Total transparency, self care, new sensations, tailor-made shopping, edible science: these are the five trends that, according to Mintel data gathered from 60 experts from 12 countries, will cross the food universe in 2019, and this everywhere in the world.
1. Total transparency
Recalls of incessant products, food scandals, suspicions weighing on certain large companies: that is as much cause to the general mistrust of the consumers against the agribusiness. This confluence of skepticism amplifies the interest already present for about ten years for the origin of food products in certain markets.
According to the Mintel International New Product Database (GNPD), the nature argument, which contains no preservatives or additives, organic and non-GMO, appeared in 29% of food product launches and beverages from September 2016 to August 2017, an increase of 17% from September 2006 to August 2007.
More generally, consumer mistrust has pushed manufacturers to be more transparent about ingredients, manufacturing processes and the supply chain. “Transparency in food and beverages can take many directions, but the various arguments will serve a unique cause: to help consumers feel confident about the safety and purity of the products they buy” explains Mintel. But be careful to remain credible and honest!
Transparency can therefore take many forms. Indeed, among consumers aged 16 and over, 70% of Italians, 66% of French, 58% of Spaniards, 56% of Germans and 55% of Poles will be more likely to trust a company if its production is national. At the same time, respect for ethics may be more important for some categories, as illustrated by the 57% of British adults using milk, milk drinks or cream who are more likely to buy food. products of a brand that displays support for farmers on their packaging. Some consumers go as far as asking for evidence. For example, 22% of vegetable buyers in the United States would like to see more fresh vegetables grown on supermarket premises.
Mintel cites the example of the Artesano range of Nescafé launched in Colombia, which highlights the heritage and farmers of Santuario and other areas of the country where coffee grows. “Other brands will follow the path taken by Nescafé and will rally to their national or local production and supply base to reassure consumers rather chauvinistic while others will be more interested in buying products that give feeling more reliable or having a purer background. The technology can also be used to reassure consumers, as shown by the Vietnamese mobile app, Te-Food, which can scan barcodes or QR codes on pork packaging to learn more about their breeding and their living conditions “.
2019, and after? Make transparency accessible to all
“Transparency will soon be made affordable and accessible to many more consumers. The market is moving in this direction as the acquisition of the Whole Foods Market grocery store by the Amazon e-commerce giant aims to make “organic, natural and high-quality food affordable for everyone”, according to the company, “says Mintel
2. Self care
The hectic pace of modern life, constant connectivity, omnipresent mistrust, and political and media controversy have driven many consumers to look for ways to escape this negativity. Many people who feel overwhelmed focus on “caring for themselves” or dedicate more time and effort to themselves. Approaches to personal well-being vary from person to person, but more and more consumers are defining their own lifestyles and healthy diets; this definition often includes a more balanced diet and more time for relaxation.
“The difficulty of identifying the elements of a healthy diet can contribute to negativity and stress because consumers are bombarded with sometimes conflicting reports about recommended ingredients and what to avoid,” says Mintel. Aversion to certain ingredients, such as sugar or salt, is magnified by the introduction of taxes, awareness raising requirements, and so on. The sometimes conflicting advice on ingredients to avoid pushes consumers to focus more on what a product contains rather than what it lacks. However, according to Mintel many consumers agree that a snack or pastry is acceptable if they are part of a balanced diet. Small pleasures still have good days in front of them.
2019, and after? New recipes and smaller formats
“By 2019, the individual definitions of” self-care “and balance will reinforce the need for food and beverage products that offer consumers positive solutions that can fit into their definition of well-being and style. of healthy life. This creates openings in the market for many formats, product formulas and portions of different sizes that can be integrated with the desires of the moment and consumer regimes. In fact, “self-care” consumers will look for ingredients, products and combinations that meet their emotional, physical or nutritional needs, Mintel explains.
3. New sensations
Findings that appeal to many senses give consumers escape from their routine and the stress of their everyday lives and provide the opportunity to create memorable memories or statutes worth sharing on social networks.
