Mintel: top tips for the next generation of premium foods

The future could entail compostible food packaging embedded with seeds that grow into flowers in your garden and chewing gums that impart a subtle fragrance to the skin after consumption.

These were examples of how manufacturers can make the experience of interacting with products and packaging more exciting for consumers, according to experts at market researcher Mintel.

Speaking at a conference organised by the Food Processing Knowledge Transfer Network in London, Mintel custom solutions director David Jago said new approaches were needed to attract the ‘because you’re worth it’ generation.

These could involve greater personalisation and customisation via websites enabling consumers to design their own products, labels or flavours, plus more innovative uses of sounds and smells in products and packaging, said Jago. “We’re now seeing things like home water filtration systems that can impart flavour as your drink is dispensed or medicines with different flavour sachets to allow kids to customise their medicine.”

Even relatively simple devices such as two-part salad dressing bottles containing dispensers allowing users to vary the quantities of oil and vinegar were great means of personalising products, he said.

While health was a key driver in new product development, trends towards premiumisation, indulgence and luxury remained equally strong, he added. “In the past 12 months, more than 3,500 products containing the word ‘gourmet’ on the label were launched worldwide.”