Mintel's 2018 Global Food & Drink Trends are the result of collaboration between 60 of Mintel’s expert analysts in more than a dozen countries around the world. In this webinar, we’ll look at two of the five consumer-led trends that are influencing food and drink product development in 2018, and are predicted to have a big impact going forward. In this webinar you’ll learn: How the Full Disclosure trend is satisfying consumer demands for total transparency How the Self-Fulfilling Practices trend is encouraging more consumers to adopt truly flexible, balanced diets How these trends empower consumers with trust in a post-truth reality and self-care in a world that’s becoming more hectic and stressful

1. ©2017MintelGroupLtd.AllRightsReserved.ConfidentialtoMintel.
Transparency and Choice:
Winning With Today’s Consumers
August 2018

2. 2
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cover 33,000+ new
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from 62 countries.
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spending in 3,000
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We track 1,500 US
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TRENDS
We track more than 80
consumer lifestyle
trends and thousands
of daily observations.
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We benchmark
consumer reactions
to every reported food
and drink product
launch in the US
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BEAUTY &
PERSONAL
CARE
FOOD &
DRINK
HOUSEHOLD
& PERSONAL
CARE

3. 3
Transparency Choice
Full Disclosure
The post-truth era has led consumers to
demand complete and total transparency
from food and drink.
Self-Fulfilling Practices
As more people find modern life to be
hectic and stressful, flexible diets will
become integral elements of self-care
routines.
Agenda: Two of Mintel’s 2018 Global Food & Drink Trends

5. 5
of US adults agree there are
probably more harmful ingredients
in foods than manufacturers are
telling us.
71% of US adults who purchase dog or
cat food want to know the origin
of pet food and treat
ingredients.
74%
of US adults who shop for food
agree that store brands should
provide more information on
where products are made,
which is up from 57% in 2016.
62%
of US adults with a child aged
five or younger in the household
worry about the safety of
packaged baby/toddler food.
55%
Source: Mintel
Consumers want reassurance about food and drink

6. 6 Source: Mintel GNPD
Natural, ethical/environmental claims rise as distrust increases
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017
Food and drink launches with natural or ethical and environmental
claims, Global vs. North America, 2007-2017
Natural - Global Natural - North America
Ethical & environmental - Global Ethical & environmental - North America

7. 7 Source: Mintel GNPD
Natural category claims show fastest growth
0% 5% 10% 15% 20% 25%
Ethical - Environmentally Friendly Package
No Additives/Preservatives
GMO Free
Organic
All Natural Product
Ethical - Environmentally Friendly Product
Wholegrain
Ethical - Human
Ethical - Charity
Ethical - Animal
Carbon Neutral
North American food and drink launches by top natural and
ethical/environmental claims, 2013 vs. 2017
2013 2017

8. 8
Kellogg’s Special K Nourish Caramel
Almond Sea Salt Chewy Nut Bars, US
69%* purchase intent compared with 36% for
snack/cereal/energy bar category overall
Rxbar Maple Sea Salt Protein Bar, US
31% purchase intent compared with 36% for
snack/cereal/energy bars overall
Snack bars are gluten-free, naturally flavored
and are said to “feature visible ingredients,
delicious taste and an abundance of goodness
in every bite.”
Protein bar features its ingredient list on the
front-of-pack and is gluten-, soy- and dairy-free
without added sugars.
* The difference between the primary group and the benchmark group is statistically significant, at 95% confidence level.
Source: Mintel Purchase Intelligence
Transparency two ways in snack bars
“I don’t really understand what it is, also
it has egg whites so I’m worried about its
safety. Is it refrigerated?” – Female,
Midwestern US, Age 18-34
“I would like the caramel almond flavor
and I trust the special k brand,” Female,
Western US, Aged 55+

9. 9
Annie’s Homegrown Elbow Pasta & Cheddar, US
Limited-edition 2018 release features the names, photos and a
summary about farmers who grew part of the ingredients. The
package emphasizes the farmer’s efforts regarding soil health.
Source: Mintel GNPD
Annie’s Homegrown educates consumers about soil health
71% of US adults agree brands should provide more information
about product or ingredient origin on packaging.

