Managing Organisational Change

26 NOVEMBER 2020 | REPORT

2021 GLOBAL FOOD & DRINK TRENDS

Food and drink companies will create mental and emotional wellbeing solutions, deliver on new value needs and use brands to celebrate people's identities.

Jenny Zegler, Associate Director - Mintel Food & Drink

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Table of Contents FEED THE MIND.................................................................................................................................... 5

[Graph] Select global markets: COVID-19 related worries, "my/my family's stress levels," July

2020* ................................................................................................................................................. 7

QUALITY REDEFINED ........................................................................................................................ 11

[Graph] Select global markets: attitudes toward healthy eating and sustainability, "healthy food is

too expensive to buy on a regular basis," any agree, July 2020*.................................................... 14

UNITED BY FOOD ............................................................................................................................... 16

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2021 Global Food & Drink Trends are rooted in consumer behavior changes

The events of 2020 caused a fundamental reset in human behavior. Recognizing this transformation, the 2021 Global Food & Drink Trends were inspired by recent shifts in consumer purchases and attitudes across industries.

Through collaboration with consumer analysis and insights from Mintel Trends, a global team of food and drink experts have identified new opportunities in line with the Mintel Trend Drivers Wellbeing, Value and Identity.

Source: Mintel Trends

Mintel's food and drink experts see new potential in three Trend Drivers Wellbeing The Mintel Trend Driver Wellbeing tracks the ways in which consumers seek physical and mental wellness. Wellbeing is undoubtedly a consideration for food, drink and foodservice decisions. Yet, food and drink continues to gain new collaborators (and competitors) as people adopt holistic definitions of health that transcend categories.

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Value A stocked pantry provided an important sense of security during 2020's uncertainty. The continuous shifts in lifestyles and budgets as markets recover will cause consumers to reassess how their food, drink and foodservice purchases offer tangible, measurable benefits, as encompassed by the Mintel Trend Driver Value.

Identity The Mintel Trend Driver Identity covers the ways in which consumers understand and express themselves and their place in society. Food and drink can seize the opportunity to serve as indicators of passions and personalities at a time when there are restrictions on some identity markers, such as certain jobs, hobbies or events.

Mintel's 2021 Global Food & Drink Trends

Actions to take now and into the future The 2021 Global Food & Drink Trends identify opportunities for food, drink and foodservice industries worldwide to act upon starting in the next 12 months. Recognizing the fast pace of change today, the trends also make recommendations for actions to take as these predictions unfold throughout the next decade.

The future-looking timeline intersects with Mintel's previously published 2030 Global Food & Drink Trends. COVID-19 accelerated elements of each of the three 2030 trends and is causing some to evolve in new ways. The revised 10-year forecasts will be included in a multi-phase timetable that includes:

• Now: 12 months

• Next: 18-24 months

• Future: 5 years+

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FEED THE MIND

The pandemic has made consumers recognize that wellbeing is a vital concern, notes the 2021 Global Consumer Trend Health Undefined. The trend observes that the already rising attention on mental and emotional health has been multiplied by the pandemic and its far-reaching impacts. In the coming years, consumers will be looking for more products and services that offer mental and emotional health benefits.

Functional formulations and emotionally engaging multisensory products will help food, drink and foodservice brands command a larger share among myriad mental and emotional health options. Mintel predicts that innovative food and drink formulations will help people learn how diet can impact mental and emotional health, which will lead to new interest in psychology-based approaches to healthy eating.

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Three key opportunities for Feed The Mind Offer moments of comfort and support Food and drink brands can offer stressed consumers escape, peace and other emotional connections through product rituals.

In the next 12 months, functional food and drink that offer mental and emotional health benefits will expand to new categories and occasions.

Enhance experiences and encourage healthy eating Multisensory and functional formulations will be created to complement or enhance stress relief activities, such as energizing snacks to eat while gaming or calming drinks for meditation.

As more people adopt psychological approaches to healthy eating, "mindful" and "nutrient dense" will become buzzwords.

