" />At the start of the year, Mintel released its Global Food and Drinks Trends report where it highlighted three major trends that have the potential to shape consumer behaviour and market dynamics. As we hit the halfway mark of the year, it’s the perfect time to take a step back and take stock by looking at those trends in more detail.
Trend 1: Trust the Process
The “Trust the Process” trend is all about transparency in food processing, a topic that has gained significant traction over the past six months. Consumers are becoming increasingly aware of the various levels of food processing and are scrutinising how their food is made more than ever before. Brands must provide clear communication about their food processing methods as consumers aren’t just looking for ‘clean labels’; they’re also looking for an understanding of the processes behind their food. Terms like ‘ultra-processed’ are becoming common in consumer vocabularies, influencing purchasing decisions and brand loyalty.
This trend is gaining traction in the UK, with several brands leading the way by clearly communicating their production methods and sustainability practices to consumers. Examples include:
- Abel & Cole: this well-known organic food delivery service emphasises transparency in sourcing. They provide detailed information about the farms they partner with and the methods used to grow and process their products. Their commitment to organic certification and sustainable farming practices is communicated to consumers, ensuring trust and loyalty.
- Yeo Valley: the dairy brand is committed to sustainable farming practices and transparent communication about their processes. They provide comprehensive information about their organic certification and the benefits of their farming methods, from animal welfare to environmental sustainability.
Despite these positive examples, trust in the food industry is declining. In May. Food Navigator Europe reported that trust in the food industry is on the decline, based on EIT Food Consumer Observatory data, which showed that just 53% of consumers are confident that the food they eat is safe. This highlights that there is still more work to be done to gain consumer trust.
To address this gap, brands need to take several steps:
- Adhere to stringent policies: brands working with retailers like M&S must adhere to its Plan A policy, which focuses on sustainability and ethical practices. Plan A includes commitments to sourcing responsibility, reducing carbon footprints, and supporting fairer trade. Companies would drive traceability and encourage brands to adopt transparent practices by implementing similar policies.
- Be honest: transparency must be genuine. Brands in the food industry must avoid misleading claims about their sustainability and ethical practices. Honest communication about what is being done well and what needs improvement is crucial for building trust.
- Enhance traceability: implementing robust traceability systems can reassure consumers about the origins and safety of their food. Technologies like blockchain can be used to provide real-time data on the journey of food products from farm to table, ensuring that every step is visible and verifiable.
- Engage with consumers: brands should actively engage with consumers through social media, surveys, and other feedback channels to understand their concerns and expectations. This two-way communication can help brands to address specific issues and build a loyal customer base.
- Highlight certifications: prominently displaying certifications from recognised bodies can also enhance trust. Certifications such as organic, fair trade, and non-GMO provide consumers with assurance that the products meet certain standards of quality and ethics.
Shoppers will continue to be curious about processing techniques and demand products that align with their health and environmental values. Brands that adopt clear and honest communication about the products’ origins, processing methods, and environmental impact are more likely to gain consumer trust and loyalty, which is essential for long-term success in this competitive market.
Trend 2: Eating: Optimised
The second trend, “Eating: Optimised”, focuses on using technology to enhance convenience and efficiency in food preparation, shopping and consumption. We’ve already seen technology dominate other industries with the widespread adoption of AI, virtual reality (VR) and augmented reality (AR), so it’s no surprise we want this in our kitchens too.
Consumers are increasingly seeking solutions that save time and effort in the kitchen. Products and apps that simplify food preparation and meal planning are becoming essential tools.
Buzzfeed’s Batatouille is an AI-driven bot that suggests recipes based on the ingredients available in your fridge. This is helping users reduce food waste and discover new meal ideas with what they already have at home. A similar app by Hellmann’s encourages consumers to use up what’s in their fridge, which not only helps to reduce food waste but also inspires creativity in the kitchen.
Technology allows for personalised food experiences. Apps like Batatouille provide tailored recipe suggestions, while smart appliances can adjust cooking processes to individual preferences. Brands that incorporate technology into their offerings can create more engaging and interactive experiences for consumers. This not only enhances customer satisfaction but also builds brand loyalty.
As technology evolves, we can expect even more advanced solutions to emerge in the food and drink industry. Future products might include AI-powered cooking assistants that guide users through recipes in real-time, smart shopping lists that automatically update based on consumption patterns, and more sophisticated meal planning tools that integrate health and fitness data to provide personalised nutrition advice.
The global market for recipe and meal planning apps is expanding rapidly as more consumers are turning to these apps. Research by Cognitive Market Research suggests that the Global Recipe Apps market size will reach $2.09 billion by 2029 – a 61% increase on the $1.3 billion recorded in 2022.
The increased competition and rapid advancements mean that brands must continuously innovate to stand out. Providing unique and engaging features, ensuring user-friendly interfaces, and maintaining high levels of customer support will be key to becoming the preferred choice in this growing market.
