Global Food, Drink and Foodservice Predictions for 2021 and Beyond

International consumer research organization Mintel released a report in January that highlights three key trends for the global food, drink, and foodservice industries in 2021 and beyond.

The “2021 Global Food and Drink Trends” report includes analysis and insights into consumer behavior for 2021 as well as the next five years.

“The events of 2020 caused a fundamental reset in human behavior,” report editor Jenny Zegler wrote in the editor’s note. “Recognizing this transformation, the 2021 Global Food and Drink Trends are inspired by recent shifts in consumer purchases and attitudes across industries.

The key takeaways from the research:

• Feed The Mind: Innovative food and drink formulations will offer solutions for mental and emotional wellbeing that will create a new foundation for healthy eating.
• Quality Redefined: Brands will be challenged to respond to new definitions of trust, quality, and ‘essential’.
• United By Food: Food and drink brands can balance a person’s need to feel unique and special with the desire to be part of communities of like-minded individuals.

Feed The Mind

Rituals that help relieve stress will be important and food, drink, and foodservice brands can offer moments of respite to consumers through their products.

“The COVID-19 global pandemic has made consumers recognize that wellbeing is a vital concern. In the coming years, consumers will be looking for more products and services that offer mental and emotional health benefits,” said Alex Beckett, Associate Director, Mintel Food & Drink.

Mintel thinks that food, drink, and foodservice brands can command a larger share of mental and emotional health options with its multisensory products.

“We predict that innovative food and drink formulations will help people learn how diet can impact mental and emotional health, which will lead to new interest in psychology-based approaches to healthy eating,” said Beckett.

Post-COVID, consumers will make serious commitments to reduce health risks associated with unhealthy eating, focusing on mindful and intuitive eating. Consumers will also seek health eating incentives and validation via technology.

Quality Redefined

Consumers will seek out approachable upscale meals for special “hometainment’ occasions.

Mintel expects brands and retailers to launch appropriately priced products with ethical or environmental claims. Consumers will also increase their demand for contactless retail that will expand to include experiential services.

“When it comes to value, pandemic-shocked consumers are seeking a return to what is essential. Consumers are now focused on minimal consumption and getting the best returns from their purchases,” Beckett said. “As markets reopen, the pace of life will get busier and consumers will expect time-saving, hygienic, and adventurous convenience food, drink, and foodservice.”

Brands and operators that invest in seamless retail and equitable access to healthy food will come out on top.

Continued Beckett: “In the next few years, brands will also be challenged to respond to new definitions of quality and ensure ecommerce is accessible to shoppers of all socioeconomic levels. The focus on getting the best value for one’s money will motivate brands to be more transparent about product price by providing details about the ingredients, processes, and people that are reflected in a product’s price.”

United By Food

In 2021 food, drink, and foodservice companies will encourage consumers to use their brands as a form of self-expression and a way to reconnect with their pre-COVID identities.

“Consumers’ understanding of the community has been strengthened by COVID-19. Recognizing the importance of connection and support, consumers will organize in like-minded communities for socialization and camaraderie,” said Beckett.

The report authors expect to see social commerce develop as a new way for brands to capitalize on building communities that will, in turn, give brands actionable ways to give back and use their reach, reputation and resources to help people take initiative on important causes.

“Food, drink, and foodservice brands can take advantage of their positions as common interests and passions to which consumers can tie their identities and actively bring individual fans together,” Beckett said. “Bound by the brand(s) they have in common, communities will expand people’s social circles and introduce collective ways to make a difference.”

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