Provide proof and sync with technology Consumers will come to expect validation that mental and emotional health formulations will work as advertised. Companies can share proof from health experts or results from scientific research.

Consumers and public health entities will use technology to track, validate and incentivize healthy eating.

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Food and drink will help people manage their mental and emotional wellbeing Food and drink has an opportunity to offer mental and emotional wellbeing solutions to help people celebrate the good and cope with the bad moments of life.

Brands can establish lasting emotional connections through sensory elements beyond taste such as color, texture and aroma. Multisensory products will be used to help people relax, enjoy a sense of adventure and connect with other people via shared experiences on social media.

% o

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et u

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Select global markets: COVID-19 related worries, "my/my family's stress levels," July 2020*

5353 5252 4646 4545

3636 3333

Philippines South Africa Colombia India Canada Spain

0%

25%

50%

75%

* taken from Mintel's 35-market consumer research study Base: Philippines, South Africa, Colombia, India and Canada: 1,000 internet users aged 18+ in each market; Spain: 1,000 internet users aged 16+ Source: Offerwise/Mintel; Rakuten Insight/Mintel; Lightspeed/Mintel; Dynata/Mintel

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What's happening now: offer moments of respite through product rituals

The need for calm and control also can be answered by rituals for preparation, presentation or consumption.

New formats of coffee in Asia are making preparation into a moment to savor. In China, 77% of adults agree having a sense of ritual in daily life helps lift mood.

US premium chocolate brand Vosges offersfive Ritual sets that pair specific types of chocolate with crystals and herbs for Joy, Prosperity and more.

Mr & Mrs Bean 100% Arabica Colombia Drip Bag Coffee

(Hong Kong)

Premium chocolate brand Vosges' Ritual Collection for

Prosperity (US)

Source: Vosges

Now: use functional ingredients to address mental and emotional health needs

Consumers will be looking for more functional food and drink that claim to help people focus, relax and relieve (or ideally prevent) emotional health concerns.

Functional focus formula

Lizi's Super Muesli Focus Hazelnut, Pecan & Maca Cereal is a source of vitamin B6, which is said to help to normal psychological function, and zinc for normal cognitive function, boosting brains and keeping minds sharp (UK).

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Versatile functional seasoning

Gëwurzmühle Brecht Inner Calm Relaxing Seasoning Mix contains Ceylon cinnamon, cocoa and ashwagandha. The calming blend can be added to porridge, desserts, yogurt or juice. A Good Night Relaxing Seasoning Mix is also available (Germany).

Soda to 'supercharge your brain cells'

Koios Nootropic drinks are described as "products that use natural ingredients, backed by science." It features a range of nootropic ingredients such as lion's mane mushroom, coconut MCT oil and L- theanine (US).

What's next: formulations will enhance stress relief activities

E3 Brain Sports Drink is designed by and for gamers

(Japan)

Hey Tea and bedding brand MANITO's tea-scented gift set

(China)

In the coming years, multisensory and functional formulations will be created to enhance stress relief activities, such as watching TV, gaming or meditating.

Certain sensory elements such as scent as well as functional ingredients will be used to add an "in real life" experience to virtual events. Innovative concepts include energizing snacks to consume while playing an action- packed video game or calming scented drinks paired with a meditation tutorial.

Source: CMOVIP

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Mindful Negroni Non- Alcoholic Cocktail has 30

calories (US)

Next: mental and emotional health awareness will raise interest in mindful and intuitive eating As the singular focus of avoiding COVID-19 fades, people will make more serious commitments to reduce the health risks associated with unhealthy eating. Malnutrition has been reported to increase the severity of COVID-19 cases and might also impact the efficacy of a vaccine.

Recent diet trends have favored fewer rules, which will increase the adoption of mindful or intuitive eating. Both concepts teach people to pay more attention to what they consume and how it makes them feel, which builds nicely upon the rising awareness of mental and emotional health.

