2023 Global Food and Beverage Trends

Mintel has released four trends that will impact the global food and beverage industry in 2023, the next five years and beyond:

Crisis response: Consumers need food and beverage formulations that can help them withstand heat waves, sub-zero temperatures and catastrophic climate events.

Brain-driven: Consumers expect products to help them improve their mental state at work, at home and at play.

Connecting to Space: As disaster and chaos on Earth become more frequent, space will be a source of innovation.

Information subtraction: Clear and simple communication will be key to connecting with tired consumers.

Around space, climate change, mental health and consumers, this year's trend insights offer new suggestions for brands. Looking ahead, Jenny Zegler, Director of Food & Beverage and Global Consumer at Mintel, discusses how companies will adapt, diversify and innovate in the coming years to reassure anxious consumers.

Crisis response

"Adaptation and innovation will be most important as brands innovate to help consumers cope with the harsher weather impacts on Earth." Affected by everything from the polar vortex to heat waves, consumers are looking for products that can help their bodies withstand different temperature variations, as well as nutritional products that are easy to use during catastrophic weather. At the same time, the urgent need to conserve energy in 2023 will lead to a renewed awareness of the benefits of having energy efficient food and drink during extreme weather. The enhancement of ultraviolet light will promote innovation in functional foods and beverages with skin health benefits. And when brands are faced with the realities of the supply chain, how to extend the shelf life proves to be a lifesaver. In addition to mainstream needs, the brand also offers innovative emergency food and drinks for special diets, children and the elderly. "Pet food brands should also explore how they can help our beloved pets weather the elements."

Brain drive

"Attention and productivity are the next feature claims that consumers are looking for. Consumers will be looking for foods and beverages that affect cognitive abilities, manage stress levels and optimize brain function. They are looking forward to seeing brands promote familiar energizing ingredients, such as plant-based ingredients like fruits, vegetables, beans, and caffeine (in moderation) to boost brain development. But more research is now needed to prove to consumers that a range of natural and functional ingredients, from B vitamins to notropine, fully live up to their health claims. New research and patents related to the gut-brain axis will create new opportunities to highlight how the digestive health benefits of primary, prebiotic, and epigenetic biologics support mental health. These science-based advances will allow fiber-rich foods, such as produce, to shine."

Connect to space

"In the near future, space will no longer be out of reach. The food and beverage market will take inspiration from innovations in space technology and space travel - think minerals on the moon and zero-gravity dining. The undiscovered novelties of outer space will be of particular fascination to Gen Z. But at the same time, brands should also consider the inspiring role of space in the lives of the Alpha generation. New technologies, including resource-efficient agriculture and powdered proteins, will emerge, bringing more space inspiration to food and beverage brands. The food and beverage solutions needed by astronauts for multi-year deep space missions may also prove beneficial to Earth."

Information subtraction

"When it comes to communicating with customers, clarity and brevity are very important success factors. Because consumers prefer leaner selling points, they are looking for brands that focus on their packaging strengths and leave the story more to their websites, social media and marketing. Products with simple designs that highlight natural ingredients and key health benefits will satisfy consumers who want to get rid of a lot of useless information. Over the next decade, consumers are expected to rely on more virtual solutions. Brands will share information on e-commerce sites to ensure their stories and strengths reach consumers. Consumers, on the other hand, will rely on their smart assistants, smart refrigerators, or meta-universe store options to filter out products that don't fit their pre-set preferences."

About Mintel

Mintel understands consumer demand and the underlying causes. As the world's leading market research consultancy, we analyze the consumer, market, product innovation and competitive landscape, providing a unique perspective on global and local economies. Since our founding in 1972, our predictive analytics and professional recommendations have helped our clients make smarter business decisions faster. Mintel helps businesses and people grow.