The future-oriented trends are designed to help companies plan for, engage in, and capitalize on the transformation of consumer behavior and attitudes over the next decade. The rapid pace of change as we enter a new decade has inspired us to carefully evaluate the probable shifts over the next decade in consumer preferences, product innovation, corporate policies, and society. The following assumptions suggest optimistic yet pragmatic measures to help businesses adapt to the changes ahead.

This report by Mintel, a UK based market research firm, provides an analysis of the three key trends that will shape the global food, drink, and foodservice industries over the next 10 years. The concepts here are extensive but rooted by the Mintel Trends Drivers, The Drivers – constant, universal motivations for consumer behavior – are wellbeing, surroundings, technology, rights, value, identity, and experiences. Much like the present time, consumers in 2030 will require their food, drink, and foodservice experiences to deliver on satisfying taste and affordable prices. Therefore, these predictions assume two things will never change: people will always seek enjoyment from food and price will always be a top purchase factor.



Successful companies will be those that improve the health of the planet and its pollution. It is not only important to come up with innovative products with outstanding quality but also serve the purpose to create a positive impact on the planet. As it has been mentioned that starting to plan from today is crucial to reach the consumers in the future. Taking an activist approach, facilitating conscious consumption, building a healthy diet are some of the steps the companies and the consumers can take to initiate impactful approaches together.

Consumers will turn to companies to be the driving forces for change on critical societal issues. Responding to consumer sentiments, the companies under the food industry must establish outcome-oriented activist strategies. Movements similar to food activism can be a perfect example as an alternative approach to food justice issues that are collective and inclusive. As companies have enough resources and a vast consumer base, taking surveys of consumers’ concerns regarding the on-going food crisis and establishing solution-based strategies. This not only creates awareness but also puts the spotlight on the planet’s food sources and demonstrates just how detrimental the mass production of food can be. Due to these activist approaches, consumers will become more mindful of their purchases and habits. They will take pride in their efforts to create a positive impact on the environment and support companies that make them feel more thoughtful in their use of packaging and valuable resources. Having a harmonious and healthy relationship with what we consume will change the political, economic, and ecological landscapes especially when the companies will come forward with innovations that promote mindful consumption in their products and services. Conscious consumption habits will inspire more people to consider the environmental and ethical impacts on their diet. Consumers should incorporate plant-based food items in their diet, with the planet’s health in mind as much as their own. Consumption of animal products will be sporadic and concentrated on ethically raised dairy and livestock proteins. Mindful eating habits will generate consciousness among the consumer base which will be a thriving opportunity for the companies to structure their products and services to cater to the consumer needs.

Consumers always seek leadership and demonstrable change on environmental issues, ethical business practices, public health and other important causes that will create a sustainable impact on the planet. In 2025, brands will prioritize the planet and the people in it over profitability which will help them gain customer loyalty. To evaluate companies’ sustainability and how impactful they are, consumers will want to know how the companies make a difference and how consistent they are with their campaigns and activities through their products and services. For establishing impactful advancement towards vital concerns, more food, drink, and foodservice companies will work together and join forces with philanthropic organizations and government. For the companies, it has become crucial to identify the opportunities and utilize them to cater to consumer needs.

With this rapid increase in global warming and environmental issues, the world has seen a rising sense of urgency from people who are frustrated by a perceived lack of action and activity on many important local and global issues. The environment is one of the more focal issues today as shown by the increasing size of crowds at the movements against global warming and climate change, the companies must put this issue under consideration and take actions for originating solutions. By taking inspirations from these ongoing movements and a handful of companies’ contributions the food industry should not only come up with solutions in their specialized sectors but also collaborate to create a bigger impact. For instance, from beer made from rejected cereal pieces to containers made from organic mushroom waste, food waste will lead the way for more sustainable consumption and innovation.



Technology will enable consumers to construct hyper-individualized approaches to physical and mental health. Through 2030, more consumers will understand their biological structure and needs through widespread access to tests and data collection. Consumers will look for companies that can customize their food and drinks according to the individuals. Product personalization is going to be revolutionary for the food industry. Consumers will also share their data on the internet to get the recommended shopping lists, recipes, and customized meals shortlisted. This technological touch will make consumers’ life even more convenient. As taking biological tests and data collection will become more accessible to the consumers, people will use the results of biological tests and data collection to modify their diets and lifestyles to improve their brain health, states of mind and moods.

In the next 10 years, consumers will have easily accessible and affordable customized biological tests, data collection, and analysis to learn what makes their bodies unique. These data will help them to decide their diets and meal plans to achieve a healthy mind and body. While respecting consumer’s privacy, food, drink, and foodservice companies will have more opportunities to develop personalized recipes, custom diet plans, and individualized products. Moreover, food and drink brands will recognize their opportunities to help consumers understand their data and facilitate the purchase. Due to this transparency between the consumer and the companies, companies will have a better understanding of their customers and will be able to build a more flexible and agile production system. Data will also be used to identify natural predispositions that could lead to personal health issues. In the UK, Vita Mojo was the first food service chain to give customers nutritional guidance based on their genetics. With all these accessibility, consumers see the benefit of data collection as it helps them to learn more about their health and body. Due to the ongoing researches, consumers are being able to learn more about the synergy of biology and how the systems in their bodies work together. They are being able to understand how their bodies and mind work together and how crucial it is to keep both of them healthy. This emerges the idea for functional food and drinks to help with mood as more consumers are considering mental health alongside food and exercise. This holistic health and wellness approach has inspired consumers to seek products that calm the mind and boost brain health.



Consumers’ trust in food science and technology will strengthen as these become vital tools to save our food supply. In the next 10 years, consumers will become more accepting of and trusting in the essential roles of science and technology to gain guaranteed access to affordable, safe, and nutritious food and drinks. With this increasing customer loyalty, a revolution in agriculture emerges which will promote alternative agriculture approaches that are invented and replicated around the world. Alternative approaches towards agriculture and food production in general, adoption of synthetic and lab-grown ingredients will increase. However, the food companies will have to come up with solid solutions to make the consumers believe about the advantages and sustainability.

Science and technology will be essential to the food supply due to identifying ways to grow essential ingredients in adverse climates. These technologies will emerge vertical farms, indoor hydroponic systems, robotic-harvested farms, and other high-tech agricultural innovations which will increase the supply of fresh local produce. The food industry will see the synergy offered by the brand new agricultural models and incorporate them into their supply chain. To cater to this wide supply chain, alternative areas like underground, underwater, and event space will be used to host agricultural innovations through 2030. Innovations like floating farms will emerge in regions like India and Africa to tackle global food security crises. Indoor farming is currently limited both in scope and crop variety which is a perfect opportunity for companies to come up with products and services to expand this field in the future. High-tech harvests require not only fresh and trustworthy food but also promotes clean labels that reduce the consumption of processed food and drinks with artificial chemicals in it. Moreover, outside of the food industry, lab-grown has been positioned as more ethical, cost-effective, and efficient than naturally sourced options. This technique of lab-grown products do not make the natural resources scarce but make products more sustainably and ethically without compromising the quality.

All the assumptions of global food and drink trends within 2030 not only require technological development but also seek for transparency among the consumers and the companies. These trends will build trust among people where scientists play as integral a role as farmers. Quality control is crucial to make impactful changes which will establish a timeless way of building trust with the consumers to cater to their conscious consumption and changing preferences to save the planet.


Report Summarized by

Faiza Farah

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