20

30
Global Food and
Drink Trends 2030
Editors’ Note:
Mintel’s 2030 Global Food
and Drink Trends identify
three key opportunities
for the global food, drink,
and foodservice industries
to act upon in the next 10
years. The future-looking
Jenny Zegler Sam Moore
trends are designed to
Associate Director, Global Food and
help companies prepare
Mintel Food & Drink Drink Analyst
for, participate in, and
prosper from the evolution
in consumer behaviours
and attitudes over the
next decade.
The rapid pace of change
as we enter a new decade
inspired us to carefully
Alex Beckett Regina Maiseviciute
consider the likely shifts in
Associate Director, Haydon
consumer needs, product
Mintel Food & Drink Global Food and
innovation, corporate
Drink Analyst
actions, and society over
the next 10 years. The
following predictions
propose optimistic, yet
pragmatic actions intended
to help businesses adapt to
David Faulkner
the transformations ahead.
Associate Director,
Mintel Food & Drink
The concepts here are far-
reaching but rooted by the
Mintel Trends Drivers. The
Drivers—constant, universal
motivations for consumer
Contents
behaviour—are: wellbeing,
surroundings, technology,
rights, value, identity, and
experiences. Much like
Change,
today, consumers in 2030
will require their food,
Incorporated PAGE 4
drink, and foodservice
experiences to deliver Successful companies will be
on satisfying taste and those that improve the health of
affordable prices. Thus, the planet and its population.
these predictions assume
two things will never
change: people will always
seek enjoyment from food
Smart
and price will always be
a top purchase factor.
Diets
The future-focused insights
were informed by debate
PAGE 18
among Mintel’s worldwide
network of analysts who Technology will enable consumers to
work across categories construct hyper-individualised approaches
and industries. Our analysts to physical and mental health.
carefully considered the
potential transformations of
the world, life, and our diets
over the next 10 years.
While extensive, what High-tech
you’ll read here isn’t
exhaustive. For full and in- Harvests PAGE 34
depth insight and analysis,
please visit mintel.com
Consumer trust in food science and
and get in touch.
technology will strengthen as these become
vital tools to save our food supply.
 4

Change,
Incorporated
Successful companies will be those that improve
the health of the planet and its population.
6
Start planning now for 2030
TAKE AN ACTIVIST APPROACH
Consumers will turn to companies to
be the leading forces for change on
important societal issues. To meet
consumer expectations, food, drink, and
foodservice companies must establish
results-oriented activist approaches.
FACILITATE CONSCIOUS CONSUMPTION
Consumers will become more mindful
about their purchases and behaviours.
They will take pride in their personal
efforts and support companies that make
them feel more judicious in their use of
packaging and precious resources.
HEALTHY DIETS HELP MAKE
A HEALTHY PLANET
Conscious consumption habits
will inspire more people to
consider the environmental
and ethical impacts of their
diets. Consumers will further
prioritise plants in their diets,
now with the planet’s health
in mind as much as their
own. Consumption of animal
products will be occasional
and focus on ethically raised
dairy and animal protein.
8
Identify the opportunities
Companies will
take the lead
Consumers are hungry for leadership
and demonstrable change on
environmental issues, ethical business
practices, public health, and other
important causes. In 2025, brands
will prioritise people and the planet
over profitability. Consumers will
increasingly reward the companies
that make a difference with their
loyalty in the next 10 years.
Consistency and
collaboration will
be key to change
Consumers will want to know how
companies make a difference. For
example, Italian supermarket Coop’s
2019 TV ad used a globetrotting
shopping trolley as a symbol of
its efforts to confront ethical and
environmental issues, such as plastic
waste and animal welfare.
Form alliances to extend
the reach and speed of
corporate activism
More food, drink, and foodservice
companies will work together and/
or join forces with philanthropic
organisations and governments to help
advance vital concerns. For example,
Nestlé, Arla Foods, and Unilever are
among the 22 companies and retailers
that have committed to the Sustainable
Dairy Partnership, which aims to improve
animal care, working conditions, and
limit greenhouse gas emissions.
The Coop Italy
2019 advertising
campaign highlights
‘the good practices
that it has been
realising for the
environment for
many years.’
Source: Coop Italian
Food via YouTube
 10
Take inspiration from
what’s happening now
People are
demanding action
The world has seen a rising sense of
urgency from people who are frustrated
by a perceived lack of action and activity
on many important local and global issues.
The environment is one of the more pivotal
issues today as shown by the increasing
size of the crowds at the recurring global
climate strikes organised by Swedish
activist Greta Thunberg and her fellow
members of Generation Z.
67%
of adults in the Republic of
Ireland agree climate change/
pollution will be a greater
health issue when they are older.
Source: Mintel Reports
Food waste has led the way
for sustainable consumption
and innovation
In the past few years, food waste has been
a particular sustainable action point for
consumers and companies. Companies
are finding new ways to reuse food waste.
The Kellogg Company worked with UK-
based Seven Bro7hers Brewery in 2019
to create beer made from non-standard
cereal pieces. Meadow Mushrooms in New
Zealand has created a container that
16-year-old climate activist Greta Thunberg has become a symbol for proactive climate change measures.
is made from the organic waste from its Source: businessinsider.com
mushroom stalks.
34%
of Brazilian Generation Z
members aged 16-20 agree Kellogg’s teamed
their generation is more active in up with UK brewery
Seven Bro7hers to
social and environmental causes convert its rejected
than previous generations. Corn Flakes, Rice
Krispies, and Coco
Pops breakfast
cereals into beer.
Source: Illustrated
by Mintel
 12

