Palate watch

Growing mistrust among consumers is bringing about a behavioral change among food and drink brands. Given the frequency of product recalls and a generational wariness towards large conglomerates, consumers now want to know about where their food comes from and what goes into every glass they pour. A report by Mintel ( Global food and drink trends 2018) draws out some of the big trends to watch out for in 2018

More consumers want more transparency

According to Mintel Global New Products Database (GNPD), natural product claims (which include no additives/preservatives, organic and GMO-free) appeared on 29 per cent of global food and drink launches from September 2016 to August 2017, up from 17 per cent a decade back

Ethical and environmental claims rose to 22 per cent of global food and drink introductions between September 2016 and August 2017 from just one per cent a decade ago

Healthy food and drink are not luxuries

The clean label movement will challenge manufacturers and retailers to democratise transparency and traceability. Health and wellness must be accessible to all, regardless of household income

Aversion to specific ingredients is being heightened as more cities, states, and countries implement mandates about the potential health impacts of sugar, salt, and fat

Consumers to go for healthy treats

To live stress-free consumers indulge less in rare feasts, opt for habitual treats that are ‘better-for-you’

Greater preference for herbal products, plant-based ingredients among consumers, even in Asian countries

Consumers look for experience with taste

From chewy beverages to complex formulations such as creamy ice cream with crispy chunks, texture can make products more captivating for consumers

Asia is a model for the potential of unexpected applications of texture in food and drink. Just over half of Chinese consumers aged 20-49 who eat biscuits or crackers identify layers of coating or filling as an important quality of an indulgent biscuit. In addition, 43per cent of Chinese 2049-yearold ready-to-drink (RTD) tea consumers are interested in RTD options with fruit bits

More reliant on mobile and online shopping

Busy consumers are drawn to ecommerce sites, mobile apps, voice control, and other online and mobile options because they are advantageous to their busy schedules and potentially their budgets. For example, 65 percent of Chinese consumers aged 20-49 now use their mobile phone more than a desktop or laptop for online grocery shopping

Beyond convenience, technology will offer new possibilities for personalised recommendations of products and individually targetted promotions. For example, The Coca-Cola Company has developed a smart vending machine that enables personalised offers and mobile purchases