17 Dec Sustainability to Convenience: Food and Drink Innovation For 2019
The news is out: 2019’s up and coming food and drink trends have been announced by the world’s leading market intelligence agency, Mintel. These trends are predicted to lead the global momentum of food and drink innovation in the year to come, with three key categories set to define the growth of the food and drink sector.
These key trends fall under three global movements of relevance: sustainability, health and wellness and convenience.
Food and drink innovation: what to expect in 2019
This is related to global issues of sustainability which is a growing topic of focus that spans a myriad of industries, but most especially the food and drink sector. Evergreen consumption is set to focus on sustainable practices which span an entire product lifecycle, requiring attention from suppliers through to consumers.
Sustainability and Evergreen Consumption
In today’s day and age, the global issue of sustainability is one of the most pertinent on any manufacturer’s radar. Cast under the spotlight of global warming and the need for environmentally friendly practices, 2019’s definition of sustainability in manufacturing will encompass the entire product lifecycle. And the hope is that these sustainable practices will only grow and develop as does technology, innovation and, importantly, consumer awareness in years to come.
From farm to manufacturer and retailer, to fork and bin and the rebirth as a new plant, product or package, a new 360-degree approach will ensure resources are kept in use for as long as possible. This movement towards sustainable circularity of manufactured food and drink products will require mass collaboration. This encompasses all parties, including farmers, suppliers, manufacturers, retailers, non-profit organisations, government entities and of course, the consumer.
Along with this predicted shift in sustainable food and drink innovation is the move to create mass awareness surrounding single-use plastic products. Bio-based packaging material is set to become a key component in responsible packaging in the next year and in generations beyond.
In 2019, Mintel predicts that there will be improved access to recycling, incentivised recycling campaigns for consumers as well as the option to choose upcycled goods. Many companies across the globe have already begun to adopt holistic sustainability programmes in an effort to improve their carbon footprint. In 2019, this company culture is set to boom.
Looking ahead, the support of and demand for corporate sustainability in food and drink will begin to grow as consumer understanding of sustainability issues increase. Associate Director of Mintel Food and Drink, Jenny Zegler, believes that as consumers gain a better understanding of what’s required to achieve a truly circular food and drink economy, so their demand for sustainable products will grow.
Health and Wellness Through the Ages
This global trend will focus on building a relevant dialogue around health and wellness while creating a focus on solutions for healthy ageing through the food and drink we consume.
Food and drink manufacturers are set to look to beauty and personal care products for inspiration for healthy ageing food and drink innovation. These innovations aim to address issues of longevity-related health problems, and instead of traditional ‘’anti-ageing’’ marketing, positive language without negative or ageist connotation will be adopted.
Humans are living longer than they ever have before and with the evolution of technology, medications and food sources it’s not hard to see why. With this in mind, there is a very clear push to not only live for longer, but to do so in a healthy way- free of disease and ailment.
In 2019, consumers are predicted to become all-the-more proactive about their health, prioritising it as a holistic, ongoing pursuit. Our longer lifespans present the perfect opportunity for food and drink manufacturers to draw inspiration from the beauty and personal care industries, focusing on anti-ageing in a more positive light.
Food and drink innovation in 2019 is set to be focused on the world’s diverse senior populations- aimed at addressing health issues through the use of food and drink. These products will be designed for prevention, using formulas packed with nutritious elements and plenty of flavour. As humans live longer, these products will focus on bone, joint, brain, and eye health.
Elevated Convenience Foods
In order to match elevated demand and higher expectations of consumers, convenience food and drink is expected to receive a much-needed upgrade. Ideally, geared towards healthier, trendier and more sustainable food and drink options.
An increase in demand for up-scale, ready-to-consume products is a predicted trend for 2019 as consumer focus has turned to eating high-quality, unprocessed ingredients. With the rise in popularity of food kits and foodservice inspired beverages, brands will have a chance to develop healthy, flavoursome and customisable food and beverage options for busy individuals.
Manufacturers are set to respond to rising health eating priorities in consumers who are looking to move away from over-processed convenience foods. The consumer of today is looking for foodie-inspired convenience foods, packed with both nutritious elements and natural flavour.
Due to the rise in popularity of personalised meal plans, delivery kits and services, food and drink manufacturers aim to create the same on-shelf food options for busy individuals of all ages. To add to this, the focus will not only be on main meal options but will broaden into snack and beverage options too.
Consumers can expect a new of wave of shortcut food and drink such as individual meal kits sold at a retail level as well as a new generation of prepared meals, sides and sauces which emulate the flavours and presentation of restaurant quality meals!
In a nutshell, all of the above trends point to one clear movement: a healthier, more sustainable way of life that is achievable in the here and now, and not some distant time in the far future. We look forward to a positive and healthy 2019!