Global Food and Beverage Trends 2022, three trends see long-term growth opportunities

5, recent: efforts to communicate openly with consumers

In order to give consumers a "sense of control", companies need to provide detailed and truthful information, and can also introduce the conclusions of third-party testing agencies as endorsements. Moreover, according to Mintel's analysis of Global Food and Beverage Trends 2021, consumers want to know more details about product pricing, such as if the price of a product is higher than average because the brand has invested in health, the environment, corporate social responsibility, then companies need to disclose this information and establish communication with consumers.

6. Near-term: Standardization and measurement of climate and ethical commitments

According to Mintel's Global Consumer Trends 2022 Climate issue, sustainably-minded consumers are more likely to choose products that show the carbon footprint of agriculture, transport, processing and other factors.

Last year, Satine launched 0 aluminum foil low carbon aseptic paper based composite packaging, which the brand claims can reduce its carbon footprint by 41.8%.

Mintel 2022's Ethics Check of Global Consumer Trends predicts that consumers will seek tangible, measurable ethical commitments in areas such as animal welfare and fair pay. In fact, 37 percent of Chinese consumers say they are prepared to boycott unethical companies.

7. The future: Technology makes it easier to "be in control.

In the next five years, consumers will be able to buy food, beverages and catering services with traceable raw materials, and more consumers will have the opportunity to buy food and beverages made by efficient and controllable technology, Mintel survey of 1,000 Internet users over the age of 18 shows that 37% of Chinese consumers have tried/are interested in trying food and beverages produced by indoor farms.

Chilean plant-based food technology company NotCo uses an AI algorithm system called Giuseppe to help develop its products. After the sample is ready, and based on the manual tasting feedback, Giuseppe makes further optimization suggestions to help product development decisions until the product is released. 

At the same time, the introduction of technology will also optimize the "control" experience. For example, smartphones can filter out some information through personalized preferences, so that consumers can easily access the information they care about. AI and AR technologies may be used to optimize consumers' shopping experience and provide consumers with more personalized healthy eating solutions.

Trend two: Have fun

Mintel's "Global Consumer Trends 2022" "Free to enjoy" forecast ", after experiencing the lockdown of the epidemic, consumers are eager to break free, explore and enjoy novel experiences. Consumers seek pleasurable products that enhance the flavor, color, texture, aroma and interactivity of food and beverages. Mintel surveyed 2,948 Internet users over the age of 18. 56% of Chinese consumers have used and will continue to use delicious food to boost their mood.

Moreover, social media has become an important force in promoting food innovation and educating consumers, according to Mintel research, 56% of Chinese consumers have purchased new food and beverage products discovered on social media, 54% of Chinese consumers get information about snack products from social media platforms, and 35% of Chinese consumers follow many food bloggers and Kols on different platforms.

1. Now: Enhance consumer stickiness with shareability factors

According to Mintel analysis, food and beverage products need to adapt to establish communication with consumers on social media and enhance consumer stickiness with shareable factors.

Hicha has issued an annual color card with color codes attached to its products. The rich variety of colors can attract the eye. The form of the color card itself is also a shareable point of communication.

2. Now: Spread the fun of DIY food and drink on social media

Mintel also analyzed that the product form that can mobilize more senses and more participatory sense is more likely to trigger transmission. Consumers enjoy sharing DIY food and drink on social media. Coffee liquid products that can carry out a variety of fancy drinks are becoming popular in the domestic market.

On different social media platforms, we can see users spontaneously sharing DIY fancy drink recipes. Coffee liquid and black tea, milk, soy milk and other different bases with different drink solutions.

3. Near term: Encourage consumers to play with food/beverage products and achieve product interaction

Japanese soy milk brand Marusan has designed a product gameplay website, providing a variety of ways to open soy milk products - make soy milk ice cream, soy milk popsicles, soy milk flavored snacks.

When you click on one of the products, the page will show the specific production method, and this form of interaction enhances the consumer experience.

4, near term: Encourage consumers to be creative and interact with food and beverage

Mintel suggested that food and drink brands could offer recipes to consumers, encouraging them to be creative and unlock new flavors and different combinations of textures. Japan's Suntory shares a lot of products and other brand products, inviting consumers to participate in the try.