Summer Food and Drink Trends

2018 Summer Food and Drink Trends

2018 Summer Food and Drink Trends INTRODUCTION The warm forecast. The hottest days of the year ahead. Preparing the grill for the anticipation of friends and family. It can only mean one thing it s officially summer! Whether it s a backyard barbecue, a World Cup viewing party or a casual get together, it s time to celebrate with good food and drink. Mintel s global food and drink analysts take a closer look at the latest trends playing out this summer. Using Mintel Global New Products Database (GNPD) to analyse new products hitting store shelves around the world, and observing the latest insights into consumer behaviour, we have predicted the trends you can expect to see at parties and celebrations all summer long. CONTENTS BARBECUE It s getting vegan in here Melanie Zanoza Bartelme, Global Food Analyst ICE CREAM The best of all worlds Alex Beckett, Associate Director, Mintel Food & Drink SNACKS Go bold or go home Ayisha Koyenikan, Global Food & Drink Analyst SOFT DRINKS Goodbye sugar, hello flavour Jenny Zegler, Associate Director, Mintel Food & Drink ABOUT THE AUTHORS

BARBECUE It s getting vegan in here Melanie Zanoza Bartelme Global Food Analyst

4 BARBECUE Barbecue season is in full swing and its popularity remains unabashed. In fact, 50% of Germans say that they enjoy cooking on the barbecue. But while some consider steak and sausage more traditional grilling favourites, with veganism on the rise, many consumers are grilling up new and innovative options. Although barbecue selection has become more diverse with the addition of fish and cheese in the recent years, vegan barbecue might not have been a consideration for a meat-eater until now. The selection, taste and quality of vegan products in the sector are reaching new heights this year. One example is UK retailer Sainsbury s, which launched seven new plant-based products in early 2018, including BBQ pulled jackfruit, mushroom mince and cauliflower burgers. Flavour-bursting new varieties made from innovative ingredients like Indian jackfruit, which due to its texture and flavour is becoming an increasingly popular meat substitute, will be the star of the barbecue this summer. US-based Upton s Naturals, is, for example, utilizing jackfruit in many of their meat-alternative products, which are now available in Europe as well. The selection, taste and quality of vegan products are reaching new heights in 2018. Upton's Naturals Jackfruit in a Smoky Barbecue Sauce (Netherlands)

5 BARBECUE European consumers who regularly make a point to have meat-free days (2017) France Italy 45% 45% Poland Germany Spain 55% 57% 61% SOURCE: MINTEL Gone are the days of uninspired soy burgers for the lone vegan or vegetarian at the garden party. With an increase in flavourful and speciality vegan products, such as black bean chipotle, quinoa crunch southwest or Asian spiced burgers, expect to see plenty of well-seasoned and savoury options that just might tempt the flexitarian away from their sausages. This trend is proving particularly popular in Europe. Various concerns have led to a majority of Germans and Poles, known for their meat-heavy diets, to make a point of regularly having meat-free days. Six out of ten (57%) Germans and over half (55%) of Poles regularly have meat-free days. And the story looks similar in other parts of the world: In the US, 33% of consumers plan to buy more plant-based food products in the next year, rising to 37% of Millennials. Over a third (34%) of meat consumers in Canada agree that they try to moderate how much meat they eat because of health concerns. 57% of Germans regularly have meat-free days. Beyond Meat Beast Burger (US) Beyond Meat Beast Burger 2.0 (US) is a plant-based burger patty that provides 23g of plant protein and is an excellent source of iron, antioxidants and essential vitamins. The manufacturer claims to be on a mission to deliver the future of protein by producing products that allow the consumer to eat more, not less, of the traditional dish while feeling great about the health, sustainability and animal welfare benefits of plant proteins. PRODUCT SPOTLIGHT

ICE CREAM The best of all worlds Alex Beckett Associate Director, Mintel Food & Drink