In the coming years, more brands will position themselves as mindful choices, for example, by facilitating reduction in alcohol consumption. Brands will also highlight nutrient density, a key concept of intuitive eating that focuses on food with a high ratio of beneficial nutrients compared to the number of calories.

COUNTERACT THE SKEPTICISM

26%

of UK consumers* disagree that food or

drinks that claim specific benefits

usually deliver on what they promise

Future forecast: technology will provide more proof and will be used to incentivize healthy habits The widespread need for mental and emotional health solutions will lead to a boom of functional formulations across markets. Consumers will come to expect validation that mental and emotional health ingredients, doses or formulations will be effective, especially after buying products that did not work as advertised.

Companies can share endorsements from health experts or the results of scientific research on pack and via QR codes. Consumers also will be able to personally monitor efficacy through wearable devices that track biological activity, as predicted by the 2030 Global Food & Drink Trend Smart Diets.

Meanwhile, health companies and public health officials will find potential in apps and wearable devices as tools to incentivize healthy eating. Organizations will encourage people to use technology and/or psychology to reduce their risks of diet-related health conditions.

* taken from Mintel's 35-market consumer study, July 2020 Base: UK: 1,000 internet users aged 16+ Source: Lightspeed/Mintel

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QUALITY REDEFINED

When it comes to value, pandemic-shocked consumers are seeking a return to what is essential, notes the 2021 Global Consumer Trend Priority Shift. Consumers are now focused on minimal consumption and getting the best returns from their purchases.

As markets reopen from COVID-19 restrictions, the pace of life will get busier – requiring more convenience options. Consumers will expect time-saving, hygienic and adventurous convenience food, drink and foodservice. In the next few years, brands will also be challenged to respond to new definitions of quality and ensure ecommerce is accessible to shoppers of all socioeconomic levels. The focus on getting the best value for one's money will motivate brands to be more transparent about product price by providing details about the ingredients, processes and people that are reflected in a product's price.

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Three key opportunities for Quality Redefined Find new advantages in at-home living Many people will continue to work, relax and entertain at home in the next 12 months. Brands and retailers can shake up home routines with budget-friendly inspiration and adventurous flavors. A range of solutions will be needed to help offset indulgence with health, while fulfilling the dueling needs of time- savings and creativity.

Revive and reinvigorate old priorities As markets recover, consumers will demand responsible business practices and experiential stores that incorporate lessons from the pandemic. Consumers will expect community to be a focal point for corporate social responsibility (CSR). The pandemic will also leave a lasting legacy for safety and hygiene at retail and foodservice.

Invest in a seamless and equitable future Advancements in technology will drive the global expansion of seamless online and offline retail and transparent reporting of product prices. Meanwhile, future-focused companies will fuel equitable access to healthy food by expanding the global availability of affordable sustainable nutrition and investing in high-tech agriculture.

THERE'S NO PLACE LIKE HOME

66%

of Chinese consumers* surveyed in July 2020 had resolved to make more home-cooked

meals as a result of the COVID-19 pandemic

Food and drink will adjust to new demands for at-home time-saving and strict household budgets The home will be central to people's lives as a workplace, an economical space to entertain during a recession or to avoid any ongoing threat of COVID-19. Food, drink and foodservice brands can shake-up consumers' home-bound routines with budget-friendly inspiration and adventurous flavors.

Well-known brands and private label can retain consumers' trust by sustaining and even improving quality and safety, which will offer comfort in an uncertain time. The conveniences of ecommerce will become available to more shoppers, as shown by Aldi and Instacart's partnership to accept payment from US government food assistance funds.

Convenient food, drink and foodservice products will also adapt to extended home-centered lifestyles. Consumers will look for weekday dinner shortcuts in stores while also limiting away-from-home spending by buying delivery meal kits that elevate at-home celebrations.

* taken from Mintel's 35-market consumer study, July 2020 Base: China: 1,000 internet users aged 18+ Source: KuRunData/Mintel

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What's happening now: deliver flavor and quality regardless of budget

Consumers will look for foodservice-inspired options for quick meals as well as approachable upscale solutions for special "hometainment" occasions.

