1. Adventurous palettes
We are seeing a rise in Millennials looking to branch out with their food experiences. This can be attributed to consumers connecting online; sharing their own food experiences. For example on Instagram users may see their friends travelling abroad and showcasing the cuisine to provide immediate inspiration. They are more inclined to experiment with ethnic foods and large flavour profiles – hot and cold, sweet and sour tastes.
2. Food with function
Consumers are searching now for food and drinks that serve a particular function for example ‘foods that are better for healthy skin’ or ‘food before a workout’. Companies can use functional ingredients and inform via media about the benefits of the ingredient and provide tips and recipes for how to use the ingredient. One example of this trend is the likes of Innocent’s Super Juices proclaiming to revitalise/boost your mornings through the combination of vitamins and natural ingredients.
3. Craft expertise
This is certainly not a brand new trend, but it still has very high relevance in today’s food markets. Consumers certainly value products that have clear displays of expert knowledge. Brands are also tending to emphasis elements such as the provenance of the product to draw on its equity, for example Jack Daniels drawing on Tennessee or Lindt's Swiss chocolatiers.
4. Food interactions
The rise of close proximity food interactions has certainly hit the UK such as food markets and pop food trucks. Giving a flavour for a massive variety of world cuisines and tastes that normally would not have been accessible to the average consumer. The upsurge of street markets, for example Box Park and Street Feasts, that draw massive crowds with their combination of diverse, tasty street eats mixed with a vibrant youthful atmosphere are a great way for consumers to experience something a bit different in an up close and personal way.
5. Healthy consciousness continues
Consumers look for stripped back simplicity in their products - no waste, no added, raw, pure are common things looked for. The negative impacts of sugar are also more prominent than ever, with ongoing debates within government over increasing taxes for high sugar content products. Consumers will often seek out alternative to high sugar products. The desire for natural, simple and clean diets will drive further growth of vegetarian, vegan and other plant-focused products and innovations. For example, Beyond Meat in the US has developed a plant based burger – it even looks like a proper beef patty!
6. Premiumization
Consumers prefer a small taste of something special instead of a lot of something mediocre. Brands have looked to grow their equity by stretching upmarket into new areas to try to tap into Millennials desire for something a bit extra. Premiumisation for brands looks to effectively bring together the desirability of the luxury world with the function and necessity of the mass market and it not unique to the food and drink industry.
7. Digital & Food
Online platforms have become the first port of call for consumers looking to research recipes and ingredients to make more informed choices and get some useful tips and inspiration. For examples the arenas of YouTube, Pinterest and Instagram hold a vast array of food related content from culinary experts to the social media influencers, and brands have also certainly tried to get in on the action. Again this forum is a reason behind the expansion the average consumer’s palette.
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