10 trends to shape the future of food | News

The food industry has seen drastic changes in recent years, and if the latest report by Wunderman Thompson is to be believed, there are many exciting innovations on the horizon. In its eighth edition of The Future 100: 2022, the intelligence firm singles out 10 compelling trends to shape the direction of the food and beverage industry for years to come.

Emma Chiu, global director of Wunderman Thompson Intelligence, said the report covers “creative innovations that are expected to go mainstream alongside changing consumer behaviors. In 2021, cautious optimism set the tone as the world reflected on the challenges of 2020 and looked forward to a year of societal healing.

“This year ushers in a resolute positivity that encourages play and creativity. This optimistic outlook will take us on a journey into the near future, where a new digital age looms on the horizon as the metaverse transitions from a science fiction concept to reality,” Emma said.

“Lifestyles and businesses will evolve to become climate-friendly because being sustainable is no longer enough, while the physical and emotional tax of the past two years is forging a holistic, sensitive and nuanced approach to well-being. Brands and businesses marketers lead with positivity, eager to bring joy to people’s lives by creating euphoric ads as they too ride the wave of optimism,” she continued.

Here are 10 food and drink trends you should know about:

Filled cocktails
Inspired by the local trend, cocktails made with local ingredients offer consumers a range of sustainable drink options. “Whether converted or reused, the craft cocktails collected boost morale. Local, self-sufficient cuisine minimizes waste and reforms menus as contemporary innovators incorporate local flora into their crafts,” the report states.

Liquid Immunity
Wellness aficionados quench their thirst while supercharging their immune system. Driven by Covid-19, focus on disease prevention is driving growth of global immunity boosting foods market – report cites growth rate (CAGR) of 8.2% from 2021 to 2028. , six in 10 global consumers look to food and beverages to help their immune system, according to Innova’s 2020 consumer survey.

The new land
“Climate change is forcing farmers and agricultural entrepreneurs to adapt and adopt new crops that would have been impossible for them to grow just 10 years ago,” the report said. “New terroirs could forever change the way we think about heritage and where food comes from.”

Cell culture coffee
“The impetus for another way of making coffee is similar to that of meat and seafood: growing global demand that taxes the earth’s productive resources,” the report says. “The global coffee market was worth over $102 billion in 2020, according to Mordor Intelligence. The market, from whole bean and ground coffee to instant coffee, pods and capsules, is marked by fierce competition and innovation. »

High veganism
Forget ultra-processed meat substitutes – vegan catering is going brainy, with the evolution of new dining experiences driving demand.

Net zero alcohol
Global distilleries are tackling climate change by becoming carbon neutral. “Alcohol brands are reinventing their processes to be more sustainable and less wasteful in order to fight climate change,” the report says.

Blue zone schemes
Blue zone diets are modeled after people living in areas like Greece, Japan, and Italy who tend to have fewer illnesses and longer life expectancies. “The signs collectively point to holistic and integrated wellness habits as the root cause,” the report said. “Research shows that the people who live here are part of communities that focus on collective care, food in moderation and sustainable habits.”

Three new ingredients
The three Wunderman Thompson ingredients to watch out for are kernza, a climate-friendly grain; Peruvian gooseberry, native to the Andes with a bittersweet flavor; and tea seed oil, also called “the olive oil of the Orient”.

Accelerated ripening
“Time-consuming processes such as alcohol maturation and food fermentation are being disrupted by start-ups that aim to save time and production, as well as explore new taste frontiers,” the report says. .

Edible escape
“With travel still not possible or appealing to many, people are opting to take their taste buds on a journey, driving a wave of globally inspired dining experiences,” he said. Learn more about the trend here.

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