Food & Beverage Asia June/July 2022

16
BITING ISSUES
Mintel’s 2022 Global
Food and Drink Trends
explores changing
consumer behavior
Mintel’s 2022 Global Consumer Trends
explores pandemic-induced
behavioural changes, with insight and
recommendations for food, drink and
foodservice brands on how to incorporate
the trends into future strategy.
Three key trends offer potential for food,
drink and foodservice brands: In Control,
Enjoyment Everywhere and Flexible
Spaces.
IN CONTROL
In Control explores how consumers
are dealing with pandemic-induced
uncertainty and the desire to take control
in the ways available to them. Brands can
empower consumers to do this within
their food or drink purchases through
transparent detail on their products.
Tan Heng Hong, food and drink analyst,
Asia-Pacific, Mintel, said: “More than half
of consumers in the Philippines (61%),
Thailand (56%) and Vietnam (64%) say
that they check product labels when
shopping for food or drink. Food and
drink brands have the complex task of
conveying clear and reliable guidance so
that a product will meet consumers’
health priorities. They can empower
consumers to make the right health
choice by giving clear on pack detail
linked to dietary requirements.”
In addition to well-being, Mintel
Global Consumer research shows
that consumers in Indonesia (83%),
Malaysia (65%) and Singapore (66%)
agree that brands should show their
impact on the environment on food
or drink labels.
ENJOYMENT EVERYWHERE
Enjoyment Everywhere explores how
consumers will have a newfound
appreciation for fun in everyday items
and activities after long lockdowns.
Food and drink brands are wellpositioned
to offer experiences
that cannot be replicated online.
“Consumers will be open to food, drink
and foodservice that engages more
of the senses to trigger emotional
connections. Food and drink that
captivate the senses can appeal to
the unexpected and the intriguing. At
the same time, the metaverse offers
a new arena for brands to engage
with consumers. Brands can join the
gaming trend and ‘game-ify’ everyday
activities like cooking in the digital
realm where consumers can connect
or bond with another,” continued Tan.
FLEXIBLE SPACES
The pandemic left consumers craving
for human connection, which, at
the same time, delivers them the
convenience of online shopping. Flexible
Spaces explores how consumers
have been forced to rethink their work
and play spaces due to changing
consumer lifestyles, where blending
physical and online spaces will be
key in creating spaces for brands to
interact with consumers going forward.
“We will see retailers redefining their
approaches to space and selling to
accommodate a more diverse consumer
base, facilitate deeper consumer-tobrand
connections and unite those
that share common passions in both
physical and online environments. As
technology becomes more advanced,
these blended worlds will coexist
more seamlessly,” concluded Tan. ■
FOOD & BEVERAGE ASIA JUNE / JULY 2022