Affordable chef's meal

Seven & i Premium Soupless Spicy Noodles are made under the supervision of Makoto Shirane, the head chef of popular Tokyo noodle restaurant Moko Tanmen Nakamoto. This product costs ¥321 (US$3) per pack (Japan).

Quality at a budget-friendly price

White & Blue Classic Whisky claims to derive its luxurious expression of style and smoothness from the malt and oak barrels that deliver a highly unique experience with velvety smooth and rich texture for INR810 (US$11) (India).

Bring world flavors home

Atlas Masterclass is a delivery service that allows people to "travel the world from home" through weekly destination-themed meal kits (AU$79-$149/US$57-$108). Kits come with video tutorials from Chef Charlie Carrington (Australia).

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People tend to focus on their own needs during recessions, but COVID-19 has also exposed the need to support fellow humans. Brands and retailers have an opportunity to launch appropriately priced products with ethical or environmental claims, or "value with values" products.

One important commitment will be to create affordable nutrition products that expand access to healthy food.

"Value with values" also allows for moderate price increases if they are accompanied by explanations of how price relates to quality, safety or CSR. Brands, retailers and foodservice operations can follow the model of French brand C’est qui le patron?!, which gives consumers input into product characteristics and price. Its milk costs an extra €0.30 for French origin, farmer welfare and other claims.

% o

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Select global markets: attitudes toward healthy eating and sustainability, "healthy food is too expensive to buy on a regular basis," any agree, July 2020*

6565 6060 5757

5151 5151

Thailand Nigeria Mexico Australia France

0%

25%

50%

75%

What's next: consumers' ethical expectations will fuel 'value with values'

* taken from Mintel's 35-market consumer study Base: Thailand, Nigeria, Mexico and Australia: 1,000 internet users aged 18+ in each market; France: 1,000 internet users aged 16+ Source: Dynata/Mintel; Offerwise/Mintel; Lightspeed/Mintel

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Next: evolve contactless expectations at retail to include experiential services

Among the lasting lessons from COVID-19 will be a universal expectation for hygiene and safety, especially at retail and foodservice.

Consumers will want contactless innovations, including hands-free smart shopping trolleys and packaging that limits direct contact with hands during consumption.

As markets recover, consumers will be open to experiential convenience in the form of online or offline grocery shopping that informs and entertains consumers.

7Fresh offers hands-free smart cart (China)

Chocolate brand Dengo launched a live stream store

project (Brazil)

Source: Retail Innovation; Dengo

Future forecast: invest in seamless retail and equitable access to healthy food Frictionless shopping and transparent pricing Retailers around the world will take inspiration from China's popular frictionless "new retail" formats. Store designs will reflect retailers such as Hema that engage in-person shoppers with fresh food while also efficiently servicing online orders.

In addition, expanded use of blockchain and other tracking technologies will allow brands to actually show consumers the various elements that make up the price of a product via data, photos or videos.

Lower price barriers and expand fresh food's reach Future-focused companies will help expand the global availability of affordable sustainable nutrition products. Emerging markets will see more innovations such as Nestlé's Cerevita Instant Porridge that is available in Southeast Africa. The porridge is made with wholegrain cereals and fortified with key nutrients.

Vertical farms and other new forms of agriculture will also be used to expand access to fresh food, as predicted by the 2030 Food & Drink Trend High-Tech Harvests.

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UNITED BY FOOD

The 2021 Global Consumer Trend Coming Together forecast explores how consumers' understandings of community have been strengthened by COVID-19. Recognizing the importance of connection and support, consumers will organize in like-minded communities for socialization and camaraderie.

Food, drink and foodservice brands can take advantage of their positions as common interests and passions to which consumers can tie their identities. Brands will then be able to actively bring individual fans together into online communities or organize in-person gatherings. Bound by the brand(s) they have in common, communities will expand people's social circles and introduce collective ways to make a difference.

