10 Predictions for the Next 10 Years

As part of our 10-year anniversary, and following last week’s post on key trends of the past decade, the Food Strategy Associates team have pulled out the crystal ball with 10 Predictions For The Next 10 Years in Food & Drink.

1. Plant-based Goes Mainstream

Long-term drivers of health, animal welfare and sustainability combined with reduction of taste, price and awareness barriers will drive further mainstream adoption of plant-based meat & dairy alternatives.

2. Mushrooms Flourish

Mushrooms and fungi sales grow through being flavourful, nutritious, sustainable and versatile. Technology and desire for plant-based foods drive increasing numbers of fungi-focused food start-ups.

3. More Clean Labels

Interest in natural, levels of processing and focus on back-of-pack will increase the desire for clean labels, cutting additives, artificial flavours enhancers, dyes, or artificial preservatives.

4. More Functionality

Focus on the link between food and health (conscious nutrition) will increase food and beverage products tailored for specific occasions and consumer dietary and health needs.

5. Made More Personal

Increasing link between nutrition and medicine. Technology and distribution developments enable targeted, individualised, approaches to diet improving physical and mental health.

6. Getting Colder

Frozen Foods remain strong and continue to grow through category reappraisal (amplified by the pandemic) especially as value and waste become more important.

7. Further Legislation

Legislation on sales of unhealthy foods with continued focus on sugar and salt, extended to sustainability issues with red meat tax.

8. Direct to Consumer

Cutting out intermediary retailers and controlling the customer relationship drives direct-to-consumer sales, with corresponding improvement in innovation and engagement.

9. Focus Turns to Indirect Emissions

Increasing pressure from investors and enforced standard labelling on sustainability credentials, will require manufacturers to find further solutions to reduce their indirect (Scope 3) emissions, having made progress in the last decade with direct emissions.

10. Local Increases in Importance

Local is currently the biggest sustainability trend, growth will be further enhanced by the desire for increased food security and closer supply chains.