Big companies are The world is witnessing a

making commitments rising sense of urgency
from consumers who
In France, Danone committed to solely
using ingredients from regenerative
are frustrated by a
agriculture by 2025. Unilever has a perceived lack of action
Sustainable Living Plan with three
wide-reaching corporate social
on important local and
responsibility goals. Danone, Nestlė, global issues, including
Firmenich, International Flavors &
Fragrances, and Sodexo are among
the environment.
more than 80 companies that are
part of the We Mean Business climate
change coalition. Ecommerce giant
Amazon has founded its own Climate
Pledge that commits to meeting the
goals of the Paris Agreement by 2040.
Danone is working to develop and promote
regenerative models of agriculture that protect soil,
empower farmers, and promote animal welfare.
Source: Danone
Amazon’s Climate Pledge commits to net zero carbon
emissions by 2040 and 100% renewable energy by 2030.
Source: Amazon

We Mean Business is a global non-profit coalition

working with some of the world’s most influential
businesses to take action on climate change.
Source: theclimategroup.org
 14
What consumers in 2030
will want and why
Consumers will take
pride in personal
eco-conscious efforts
Starting in 2020, more consumers,
especially Generation Z, will take pride in
their personal efforts to be more judicious
in their use of packaging and precious
resources such as water. The satisfaction
derived from sustainable and ethical
purchases and actions, such as recycling
or reusing packaging, will ignite support
for businesses that make environmentally
friendly habits easier to adopt—and
potentially even enjoyable.
Water will be a resource
worth saving
Constraints on the quality and quantity
of water available are becoming a
more pressing global issue. In the next 10
years, consumers will take more interest in
company efforts to reduce water usage
and will expect products to help them
conserve water in their own lives. In areas
affected by drought, companies can help
consumers support farmers. For example,
Australian dairy co-operative Norco has
added on-pack pledges to support farmers
in drought-stricken regions of the country.
Diets will be influenced
by considerations for
planetary health
As the growth of the world’s population
stretches the Earth’s resources, consumers
will consider the environmental impact
of their diets. In 2019, some sustainability-
minded early adopters are already
following planetary health diets and
other ways of eating that consider the
environmental and ethical implications of
consuming meat, dairy, poultry, and other
animal products. Australian dairy co-operative Norco added
on-pack pledges to support farmers in
drought-stricken regions of the country.
Source: Illustrated by Mintel
From 2020, more
consumers will take pride
in their personal efforts to
be more judicious in their
use of packaging and
precious resources.
 16

