Trend or fad? How can brands unpack the human brain to stay ahead of the game? - WATCH

In its latest 2022 Global Consumer Trends Report, intelligence agency Mintel recognises consumer shifts in behaviours, attitudes, and values post-pandemic, and shares its predictions on how brands can prepare to meet their needs.

In a precis to its report Mintel reveals three major consumer trends for food and drink in 2022:

1. In Control: in times of uncertainty, consumers crave a sense of agency over their lives. Food, drink and foodservice brands need to help consumers feel empowered to make confident decisions that protect their health and the health of the planet.
2. Enjoyment everywhere: having endured lockdowns, consumers are eager to break out of their confines and explore, play and embrace novel experiences. Consumers will be seeking joyful products that amplify the flavours, colours, textures, aromas and interactivity that food and drink can provide.
3. Flexible spaces: Retailers, restaurants, and brands can create multifunctional and meaningful spaces where consumers can connect, shop, and eat in-person or online. Companies will creatively use food, drink and foodservice venues as forums where consumers can spend time, express themselves and meet new people.

Reshaping the snack market

With an earlier study by Mintel revealing that 94% of Americans snack every day, consumers are reshaping the snack market – and Marcia gave a talk at this year’s Sweets & Snacks Expo as part of the education series organised by the National Confectioners Association.

This publication caught up with her after the session where she explained the difference between a trend and a fad as consumers move on with their lives after the shock of Covid-19.

• Want to know more? Check-out our video interview with Marcia.