Trend 3: Age Reframed
The “Age Reframed” trend is in response to a shift in how ageing is perceived and addressed by debunking old stigmas and prioritising the extension of consumers’ health span. As Gen Xers (born between 1965 and 1980) move into middle and older adulthood, there is an increased focus on extending their healthy years through nutrition and lifestyle choices.
Consumers are increasingly proactive about finding products that offer specific health benefits, such as improving bone health or enhancing sleep quality.
Brands are developing products and strategies that support the diverse lifestyles of ageing consumers and promote long-term health and wellbeing by catering to nutritional, physical, mental, and emotional health needs.
Holland & Barrett offers personalised advice from trained menopause advisors on perimenopause and menopause symptoms, including guides on lifestyle changes to help manage these symptoms. This initiative supports women through significant life transitions, addressing physical and emotional health needs.
Bold Bean Co is tapping into the growing demand for sustainable, protein-rich foods with its premium bean products. Beans are great for consumers looking to maintain a healthy diet as they age because they’re versatile ingredients packed with nutrients.
These examples demonstrate how UK businesses are innovating to support the needs of an ageing population and promote long-term wellbeing. Brands that innovate in this space can tap into a growing consumer base that values health and longevity.
Emerging food and drink trends facing challenges
Personalised nutrition
Despite the initial hype, personalised nutrition has struggled to gain widespread traction. The concept of tailoring diets to individual needs is appealing, but several barriers have slowed its adoption. For instance, personalised nutrition services often require genetic testing, regular monitoring and customised meal plans, which can be expensive. The high cost of these services makes them inaccessible to a large segment of the population, limiting their market penetration.
- Simplifying the concept: break down the idea of personalised nutrition in simple, relatable terms. Use easy-to-understand language and examples to explain how it works and its benefits. Avoid jargon and complex scientific terms that might confuse potential customers.
- Provide clear benefits: use real-life success stories and testimonials to highlight the specific advantages of personalised nutrition, such as improved health outcomes, enhanced energy levels, and better management of chronic conditions.
- Offer educational content: create engaging content that educates consumers about personalised nutrition. This can include blog posts, videos, infographics, and webinars that address common questions and misconceptions.
- Leverage social media: use social media platforms to reach a broader audience. Share educational posts, customer testimonials, and interactive content, and respond to comments and messages promptly.
- Collaborate with influencers and experts: partner with health influencers, nutritionists, and medical professionals who can advocate for personalised nutrition. Their endorsements can lend credibility and attract a larger audience.
Lab-grown meat
Lab-grown or cultured meat has been promoted as a sustainable and ethical alternative to traditional meat production. Consumers have shown interest in trying lab-grown meat, with 80% of people in the US and UK willing to at least try it, while 40% are highly likely to try it. Despite consumer interest and advancements in technology, lab-grown meat faces several hurdles preventing it from becoming a common food choice.
The regulatory landscape for lab-grown meat is complex and significantly varies across different countries, so obtaining approval for commercial sale is a lengthy and uncertain process. Also, there is scepticism among consumers due to concerns about safety, taste and naturalness, and production is pricey, making it an expensive alternative to traditional meat.
Insect-based protein
Insect protein is often highlighted as a sustainable and nutritious alternative to animal protein. However, there is a significant aversion to consuming insects, particularly in many Western cultures. Changing these deeply ingrained dietary habits and overcoming the ‘yuck’ factor is a considerable challenge.
Similar to lab-grown meat, insect-based foods face regulatory hurdles that vary by region. Also, despite insect protein being marketed as an eco-friendly option, it is struggling to compete with more established alternative proteins, like plant-based meat substitutes. While these trends hold promise for the future, overcoming these hurdles will require ongoing advancement in technology, regulatory support and extensive consumer education. For brands and businesses, understanding these challenges can help in creating a marketing and comms strategy.
Overcoming barriers to success
As we reflect on food and drink trends at the halfway mark of the year, it’s clear that while trends have gained significant traction, others face considerable challenges. At Refresh, we understand the complexities and opportunities within the food and drink sector. Here’s how marketing and communications can help your brand succeed:
- To build transparency and trust: communication services can help your brand convey your commitment to sustainability and ethical practices. Through engaging storytelling, detailed product information and transparent labelling, you can enhance your brand’s reputation and build lasting consumer trust.
- To increase customer engagement: whether it’s creating content for AI-powered recipe apps or marketing smart kitchen appliances, promoting innovative tech-driven products and services can help you connect with tech-savvy consumers.
- To become a trend leader: by creating informative and compelling content, you can address consumer concerns, showcase the benefits of your products, and position yourself as a leader in the food and drink space.
- To improve awareness: whether you’re launching a new product, entering a new market, or rebranding, you need a marketing and communications strategy that drives results.
Brands need to be agile, innovative and transparent in order stay ahead in an ever-evolving industry. By building a strong marketing and communication plan, you can stay ahead of trends, build consumer trust, and drive growth.
If you’re looking to make your food and drink brand a standout success in 2024 and beyond, get in touch with Refresh today to discuss how we can support your brand.
- Share this
