FoodEurope Issue 4 2016

analysis & control 53
Time is an increasingly precious
resource and our multitasking
lifestyles are propelling a need for
short-cut solutions that are still
fresh, nutritious and
customisable, already we have
seen so-called ‘biohacking’
food and drink that offers
complete nutrition in
convenient formats. In
2017, the time spent on –
or saved by – a food or
drink product will become
a clear selling point,
inspiring more products to
directly communicate how
long they will take to
receive, prepare or consume.
The night shift
Evening is tapped as a new
occasion for functional food
and drink formulations.
The increasingly hectic pace of
modern life is creating a market
for food and drink that helps
people of all ages calm down
before bedtime, sleep better and
restore the body while they rest.
Products can leverage the
reputation of the tea category and
use chamomile, lavender and
other herbs as a way to
achieve a sense calm before
bedtime, while chocolate
could be positioned as a way
to wind down after a
stressful day. Ahead, there
is potential for more
evening-focused
innovations formulated
for relaxation, satiety
and, taking a cue from
the beauty industry,
food and drink that
provide functional
benefits while the
consumer sleeps.
Balancing the scales:
Health for
everyone
Healthy food and
drink are not
luxuries
Inequality is not just a
political or
philanthropic issue – it
also will resonate more
with the food and drink industry.
Many lower-income consumers
want to improve their diets but the
access to — and the cost of —
healthy food and drink is often an
impediment. More campaigns and
innovations are to be expected that
will make it easier for lower-income
consumers to fulfill their healthy
ambitions, including apps to help
people make use of ingredients
that are on sale and, in a
tie-in with Mintel’s 2017
Global Food & Drink
Trend Waste Not, a
value-priced box of
‘wonky’ veg.
Jenny Zegler, Global
Food and Drink
Analyst at Mintel,
said: “This year’s
trends are
grounded in
current
consumer
demands for
healthy,
convenient and
trustworthy food
and drink.
Across the
world,
manufacturers
and retailers
have
opportunities to
provide more
people with food
and drink that is
recognisable, saves time and
contains servings of beneficial
fruits, vegetables and other plants.
In addition, Mintel has identified
exciting new opportunities for
functional food and drink designed
for evening consumption,
progressive solutions for food
waste and affordable healthy food
for low-income consumers.
Opportunities abound for
companies around the world to
capitalise on these trends, helping
them develop in new regions and
more categories throughout the
course of the next year and into
the future.”
Mintel is the world’s leading
market intelligence agency. For
over 40 years, Mintel’s expert
analysis of the highest quality data
and market research has directly
impacted on client success. With
offices in London, Chicago,
Belfast, Kuala Lumpur, Mumbai,
Munich, New York, São Paulo,
Shanghai, Singapore, Sydney,
Tokyo and Toronto, Mintel has
forged a unique reputation as a
world-renowned business brand. n
Mintel
www.mintel.com
www.foodmagazine.eu.com issue four | 2016