Mintel – Global Food and Drink Trends

Mintel's 2024 Global Food and Drink Trends report highlights three key trends: 'Trust The Process', 'Age Reframed', and 'Eating: Optimised'. These trends are particularly important for brands to pay attention to due to the overwhelming and distracting factors such as the COVID-19 pandemic, economic instability, political unrest, and new artificial intelligence that consumers are currently facing. Mintel's trend predictions are supported by robust data and expert opinions, ensuring that they provide meaningful and actionable insights for brands. The report is based on Mintel's living, growing prediction model which adapts to unforeseen circumstances and is centered around seven trend drivers: Wellbeing, Surroundings, Technology, Rights, Identity, Value, and Experiences. This allows Mintel to adjust the acceleration or deceleration of a trend based on individual market realities and remain responsive to change. The 2024 Global Food and Drink Trends are developed around the idea that food and drink should taste good, be worth the cost, and have reduced environmental and ethical impact, preferably without a higher price. The trends aim to help food and drink brands meet consumers' needs for health and pleasure, prepare for longer and healthier lives, and benefit from technological advancements. After reading the trends, brands may wonder how to implement them into their own strategies. Mintel's team offers brand-specific trend frameworks to address these questions. Mintel clients can reach out to their Account Manager for more information, while non-clients can visit mintel.com to get in touch.