Food and beverage brands may increasingly compete with products outside their category as consumers look for ways to sleep better, maintain energy, or manage their weight.
Mintel’s Global Predictions 2027 webinars will explore how these changing priorities could influence purchasing decisions and what they mean for brands.
At the centre of the predictions is “Products to Systems”. Mintel describes consumers combining products, services, technologies, and everyday habits to achieve a particular result. Food and drink, supplements, beauty products, healthcare, and household services can become part of the same routine, creating opportunities for businesses to work together.
“The outcome is the goal. The system is how people get there,” said Mintel in the accompanying white paper. Its research found that 62 percent of UK consumers considered certain food and drink products part of their daily wellness routine. Among UK consumers using functional food and drink to manage their health, 66 percent also took vitamins or supplements.
For food and drink suppliers, Mintel predicts that securing a place in these routines will require a clearer explanation of how a product contributes. Ingredients, formats, packaging, and partnerships could help, although the report acknowledges that it's difficult to attribute improvements when consumers change several habits or products at once.
Household purchasing could also change as appliances and service providers take on more decisions. The report points to automatic detergent dosing and services that coordinate laundry collection, cleaning, and return. These developments raise commercial questions about who selects the product and retains the customer relationship.
Mintel also anticipates changing expectations around trust. As AI advice, influencers, and tracking devices add to the information consumers receive, Mintel's food and drink predictions identify a role for people behind brands to explain, reassure, and connect.
Mintel’s Global Predictions webinar series will explore the evidence behind these shifts and what they could mean for your category, consumers, and business. Sessions cover consumer trends, food and drink, wellness, beauty and personal care, and household products, with opportunities to put questions to Mintel’s experts.
Download the whitepaper and explore the programme to find a session relevant to your market.
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