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Three key opportunities for United By Food Celebrate individuals' unique passions Food, drink and foodservice brands will support and connect with people who are using food and drink to express facets of their personalities and to find new hobbies.

The next 12 months will be the pivotal time to solidify food and drink as a key part of one's identity following the rise in food as a creative outlet in 2020.

Create community around common interests Food, drink and foodservice brands will create communities of brand fans that provide consumers with new ways to socialize and meet new people.

Whether online or in person, companies can connect individual consumers around their passions and create forums for meaningful, engaged interactions.

Mobilize consumers to do good Food, drink and foodservice brands can act as facilitators that help consumers become part of the change they want to see in the world.

Brands will draw on their resources and reach to organize consumers to take action in local and global communities.

A SENSE OF BELONGING

54%

of German consumers* say "it is important for

me to feel part of a community" describes

them very well or somewhat describes

them

Brands can help consumers reconnect with themselves and others People will be keen to form connections with each other in new ways in the coming months. Following a year in which food and drink provided security, fueled bonding and offered adventure, brands can be used as symbols that help people celebrate their authentic selves and eventually as catalysts to meet new people.

Inspired by sports, apparel and beauty products, more food, drink and foodservice brands can be used as key indicators of people's passions and personalities. In the coming years, brands will have an opportunity to introduce their fans to each other in online and in-person micro- communities.

* taken from Mintel’s 35-market consumer study, July 2020 Base: Germany: 1,000 internet users aged 16+ Source: Lightspeed/Mintel

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Single Dog crisps corners China's market for

unmarried snackers

What's happening now: empower personal expression through passion for food and drink In the next 12 months, food, drink and foodservice brands will encourage people to use their brands to express themselves and to reconnect with their pre-pandemic identities.

Food and drink has become a safe outlet for escapism during COVID-19. Food, drink and foodservice brands will launch more interactive products and recipes that encourage the use of food and drink as creative outlets. Products and services also will help people revive their pre-pandemic lifestyles and interests such as travelling, dining out and attending sporting events.

In addition, consumers can be encouraged to use food and drink to express their moods, opinions or passions. Sharing social media posts will help consumers express their personalities in times of limited social interactions, while also linking them to a wider community of online brand fans.

Source: Single Dog Food

ENGAGE WITH BRAND FANS

32%

of Brazilian social media users have interacted with a

brand's content online, going up to 38% for

Gen Zs (b. 1999-present)

What's next: establish communities where consumers can form new connections Consumers will be looking for ways to create authentic connections with other people who share their values. Inspiration can be found in sports, apparel and other industries that host events or create communities where fans can celebrate their passion with other people. Food, drink and foodservice brands can create online and physical spaces that bring consumers together.

Online hubs can offer ecommerce as well as networks that introduce brand fans to one another. The makers of the kitchen appliance Instant Pot provide a template of how to create online communities of super users who share recipes and tips independent of the brand.

Many consumers will also be craving opportunities to socialize away from screens. Food, drink and foodservice brands can create places where consumers can (safely) come together in-person and form meaningful connections.

Base: Brazil: 1,480 internet users aged 16+ who have used social media in the six months to Sept 2019 Source: Lightspeed/Mintel

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Next: social commerce will be a new way to capitalize on community

Pinduoduo celebrates the experience of browsing and sharing finds with friends

Interactive ecommerce offers new ways to bring people together. Food and drink brands can adopt social commerce models, in which the online shopping experience is shared with fellow shoppers and friends.

This model has been successful in China, as shown by social buying app Pinduoduo. The app aims to replicate the shared experience of shopping in-person with friends. Pinduoduo invites users to share deals from a range of CPG categories with their friends. A lower price is activated only when a specific number of people are interested in purchasing the product.

In the coming years, brands and restaurants can expand on the online social model and host in- person events where a select group of fans are invited to pick-up limited-edition online purchases or experience a menu together.

