Euromonitor release a new report indicating heathy living will drive future food patterns in the U.S.
Euromonitor International has released the eight most influential packaged food megatrends for 2018. These megatrends, sharing common drivers, have the power to transform and disrupt entire categories while also providing sustainable growth and relevance for companies that succeed in these new ideas.
Of the eight megatrends, Healthy Living stands out as the biggest relevance for and impact on foods: The eight include:
- Back to Nature, No to Sugar: The focus of the food industry continues to shift from weight management to nutrition and natural wellbeing.
- Redefining Indulgence: Indulgence is and will always be a core driver in foods. However, it is changing shape and form, as consumers crave different products for different occasions and in different geographies.
- Plant-based and Origin Foods: Veganism is now claimed to be the biggest lifestyle movement of the 21st century, with the world’s largest corporations signing up to the “Meatless Meat” movement.
- From Buying to Creating: Consumers’ emphasis is shifting from possession to experience. Growth in food sold through foodservice and branded stores often outpaces that in the mass channels.
- Alternative Business Models: By 2021, modern grocery (supermarkets and hypermarkets), will account for less than half of the total consumer goods trade.
- Global Exoticism: In 2050, one in three people will be Muslim. Food trends tend to track migration, so 2018 is likely to see an uptick of Syrian and Middle Eastern inspired flavors in Western markets.
- Affordable Quality: Globally, the fastest growing household type to 2025 is single-person households. This is inevitably leading to a rise in single-portion foods and snack replacements.
- Food Technology: Technology is becoming ever more important in the distribution and delivery of food.
A favorite buzzword for 2018 is disruption. Disruption has prompted multinational companies and legacy brands to acquire start-ups or launch their own innovation labs. These disruptive brands tend to simultaneously tap into several megatrends and are agile and responsive to consumers’ changing needs; as such, they innovate rapidly, the report indicates.