In tradition we trust
Mintel predicted consumers will seek the safety of products that were recognisable as opposed to revolutionary.
It advised manufacturers to take inspiration from the past, such as “ancient” grains, recipes, practices and traditions.
Potential existed for innovation that use the familiar as a base for something that’s new – such as cold-brew coffee.
“Consumers seek comfort from modernised updates of age-old formulation, flavours and formats,” said Mintel.
