CHICAGO — The events of 2020 created an undeniable reset in human behavior. For purchasing and consumer attitudes in 2021, Mintel forecasts more shifts ahead.
Food has evolved into a safe form of escapism and emotional connection and a creative way to express one’s identity. As consumers navigate changes in their lifestyle and budgets while markets recover and communities reopen, they will reassess the role of food and its impacts.
This focus will include creating options with mental and emotional wellbeing in mind to accommodate new holistic definitions of health. Mintel’s Consumer Trends 2021 report predicted that functional formulations and emotionally engaging multisensory products will trigger interest in the psychology of healthy eating with foods designed to boost relaxation, relieve or prevent emotional concerns, or provide a sense of ritual. Energizing snacks will also play a role … all with an emphasis on healthy eating and mindful choices.
Products designed to complement or enhance stress-relief activities will benefit from connections to buzzwords such as “mindful” and “nutrient-dense,” but will also be accompanied by an expectation of claims validated. This could include linking a QR code to scientific studies, providing research or study links on a brand website, or pairing the claim with the technology found in a wearable device to provide additional proof and incentivize healthy habits.
Healthy living will also include the mental health benefits of connection and support with like-minded communities, an emerging focal point of corporate social responsibility (CSR). Mintel predicted an expansion of individual brand fans with a passion for authentic connections who seek commonalities through expanded social circles that work together and share values.
In response, brands must meet consumer expectations to use one’s resources, reputation and reach to help people take action on social causes deemed to be important locally, nationally and globally. These associations will also play an important role in helping consumers reconnect with their pre-pandemic identity.
As consumers pledge to share more about themselves and their purchases, brands will hold the burden of increased transparency regarding their processes, people and ingredients. The ethical expectation of ‘Value with Values’ emphasizes creating affordable, nutritious products accessible by all. Consumers focused on returning to what is essential will demand the best returns from their purchases with an expectation of timesaving, hygienic and adventurous convenience food and foodservice defined by increasing quality and value.