For Mintel, the texture of food products is the latest tool for the senses and provides experiences that make you want to be shared. “In 2019, the noise, feel and satisfaction that texture provides will be even more important for businesses and consumers alike. (…) Foods and beverages incorporate many ingredients, such as turmeric, matcha or activated charcoal, to create drinks, snacks and other foods with amazing colors that catch the eye especially on Instagram., Pinterest and other image sharing networks. Color remains important but texture is the new facet of the formulation that can be used to create consumer experiences encouraging consumers to share and document them. ”
Mintel gives the example of Firework Oreo, a limited edition American Oreo causing a real fireworks in the mouth. “Asia is a model for potential and unexpected applications of texture in food and beverages, as this region has seen the birth of many beverages with pulp, tapioca pearls and extreme gasification as well as food. innovative textures, often unseen in the rest of the world, “says Mintel.
Although Asia is familiar with innovations with unexpected textures, according to Mintel, Europe has the highest number of food and beverage product launches with texture descriptions since January 2016. These detailed product descriptions could inspire some of the 37 % of Spanish consumers, 36% of Polish consumers, 26% of French and German consumers and 22% of Italian consumers who say they are ready to test food products and drinks with new textures.
2019, and after? The texture to seduce the youngest
“By 2019, more products can be developed with texture combinations that delight and surprise consumers. As with color, more companies have the chance to add textures through natural ingredients, such as fruit or vegetable pulp, tingling spices or gasification that results from the fermentation of kombucha for example » says Mintel. Extra-textured products, according to Mintel experts, should engage younger consumers of iGeneration. “These teens and young adults (aged 10 to 27 in 2019, depending on the region), grew up with the technology that made interactivity and documentation of their actions essential to their lives,” says Mintel.
4. Custom Shopping
Busy consumers are attracted to e-commerce sites, mobile apps, voice control and other online options as it saves time and possibly money. And with the expansion of online food shopping, Mintel is seeing the birth of a new era of personalization.
For Mintel, adoption of voice-activated accessories like Google Home or Amazon Echo is expected to grow in the future. The company gives examples: “The Chinese e-commerce company Alibaba has introduced Hema shops where consumers must use a mobile app that provides efficient and personalized shopping experiences. In parallel, the acquisition of Whole Foods Market by the Amazon e-commerce giant and the partnership between Walmart and Google will likely provide consumers with targeted promotions, suggestions and innovations that capitalize, online and offline, on consumer behavior “.
By combining consumer insights with purchases, as well as other online activities, companies and distributors can target individuals based on their habits and preferences, both in-store and online.
2019, and after? Pressure on the marks
“The rapid expansion of the variety of food and beverage supply channels will result in more opportunities to provide recommendations, promotions and product innovations based on the actual buying behavior of consumers. This provides opportunities, but it could also compromise brand discovery and jeopardize brand loyalty, as personalized offerings emphasize convenience, price or time, regardless of the brand itself.. This is a challenge for recognized brands while creating openings for newcomers, such as the Brandless e-commerce site, which offers a range of private label food products as well as beverages and accessories. Interior for $ 3. Companies could also tempt consumers by creating products, suggesting product associations or other options on all categories that fit online and offline consumers. This new era of expansive shopping venues will put pressure on brands, which will have to be more relevant, more effective and more affordable to retain their customers, “says Mintel.
5. Edible science
A technological revolution is underway in the manufacturing process, as some avant-garde companies are developing solutions to replace traditional agriculture and factories with scientifically developed ingredients and finished products. Companies are working on technological advances, such as stem cell culture and 3D printing, to replicate nature in controlled environments. Food innovations, such as laboratory-grown meat and dairy products of non-animal origin, have been the headlines in recent years, but the products that come from them are often expensive and sometimes far from marketable at home. large scale. However, investments, such as those of General Mills, Tyson, Cargill,
Scientifically developed food and beverages will appeal to ecologically conscious consumers who take a more environmentally friendly approach. Over time, the target audience for scientifically developed products could extend beyond environmentally conscious customers and attract consumers interested in product homogeneity, efficiency and purity.
2019, and after? Foods scientifically developed and much more nutritious
An important aspect of attracting consumers will be that products are substitutes acceptable to those they claim to replace; in fact, a quarter of British consumers say they are interested in meat alternatives that are identical in taste, texture or appearance to real meat. Technology could also be used to create much more nutritious foods and beverages, thus having the potential to expand its audience of scientifically developed products and reach consumers interested in nutrition.