After studying food trends for the past decade, we know our plates are a crystal ball for what’s going to happen in the world around us. Our thoughts, feelings, attitudes, values, and our behaviors are all reflected in our food and beverage choices.
Each year we look at how food intersects with technology, culture, wellness, and social responsibility and what macro-forces are driving those trends. It’s the “why” that intrigues us most beyond what ingredients are “in.”
In doing that, we uncover untapped potential that all marketers can take advantage of, regardless of sector. Keep scrolling for a sampling of our 16 trends and a taste of how and why we are all “Getting Primal,” our macro trend for 2021.
In 2020, around a quarter (23%) of U.K. and U.S. internet users cite declining mental health as a major personal concern at this time. So it’s not surprising that brands found ways to help by entering the wellness space. Even companies not known for their health creds found opportunities to create or invest in new products that are targeting relaxation.
We see this trend show up in examples like Coca-Cola Japan, who have set their sights on the local “relaxation drink” market by investing in the beverage company Endian and rolling out Chill Out, a new drink containing hemp.
This year’s hottest gaming accessory is *plot twist* food-based! As the gaming industry continues to grow, companies are tapping into the daily regimens, gaming schedules, and snacking habits of casual and pro gamers.
Interested in upping your game? Try Razer, who teamed up with 5 Gum to launch a chewing gum aimed at boosting your focus and reaction time in games. Designed to be chewed day or night, the gum’s only source of caffeine is green tea extract within the recipe.