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2018 Global Food and Beverage Trends

Welcome to Pretzel’s 2018 Global Food & Beverage Trends Each year we identify a handful of global trends that will influence customer’s shopping baskets, shape customer behavior & beliefs and transform product categories through innovation.

Welcome to Pretzel’s 2018 Global Food & Beverage Trends
Each year we identify a handful of global trends that will influence customer’s shopping baskets, shape customer behavior & beliefs and transform product categories through innovation.

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Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

18’ GLOBAL<br />

FOOD &<br />

BEVERAGE<br />

TRENDS


Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

EDITOR’S NOTE.<br />

Welcome to Pretzel’s <strong>2018</strong> <strong>Global</strong> <strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

Each year we identify a h<strong>and</strong>ful of global trends that will influence<br />

customer’s shopping baskets, shape customer behaviour & beliefs<br />

<strong>and</strong> transform product categories through innovation.<br />

1. Maximum Experience<br />

2. Values & Ethics<br />

3. Natural & Functional<br />

4. Healthy Snacks & Soda<br />

5. Wholesome & Innocent<br />

6. Regionally Inspired<br />

7. Plant Based <strong>Food</strong><br />

8. I Cooked it, I Baked it!<br />

Timea Ella Jonas<br />

CEO @ pretzel.agency


Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

Maximum Experience<br />

The confectionary industry is working hard to<br />

create new ”snacking” occasions by introducing<br />

smaller ‘bite-size’ formats of super-indulgent<br />

crafty treats with surprising textures <strong>and</strong> new<br />

exotic undiscovered flavors.<br />

We will see a new wave of ‘better for you’ icecream<br />

<strong>and</strong> chocolate product launches without<br />

compromising flavor. Introducing less processed,<br />

natural sugar based <strong>and</strong> super-food fuelled<br />

products created by artisans <strong>and</strong> chefs.<br />

#LesRecettesDeL’Atelier #Hagen-DazsMini<br />

#SweetBalancedBreak #MagnumTubs<br />

3


Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

Values & Ethics<br />

The customers are more conscious <strong>and</strong><br />

dem<strong>and</strong>ing than ever. They are looking for clean<br />

label products, transparent supply chain <strong>and</strong><br />

ethical <strong>and</strong> environmental liability when it comes<br />

to their food <strong>and</strong> beverage choice.<br />

Companies are required to demonstrate their<br />

commitment for a healthier, sustainable future<br />

through organic production, human farming,<br />

reduction of production <strong>and</strong> distribution foot print<br />

<strong>and</strong> last but not least better re-cycling <strong>and</strong> use of<br />

packaging materials.<br />

#Highl<strong>and</strong>Springs #TescoWasteNot<br />

4


Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

ENVISION THE FUTURE<br />

WITH PRETZEL.<br />

We help companies innovate to build br<strong>and</strong>s, grow businesses<br />

<strong>and</strong> transform categories. Let's seize the opportunities of<br />

tomorrow!


Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

Natural & Functional<br />

The dem<strong>and</strong>s of a modern customer are<br />

growing. The natural alternatives are not<br />

enough anymore as customers increasingly<br />

seek functional benefits on their plate <strong>and</strong> as in<br />

their glass.<br />

The number of product launches containing<br />

new super foods, active charcoal, moringa,<br />

hemp <strong>and</strong> cannabis that claim health benefits<br />

with a promise of balance <strong>and</strong> improved wellbeing<br />

is clearly on the rise.<br />

#SleepWell #InnocentSuperJus #Lily’sPuff<br />

6


Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

Healthy Snacks & Soda<br />

The number of innovations in healthy snacks <strong>and</strong><br />

soda is on the rise. Companies are working hard<br />

to deliver healthier products without compromise.<br />

Promising full flavor experience without added<br />

sugar, bad calories or ingredients you can’t<br />

pronounce.<br />

We are expecting to see product launches full of<br />

creative twists, surprising new natural ingredients<br />

<strong>and</strong> bold textures, flavors’. Watch out for the new<br />

generation of food <strong>and</strong> beverage startup’s on the<br />

block.<br />

#UglyDrinks #RealH<strong>and</strong>ful #Bare<strong>Food</strong>s #Drinkfinity<br />