10. 10 Source: Campbells.com
Campbell’s Well Yes! soup offers ingredient details online

11. 11 Source: Bloomberg Business Week
Blockchain could increase reassurance
Carrefour Auvergne
Farm Chicken, France

12. 12
Many consumers around the world lack trust, which is
equating to a need to know more about the food and drink
that they are buying.
Origin
Brands have opportunities to explain more about how, where,
when and by whom food and drink is grown, harvested, made
and/or sold.
Details
Technology is expanding consumers’ access to information as
well as the ways that brands can share more information with
consumers.
Technology
Key Takeaways for Full Disclosure:
12

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Base: 2,000 internet users aged 18+
Source: Lightspeed/Mintel
Being ‘healthy’ is multifaceted
76%
76%
74%
73%
69%
60%
54%
51%
51%
2%
Eating a healthy diet
Getting enough sleep
Exercising regularly
Maintaining a healthy weight
Staying hydrated
Feeling emotionally stable
Maintaining a good work-life balance
Taking vitamins, minerals, or supplements
Dedicating time to relaxation
None of the above
Definition of a 'healthy lifestyle,' US, August 2017

15. 15
of US adults who are currently managing their weight follow
their own eating program or guidelines.64%
of US adults agree the definition of what is healthy keeps
changing.39%
of US adults who purchased better-for-you snacks in the
three months to June 2017 are replacing indulgent snacks
with healthy snacks.
35%
of US adults eat healthy snacks because they make them
feel less guilty about snacking.30%
Source: Lightspeed/Mintel
Consumers are writing their own rules

16. 16
Luvo Planted Power Bowl
Hawaiian Un-Fried Rice, US
Frozen ready meal is made with
Forbidden Rice, shiitake
mushrooms, pineapple and
cashews. It has 10g plant protein,
42g whole grains and 1 cup fruits
and vegetables.
Source: Mintel and Mintel GNPD
Search for self-care offers synergies with Power to the Plants
TruVibe Eat Clean Organic
Berries, Maca & Chia
Superfood Meal, US
USDA organic-certified cold-
pressured juice contains 15g
plant protein, omega 3 and 6
fatty acids and probiotics.
Zazubean Sassy
Pomegranate & Hazelnut
with Coconut Milk and
Coconut Sugar Chocolate,
US: Vegan chocolate bar is
made with cacao beans from
Dominican Republic and
Ecuador

17. 17
of US adults agree they like
different foods when they are in
different moods, such as comfort
food or festive foods.
72%
Source: Mintel
‘Treats’ align food and drink with ‘self-care’

18. 18 Source: Mintel and Mintel GNPD
Products can tap into emotions
51%
of US adults who
purchased chocolate in the
three months to Feb 2018
typically purchase
chocolate as a personal
reward.
34%
of US adults who
purchased chocolate in the
three months to Feb 2018
typically purchase
chocolate to improve
their mood.

19. 19
Breyers Natural Vanilla Ice Cream
130 calories, 7g fat and 14g sugar per
66g serving
Halo Top Sea Salt Caramel
80 calories, 2g fat and 7g sugar per
70g serving
79%* purchase intent compared to 47% of US
desserts and ice cream launched in 2017
50% purchase intent compared with 47% of
desserts and ice cream overall launched in
2017
* The difference between the primary group and the benchmark group is statistically significant, at 95% confidence level.
Source: Mintel Purchase Intelligence
Provide consumers with choice
“Breyers is a longstanding line of ice
cream that has a wide variety of
flavors plus the two extra scoops is an
appealing addition. Sweetens the pot
as they say.” – Male, Southern US,
Age 35-54
“Sea salt caramel is one of my favorite
flavors. Halo Top ice cream is a brand
I hear about all the time and is highly
recommended!” – Female,
Midwestern US, Age 18-34

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Many people who feel overwhelmed are focusing on “self-
care,” or prioritizing time and efforts dedicated to themselves,
which elevates the focus on following a balanced diet.
Care
Permission to enjoy treats or satisfy cravings are integral
aspects of self-care that particularly address the stress relief
aspect of wellbeing.
Treat
The holistic approach to self-care through balanced diet
presents an opportunity to continue to formulate with fruits,
vegetables, grains, seeds, herbs, spices and botanicals.
Plants
Consumers are increasingly choosing the food and drink size,
formulation and fortification that best matches their individual
diet plan and their current – or aspirational – mood.
Choice
Key takeaways for Self-Fulfilling Practices:
20

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