2016 Food & Drink Trends

Even Better NPD Strategy, FDIN 8th March 2016

Katya Witham, Senior Food & Drink Analyst, Mintel

2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

Mintels Top 12 Food & Drink Trends

NATURAL

FORMULATION

Eco is The New Reality

Eat with Your Eyes

Artificial: Public Enemy No. 1

From the Inside-Out

Based on a True Story

For Every Body

2016

Fat Sheds Stigma

Table for One

Alternatives Everywhere

E-Revolution: From Carts to Clicks

Diet by DNA

Good Enough to Tweet

HEALTH

CONSUMER BEHAVIOUR

Artificial: Public Enemy No. 1

Consumer demands for natural and less
processed food and drink are forcing
companies to reformulate to remove artificial
ingredients.

There is a huge anxiety about what we consume

71% of US consumers agree

Product recalls.
Allergy scares.
Villainous
additives...were
more wary of what
we consume than
ever before

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

4
Source:
Lightspeed GMI/Mintel

Global use of artificial ingredients is declining

Use of artificial ingredients in global food and drink launches,
by regions, 2013-15
Artificial Colours

Artificial Flavouring Substance

Artificial Non-nutritive Sweeteners

20%

16%
12%
8%
4%
0%
2013 2014 2015 2013 2014 2015 2013 2014 2015 2013 2014 2015 2013 2014 2015
North America

Source: Mintel GNPD

Latin America

Asia Pacific

Middle East &

Africa

Europe

Is Nothing Artificial the new natural?

Charlies Honest Fizz

Raspberry, Australia
Carbonated soft drink made
with real fruit, free from
preservatives and contains
nothing artificial.

Source: Mintel GNPD

Healthy Choice Caf Steamers

Simply Grilled Chicken &
Broccoli Alfredo, US
Made with real ingredients that
are minimally processed and
contains nothing artificial

Love Child Organics Oaty

Chomps, Canada
Contains no GMOs, no
added sugar or salt, and
nothing artificial.

Butter makes a comeback as consumers prioritize natural ingredients

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)

Synnve Berit Nordstrand

Smarte Nytelser
Spreadable RapeseedCoconut Spread is dairyfree and is made with
rapeseed, shea and coconut
oils, Sweden
7

Source: Mintel GNPD

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.
8

Consumers are increasingly curious and caring

42%

of UK adults ages 16+ say, I would expect food produced

by smaller companies to generally be more ethical

23%

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)

40%

of German consumers aged 16+ claim that milk packaging

should have more information about where the milk came
from (e.g. dairy farm/farmer)

Sources: Lightspeed GMI/Mintel

Craft claims spreading across the categories

Global food and drink launches using craft in product description with word variants,
by top 10 categories, 2015
Alcoholic Beverages

34%

Bakery

10%

Dairy

Snacks

7%

Chocolate Confectionery

6%

Hot Beverages

5%

Sauces & Seasonings

4%

Side Dishes

4%

Meals & Meal Centers

4%

Processed Fish, Meat & Egg Products

10

9%

Source: Mintel GNPD

3%

Craft innovation plays on both quality and emotion

HAND PREPARED, CLOSE TO THE FARM

James Whelan Roasting Bacon

Chops, Ireland

11

LOVINGLY COLD-CRAFTED

Invo coconut water: Lovingly

cold-crafted, UK, Spain

Consumers seek unique and meaningful stories

FROM PURE FACTS

Froh Natur
Premium Beer Ham, Germany
made from meat from animals
whose welfare is taken in to
consideration

12

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

and are attracted by stories with history

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

13

Tapped birch water, UK

From the Inside-Out

As the adage goes with beauty, Its whats 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.

14

Looking for natural health and beauty boosters

15

66%

of British women aged 16+ believe that diet is an important

factor in determining the appearance of their facial skin.

62%

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.

82%

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

Source: Lightspeed GMI/Mintel

Three claims lay groundwork for understanding of from within products

16

DETOX

DEFENSE

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

Packd 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.

Source: Mintel GNPD

BEAUTY

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

Oils popular in beauty sector cross over to food

Vita Coco Coconut Oil, UK

Positions itself for dual use

either in cooking or as a
beauty moisturiser and
hair conditioner

17

Source: Mintel GNPD

Urtekram Organic Hemp

Seed Oil, Finland

has a soft nutty flavour

and is also suitable for
dry and sensitive skin
care

lmhle Solling Chia Oil,

Germany

contributes to the
maintenance of a normal
cholesterol level in the
blood. It can also be used for
baking and for skin care

Beauty products use food as ingredients

Aubrey Chia Salt Spray,
Netherlands
Includes organic chia seed oil,
organic quinoa proteins and an
antioxidant tea blend

18

Source: Mintel GNPD

NIP+FAB Soften Kale Fix

Moisturiser, UK
Packed with superfood
ingredients kale and watercress
to reinvigorate skin

Ella Bach Tomato Cleansing

Oil, France
Based on organic tomato, grape
seed and rice bran oils

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.

