Food and beverage 2018 trends—and the impact on communicators

The food market will experience rapid evolution in 2018, according to sector experts at MSL Group, the public relations and integrated communications network of Publicis Groupe. A broad array of technological innovations will make it easier to acquire and consume foods and beverages tailored to our specific food needs, speeds and philosophies.

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“The large and sometimes lumbering food sector has had a fire set under it,” said Steve Bryant, MSL’s North American Director for Food, Beverage & Agriculture, in a news release. “The speed of technology has transformed consumer expectations. Now, consumers are powerfully equipped to curate their food and drink choices, calling on trusted social influencers, and freely experimenting in today’s multi-faceted marketplace. Food makers will race to keep pace.”

These insights emerge from the MSL’s annual analysis of top food trends compiled by its specialized food marketing and PR team. Past forecasts have spotted the emergence of major marketplace successes, including turmeric, coconut, ugly produce, food waste reduction and coffee as an ingredient.

In 2018, the agency’s food experts expect these six factors to drive conversation and commerce in the food and beverage market:

Clean packaging

Building on the clean ingredients drive, brands will now want to look as clean as they are inside.

Plant milks and butchery

Almond milk was the gateway food. Now we want coconut yogurt, vegetable steaks, squash pasta, and more.

Instant gratification

In a modern gold rush, competing food delivery solutions are racing to close the gap between hunger and satiation.

Regional artisan dairy

Drinking milk may be on the outs, but grass-fed and cultured dairy products, touting local terroir, are screaming for attention. It’s local, artisan, probiotic, and Instagramable.

Retail experimentation

Amazon is scaring food retailers into a frenzy of innovation. Expect a buyer’s market, rich with entertainment and special offers in-store and personalized inducements online.

Ultra-personalization

We’ve gotten very picky with our food choices, guarding against allergies and intolerance, accounting for genetics, catering to our latest dietary system. Food makers are responding in kind.

Food and beverage 2018 trends—and the impact on communicators

“Smart marketers will tap into these trends as an opportunity for growth,” said Joy Blakeslee, the registered dietitian who directs MSL’s North America Culinary & Nutrition Center, in the release. “The trends we’re forecasting present valuable opportunities in product development and promotion, social media engagement, and media and influencer endorsement.”

MSL’s food and beverage experts monitor trends and industry research, and counsel America’s food industry from farm to fork.  Each year the expert team collectively synthesizes insights from extensive reviews of industry developments, attendance at a dozen industry meetings, and analysis of sector sales data.


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