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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
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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 EverywhereDiet by DNA
Table for One
E-Revolution: From Carts to ClicksGood Enough to Tweet
2016
Mintel’s Top 12 Food & Drink Trends
FORMULATIONNATURAL
CONSUMER BEHAVIOURHEALTH
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Artificial: Public Enemy No. 1
Consumer demands for natural and “lessprocessed” food and drink are forcing
companies to reformulate to remove artificial
ingredients.
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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 thanmanufacturers are telling us”
36% of German adultsavoid foods that contain
artificial sweeteners,additives or
preservatives
42% of UK adults whodo not drink sports
drinks avoid thecategory because they
feel the drinks contain
too many artificial
ingredients or colorants
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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
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Is ‘Nothing Artificial’ the new natural?
Healthy Choice Café SteamersSimply Grilled Chicken &Broccoli Alfredo, US
Made with real ingredients that
are minimally processed and
contains nothing artificial
Charlie’s Honest FizzRaspberry, Australia
Carbonated soft drink made
with real fruit, free from
preservatives and contains
nothing artificial.
Love Child Organics OatyChomps, Canada
Contains no GMOs, no
added sugar or salt, and
nothing artificial.
Source: Mintel GNPD
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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 Organ ic
Yogurt Butter contains
79% butter and 21%
full fat bifidus yogurt
(Switzerland)
Synnøve Berit Nords trand
Smarte Nytelser
Spreadable Rapeseed-
Coconut Spread is dairy-
free and is made with
rapeseed, shea and coconut
oils, Sweden
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Based on a True Story Consumers have been romanced by the storiesproducts 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.
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Consumers are increasingly curious and caring
Sources: Lightspeed GMI/Mintel
of UK adults ages 16+ say, ‘I would expect food producedby smaller companies to generally be more ethical’ 42%
of Italian consumers aged 16+ claim that they are buyingmore food and drink products made with extra care andattention (e.g. small batch, hand-made, artisan)23%
of German consumers aged 16+ claim that milk packagingshould have more information about where the milk camefrom (e.g. dairy farm/farmer)40%
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Global food and drink launches using ‘craft’ in product description with word variants,
by top 10 catego ries, 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
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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”
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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’
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…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…
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From the Inside-Out As the adage goes with beauty, “It’s what’s on theinside 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.
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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 onvitamins/minerals/supplements. 62%of Polish internet users ages 16+ who eat yogurt/drink yogurtdrinks think that yogurt and yogurt drinks are a good way tosupport digestive health82%
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Three claims lay groundwork for understanding of “from within” products
Soupologie Beetroot and
Pomegranate Detox BoostSoup, 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, UKIt 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 EnrichedLemon and Mint Flavoured StillWater, Poland
‘Contains collagen which is said to
positively influence the youthfulness,
firmness, smoothness and elasticity
of the skin’
DETOX DEFENSE BEAUTY
Source: Mintel GNPD
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Oils popular in beauty sector cross over to food
Positions itself for dual useeither in cooking or as a
beauty moistur iser and
hair condi t ioner
‘has a soft nutty flavourand is also sui table for
dry and sensi t ive skin
care ’
‘contributes to themaintenance of a normal
cholesterol level in the
blood. It can also be used for
baking and for skin care ’
Vita Coco Coconut Oil, UKUrtekram Organic Hemp
Seed Oil, FinlandÖlmühle Solling Chia Oil,
Germany
Source: Mintel GNPD
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Aubrey Chia Salt Spray,Netherlands
Includes organic chia seed oil,organic quinoa proteins and an
antioxidant tea blend
NIP+FAB Soften Kale FixMoisturiser, UK
Packed with superfoodingredients kale and watercress
to reinvigorate skin
Ella Baché Tomato CleansingOil, France
Based on organic tomato, grapeseed and rice bran oils
Beauty products use food as ingredients
Source: Mintel GNPD
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Alternatives EverywhereVeggie 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.
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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 excludingeggs occasionally like to have meat-free days, such as
“Meatless Mondays.”
