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2018 Consumer Trends in Food Market

2018 Consumer Trends in Food Market2018.08.09

      The European insights division analysed market research, emerging trends and consumer behaviours to predict the

factors that will most influence food and beverage purchasing decisions this year.

1. Personalisation is everywhereConsumers want options and personalisation is key, especially as online and mobile shopping are gaining share.

Personalise your coffee with ginger, turmeric, cinnamon, chilli, raw cacao, etc, or choose from a range of flavour options from one brand.

Users who like to try different types of flavoured spirits (i.e. honey, cherry, cinnamon-flavoured etc.), by age groups, Germany, 2016 (Lightspeed/Mintel) 

2. Freedom food

Consumers no longer accept taste & nutrition compromises to meet their interest in vegan, gluten-free and non-dairy options.

Gluten-free claims have nearly doubled since 2011 and dairy-free claims have tripled1. An increase in interest in vegan desserts shows that free-from can now play in indulgent moments.

3. Taste not waste 

Consumers long to make a difference to the world by choosing sustainable options and by reducing (food) waste.

Ethical packaging claims have grown significantly since 2012.

Best Before Dates Need to be Reassessed as

saving just 25% of the food currently lost or wasted globally could feed 870 million people3.

4. Cut the small print

Decades of mass-production and extensive processing have made consumers wary and keen to know how their food is made. Easily understood ingredients, transparent processing, and sustainable sourcing are needed to satisfy this desire.

Manufacturers who communicate clearly with consumers about these things outperform businesses that do not4.

5. You feel what you eat

A focus on being healthy for longer has increased interest in brain health and there is growing awareness of the impact that food has on our moods. The focus is no longer just on calories and weight. Acai, omega-3 or vitamin B12 help consumers to give themselves that bit of self-care.

6. Better indulgence

Consumers look for healthier ways to enjoy by choosing lighter or thinner options and replacing sugar with spices.

The number of ‘thin’ bakery launches has doubled since 2012 and the number of no/low alcoholic beverages increased by 25%5.

7. Tickle the senses

Experiencing is becoming more important than owning. This extends into food & beverage, especially for younger consumers.

Improve the moment by maximising experiences through flavour, smell, sight, touch, and hearing, such as food you taste with your eyes and sparkling tea.

Purchase of Sparkling Tea (amongst those purchasing coffee/tea in foodservice establishment US 2017) (Lightspeed/Mintel) 


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