Top ‘mega’ food trends for 2018 revealed

By Michelle Perrett

- Last updated on GMT

Healthy living will impact on food megatrends in 2018
Healthy living will impact on food megatrends in 2018

Related tags Nutrition Food industry

Euromonitor International, the market research company, has predicted the top eight “megatrends” it believes will shape the packaged food sector during 2018.

Of these eight megatrends, the one with the biggest relevance for, and impact on, the food sector will be healthy living, the report revealed.

The report, 8 Food Trends for 2018​, also highlighted that between 2012 and 2017, 54% of packaged food growth came from the four categories of dairy, baked goods, savoury snacks and confectionery.

“Euromonitor International has predicted the eight most influential megatrends to watch for in 2018 and this report applies the framework to packaged food,”​ said Pınar Hoşafçı, head of packaged food research at Euromonitor. “In doing so, it carves out the subtrends which are believed to have the biggest impact on the global food industry in 2018. Of these eight megatrends, the one with the biggest relevance for and impact on foods is healthy living​.

“Healthy living is at the top of the food pyramid, impacting almost all categories and geographies in food, and premiumisation is paramount across all regions, primarily impacting snacks,” ​she added. “The majority of the megatrends mentioned in this report are evident primarily in four categories, from which over half of the growth in packaged food stems. Savoury snacks and dairy, in particular, show the fastest rates of innovation in foods, and so lend themselves best to the application of megatrends.”

Food trends for 2018 are:

Back to Nature, No to Sugar

The focus of the food industry continues to shift from weight management to nutrition and natural wellbeing. The report said: “With this, the industry has seen a rise in so called ‘raw foods’ uncooked/unprocessed that have not been heated above 48​°C, preserving most of the natural vitamins and minerals.”

Redefining Indulgence

Indulgence is – and will always be – a core driver in foods, the report said. However, it is changing in shape and form, as consumers crave different products for different occasions and in different geographies, it said.

Plant-based and Origin Foods

Veganism is now claimed to be the biggest lifestyle movement of the 21st century, according to the report. It said the world’s largest corporations are signing up to the “Meatless Meat​” movement. Ethical consumption is also on the rise, with 30% of consumers reporting that they are shopping local. 

From Buying to Creating

Consumers’ emphasis is shifting from possession to experience. Euromonitor said the growth in food sold through foodservice and branded stores was often outpacing that in mass channels. It said that greater need for engagement was also driving personalised products and diets.

Alternative Business Models

By 2021, modern grocery (supermarkets and hypermarkets), will account for less than half of the total consumer goods trade.

Global Exoticism

The report said that, in 2050, one in three people would be Muslim. With food trends tending to track migration, 2018 is likely to see an increase in Syrian- and Middle Eastern-inspired flavours in Western markets.

Affordable Quality

Globally, the fastest-growing household type is the single-person household. The report said this will “inevitably”​ lead to a rise in single-portion foods and snack replacements.

Food Technology

Technology is becoming ever more important in the distribution and delivery of food, the report said.

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