Health and Wellness Drive Food Trends

A new year brings with it a new look at the food and beverage trends expected to impact what product developers will formulate and in turn what consumers will eat for the upcoming year and beyond. After evaluating global new product launches and consumer preferences toward food and beverage products, market research firm Mintel reported that health issues of all types, along with consumers’ desire for innovations in flavor and texture, are some of the trends that will drive product development in 2016.

Many years ago, foods like veggie burgers and nondairy milk were sold at health food stores that served a niche consumer segment. Today, major grocery stores stock vegetarian versions of burgers and hot dogs, and the dairy section has opened up to a range of dairy alternative beverages made from soy, almonds, coconut, rice, cashews, and oats thanks to a growing contingent of the population who follow a vegetarian diet (or at least want to reduce meat consumption a bit). Mintel analysts definitely see the popularity of these types of foods as mainstreaming in the United States, Canada, Europe, and Australia.

Fat has been one of the more maligned ingredients in recent history with studies implicating fat consumption in heart disease, obesity, and other conditions. Typically, all types of fat were lumped together by consumers. Now, some researchers are calling for a rethinking of the idea that all fat is bad, explaining how many fats from different sources can be used to develop healthy products. Mintel named this trend “fat sheds stigma.” The analysts noted that the negative stereotype about all fat being bad for your health has begun to change as awareness of the differences between good fats and bad fats continues to increase. The analysts are also seeing a shift away from fat content being the first consideration among consumers seeking to determine how healthy a product is. This is one trend to watch as the Mintel research indicates that it is emerging across all markets around the world.

As consumers become more interested in fitness and staying active, food manufacturers have taken the cue and are developing foods and beverages that are high in protein, increase energy, and enhance hydration to meet the nutritional needs of these active consumers. The trend is already established in the United States and Canada and is continuing to grow in Europe, Russia, and Australia, according to Mintel. Expect the sports nutrition product development effort to continue as opportunities open up to food manufacturers to formulate products that help consumers meet specific activity levels and fitness goals. To a lesser extent, consumers in most markets around the world are still learning about how certain ingredients in packaged foods and beverages can influence their physical appearance and personal wellness, reports Mintel. Its research identifies India and Southeast Asia as markets where these types of products have an established following.

Consumers want healthier, better-for-you products, but they also want flavor innovation, indulgence, and products that make the eating experience fun. Mintel points out that the visual nature of social media can influence some food trends and calls out innovation “that is boldly colored and artfully constructed.” Calling this trend “eat with your eyes,” the analysts conclude that food products in vibrant colors and interesting shapes can help set brands apart in markets where consumers use social media posts to highlight their favorite food products.

Karen Nachay,
Senior Associate Editor
[email protected]