More than ever, there is a demand for innovative functional foods and drinks. This year, we have identified that focus and productivity will represent the main mental and emotional well-being benefits that people seek. Based on the interpretation and analysis of market research carried out by experts, find out now about the Global Food and Drink Trends for 2023!
Overview
Around the world, consumers are in need of food and drink formulations that help them withstand heatwaves, sub-zero temperatures and unpleasant weather events. As such, food and drink can help them as they adapt to the reality of living with these various climate changes.
The Search for "Energy Saving" Products
With energy costs rising, there is an emerging need for new ways to save energy. Brands are highlighting their products' low energy consumption, ease of preparation and storage. The trend is for the number of claims for fried or microwaved food to increase, as these methods save energy.
Over the next 2 to 5 years, innovations will be needed to help people weather heat waves, stay warm during cold spells, and find comfort in weather emergencies.
Skin Protection
Stronger UV rays will create demands for functional foods and drinks with skin health benefits. Companies can formulate with collagen, lycopene or ingredients that maintain skin health after perspiration caused by high heat or humidity.
Ancient traditions
Companies, especially in Asia, can rely on ingredients that have cooling or heating properties according to Ayurveda or Traditional Chinese Medicine (TCM).
Equity and Easy-to-Use Solutions
In five years, product innovations will be necessary. The United Nations' "United in Science" report predicts a 93% chance that at least one of the next five years will be hotter than 2016.
Global warming and its consequences mean that companies will need to develop products not only for common needs, but also for special diets, children and the elderly.
Pet food brands should also explore how to help them withstand bad weather. Pets have become members of the family and owners are increasingly concerned about their well-being. The consumption of vegan products is a market trend for both humans and pets.
The growth of snacking
Since the COVID-19 pandemic, the snack sector has grown significantly. For Melissa Cash, Nestlé's strategy director, it seems that products that provide agility and ease of consumption should gain more and more space in people's daily lives.
The Search for Performance
The search for formulations that contribute to optimizing performance is increasing. Nutrition will be a valuable tool for managing cognitive health that helps empower people in their work, hobbies and leisure. There will be greater demand for foods and drinks that influence cognitive ability, manage stress levels and optimize brain function.
Focus and productivity are the latest mental and emotional well-being features. In addition, interest in brain health benefits has grown more and more over time.
Therefore, brands will promote brain stimulation through familiar energizing ingredients such as caffeine and plant-based ingredients such as vegetables, legumes and fruits. Future research will be needed to prove that the variety of natural and functional ingredients deliver on their cognitive health promises.
A survey carried out by Mintel showed that 45% of Brazilians and 42% of Argentinians interviewed would like a diet that helps them maintain healthy brain function.
Plant-based foods
The market for plant-based products has fallen in recent months. The main reasons for the decline in consumer demand have to do with prices, the taste of the food and its complex formulations, suggesting that even if they are plant-based, they are still ultra-processed products.
Hybrid meats that combine animal and plant-based ingredients could change the game. With a healthier appeal and a taste closer to the real thing, these hybrid proteins could help revive people's interest in plant-based foods, especially when it comes to a specific niche, such as kids.
Transparency and Research
Brands must be transparent and educate consumers with accurate, evidence-based information. Research will also be especially necessary to prove any mental well-being benefits of possible new ingredients in the future.
Minimalist messages
Clear and simple communication will be essential to connect with tired consumers. Companies will focus advertising on basic benefits to make the most of budgets that are impacted by inflation and supply chain problems. On the other hand, shoppers want to easily find products that meet their needs and make it possible to save money as the cost of living rises.
In 2023, customers will prioritize brands that excel in how their products align with their priorities. Brazil, Canada, Italy and South Korea are four global countries where inflation was among the highest in mid-2022. Despite high inflation, consumers in Brazil and Italy say that health benefits and natural ingredients are more important factors than a low price in indicating whether food or drink is good value.
Simple Packaging and Emphasis on Benefits
Products with clean designs that prioritize natural ingredients and key health benefits will stand out. For shoppers, too much information makes it difficult to choose.
The conquest of trust
The search for reliable information will lead consumers to appreciate brands that back up their claims. Brands can gain trust by citing scientific research, third-party certifications or adding voluntary labels.
New ways to reach the right consumer
By 2030, there will be more virtual solutions to inspire, educate and make purchases. This will allow products to make simpler statements on the packaging, as search engine algorithms (Google) will find the most important statements for consumers.
Brands will share information in e-commerces to ensure that their stories and benefits reach consumers who rely on their smart assistants or smart refrigerators to filter out items that don't meet their predefined preferences. Consumers may also have the option to shop in the metaverse in the coming years.
The use of Artificial Intelligence (AI) is set to grow more and more. With it, brands will be able to improve the design of their products with just a few clicks. In addition, Artificial Intelligence will enable greater optimization and control of the various pieces of equipment present on restaurant production lines, significantly improving processes.
A survey carried out by Mintel showed that:
- 42% of American consumers who shop online say they would use technology to simplify the search or browsing process when shopping online;
- 24% of UK consumers say they would be interested in shopping in the metaverse.