2018 Global Food and Beverage Trends

Pretzel Agency | 18 

Food & Beverage Trends 

18’ GLOBAL 

FOOD & 

BEVERAGE 

TRENDS



EDITOR’S NOTE. 

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 behaviour & beliefs 

and transform product categories through innovation. 

1. Maximum Experience 

2. Values & Ethics 

3. Natural & Functional 

4. Healthy Snacks & Soda 

5. Wholesome & Innocent 

6. Regionally Inspired 

7. Plant Based Food 

8. I Cooked it, I Baked it! 

Timea Ella Jonas 

CEO @ pretzel.agency



Maximum Experience 

The confectionary industry is working hard to 

create new ”snacking” occasions by introducing 

smaller ‘bite-size’ formats of super-indulgent 

crafty treats with surprising textures and new 

exotic undiscovered flavors. 

We will see a new wave of ‘better for you’ icecream 

and chocolate product launches without 

compromising flavor. Introducing less processed, 

natural sugar based and super-food fuelled 

products created by artisans and chefs. 

#LesRecettesDeL’Atelier #Hagen-DazsMini 

#SweetBalancedBreak #MagnumTubs 

3



Values & Ethics 

The customers are more conscious and 

demanding than ever. They are looking for clean 

label products, transparent supply chain and 

ethical and environmental liability when it comes 

to their food and beverage choice. 

Companies are required to demonstrate their 

commitment for a healthier, sustainable future 

through organic production, human farming, 

reduction of production and distribution foot print 

and last but not least better re-cycling and use of 

packaging materials. 

#HighlandSprings #TescoWasteNot 

4



ENVISION THE FUTURE 

WITH PRETZEL. 

We help companies innovate to build brands, grow businesses 

and transform categories. Let's seize the opportunities of 

tomorrow!



Natural & Functional 

The demands of a modern customer are 

growing. The natural alternatives are not 

enough anymore as customers increasingly 

seek functional benefits on their plate and as in 

their glass. 

The number of product launches containing 

new super foods, active charcoal, moringa, 

hemp and cannabis that claim health benefits 

with a promise of balance and improved wellbeing 

is clearly on the rise. 

#SleepWell #InnocentSuperJus #Lily’sPuff 

6



Healthy Snacks & Soda 

The number of innovations in healthy snacks and 

soda is on the rise. Companies are working hard 

to deliver healthier products without compromise. 

Promising full flavor experience without added 

sugar, bad calories or ingredients you can’t 

pronounce. 

We are expecting to see product launches full of 

creative twists, surprising new natural ingredients 

and bold textures, flavors’. Watch out for the new 

generation of food and beverage startup’s on the 

block. 

#UglyDrinks #RealHandful #BareFoods #Drinkfinity 

7



Wholesome & Innocent 

Commencing the free-from trend, where less 

meant more, consumers are now shifting to the 

”wholesome” trend. 

Wholesome means fresh food in it’s natural form 

minimally processed, without GMO, added 

colorants or flavors to remain as nutrient-rich and 

fresh as possible. 

#Bright #SpaceIceKream #RealHandful 

8



Regionally Inspired 

Customers appreciate products that are inspired 

by local heritage, ingredients and personal 

stories. The products gain trust of local 

customers when produced regionally or locally.. 

We have seen successful ‘Regionally Inspired’ 

products launches, especially in places where 

markets are saturated and brands have 

difficulties to stand out, or gain relevance. 

#NescafeArtesano #CocaCola 

9



PRETZEL HELPS YOU INNOVATE. 

CUSTOMER CENTERED 

INNOVATION STRATEGY 

Is Innovation-led growth part of your 

company strategy? 

Is your portfolio competitive in your markets in 

comparison to your competitors? 

Do you have a feasible innovation pipeline 

considering resources, scalability and top-line 

growth? 

Do you have a comprehensive map of 

customer insights and jobs-to-be-done that 

translate into successful value propositions? 

Are you the trend setter in your industry? 

Do you have a ‘second-act’ strategy? 

PRODUCT FUNNELING & 

DEVELOPMENT 

Does your products emotional and functional 

benefits reflect the current customer trends 

and market demands? 

Is your brand positioning and visual identity 

reflecting your customer aspirations and 

desired segmentation goals? 

Are you uncertain what are the winning 

formats, textures, flavors and fragrances? 

You are looking to maximise your innovation 

potential without CapEx investment, but short 

on ideas? 

Does your innovation team needs an external 

support of project managers? 

BUILDING INNOVATIVE 

ORGANISATION 

Is your organisation agile enough to supply 

innovative propositions to ever changing 

customer demand? 

Does your people have the knowhow to lead 

organizational change that disruptive 

innovation demands? 

Are your people ready, mobilised and 

motivated to deliver successful market 

innovations? 

Do you require help setting up an innovation 

incubator or a lab to improve innovation cycle 

time?



Plant Based Food 

The vegan plant based food trend is on rise 

replacing commodity products like meat, milk 

and eggs. Sainsbury’s, Tesco and Waitrose are 

the leading retailers launching surprising new 

ready-to-eat, private-label creations made from 

plant-based proteins sourced from beans, nuts 

and jackfruit. 

There is a handful of new food start-ups 

challenging and re-inventing classical favorites 

like burgers, meatballs and yoghurts. 

#PlantButcheries #ImpossibleFoods 

#BeyondMeat #RippleFood 

11



I cooked it, I baked it. 

Customers want to be a part in the ‘making-of’ 

journey. We learned that they want to see clean 

labels by knowing where their food was made and 

what’s in it. With ‘I cooked it, I baked it’ trend 

customers gain control over origin and freshness 

of products and are included in the creative 

process of finalizing it. The ‘making-of’ process 

gives them unique experience and reward of 

accomplishment. 

What does that mean for producers? Food startups 

like Plated and Blue Apron that provide packs of 

fresh ingredients, along with recipes are stealing 

their way into customers hearts, by giving them a 

better alternative to instant food, yet – less 

complicated than standard cooking from scratch. 

#Plated #BlueApron 

12



LET’S TALK ABOUT FUTURE 

PRETZEL Strategy & Innovation HQ 

Verbier, Switzerland 

 

Global new business enquiries 

0041 76 740 16 09 

ella.jonas@pretzel.agency

2018 Global Food and Beverage Trends

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