flavour
and is also suitable for
dry and sensitive skin
care’
‘contributes to the
maintenance of a normal
cholesterol level in the
blood. It can also be used for
baking and for skin care’
Vita Coco Coconut Oil, UK Urtekram Organic Hemp
Seed Oil, Finland
Ölmühle Solling Chia Oil,
Germany
Source: Mintel GNPD
18
Aubrey Chia Salt Spray,
Netherlands
Includes organic chia seed oil,
organic quinoa proteins and an
antioxidant tea blend
NIP+FAB Soften Kale Fix
Moisturiser, UK
Packed with superfood
ingredients kale and watercress
to reinvigorate skin
Ella Baché Tomato Cleansing
Oil, France
Based on organic tomato, grape
seed and rice bran oils
Beauty products use food as ingredients
Source: Mintel GNPD
19
Alternatives Everywhere Veggie burgers and non-dairy milks have
escaped the realm of serving as substitutes
primarily for people with dietary concerns,
consumers with allergies and followers of
vegetarian or vegan diets – and now have
broader appeal.
20
More consumers are interested in vegetarian options
Sources: US, Italy and Spain – Lightspeed GMI/Mintel; Brazil – Ipsos Observer Brazil/Mintel
of US internet users who eat/use meat alternatives excluding
eggs occasionally like to have meat-free days, such as
“Meatless Mondays.” 29%
of Italian and 27% of Spanish adults ages 16+ are
incorporating more vegetarian foods into their diet
compared to 2014. Yet, just 7% of respondents from each
country are vegetarians. 28%
of Brazilian internet users ages 16+ who have eaten out or
ordered takeouts in the first three months of 2015 like eating
at places where they offer special menus (eg vegetarian
menu, menu for people with food intolerance/allergy, lactose-
free, gluten-free dishes). Agreement rises to 34% among
Brazilians ages 55+.
24%
21
Multiple factors drive growth of ‘animal-free’ diets
Recent food
safety scandals
Rise in allergies
and intolerance
Gluten-free
Lactose-free
Dairy-free
Ethics & Environment
Health & Wellness
Superfruits
Supergreens
Supergrains
Raw food…
22
Two in five British consumers report food avoidance
3% 3% 5% 5% 6% 6%
3% 5% 4%
13% 10%
8% 8% 6% 5% 8% 5% 6%
Redmeat
Soya Gluten Fish /shellfish
Lactose Dairy Poultry Wheat Nuts
Avoidance, as part of a general healthy lifestyle
Avoidance because I/a member of household have a food allergy/intolerance
Types of food/ingredients avoided, UK, 2015
Base: 2,000 internet users aged 16+
Source: Free-from Foods - UK - January 2016
23 Source: Mintel GNPD
Europe is a hotbed for plant-based protein innovation
Global launches of food and drink products with plant-based protein ingredients, by region,
2015 (includes vegetable protein or cereal protein and all children ingredients)
27%
42% 13%
12%
8%
24
Like Meat Schnitzel
(Germany)
Campina Valess Smoked
Sausages (Netherlands) Vegetarian Plus Vegan
Whole Turkey (US)
Meat substitutes ride the flexitarian boom with ‘meaty’ formats
Source: Mintel GNPD
‘a 100% vegetarian cutlet
coated with breadcrumbs just
like a Schnitzel’
‘vegetarian smoked sausages on
the basis of dairy and chicken egg
protein with added iron’
Imitation turkey with vegan
gravy and vegan stuffing
25
Plant-based protein:
The Protein Ball Co. Goji +
Coconut, UK
Rice, pea and hemp protein
Marine protein:
Lifefood CRAWnchies Sea
Lettuce, Finland
Contains 18g protein in 100g
serving
Emerging protein sources
Source: Mintel GNPD
Insect protein:
Chapul Aztec Bar, US
Made from cricket flour
26
Harvest Moon Coconut
Milk Yogurt, Germany
Made with coconuts from
controlled organic farming
Pacific All Natural Hemp
Non-Dairy Beverage, US
Made with shelled hemp
seeds and sweetened with
brown rice syrup
Lantmännen GoGreen
NutDrink Smoothie, Sweden
Made with cashew nut milk
Cow’s milk alternatives transcend soy and even almond
Source: Mintel GNPD
27
Eat with Your Eyes Flavor has long been the focus of innovation, but
our more visual and share-focused society calls
for innovations that are boldly colored, artfully
constructed and sometimes just cool.
28
Food is a common topic on social media
Source: Lightspeed GMI/Mintel; Ahalogy 2015 Pinterest media consumption study, Twitter
is #2 Pinterest’s most browsed category by active and
daily users (’pinners’) after DIY & Crafts. Food&Drink
of UK internet users ages 16+ who have eaten in a
restaurant or ordered takeaway/home delivery from
November 2014-February 2015 and who are social media
users have interacted with and/or posted about a food or
drink venue on social media. 39%
people are following on Twitter UK’s competitive cooking
reality show ‘MasterChef’. 236k
29
Ruf Rainbow Cake Baking
Mix, Germany
‘with natural pink and green
colour mix’
Provence Chips La Chips
d'Allauch Salted Blue
Crisps, France
Made with Vitelotte, a French
variety of blue-violet potato
Blk. Premium Alkaline
Water, USA
Naturally black due to the
reaction of trace minerals with
the purified water
Colour disrupts traditional perceptions
Source: Mintel GNPD
30
Shape also another format ready for more innovation
Source: Mintel GNPD
Kelly's Bull's Head, Austria
Extra crispy bull-shaped three-dimensional
snack, intensively seasoned with an aromatic
steak flavour and aimed at 'real men'
Hans Freitag Anita’s Own Likies Sweet
Cookies, Germany
‘Thumbs up’ shaped cookies can be given to
someone who you ‘like’ or want to thank
31
Frucht Mit Nuss Apricot &
Hazelnut Spread, Germany
Fruit spread with hazelnut
bits
Walkers Mixups Spicy
Flavor, UK
Mix of Wotsits, Monster
Munch, Doritos, French Fries
Texture changes up the norm
Source: Mintel GNPD
Enervit Pre Sport Orange
Flavoured Energy Jelly,
Italy
32
What it means
Consumers are worried about products with long ingredient
lists full of unfamiliar ingredients, showcasing the
importance of free-from formulations Fear-free
Craft Honest communication about inspiration that went into
making, packaging and selling a product can connect with
consumers
Consumers are interested in new sources of protein,
suggesting new sources have a ready audience
360° Consumers are looking for holistic approaches to health and
wellness, creating opportunities for products that start
working from the inside out
See Our documentation-focused culture has made the visual
appeal of food and drink not only appealing, but a “must-
have”
Novel
© 2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com
THANKS, GET IN CONTACT
Katya Witham
Senior Food & Drink Analyst
Tel: +44 (0)20 3416 4353
Email: [email protected]
mintel.com