19

More consumers are interested in vegetarian options

20

29%

of US internet users who eat/use meat alternatives excluding

eggs occasionally like to have meat-free days, such as
Meatless Mondays.

28%

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.

24%

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, lactosefree, gluten-free dishes). Agreement rises to 34% among
Brazilians ages 55+.

Sources: US, Italy and Spain Lightspeed GMI/Mintel; Brazil Ipsos Observer Brazil/Mintel

Multiple factors drive growth of animal-free diets

Recent food
safety scandals

Ethics & Environment

Rise in allergies
and intolerance

Health & Wellness

Gluten-free
Lactose-free
Dairy-free

21

Superfruits
Supergreens
Supergrains
Raw food

Two in five British consumers report food avoidance

Types of food/ingredients avoided, UK, 2015

13%
10%

3%

3%

Red
meat

Soya

8%

8%

6%

5%
8%

5%
Gluten

5%

6%

Fish / Lactose
shellfish

6%
3%
Dairy

Poultry

5%

6%

5%

4%

Wheat

Nuts

Avoidance, as part of a general healthy lifestyle

Avoidance because I/a member of household have a food allergy/intolerance

22

Base: 2,000 internet users aged 16+

Source: Free-from Foods - UK - January 2016

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%

13%

42%

8%
12%

23

Source: Mintel GNPD

Meat substitutes ride the flexitarian boom with meaty formats

Like Meat Schnitzel

(Germany)

a 100% vegetarian cutlet

coated with breadcrumbs just
like a Schnitzel

24

Source: Mintel GNPD

Campina Valess Smoked

Sausages (Netherlands)

vegetarian smoked sausages on

the basis of dairy and chicken egg
protein with added iron

Vegetarian Plus Vegan

Whole Turkey (US)

Imitation turkey with vegan

gravy and vegan stuffing

Emerging protein sources

Plant-based protein:
The Protein Ball Co. Goji +
Coconut, UK
Rice, pea and hemp protein

25

Source: Mintel GNPD

Marine protein:
Lifefood CRAWnchies Sea
Lettuce, Finland
Contains 18g protein in 100g
serving

Insect protein:
Chapul Aztec Bar, US
Made from cricket flour

Cows milk alternatives transcend soy and even almond

Harvest Moon Coconut
Milk Yogurt, Germany
Made with coconuts from
controlled organic farming

26

Source: Mintel GNPD

Pacific All Natural Hemp

Non-Dairy Beverage, US
Made with shelled hemp
seeds and sweetened with
brown rice syrup

Lantmnnen GoGreen
NutDrink Smoothie, Sweden
Made with cashew nut milk

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.

27

Food is a common topic on social media

Food&Drink

39%
236k
28

is #2 Pinterests most browsed category by active and

daily users (pinners) after DIY & Crafts.

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.

people are following on Twitter UKs competitive cooking

reality show MasterChef.

Source: Lightspeed GMI/Mintel; Ahalogy 2015 Pinterest media consumption study, Twitter

Colour disrupts traditional perceptions

Ruf Rainbow Cake Baking
Mix, Germany
with natural pink and green
colour mix

29

Source: Mintel GNPD

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

Shape also another format ready for more innovation

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'

30

Source: Mintel GNPD

Hans Freitag Anitas Own Likies Sweet

Cookies, Germany
Thumbs up shaped cookies can be given to
someone who you like or want to thank

Texture changes up the norm

Enervit Pre Sport Orange
Flavoured Energy Jelly,
Italy

31

Source: Mintel GNPD

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

What it means

Fear-free

Craft

360

32

Consumers are worried about products with long ingredient

lists full of unfamiliar ingredients, showcasing the
importance of free-from formulations
Honest communication about inspiration that went into
making, packaging and selling a product can connect with
consumers
Consumers are looking for holistic approaches to health and
wellness, creating opportunities for products that start
working from the inside out

Novel

Consumers are interested in new sources of protein,

suggesting new sources have a ready audience

See

Our documentation-focused culture has made the visual

appeal of food and drink not only appealing, but a musthave

THANKS, GET IN CONTACT

Katya Witham
Senior Food & Drink Analyst

Tel: +44 (0)20 3416 4353

Email: kwitham@mintel.com
mintel.com

2015 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.

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