What trends of 2016 are set to impact what we eat and drink you ask? Rest assured, Mintel answers this question with the study of “Gobal Food & Drink Trends 2016”, a research that comes with demographic data segmented into regions and from one continent to another, which will certainly have an effect on the way we purchase and consume products.
To understand the future of food and drinks, primarily we must understand what the consumer of the future is. The study “Looking further with Ford, 2016 Trend” reveals ten essential points of consumer characteristics of tomorrow, which are:
1. Adopt new heroes: The consumer is now conscious of the purchase they make is aligned with their values. According to Nielsen, 40% of consumers will pay more for products from socially committed companies.
2. Versatile products. The consumer of the future will want to acquire more durable and more versatile products of higher quality. This Nielsen survey reveals that 8 out of 10 European consumers are willing to pay more for health beneficial products which are therefore higher in quality.
3. “Time poverty”. Majority of people today lack time and this result in a greater amount of purchases made via mobile devices.
4. The evolving technology: The internet will allow consumers to find out how much produce is in their refrigerators, or whether the gas or electricity needs to be topped-up.
5. Mindfulness. Tomorrow’s consumer cares about reflection and meditation. As a result there are important foods that are specifically targeted to reduce stress levels, consider the “slow food” movement and the pursuit of pleasure.
6. The elderly. Since the population pyramid is increasingly reversing in the opposite direction, it will be important for food development to ensure a better quality of life, with versatility and easy to handle containers and ultimately, products adapted to this segment group.
7. Customisation. The consumer of the future seeks to be unique to a company, causing a demand in personalized services according to personal needs. The food industry should be aware of this particular point and go for customisation of products and the flexibility of its productive chains by getting ad hoc products.
8. Sustainability. Awareness for environmental sustainability is all done, and increasingly consumer friendly practices advocate it. So much so that the report carried out by Ford says that 80% of Spanish consumers have to buy products made from recycled materials. Good news that should serve the food industry.
9. Economy and collaborative consumption. EConsumption, economic collaboration, premium plus access to the property market, is the traditional way to share, exchange, rent through new technologies and communications. Spotify and Airbnb are clear examples of collaborative consumption. These Increasingly common practices can also be adapted as new business models for food companies.
10. The distribution revolution. LConsumers are no longer content with just simply selling, but feel that brands are constantly seeking something else. Thus, the distribution will change and adapt to new forms and business models. It will no longer rely solely on selling the product, but will seek to create an experience for the consumer.
Once you have understood the characteristics of the consumer of the future, we are ready to get into the 12 trends in food and beverages of 2016.
2016 will be a year that will prevail and above all look into concerns for health, natural ingredients and associated products bearing a story behind them.
1. The artificial is public enemy number 1. Consumers will demand for natural products and meals as well as “less processed” drinks, which are forcing companies to remove their artificial ingredients. Products that have yet to adapt to this fact suffer the scrutiny of consumers seeking more natural formulas with recognised ingredients.
2. Green is the new reality. EClimate change concerns about food waste and other natural phenomenas are not the only global issues affecting the supply of food and beverages, but also the preparation and production. In 2016, evolving in sustainability will be key for the development of new products and for considering common goods.
3. From the inside. As they say, “it’s what counts is on the inside”. Consumers are recognizing that diets can connect with the way that they look and feel. This represents a new emphasis on the packaging of products that are made to be of help in terms of physical well-being and appearance, creating a market of improvement from collagens to probiotics.
4. Alternative Power. LThe markets in North America, Australia and Europe will experience an alternative based on new sources of proteins that allow consumers to replace traditional foods like vegetarian food or milk, whether or not originating animal feed.
5. For each body type. For many, fitness is defined simply, as being more active. The increasing promotion of athletic programs that encourage consumers to be more active demonstrates a parallel need for food and beverages that help consumers become familiar with sports nutrition, including energy, moisture and protein. This creates an opportunity for communication and product ranges to progress while taking the activity levels and goals of the consumer into consideration.
6. Based on a true story. Consumers love seeing product origin listed on packaging with listed ingredients or inspirational stories, these similar claims are promoted by artisan producers who are against mass production, proliferation and this will mean that consumers and regulators alike seek products with certification of origin.
7. The electronic revolution. Order-and-pay apps, shopping online, applications and messaging services and shipments are transforming consumer access to deals, niche offers and even full meals. Although the Internet has not changed much in the landscape of shopping, innovations encourage consumers to think outside of traditional physical retailers.
8. As good as a tutorial. The rise of the media focused on food has sparked a new interest in cooking, not only for food, but in order to share creations via various social network sites. People cook to share with your friends and followers.
9. Table for one. Taking into consideration certain age groups, more and more consumers who live alone or who occasionally eat at a restaurant alone require meals that are for one, with exact product portions,listed packaging and with promotions. In addition, there are more and more restaurants that cater to a table for one, such as Eenmaal in the UK.
10. The DNA diet. The interest in natural and returning to our roots has encouraged the idea that tradition is a better choice than manufactured products today. Interest in traditional ingredients suggests that people could make an effort to know the key of their personal physiology, so they can design diets by connecting with their own ancestry or genetics.
11. The stigma of fat. The negative stereotype that has long been associated with fat and how each type of fat is bad for your health has slowly been reducing. Awareness has been fundamental and according to different sources of “good” and “bad” fats is ushering in a paradigm in which the fat content is not the first and most important factor of consideration in the search for healthy products.
12. Eat with your eyes. Sensory evaluation has always been important when considering food, taste has long been the core of innovation, but now visual aspects cry out to innovation with the appearance of colour and food that has been artistically constructed. Seeking inspiration in a global foodservice, brands can experiment with vibrant and new ways to make packaged products worthy of praise from consumers and messages on social network.