As 2014 begins, Mintel’s Consumer Trends Analysts Jennifer Zegler and Stacy Glasgow outline the four trends set to impact the American consumer market, examining the areas of commercial opportunity for brands – and what consumers will be buying into in 2014.
‘Internationalism’
“Consumers’ interest in world events is already influencing shopping habits, as Mintel research finds that 67% of legal US spirits drinkers are interested in trying alcoholic drinks from other countries including Brazilian cachaca, a sugar-cane-based liquor,” says consumer trends analyst Jennifer Zegler.
“People also are touring the world one meal at a time through more adventurous cuisine choices. Today, 62% of adults who have eaten ethnic food say they are confident in their ability to prepare ethnic and international food and some 66% of ethnic food eaters who are parents say their children enjoy eating ethnic or international food.”
“In 2014, we will see new cuisine trends, including Brazilian and Russian food given the connection to the sporting events, but also a rise in popularity of emerging fare such as Vietnamese, Argentinian, or African. Exposure to a new country through its cuisine could lead to a desire to learn more about its culture, cook a recipe at home, or buy something locally made online,” says Zegler.
Online shopping to grow
“Busy Americans are seeking tools to save time and to achieve those unforeseen solutions; for example, around half (49%) of US consumers who use nutritional food and drinks do so because they are easy to consume on the go,” says consumer trends analyst Stacy Glasgow.
“In the retail space, 63% of online shoppers agree that shopping online is more convenient than going to a store, and nearly a quarter (24%) of primary grocery shoppers utilize Internet retailers. Those concepts and more will be taken to the next level in the coming year, as consumers seek more digital methods by which they can streamline all areas of life.”
Investing in functional foods
“Mintel’s research shows consumers are already taking steps to improve their health. About half of juice drinkers consume it to increase their servings of fruits or vegetables as well as to improve their vitamin and/or mineral intake, and 24% of people who take vitamins, minerals, or supplements do so to compensate for poor eating habits,” says Zegler.
“In 2014, we will see a continued increase in stealth-health products that are fortified with added nutrients, but resemble familiar food and drink, such as protein-fortified juice drinks or prebiotic fiber-enriched snack bars.”
