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FOOD & BEVERAGE TRENDS IN THE U.S.
3rd Export USA Forum, Thessaloniki, Greece
Rafael Tselikas, International Public Sector Advisor
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© Euromonitor International
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TABLE OF CONTENT
. About Euromonitor
. Megatrends & major food trends
. U.S. consumers overview
. U.S. food & beverage industry overview
. Channel performances
. Innovative & successful products
. What the future holds
. Conclusion
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ABOUT EUROMONITOR
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EUROMONITOR INDUSTRIES & TODAY’S FOCUS
Alcoholic Drinks
Apparel
Automotive
Beauty and Personal Care
Consumer Appliances
Consumer Electronics
Eyewear
Fresh Food
Health and Wellness
Home and Garden
Home Care
Hot Drinks
Consumer Health
Luxury Goods
Nutrition
Packaged Food
Personal Accessories
Pet Care
Soft Drinks
Tobacco
Toys and Games
Tissue and Hygiene
Consumer Products Services
Consumer Foodservice
Institutional Channels
Consumer Finance
Retailing
Sports
Supply
Ingredients
Packaging
Economies
Business Dynamics
Cities
Economy, Finance and Trade
Industrial
Consumers
Lifestyles
Income and Expenditure
Households
Population
Ethical Labels
Digital Consumer
Natural ResourcesTravel
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• Euromonitor International has predicted the eight most influential megatrends to watch for in 2018.
• These megatrends, sharing common drivers, have the power to transform and disrupt entire categories.
• Of these eight megatrends, the one with the biggest relevance for and impact on foods is Healthy Living.
Euromonitor’s Megatrends Framework
EUROMONITOR MEGATRENDS
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Healthy Living
Premiumisation
Ethical Living
Experience More
Shopping Reinvented
Shifting Market Frontiers
Middle Class Retreat
Connected Consumers
The Megatrends Hierarchy in Foods
8 FOOD TRENDS FOR 2018
Back to Nature & No to sugar
Redefining Indulgence
Plant-based and Origin Foods
From Buying to Creating
Alternative Business Models
Global Exoticism
Affordable Quality
Food Technology
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U.S. CONSUMER LIFESTYLES
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U.S. CONSUMERS, FOOD PREFERENCES
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Organic
Reduced or low calorie
Contains added vitamins or fiber
Limited or no added fat
No GMO Ingredients
Limited or no added salt
Limited or no artificial ingredients
Contains protein
All natural
Limited or no added sugar
Preferred Food Attributes 2015-2017
2015 2016 2017
Source: Euromonitor International’s Lifestyles Survey
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U.S. FOOD & BEVERAGE TRENDS
0
100
200
300
400
500
600
700
800
900
2012 2013 2014 2015 2016 2017
USD
Bill
ion
s, R
SP
U.S. Food & Beverage Trends
Alcoholic Drinks Fresh Food Hot Drinks Packaged Food Soft Drinks
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U.S. PACKAGED FOOD TRENDS
• While packaged food continued to grow in 2017, sales increased at the slowest rate since the recession of 2010.
• As consumers are increasingly prioritising convenience, internet retailing saw dramatic growth across packaged food in 2017.
• Organic packaged food increased by 6% in current value terms in 2017, to reach USD15.5 billion.
0
20
40
60
80
100
120
140
2012 2013 2014 2015 2016 2017
USD
Bill
ion
s, R
SP
U.S. Packaged Food Trends
Baked Goods Breakfast Cereals
Edible Oils Processed Fruit and Vegetables
Processed Meat and Seafood Ready Meals
Rice, Pasta and Noodles Sauces, Dressings and Condiments
Soup Spreads
Dairy Products and Alternatives Snacks
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U.S. FRESH FOOD TRENDS
0
10
20
30
40
50
60
70
80
90
1 2 3 4 5 6
USD
Bill
ion
s, R
SP
U.S. Fresh Food Trends
Eggs Fish and Seafood Fruits
Meat Nuts Pulses
Starchy Roots Sugar and Sweeteners Vegetables
Organic Fresh Foods
• US Consumers have been shifting away from processed foods towards increased consumption of foods deemed to be both fresh and natural.
• Soaring demand for greater protein consumption is driven by the growth in health consciousness.
• While challenges persist, the future looks overwhelmingly bright for the fresh food industry in the US.
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U.S. DRINKS TRENDS
0
10
20
30
40
50
60
2012 2013 2014 2015 2016 2017
USD
Bill
ion
s, R
SP
U.S. Drinks Trends
Bottled Water Carbonates Concentrates
Juice RTD Coffee RTD Tea
Sports and Energy Drinks Beer Cider/Perry
RTDs/High-Strength Premixes Spirits Wine
Coffee Tea Other Hot Drinks
• Carbonates, juices and concentrates have been declining, due to their high sugar content.
• Spirits and wine have been driving alcoholic drinks growth in 2017.
• Coffee and tea to record steady value gains in coming years.
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U.S. PACKAGED FOOD DISTRIBUTION CHANNELS
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Convenience Stores, 2.5% Discounters,
3.0%
Forecourt Retailers, 4.0%
Hypermarkets, 24.7%
Supermarkets, 40.2%
Food/drink/tobacco specialists,
4.7%
Independent Small Grocers,
4.5%
Other Grocery Retailers, 0.5%
Non-Grocery Specialists, 3.9%
Mixed Retailers, 9.9%
Non-Store Retailing, 2.1%
Distribution Channels 2017• Supermarkets still remain
the main distribution channel in the US in 2017.
• Internet retailing, although representing a small share of the distribution, has increased by over 70% in the last 5 years.
• Forecourt retailers and discounters come 2nd and 3rd with more than 8% and 7% growth respectively in the last 5 years.
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Spindrift has simplicity
at its core. Its ingredients: sparkling
water and squeezed
fruit. The company recorded 1,000%
growth in 36 months.
RXBAR filled a white
space in the protein bar category by using egg
white as the main
source of protein.
Halo Top redefined the
ice cream industry by introducing a "healthy
ice cream" and by telling
consumers that it's okay to consume a lot of ice
cream.
RXBAR Halo Top
Suja Juice Spindrift
INNOVATIVE PRODUCTS
Source: rxbar.com
Source: halotop.com
Source: https://spindriftfresh.comSource: www.sujajuice.com
The company provides
cold-pressed juices, waters and drinking
vinegars. It has become
the nation’s leading organic and cold-
pressed juice brand.
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EXAMPLES OF SUCCESSFUL GREEK PRODUCTS IN THE U.S.
Source: www.7days.com Source: www.gaea.gr
Source: https://usa.fage Source: www.boutari.gr
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WHAT THE FUTURE HOLDS
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CONCLUSION
EXECUTIVE SUMMARY
ConvenienceAn increasing
portion of food & drink products are
consumed on the go
Portability becomes paramount
Healthy living“Back to Nature”
and Naturally Functional
Sugar reduction and rise in healthy
foods/ingredients
Connected Consumers
Strong growth of e-commerce and
click & collect models
Embrace and utilize technology to attract
millennials
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TO GO FURTHER
Thank you, Ευχαριστώ
Rafael Tselikas, International Public Sector Advisor
@Euromonitor
www.linkedin.com/in/rafaeltselikas
