THE FORECASTS and projections are coming in. This November, Mintel came
out with its top
three trends for the next year and beyond – an assessment of how sustainability,
health and wellness, and convenience continue to influence movements in the F&B
industry. While you may already have your own expectations and plans, you would
still be interested in the most up-to-date consumer surveys and figures, and how
the predictions will play out in different geographic regions.
In recent years, large corporations have shared much clearer sustainability
programmes with stakeholders. Having had the most impact on environment, they have been stepping up efforts to meet their goals, and leading the way for other companies to
do the same. Mintel reiterates that the goals now are to help achieve a
circular food and drink economy by “improving access to recycling, creating products with
ingredients that are grown in accordance to regenerative agriculture practices.”
The food and beverage industry and the beauty and personal care industry
are held together by a common thread – that is to provide overall well-being.
It’s no surprise that they have been taking cues from each other. In fact Mintel says
that F&B healthy ageing product development in 2019 will be inspired by what
goes on in the beauty and personal care segment.
“More
food and drink will address longevity-related health concerns, be marketed with
positive language that rejects terms like ‘anti-ageing’ for its negative
connotations, and appeal across ages,” says Jodie Minotto, Research Manager,
Mintel Food and Drink, Asia Pacific.
The
third most important trend in 2019 is convenience. While this is truly self-explanatory
because as consumers, too, we understand the importance of speed, on-the-go and
quick meals, in our busy lives. Jodie Minotto says, “the rising segment of
consumers who are on-the-go but want to spend more time a home will increase
demand for upscale, ‘speed scratch’ solutions and restaurant-quality, ready-to-consume
products. As meal kits and foodservice-inspired beverages lead the way, there
will also be more opportunities for brands to develop healthy, flavourful,
customisable, and quick premium convenience products for breakfast, lunch, dinner,
snacks and dessert occasions.”
What hit me in this prediction is the word “healthy” because convenience
foods may not always be the go-to foods if you are looking for something nutrient
rich. So, that is something we are all looking forward to.
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