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 />
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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 />
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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 />
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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 />
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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 />
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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 />
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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 />
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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