2021 Media Kit

Key trends to impact global F&B in 2021

Three key trends will impact the global food, drink and foodservice industries this year, said research and intelligence firm Mintel.

Feed the mind
In 2021 and beyond, expect to see food, drink, and foodservice brands offer moments of respite through product rituals and formulations that enhance stress relief activities. As the singular focus of avoiding COVID-19 fades, people will make more serious commitments to reduce the health risks associated with unhealthy eating. They will become more interested in mindful and intuitive eating. They will seek proof and incentives through the use of technology.
"The COVID-19 global pandemic has made consumers recognise that wellbeing is a vital concern,” said Daisy Li, associate director, Mintel Food & Drink.
In the coming years, consumers will be looking for more products and services that offer mental and emotional health benefits.
"We predict that innovative food and drink formulations will help people learn how diet can impact mental and emotional health. [This knowledge] which will lead to new interest in psychology-based approaches to healthy eating," she said.

Quality redefined
Consumers will look for approachable upscale meals for special ‘hometainment’ occasions. Mintel said expect brands and retailers to launch appropriately priced products with ethical or environmental claims. Consumers will also increase their expectations for contactless retail that will expand to include experiential services. Over the next five years and beyond, brands and operators that invest in seamless retail and equitable access to healthy food will come out on top.
“When it comes to value, pandemic-shocked consumers are seeking a return to what is essential. Consumers are now focused on minimal consumption and getting the best returns from their purchases,” said Li.

United by food
In 2021 food, drink, and foodservice companies will encourage people to use their brands as a form of self-expression. These brands will be a way to reconnect with their pre-pandemic identities. Mintel sees social commerce develop as a new way for brands to capitalise on building communities that will, in turn, give brands actionable ways to give back and use their resources, reputation, and reach to help consumers take action on important causes.
“Bound by the brands they have in common communities will expand people's social circles and introduce collective ways to make a difference," Li concluded. 
(Image from Pixabay)

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