7 ICE CREAM Perhaps the biggest news story in the American ice cream industry in 2017 was the success of Halo Top. The low-sugar, lowcalorie, added protein ice cream outsold giants like Unilever and Nestlé Dreyers to become the best-selling ice cream in the US in July 2017. It prominently communicates the calorie count on the tub; a distinctly transparent approach which consumers have welcomed. The brand has found success by conveying a dietfriendly image in a category which pivots around indulgence. This summer, we will see healthy ice creams spill over into Europe, where demand is already strong: over two-thirds of consumers in key markets say that the calorie content of ice cream should be clearly stated on pack. Likewise, low sugar ranks amongst the highest factors of attributes which would encourage increased usage of ice cream in Europe. The success of the low-sugar, low-calorie, added-protein ice cream Halo Top was the surprise of last summer. Eden Creamery, Halo Top Sea Salt Caramel Frozen Dairy Dessert (USA) Source: www.halotop.uk/flavours

8 ICE CREAM 54% of Spanish consumers would eat more ice cream if it was 'low sugar'. Ice cream brands which claim to offer health benefits have historically been hard to find in Europe. It has traditionally been challenging and even contradictory to simultaneously convey both a healthy and indulgent appeal. However, the repercussions of Halo Top s success will, undoubtedly, change this. As consumers look to balance their diets with an occasional treat and a boost to their mood, more ice cream brands will emerge which aim to replicate Halo Top s combination of flavour, texture and treat appeal alongside a distinct nutritional health benefit. European consumers support clear calorie labelling on ice cream 66% Germany 71% Poland Oppo, Healthy Salted Caramel Ice Cream (UK) Oppo Healthy Salted Caramel Ice Cream (Netherlands) has won the Great Taste 2016 and Healthy Food and Drink 2017 awards. It contains salted caramel and lucuma, which is a Peruvian fruit with a natural caramel-like taste and is a flavoured ice cream with fruit extracts. It contains sweeteners from natural sources and is made from cold-pressed virgin coconut oil, stevia leaf and meadow milk. The ice cream has 60% fewer calories and 68% less sugar than standard salted caramel ice cream. PRODUCT SPOTLIGHT 75% France 76% Italy 83% Spain SOURCE: MINTEL

SNACKS Go bold or go home Ayisha Koyenikan Global Food & Drink Analyst

10 SNACKS When it comes to snacking, this summer will see strong flavours and textures that are specifically designed to go with alcohol that, no doubt, will be popular during the World Cup and barbecues alike. Indeed, for many consumers, flavour seems to be among the most important important factor when choosing a snack; far more prominent than health concerns. Four in ten (38%) urban Chinese snackers would buy a new salty snack if it offers a unique flavour, while 50% of Brazilian snackers agree that unusual/exotic flavours of salty snacks are appealing. What s more, 36% of US consumers say they would buy more crisps if there are new flavours to try. Bold and intense crisps will be the perfect match for any World Cup viewing party this summer. Europeans favour flavour over health when snacking 31.7% "Better for you" product (eg low fat, calorie, salt) My favourite flavour 52.5% 22.6% 54.8% 32.6% 56.8% 36.6% 56.7% 27.3% 60.6% France Germany Italy Spain Poland SOURCE: MINTEL

11 SNACKS Snack brand launches that aim to satisfy with sound, intense flavour and texture include the Pringles Loud range, launched in 2017 in the US, and the Walkers Max Strong range, launched in the UK in early 2018. The term loud is intended to convey the bold texture and flavours of the Pringles and the word strong alludes to the ridged texture or intense spicy flavours of the Walkers range. These strong textures and flavours hold up particularly well with beer and other alcohol. Indeed, the Max Strong range even bears the slogan perfect with beer in large letters on its packaging. Bold and intense crisps will be the perfect match for any World Cup viewing party this summer, not to mention just sitting on the porch and having a beer with mates. Walkers Max Strong Potato Crisps Range (UK) In early 2018, Walkers UK launched a range of ridged crisps in spicy flavours to deliver a maximum flavour hit, developed with flavour experts to perfectly match Walkers Max Strong with different types of beer. With a Perfect with beer strapline emblazoned on the front of pack, the message couldn t be clearer about the ideal eating occasion for these crisps. PRODUCT SPOTLIGHT 36% of US consumers say they would buy more crisps if there are new flavours to try.