Carnivores and flexitarians

will want to know more
of Brazilian adults
about animal products
41% who purchase meat
would like to know

From the expert

Over the next decade, consumers will
where it is sourced.
centre their diets around plant-based
food and drink but also allow for
ethically produced meat, dairy, and
other animal products.
of urban Australian
and 31% of Thai
34% internet users have
environmental concerns
In the next decade, consumers
will be hungry for leadership
and demonstrable change on
related to meat.
environmental issues, ethical
business practices, public
health, and other important
Jenny Zegler causes. Consumers will reward
of Canadian adults Associate Director, companies that take action
who limit or avoid Mintel Food & Drink and improve important societal
22% consuming animal
products do so for
Sustainability-minded issues. The companies that
will win in the next 10 years
environmental reasons.
early adopters are will be those that fuel the new
already following era of conscious consumption.
Tomorrow’s conscious consumers
planetary health diets will be looking for eco-friendly
of German adult milk, and other ways of packaging and products while
milk drink and cream also seeking guidance on how to
eating that consider
17% users would like on-
pack statements of the environmental and
make their diets more sustainable.

how many days the

animals spent outside. ethical implications
of consuming meat,
Source: Mintel Reports
dairy, poultry, and other
animal products.
18

Smart Diets
Technology will enable consumers to
construct hyper-individualised approaches
to physical and mental health.
20

Start planning now for 2030

JOIN THE
PERSONALISATION SYNC WITH TECHNOLOGY
REVOLUTION
Consumers will share their
Through 2030, more personal data with a multitude
consumers will understand of Internet of Things-enabled
what makes them and their devices. Consumers will want the
biological needs unique convenience of recommended
through more widespread shopping lists, recipes, and meals
access to tests and data- that are customised to their flavour,
collecting technology. taste, and texture preferences.
Consumers will look to
companies to help them act
on their data and to offer
custom food and drink.
FEED YOUR MIND

People will use the results

of data collection and
biological tests to modify
their diets and lifestyles to
improve their brain health,
states of mind, and moods.
22

Identify the opportunities

Consumer choice
will be powered by
personal data
In the next 10 years, consumers will
be able to use easily accessible and
affordable customised biological
tests, data collection, and analysis to
learn what makes their bodies one of
a kind. The results will help consumers
better understand how to address
every aspect of their health, including
brain and emotional health. While
respecting consumer privacy, food,
drink, and foodservice companies
will have opportunities to develop
personalised recipes, custom diet
plans, and individualised products.

More consumers will

understand what makes
them and their biological
needs unique through
more widespread access
to tests and data-
collecting technology.
London-based conveyor belt sushi restaurant
YO! Sushi collaborated with DNAfit to help
diners choose dishes based on their DNA.
Source: feast-magazine.co.uk
 24

Companies will serve as facilitators Data will unlock a better

on the journey to a healthy lifestyle
Food and drink brands will
recognise the opportunity to
help consumers understand their
data and facilitate purchases.
This will lead to more innovations
like Nestlé China’s XiaoAI smart
speaker that serves as a family
understanding of consumers
nutrition assistant. In addition, busy Companies will have to
consumers will opt to share their develop more flexible, agile
data as they seek personalised production systems including
meal kits, nutrition drinks, 3D printing to meet the
supplements, and other efficient demands of personalisation and
products to help them effortlessly provide consumers with hyper-
achieve their optimal nutrition. individualised products and
services. Data will also be used
to identify natural predispositions
that could lead to personal health
issues. In the UK, Vita Mojo was
the first foodservice chain to give
customers nutritional guidance
based on their genetics.

