Mintel recently released their 2024 Global Food and Drink trends report revealing three consumer behaviour trends that will shape the food and drink market in 2024. These need to be considered by food and drink brands when approaching their next consumer PR campaigns.
Three Key Food and Drink Consumer PR Trends:
Trust the Process
“Clear communication will become necessary to help consumers make informed decisions about how processed and ultra-processed food and drink fit into their diets.”
Mintel’s findings suggest that, starting in 2024, consumers will become aware of different levels of processing from media reports, regulations, and voluntary on-pack labels.
For instance, data shows that 79% of Chinese adults aged 50-65 say eating less processed foods is a very or somewhat effective way to improve health.
And 34% of US adults say being highly processed is a top concern, aside from price and taste, when purchasing food or drinks.
Whilst consumers in India (47%), Chile (34%), and Spain (28%) say they would eat more plant-based meat or dairy alternatives if they were less processed.
This trend creates an opportunity for brands to focus on minimally processed products, highlighting aspects like nutrition, sustainability, and clear communication in their consumer PR campaigns.
Mintel recommends that brands of highly processed food and drink products should emphasise the joy and comfort those products bring. Acknowledging that information may not deter consumers from enjoying their favourite salty or confectionery snack.
Age Reframed
“Healthy ageing will be redefined by debunking ‘old stigmas’ and prioritising extending consumers’ healthy years.”
The concept of healthy ageing is undergoing transformation, particularly driven by Gen X redefining healthy ageing with a focus on living longer.
Mintel suggests that brands need to address Gen X’s evolving health needs in their next consumer PR campaigns with education, and innovative products for issues like cardiovascular health, brain health, and stress.
Mintel’s results show that 76% of Canadian Gen Xers worry about ageing-related illnesses, 63% of German Gen Xers agree that eating a healthy diet is the most important for staying healthy and feeling well, and 60% of Chinese consumers don’t have cardiovascular diseases but are worried they’ll have them in the future. With this in mind, brands have an crucial role in guiding Gen X through middle and older adulthood transitions.
This includes promoting affordable, accessible, and nutritious food and drinks for active aging.
Eating, Optimised
“A new era of convenience will emerge as technology streamlines meal planning, shopping and cooking.”
Mintel anticipates an era of convenience emerging through technology’s influence on meal planning, shopping, and cooking.
Due to the COVID-19 pandemic, the demand of convenient food experiences has led consumers to embrace technologies like AI and AR.
Brands are adapting by offering products with cooking instructions for various appliances, and lines designed for simultaneous cooking.
51% of Canadians say the time it takes to cook is important when planning or prepping home-cooked meals.
48% of US consumers say they choose easy (i.e. quick to prepare) food all or most of the times.
38% of UK home cooks are interested in recipes for the products they regularly buy.
As technology-driven conveniences become essential, Mintel recommends that brands achieve a balance between innovative cooking experiences and automated processes in meals and planning. This includes features likes automated shopping lists and meal prepping apps which responds to consumer preferences for time saving solutions. Some great ideas to implement into future consumer PR campaigns!
If you fancy reading about more food trends, check out our blog post on Takeaways or Fakeaways: TikTok Food Trends!
Or if want to know more about food and drink consumer PR, why not check out Escapade’s blog post on Mastering Crisis Management in Food and Drink PR!
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Sources
https://www.mintel.com/food-and-drink-market-news/global-food-and-drink-trends/
Blog Cover Photo: Anton Vierietin/istockphoto.com