SOFT DRINKS Goodbye sugar, hello flavour Jenny Zegler Associate Director, Mintel Food & Drink

13 SOFT DRINKS Amid government regulations like the UK sugar tax, consumers are getting wary of old favourites like soda, cola and lemonade. For example, 76% of Australian adults agree that food and drink companies should make it easier to understand how much sugar is in their products and 75% of German consumers of carbonated soft drinks (CSDs) agree that manufacturers should do more to reduce the sugar in their products. But brands are stepping up to fill this need in more unexpected ways. A recent trend, which is bringing naturalness and flavour to the soft drink market, presenting alternatives to sugar and artificial ingredients, are boldly flavoured sparkling waters. A prominent example of this is LaCroix, which has become a sensation in the US over the last few years for its naturally and creatively flavoured sparkling water. LaCroix uses natural essential oils from fruit to deliver a natural flavour without sugar or sweeteners. Innovation in flavoured sparkling waters is reaching new heights. What do consumers think? 37% of 25-34-year-old Americans have had flavoured sparkling water in the last three months. 60% of UK adults agree on-pack guidelines should provide easier ways to visualise the amount of sugar in carbonated soft drinks. 80% of French consumers say that manufacturers need to do more to reduce the sugar in carbonated soft drinks. Sundance Beverage, La Croix Naturally Essenced Sparkling Water (US)

14 SOFT DRINKS 76% of Australian adults think companies should make it easier to understand how much sugar is in their products. This desire for unsweetened options is driving this trend toward more and more creative sparkling waters, along with consumer demand for more exotic flavours and unusual ingredients. Recently, innovation in this space has reached new heights. Products such as spirulina-flavoured, naturally blue, sparkling water is being launched across Europe and sparkling water infused with green coffee extract, caffeine from coffee cherries and coconut juice has entered the market in Japan. This summer, expect to see less lemonade and more truly original mineral waters with natural flavours far beyond lemon or cucumber. Smart Chimp, Original Flavour Spirulina Antioxidant Water (France) Smart Chimp Original Flavour Spirulina Antioxidant Water (France) is made with fresh spirulina, a blue micro-algae that is said to contribute to reducing oxidative stress effects. This product is rich in vitamin B12, is naturally blue and contains no sugars. PRODUCT SPOTLIGHT

ABOUT THE AUTHORS Melanie Zanoza Bartelme Global Food Analyst Alex Beckett Associate Director, Mintel Food & Drink Ayisha Koyenikan Global Food & Drink Analyst Jenny Zegler Associate Director, Mintel Food & Drink Melanie joined Mintel in 2017 as a global food analyst and provides insights on global innovation and consumer trends across a number of food categories. Drawing on her deep passion for food, she previously reported on industry news and trends for the Institute of Food Technologists. Alex provides insight and fresh analysis on inspirational developments in the global soft drinks and ice cream markets. Prior to Mintel, Alex built a successful career in journalism. He rose to the influential position of food and drink editor of award-winning trade magazine, The Grocer. Ayisha is a Global Food & Drink Analyst with 13 years new product development experience in retail and manufacturing. Ayisha has worked for 3 major retailers, categories including ready meals, bakery and grocery. Her last role focused on the analysis and application of global food trends. Ayisha has a BSc in Food Science from Reading University. Jenny 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 premiumisation. She also contributes analysis across beverage categories and has helped to develop Mintel s annual trends since 2014. MINTEL FOOD & DRINK Setting the agenda for today s food and drink industry. All our food and drink market intelligence, in the hands of our world-class analysts, gives your business an advantage over the competition. Informing innovation every step of the way Macro- Environmental Trends Consumer Needs Market Sizing Categories, Products, Foodservice Industry Trends Mintel Trends Mintel Reports + Consumer Data Charts Mintel Market Sizes Mintel GNPD + Mintel Menu Insights Mintel analysts Mintel Food & Drink Platform

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