Source: Pinduoduo

PEOPLE NEED HELP MAKING AN IMPACT

26%

of US consumers see themselves as making a difference and just 16% think they have the ability to change

the world

Future forecast: organize brand communities to make a difference In the future, companies have the opportunity to give their communities of fans actionable ways to give back. Consumers see companies as having the potential to make a difference in the world, as observed by the 2030 Food & Drink Trend Change, Incorporated. Yet, few people believe they personally can create change.

Brands can use their resources, reputation and reach to help consumers take action on important causes locally. During COVID-19 lockdowns, Walmart launched its Neighbors Helping Neighbors program that connects US shoppers with people nearby who need assistance shopping or picking up items.

While local is a focus now, brands can help revive the attention on global issues. Brands can create charitable products that donate a portion of profits to provide a meal to a family in need or fund farms that are converting to sustainable practices in the product's country of origin.

Base: US: 2,000 internet users aged 18+ Source: Lightspeed/Mintel

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The opportunities to take now and into the future

Now Next Future

Feed the Mind

Establish food and drink as mental and emotional health solutions through rituals, multisensory products and functional formulations.

Create products that are designed to heighten emotional reactions to stress relief activities. Explore how brands align with psychology-based approaches to healthy eating.

Respond to consumers' needs for proof with scientific and expert validation. Encourage people to use technology and psychology to reduce their risk of diet-related health conditions.

Quality Redefined

Promote affordable and adventurous products and easy shopping options for cash-strapped and time- pressed consumers.

Design products and retail solutions to be safe and hygienic. Launch appropriately priced products with ethical or environmental claims, or "value with values" products.

Invest in technology that enhances seamless shopping, allows for transparency in production and pricing, and expands affordable, sustainable nutrition products.

United By Food

Give people new ways to define and express themselves through their favorite food and drink.

Connect individuals around their passions and organize forums for meaningful interpersonal interactions.

Mobilize brand communities to donate, volunteer and otherwise commit to making a difference locally or globally.

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Meet the 2021 Global Food & Drink Trends team The 2021 Global Food & Drink Trends were identified by a global team of Mintel Food & Drink's expert

analysts.

Melanie Zanoza Bartelme

Global Food Analyst. Melanie joined Mintel in 2017 and provides insights on global innovation and consumer trends across food categories. She previously reported on industry news and trends for the Institute of Food Technologists.

Alex Beckett

Associate Director, Mintel Food & Drink. Alex provides insight and fresh analysis on inspirational developments in the global soft drinks and ice cream markets. Prior to Mintel, Alex was a food and drink journalist.

Ophélie Buchet

Global Food & Drink Analyst. Ophélie joined Mintel Food & Drink in 2018, after more than four years as a Mintel Trends and Innovation Consultant. Her responsibilities include writing strategic insights on the dairy and drinks categories.

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Meet the Global Food & Drink Trends team The 2021 Global Food & Drink Trends were identified by a global team of Mintel Food & Drink's expert

analysts.

David Faulkner

Associate Director, Mintel Food & Drink. David has had wide experience in competitive environments in the dairy and snack food industries. He has also held senior roles in insight, innovation, brand and category management.

Daisy Li

Food and Drink Associate Director China. Daisy is the China market specialist for Mintel Food & Drink. She monitors and reports on the latest innovation and trends impacting the Chinese market. Prior to Mintel, she worked at Kantar TNS.

Jolene Ng

Senior Food and Drink Analyst. Jolene is based in Singapore and specializes in bakery, packaged meals and snack category. Jolene has brand marketing experience in global CPG companies and a flexible packaging manufacturer.

Meet the expert Jenny Zegler

Associate Director - Mintel Food & Drink

Jenny Zegler is the dedicated trends analyst on Mintel Food & Drink, blending Mintel Trends expertise with food and drink specific topics, such as health and wellness, formulation, sustainability, and premiumization. She also contributes analysis across beverage categories and has helped to develop Mintel’s annual trends since 2014.

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Disclaimer This is marketing intelligence published by Mintel. The consumer research exclusively commissioned by Mintel was conducted by a Chinese licensed market survey agent (see Research Methodology China for more information).

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