Mintel has released the four major trends set to shape the global food and drink industries in 2023. Centred around space, climate change, mental performance, and the overwhelmed consumers are after weatherproofed provisions, products that keep them sharp, cosmic comforts and minimalist messaging.
Weatherproofed Provisions
Consumers will face the harsh effects of the planet's climate in the next few years. Food that can help them endure varying temperature extremes, deliver easy nutrition during weather-related disasters and are energy efficient will be increasingly popular. Stronger UV rays will see functional food and drink with skin benefits. Mainstream brands need to consider products for special diets, and pet food brands could also consider how animals will endure extreme weather conditions.
Staying Sharp
Focus and productivity are the next mental and emotional functionalities that consumers will be seeking. Products that can influence cognitive capacity, manage stress levels and optimise brain function. Energising ingredients such as fruits, vegetables, legumes and caffeine will be popular. Consumers will see research to back up the functional claims. Digestive assistance will also be popular.
Cosmic Comforts
As space becomes less whimsical and more tangible, products that centre around escapism and space-inspired innovation will be popular. Consider lunar minerals and zero-gravity dining. These products will be particularly popular with Gen Z, who are disillusioned with the world as it is, and Gen Alpha, who see space as a place of inspiration.
Minimalist Messaging
Clarity and simplicity for brand communication with customers will win. Storytelling will be saved for websites, social media and other marketing forms while the packaging becomes streamlined.
