The food market will experience rapid evolution in 2018, according to sector experts at MSL. A broad array of technological innovations will make it easier to acquire and consume foods and beverages tailored to our specific food needs, speeds and philosophies. These insights emerge from the MSL’s annual analysis of top food trends compiled by its highly specialized food marketing and PR team, appearing as a shareable infographic. In recent years the agency’s forecast has been viewed more than 100,000 times. Past forecasts have spotted the emergence of major marketplace successes, including turmeric, coconut, ugly produce, food waste reduction and coffee as an ingredient.

1. 06 Ultra-personalization
Consumers believe their nutrition needs are
unique, and food makers are keen to meet
them, no matter how esoteric. Picture
dinner parties with each guest served their
custom dish, and products built to order for
your genetics, allergies or food philosophies.
Data management and artificial intelligence
make it a piece of cake.
Contact for more information:
Steve Bryant, Sector Lead
Food, Beverage & Agriculture
steve.bryant@mslgroup.com
+1.206.270.4664.
About MSL’s Food, Beverage & Agriculture Team
The food and beverage specialists at MSL provide public
relations and integrated communications as part of Publicis
Groupe. Their mission is to create economic value for the
world’s food, beverage and agriculture industry. MSL
operates in markets around the world, representing leading
food and beverage brands, and manages a state-of-the-art
Culinary & Nutrition Content Studio in Seattle.
05 Retail Experimentation
Panicked food marketers will react to
Amazon’s expansionism by getting really
creative. Expect them to try anything and
everything to defend their turf: Amazing
deals, dazzling in-store experiences, a
variety of meal kits, and more premium
private label products. Consumers will have
the upper hand in this buyer’s market.
04 Regional Artisan Dairy
Dairy products, like wines, have a
terroir. Local grass and local cultures
will make us newly fascinated with
this ancient food, usually in full-fat
versions that feel revelatory after
decades of fat deprivation.
Clean Packaging
With consumers chasing “clean label”
foods, look for packaging to get a lot
cleaner, too. White and transparent
packages will declare: “I have nothing
to hide!” Simple and sincere is the
new, pricey premium. Meanwhile,
clever easy-open and single-serve
packages will further raise the bar on
simple eating.
01
02 Plant Milks & Butchery
With animal and plant proteins now
on nearly equal footing, funny
things happen. “Butchers” carve up
winter squash with the finesse once
reserved for lamb chops. Seeds and
nuts of all kinds are “milked” for
non-dairy beverages. And whole
plants are juiced so no nutrition is
left behind. How about a vegan
“chophouse” for dinner?
03 Instant Gratification
Convenience will reach new heights as
delivery puts any kind of food
experience within easy grasp. Even
“fast food” will feel laborious with
ready-to-eat-now foods on offer at
retailers of all kinds. Even cooking
from scratch is now a paint-by-number
experience. Food and beverage
products and delivery concepts will
sprint to keep up.
2018
Food Trends
Forecast