• Mintel's latest Global Food and Drinks Trends report reveals important changes in consumer behavior that are shaping future directions in the food industry.
For the first time in many years, consumer food and beverage trends are undergoing a marked shift, moving from the restrictive diets of the 1990s and early 2000s to flexible diets, driven in part by the advent of rapid weight loss drugs, but also by the current of acceptance of one's own person "perfectly imperfect" ( perfect imperfect ).
As a result of these factors, but also the recognition of the impact of diet on health, consumer demands are pushing industry producers to explore new territories. According to the latest report Mindel Global Food and Drinks Trends, producers will have to encourage consumers to "accept and trust new origins" of ingredients and flavors that occur both locally and globally. The benefits of the rapid fusion of agriculture and technology will also need to be demonstrated to consumers by growers and producers of raw materials.
The evolution of consumer preferences globally
The report looks at evolving consumer preferences, which now straddle the line between health and indulgence, with essential nutrients for a balanced diet taking center stage. Mintel's data shows that manufacturers should focus on providing easy-to-understand information that focuses on the needs expressed by consumers globally. Thus:
– 83% of Brazilian consumers want to feel full longer;
– 67% of Indonesian consumers would try nutritionally personalized foods;
– 64% of Chinese adults use social media to enrich their health knowledge;
– 52% of Indian consumers monitor their diet and exercise to stay motivated;
– 51% of Australians believe that the way we age depends on keeping fit and eating right;
– 48% of US women want better education on women's health;
– 33% of Thai consumers are willing to spend more on healthier foods;
– 23% of Argentine consumers will not buy food with unknown ingredients;
– 21% of German adults try to lose or maintain their weight by monitoring their blood sugar.
This data is important because it forecasts an increase in demand for nutritious foods that will drive purchase intent in 2025. "Food and beverage brands will have opportunities in the coming years to complement their fiber and protein claims and communications with statistics about the dietary influence of the key macronutrients: fat and carbohydrates", the report states.
Indulgence foods are in the same place in preferences as those that support health
While health is a common and constant theme for the food and beverage industry, indulgence has also evolved to have a different connotation depending on the consumer. For some, it means convenience; for others, a daily treat or ignoring the guilt associated with eating unhealthy foods and drinks, and for US consumers, accepting that it's okay to be "perfectly imperfect".
But what hasn't changed is that the development of new assortments remains critical to driving consumers to purchase indulgence food or beverage products. Almost two-thirds of Chinese consumers (63%) are looking for new foods and flavors to try, and 58% of UK confectionery consumers want brands to collaborate on the development and launch of new products.
Over the next few years, food and beverage brands will embrace a so-called rule-breaking mentality "rule-breaking mentality", to respond to consumer preferences through less conventional solutions, clearly indicated on the product packaging, the Mintel report states.
Importance of provenance of ingredients
Equally, trends regarding the provenance of the ingredients that make up food have changed significantly from 2016, when consumers were looking for products that told true stories, from 2018, when total transparency was needed, or from 2021, when it was important to connect with a specific brand through shared ideals.
Now, as geopolitics, global warming and other factors impact supply chains, consumers are forced to be more lenient with industry producers who sometimes put their needs before anything else.
However, most consumers understand or align with the need for change: 77% of US respondents say external events are important and have a personal impact on them; 65% of Japanese consumers understand that they are powerless in the face of world events that change their lives; and 74% of French consumers understand that the impact of climate change will affect what is on supermarket shelves in the future.
Looking ahead, the global food supply chain will continue to face disruptions from climate change, geopolitics and technological challenges, the report said. More importantly, consumers will feel the consequences of these challenges personally, and brands must be prepared with appropriate solutions.
What will be the impact of new technologies on the industry in question
Along with the unforeseeable and uncontrollable global events, the emergence of new food technologies is registered. Consumers have experienced the impact of climate change, experiencing extreme weather events, and witnessed the emergence of genetically modified foods in response to these changes, as well as the subsequent increase in the role of food science.
As a result, they expect technology to play an increasingly important role in feeding the global population. 69% of Mexican consumers agree that artificial intelligence will make their lives easier; 53% of Indian consumers believe that science will provide solutions to the climate crisis; and 47% of Brazilians say technology will help people live more sustainably.
Moreover, more and more consumers are willing to consume food modified with the help of technology:
– in the USA, 52% of respondents would eat genetically modified vegetables;
– 40% of British consumers want to know more about how their food is produced;
– 23% of Italians would choose a genetically modified food or drink if it were labeled as such.
As agricultural commodity companies establish themselves as trusted innovators and educators, food and beverage brands will be better positioned to begin integrating new technologies into their products, the report said. Brands will need to prioritize how these advances benefit the consumer first - through better tasting products and an improved nutritional profile - and the environment second.
Article source: Understand what's new and next in global consumer behavior and the impact on food and drink marketing and innovation in 2025.
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