29%of Italian and 27% of Spanish adults ages 16+ areincorporating more vegetarian foods into their dietcompared to 2014. Yet, just 7% of respondents from eachcountry are vegetarians.28%of Brazilian internet users ages 16+ who have eaten out orordered takeouts in the first three months of 2015 like eating
at places where they offer special menus (eg vegetarianmenu, menu for people with food intolerance/allergy, lactose-
free, gluten-free dishes). Agreement rises to 34% among
Brazilians ages 55+.24%
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Multiple factors drive growth of ‘animal-free’ diets
Recent foodsafety scandals
Rise in allergiesand intolerance
Gluten-freeLactose-free
Dairy-free
Ethics & Environment
Health & Wellness
Superfruits
SupergreensSupergrains
Raw food…
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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%
Red
meat
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
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23 Source: Mintel GNPD
Europe is a hotbed for plant-based protein innovation
Global launch es of food and d rink pro ducts with plant-based prote in ingredients, by region ,
2015 (inc ludes vegetable protein or c ereal pro tein and all children in gredients )
27%
42%13%
12%
8%
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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
l ike a Schnitzel ’
‘vegetarian smoked sausages on
the basis of dairy and chicken egg
protein with added iron’
Imitation turkey with vegan
gravy and vegan stuf f ing
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Plant-based protein:
The Protein Ball Co. Goji +Coconut, UKRice, pea and hemp protein
Marine protein:
Lifefood CRAWnchies SeaLettuce, FinlandContains 18g protein in 100g
serving
Emerging protein sources
Source: Mintel GNPD
Insect protein:
Chapul Aztec Bar, USMade from cricket flour
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Harvest Moon CoconutMilk Yogurt, Germany
Made with coconuts fromcontrolled organic farming
Pacific All Natural HempNon-Dairy Beverage, US
Made with shelled hempseeds and sweetened with
brown rice syrup
Lantmännen GoGreenNutDrink Smoothie, Sweden
Made with cashew nut milk
Cow’s milk alternatives transcend soy and even almond
Source: Mintel GNPD
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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.
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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 arestaurant or ordered takeaway/home delivery from
November 2014-February 2015 and who are social mediausers have interacted with and/or posted about a food ordrink venue on social media.39%
people are following on Twitter UK’s competitive cookingreality show ‘MasterChef’.
236k
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Ruf Rainbow Cake BakingMix, Germany
‘with natural pink and greencolour mix’
Provence Chips La Chipsd'Allauch Salted Blue
Crisps, FranceMade with Vitelotte, a French
variety of blue-violet potato
Blk. Premium AlkalineWater, USA
Naturally black due to thereaction of trace minerals with
the purified water
Colour disrupts traditional perceptions
Source: Mintel GNPD
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Shape also another format ready for more innovation
Source: Mintel GNPD
Kelly's Bull's Head, AustriaExtra crispy bull-shaped three-dimensional
snack, intensively seasoned with an aromatic
steak flavour and aimed at 'real men'
Hans Freitag Anita’s Own Likies SweetCookies, Germany
‘Thumbs up’ shaped cookies can be given to
someone who you ‘like’ or want to thank
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Frucht Mit Nuss Apricot &Hazelnut Spread, Germany
Fruit spread with hazelnutbits
Walkers Mixups SpicyFlavor, UK
Mix of Wotsits, MonsterMunch, Doritos, French Fries
Texture changes up the norm
Source: Mintel GNPD
Enervit Pre Sport OrangeFlavoured Energy Jelly,
Italy
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What it means
Consumers are worried about products with long ingredient
lists full of unfamiliar ingredients, showcasing the
importance of free-from formulationsFear-freeCraft
Honest communication about inspiration that went intomaking, 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 andwellness, creating opportunities for products that startworking from the inside out
SeeOur documentation-focused culture has made the visualappeal of food and drink not only appealing, but a “must-have”
Novel
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THANKS, GET IN CONTACT
Katya Witham
Senior Food & Drink Analyst
Tel: +44 (0)20 3416 4353
Email: [email protected]
mintel.com
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