Nestlé XiaoAI, an AI family nutrition assistant, is a smart speaker equipped with nutrition and
health knowledge that can answer questions from users on custom recipes, music, and nutrition. London restaurant Vita Mojo gives customers nutritional guidance based on their genetics.
Source: campaignasia.com Source: Vita Mojo
 26
Take inspiration from
what’s happening now
Consumers see the benefit
of data collection
Collection of personal statistics via smart
devices or apps has allowed consumers to
learn what sets them apart and identify the
health consequences of their habits.
More consumers are
considering mental
health alongside diet and
exercise in their personal
health management.
88%
of Chinese consumers have
not measured their calorie
intake but would be interested
in keeping track of calories.
49%
of UK consumers agree that
tracking elements of health,
such as diet or exercise, is
important to keep motivated.
22%
of Canadians use technology,
such as apps or wearable fitness
devices, to monitor their health.
Source: Mintel Reports
Consumers are learning
more about the synergy
of biology
Consumers are learning more about
the natural connections in their bodies
as more research discovers how the
systems in our bodies work together. In
particular, improved understanding of the
research into the microbiome has taught
more consumers about the importance
of maintaining a healthy gut/brain axis,
or the connection that links the brain,
digestive system, and emotions.
Functional food and drink
claim to help with mood
More consumers are considering mental
health alongside diet and exercise in
their personal health management. This
holistic health and wellness approach has
inspired consumers to seek products that
can improve mood and boost brain health,
as well as those with emerging functional
ingredients. Marley Mellow Mood Peach
Raspberry Relaxation Tea from the US
features mood-enhancing botanicals
such as valerian root, chamomile flower,
Marley Mellow Mood Peach Raspberry
lemon balm and passionflower, which— Relaxation Tea from the US features
according to the manufacturer—calm the mood-enhancing botanicals, which are
said to calm the soul and ease the mind.
soul and ease the mind. Source: Illustrated by Mintel
 28
What consumers in 2030
will want and why
IoT-enabled devices will
unlock more personalisation
In the next decade, consumers will be able
to understand what makes them unique
from health testing services, artificial
intelligence-powered apps, and increased
personal data collection from a multitude
of devices.
Hyper-individualised
approaches will support
healthy ageing
Personalised nutrition could also be an
asset to help the ageing population around
the world. Despite technological progress
and longer lives, older adults on average
experience almost the same levels of
health decline as their parents. This could
motivate more brands, governments,
employers, and insurers to offer DNA
or biological tests to customise health
decisions within the ageing population.
28%
of UK consumers are interested
in, but would not pay extra for, an
appliance that can recommend
personalised recipes.
23%
of US consumers are
interested in having smart
home technology for cooking.
20%
of Chinese consumers currently
have a smart fridge;
73% do not have one but are
interested in buying one.
Source: Mintel Reports
Brain Boost Maca and Almond Ball Snacks from
Germany-based Supergoods contain maca root,
which is said to be a well-known brain food.
Source: Illustrated by Mintel
Personalised diets will
assist with cognitive health
Time pressure and society's move to
a more cerebral age with many tasks Assist Black Coffee from Japan is
formulated for the middle-aged
shifting online will lead consumers to and senior consumer to improve
concentration and cognitive function.
seek products that assist with alertness Source: Illustrated by Mintel
and concentration. Brain Boost Maca
and Almond Ball Snacks from Germany-
based Supergoods contain maca root, Time pressure and
which is said to be a well-known brain
food. As consumers are expected to live
society’s move to a
longer, many will want to learn how their more cerebral age
diets can benefit long-term cognitive
health. Assist Black Coffee from Japan
will lead consumers
is formulated with an ingredient that is to seek products that
said to help middle-aged and senior
consumers improve concentration and
assist with alertness
cognitive function. and concentration.
 30
Food and drink brands
will better support
emotional health
In 2030, people will be alerted by
wearable devices, smartphone apps,
or other real-time monitors to hormonal
changes or stress. Consumers will want
more solutions to recommend the specific
nutrients or functional ingredients that can
help them cope in real time with biological
changes. The connections between
emotions and food will reshape how, when,
and where food and drink is sold as well
as retailer selections and advertisements
catering to the collective mood for health
vs indulgence.
From the expert
In the next decade, more
consumers will be able to gain
an in-depth knowledge of their
biology through personal health
testing kits that will empower
them to personalise their diet
Sam Moore and health regimes. Analysis of
Global Food and these tools will inform consumers
Drink Analyst of the steps they need to take
to address every aspect of their
health, including brain and
emotional health. As a result,
brands will need to offer more
personalised product offerings,
smart home solutions, and
In 2030, consumers will explore how to help consumers
address mood and brain health.
want more solutions to
recommend the specific
nutrients or functional
ingredients that can help
them cope in real time
with biological changes.
 Join the conversation!
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34

