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What kind of health food brands will win this decade?

The winners in the coming decade will be companies that produce products designed to improve important issues in society. Alex Beckett, Associate Director for Mintel Food & Drink, says health, technology and trust will inspire formulations, packaging and marketing in the years to come.

“In the next decade, consumers will be hungry for leadership and demonstrable change on environmental issues, ethical business practices, public health and other important causes,” says Beckett. “Consumers will reward brands that take action and improve important societal issues.

“The companies that will win in the next 10 years will be those that fuel the new era of conscious consumption. Tomorrow's conscious consumers will be looking for eco-friendly packaging and products, while also seeking guidance on how to make their diets more sustainable.”

Smart diets will also come to the fore. “Looking ahead, more consumers will be able to gain in-depth knowledge of their biology through personal health testing kits which will empower them to personalise their diet and health regimes,” says Beckett. “Analysis of these tools will inform consumers of the steps they need to take to address every aspect of their health, including brain and emotional wellbeing.

“As a result, in order to succeed over the next decade, brands will need to offer more personalised product offerings, develop smart home solutions, and assist consumers in addressing mood and brain health.”

The full report can be downloaded free here.

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