7


Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

Wholesome & Innocent<br />

Commencing the free-from trend, where less<br />

meant more, consumers are now shifting to the<br />

”wholesome” trend.<br />

Wholesome means fresh food in it’s natural form<br />

minimally processed, without GMO, added<br />

colorants or flavors to remain as nutrient-rich <strong>and</strong><br />

fresh as possible.<br />

#Bright #SpaceIceKream #RealH<strong>and</strong>ful<br />

8


Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

Regionally Inspired<br />

Customers appreciate products that are inspired<br />

by local heritage, ingredients <strong>and</strong> personal<br />

stories. The products gain trust of local<br />

customers when produced regionally or locally..<br />

We have seen successful ‘Regionally Inspired’<br />

products launches, especially in places where<br />

markets are saturated <strong>and</strong> br<strong>and</strong>s have<br />

difficulties to st<strong>and</strong> out, or gain relevance.<br />

#NescafeArtesano #CocaCola<br />

9


Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

PRETZEL HELPS YOU INNOVATE.<br />

CUSTOMER CENTERED<br />

INNOVATION STRATEGY<br />

Is Innovation-led growth part of your<br />

company strategy?<br />

Is your portfolio competitive in your markets in<br />

comparison to your competitors?<br />

Do you have a feasible innovation pipeline<br />

considering resources, scalability <strong>and</strong> top-line<br />

growth?<br />

Do you have a comprehensive map of<br />

customer insights <strong>and</strong> jobs-to-be-done that<br />

translate into successful value propositions?<br />

Are you the trend setter in your industry?<br />

Do you have a ‘second-act’ strategy?<br />

PRODUCT FUNNELING &<br />

DEVELOPMENT<br />

Does your products emotional <strong>and</strong> functional<br />

benefits reflect the current customer trends<br />

<strong>and</strong> market dem<strong>and</strong>s?<br />

Is your br<strong>and</strong> positioning <strong>and</strong> visual identity<br />

reflecting your customer aspirations <strong>and</strong><br />

desired segmentation goals?<br />

Are you uncertain what are the winning<br />

formats, textures, flavors <strong>and</strong> fragrances?<br />

You are looking to maximise your innovation<br />

potential without CapEx investment, but short<br />

on ideas?<br />

Does your innovation team needs an external<br />

support of project managers?<br />

BUILDING INNOVATIVE<br />

ORGANISATION<br />

Is your organisation agile enough to supply<br />

innovative propositions to ever changing<br />

customer dem<strong>and</strong>?<br />

Does your people have the knowhow to lead<br />

organizational change that disruptive<br />

innovation dem<strong>and</strong>s?<br />

Are your people ready, mobilised <strong>and</strong><br />

motivated to deliver successful market<br />

innovations?<br />

Do you require help setting up an innovation<br />

incubator or a lab to improve innovation cycle<br />

time?


Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

Plant Based <strong>Food</strong><br />

The vegan plant based food trend is on rise<br />

replacing commodity products like meat, milk<br />

<strong>and</strong> eggs. Sainsbury’s, Tesco <strong>and</strong> Waitrose are<br />

the leading retailers launching surprising new<br />

ready-to-eat, private-label creations made from<br />

plant-based proteins sourced from beans, nuts<br />

<strong>and</strong> jackfruit.<br />

There is a h<strong>and</strong>ful of new food start-ups<br />

challenging <strong>and</strong> re-inventing classical favorites<br />

like burgers, meatballs <strong>and</strong> yoghurts.<br />

#PlantButcheries #Impossible<strong>Food</strong>s<br />

#BeyondMeat #Ripple<strong>Food</strong><br />

11


Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

I cooked it, I baked it.<br />

Customers want to be a part in the ‘making-of’<br />

journey. We learned that they want to see clean<br />

labels by knowing where their food was made <strong>and</strong><br />

what’s in it. With ‘I cooked it, I baked it’ trend<br />

customers gain control over origin <strong>and</strong> freshness<br />

of products <strong>and</strong> are included in the creative<br />

process of finalizing it. The ‘making-of’ process<br />

gives them unique experience <strong>and</strong> reward of<br />

accomplishment.<br />

What does that mean for producers? <strong>Food</strong> startups<br />

like Plated <strong>and</strong> Blue Apron that provide packs of<br />

fresh ingredients, along with recipes are stealing<br />

their way into customers hearts, by giving them a<br />

better alternative to instant food, yet – less<br />

complicated than st<strong>and</strong>ard cooking from scratch.<br />

#Plated #BlueApron<br />

12


Pretzel Agency | 18<br />

<strong>Food</strong> & <strong>Beverage</strong> <strong>Trends</strong><br />

LET’S TALK ABOUT FUTURE<br />

PRETZEL Strategy & Innovation HQ<br />

Verbier, Switzerl<strong>and</strong><br />

​<br />

<strong>Global</strong> new business enquiries<br />

0041 76 740 16 09<br />

ella.jonas@pretzel.agency

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