High-tech
Harvests
Consumer trust in food science and
technology will strengthen as these become
vital tools to save our food supply.
36

Start planning now for 2030

IN SCIENCE WE TRUST AGRICULTURAL REVOLUTION EMERGES

In the next 10 years, Consumers will take a more vested

consumers will become interest in agriculture and have more of
more accepting of an opportunity to experience and enjoy
and trusting in the its benefits as alternative agriculture
essential roles science approaches are invented and replicated
and technology have in around the world.
guaranteeing access to
affordable, safe, and
nutritious food and drink.

REVERSE FEARS OF ‘PROCESSING’

With increased adoption of synthetic

and lab-created ingredients, food,
drink, and foodservice companies
must introduce high-tech solutions with
clear explanations of the technology
and its advantages to produce food
and drink more sustainably.
38

Identify the opportunities

Science and technology
will be essential to the
food supply
Scientific research and technological
innovations will identify ways to
grow essential ingredients in water-
insecure areas and make plants
more resilient to extreme weather
patterns. The United Nations New
Climate Economy report notes that
a new era of economic growth can
come from investing in agriculture
and forests. Through 2030, more
food, drink, and foodservice
companies will take innovative
approaches to the supply chain that
are sustainable and trustworthy.

Consumers will become

more accepting of
and trusting in the
essential roles science
and technology have in
guaranteeing access to
affordable, safe, and
nutritious food and drink.
 40

A new agricultural
revolution is beginning
By 2030, vertical farms, indoor hydroponic
systems, robotic-harvested farms, and
other high-tech agricultural innovations
will increase the supply of fresh local fruits,
vegetables, grains, and herbs. Premium
grocery retailers will open branded indoor
farms to offer consumers just-picked
freshness. Food, drink, and foodservice
companies and retailers will see the
synergy offered by these new agricultural
models and incorporate them into their
supply chains.

More areas will host

agricultural innovations
through 2030
Between 2025 and 2030, new growing
regions, such as those in Africa and
India, and agricultural innovations, such
as floating farms, will emerge to tackle
global food security crises. Meanwhile,
we’ll see ingredients grown in alternative
places such as underground, underwater, Floating Farm is a dairy farm in Rotterdam,
and even in space. Companies and brands Netherlands, that showcases how food production
can become less vulnerable to climate change.
can look to these innovative farms as new Source: hakaimagazine.com
ingredient sources and create products
that promote the use of ingredients grown
in intriguing places such as the desert, on
the ocean, or underground.
 42

Take inspiration from

what’s happening now

Consumers are wary of

of Spanish consumers
technology in food and drink

66% disagree that lab/

cultured/synthetic
Scientific and technological innovations
that offer fresh, trustworthy food will
meat is appealing.
serve as ambassadors to start to sway
consumer opinion away from fear. Today's
priorities for clean label have caused
many consumers to be wary of ‘processed’
food, drink, and foodservice items. Facing
of US consumers backlash, some brands will have to

47% agree non-GMO

foods are healthier
pivot their messaging to other inherent
advantages of engineered food and drink
than GMO foods. products, especially sustainability. Indoor farming has potential
Indoor farms are currently limited both in
scope and in crop variety. For example,
Bowery Parsley is grown in indoor vertical
of Chinese parents farms in New York City, NY, and sold to local
of children aged 0-3 stores. Over the next decade, both ingenuity
42% would be interested
in non-GMO baby
and necessity will lead more indoor farms to
be established and to expand the range of
nutrition products. plants that they produce.

Source: Mintel Reports

Bowery Parsley is grown in

indoor automated vertical
farms in New York City, NY.
Source: Illustrated by Mintel
44

Modern Meadow in
New Jersey grows
animal-free leather
in their labs.
Source: inc.com

Food can learn from other

industries that highlight the
advantages of lab-grown Scientific and
Outside of the food and drink industry, technological
lab-grown has been positioned as more
ethical, cost-effective, and efficient than
innovations that offer
naturally sourced options. For example, fresh, trustworthy
Couple is the first company to exclusively
sell lab-grown diamond rings as an ethical,
food will serve as
ambassadors to start to
New York City-
based Couple is more affordable alternative to mined
the first company
diamonds. Modern Meadow is a New
to exclusively
sell lab-grown Jersey-based biotech start-up that grows
sway consumer opinion
diamond rings
as an ethical animal-free leather in a lab. away from fear.
alternative.
Source: Couple
via Instagram
 46
What consumers in 2030
will want and why
Consumers will be more
invested in agriculture
Fuelled, in part, by diets that prioritise
plants, consumers will take a more vested
interest in agriculture over the next
10 years. Urban farms will be located
closer to densely populated areas and
will expose and educate many people
AgrItourism involves any agriculturally based operation
or activity that brings visitors to a farm or ranch.
Source: istock.com
about the origins of fresh produce for
the first time. Agritourism will become
more globalised and commercialised as
the result of rising urbanisation and the
growing need for people to escape to
nature in order to unplug.
Plenty, based in San Francisco, CA, is an indoor farm
that controls the environment to make its kale less bitter.
Source: Plenty Farms via Instagram
Indoor farms will create a
new appreciation for the
flavour of plants
Beyond convenience, the proximity to
agriculture will create a new appreciation
for the flavour of ingredients that are
harvested at the peak of freshness.
Flavour will emerge as a strong selling
point for ingredients grown by agricultural
innovations. Plenty’s indoor farms control
the environment to make less bitter kale.
Meanwhile, Row 7 Seeds are breeding New York-based Row 7 Seeds breeds seeds
for the inherent flavours they provide.
seeds for the inherent flavours they provide. Source: Row 7 Seed via Instagram
 48

CONSUMERS AGREE, “I NEED MORE SCIENTIFIC

EVIDENCE THAT ORGANIC PRODUCTS ARE HEALTHIER
THAN NON-ORGANIC PRODUCTS.”

65% 63% 62% 62% 62%

Spain France Italy Germany Poland

Base: Adult internet users aged 16+

Source: Mintel Reports 2019

Consumers will be open to

getting science lessons
Beginning in 2020, expect to see the
widespread adoption of synthetic and
lab-created ingredients. By 2030, the
safe and sterile high-tech environment
will see synthetic lab-created ingredients
replace organic as the new standard for
purity. Essential to this movement will be
Expect to see the
education. Consumers will trust rather widespread adoption
than fear engineered food and drink if
they understand the benefits of early
of synthetic and lab-
innovations such as cultured meat. created ingredients.
 50

From the expert

Science will interlace with the food

supply chain to boost yields and
Source: endlesswest.com combat climate change. Celebrating
the sustainable, health, and cost
Education, transparency, benefits of lab-grown food will be
crucial in educating consumers about
and scientific advancement Alex Beckett such nature-identical alternatives.
will convert consumers Associate Director, But the industry will be compelled to
Mintel Food & Drink elevate the role of nature, and humans,
Brands can use science and technology to in the storytelling of these new, modern
create new products, shorten production solutions. Transparency of information
time, and confirm trustworthiness. In San is essential to building trust in a future
Francisco, California, Glyph claims to be where scientists play as integral a role
the first molecular whiskey, made overnight as farmers. And championing the
by building the whiskey from resource- people behind the food—whether it
efficient molecules, not grains, to a pre-set is grown in a laboratory or a field—will
profile of flavour, aroma, and mouthfeel. remain a timeless way of building trust
with consumers.

Based in San Francisco, CA, Glyph

claims to be the first molecular whiskey.
Source: Illustrated by Mintel
 Mintel has been at the
forefront of predicting
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matter most, calling them
early and accurately, for

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over 15 years.

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 © 2019 Mintel Group Ltd. All rights reserved.
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