Future Opportunities For Summer Food and Drink 2022

13 DECEMBER 2021 | INDUSTRY TREND
FUTURE OPPORTUNITIES FOR

SUMMER FOOD AND DRINK 2022
A review of summer food concepts in 2021 and opportunities for food and drink
Katya Witham, Global Food
in the 2022 summer season. & Drink Analyst
Prepared for marialuciascenna@kraftheinz.com

1 © 2022 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel.
https://clients.mintel.com/trend/future-opportunities-for-summer-food-and-drink-2022
Table of Contents
THE BIG STORIES FROM 2021 ............................................................................................................ 3
Mindful nutrition ................................................................................................................................. 5
The great outdoors .......................................................................................................................... 14
Transportive flavours....................................................................................................................... 24
WHAT'S NEXT ..................................................................................................................................... 31
Contemporary wellbeing solutions .................................................................................................. 32
Graph 1: salads with vegan, vegetarian and plant-based claims, 2016-21.....................................33
Freedom and enjoyment ................................................................................................................. 38

THE BIG STORIES FROM 2021

Key themes
Mindful nutrition
Summer editions encourage consumers to indulge mindfully, exploring ingredients and recipes that align
well with the increased focus on health and wellness brought about by the COVID-19.
The great outdoors

Consumers have found a new appreciation for their outdoor spaces, and the ability to cook outdoors
offers a safer way to commune with others during the pandemic.
Brands develop more products that directly target leisurely outdoor cooking occasions.
Transportive flavours
The global travel shutdown makes consumers yearn for food and drink flavours that offer escapism – a
kind of virtual tourism for the taste buds.

Mindful nutrition
Summer editions encourage consumers to indulge mindfully, exploring ingredients

and recipes that align well with the increased focus on health and wellness brought
about by the COVID-19.
Summer innovations tap into the mindful eating trend

The importance of good health and mindful eating
has become more apparent over the last year. For
43% of US adults, healthfulness has become a
more important food and drink choice factor due to
COVID-19, while 33% of UK adults ate/drank
healthy food/drinks as a method of dealing with
stress, which has intensified in response to the
pandemic.
While the definition of health remains highly

personalised, overall wellbeing will include both
physical and mental health.
It is key to offer balanced, nutritious seasonal

products that are full of goodness, tasty and
packed with flavour.
Consumers will look for more health-conscious

products that don't compromise on flavour and
help them relax and unwind.

Citrus is benefitting from its refreshing characteristic and

receiving a boost from its association with immunity
While already a perennial
favourite, citrus products have
been given a particular boost
during the pandemic.
13% of all seasonal and

limited offerings in Summer
2021 have included citrus fruit
as an ingredient, focusing
around lemon, orange and
Mix Buffet Rice, Peas & Yoplait Power Orange with pink grapefruit.
Grapefruit Jumble with Mango & Chia Low Fat Yogurt
Avocado & Mint (France) (US) Tapping into the health and
wellness trend, citrus flavours
not only offer refreshment
during hotter months but, with
vitamin content, are also
associated with healthy,
immune-boosting properties.

Brands leverage citrus appeal via healthy summer editions

Tapping into the health and wellness trend, citrus flavours can offer refreshment during hotter months and
be associated with other healthy properties.
Power-enhancing 1073R-1 lactic acid
Meiji Probio Yogurt R-1 Mixed Grapefruit Drink is a limited edition

seasonal variety for Summer 2021. It contains 3% fruit juice, 0.5% milk
fat and the patented power-enhancing 1073R-1 lactic acid (Japan).
Source of fibre
Yoplait Double 0% Summer Citrus Yogurt with Orange, Lemon and

Mandarin Flavour is described as a French fruit yogurt with 0% fat and
0% added sugar. It is made with natural colour and flavour and is a
source of fibre (Norway).
Strength, energy and mental performance
Upbeat Daily Boost Summer Lemon Protein Water is an enhanced

water made with whey protein, B vitamins and fruit juice. It provides
'enriched hydration for strength, energy and mental performance' (UK).

Plant-based alternatives have become mainstream, not a trend

Motivations for consuming less animal-derived products vary, but the pandemic has reminded us of the
need to embrace eating patterns that support human and planetary health.
ENVIRONMENTAL ANIMAL WELFARE COST CUT-BACKS

CONCERNS
38% 65%
39%
of Australian consumers* of Brazilian adults who
of German consumers agree COVID-19 proves purchased any type of
using dairy alternatives that humans need to meat less often in the six
drink them because they eat fewer animals months to Jan 2020 did
are better for the so due to price
environment concerns
* taken from Mintel's 35-market consumer research study, July 2020

Base: Germany: 632 internet users aged 16+ who have used dairy alternatives in the last month;
Australia: 1,000 internet users aged 18+; Brazil: 720 internet users aged 16+ who have purchased
any type of meat/meat alternative less often
Source: Kantar Reports/Mintel, January 2021, January 2020; Dynata/Mintel, July 2020

Vegan recipes align with 'lighter' summer innovation
Suitable for vegans and high in fibre
Sainsbury's Summer Edition Wholegrain Summer Fruit Wheats with a

Vibrant Peach & Raspberry Filling. Available for Summer 2021, the
product is suitable for vegans and is high in fibre (UK).
Organic, colourful and vegan
Basenbox Summer Holiday Organic Cucumber Soup. This vegan

product can be enjoyed cold and is described as a basic and colourful
organic cucumber soup with dill and tahini sesame paste (Austria).
Sweet and refreshing vegan sorbet
Organic Raspberry Sorbet with a Hint of Liquorice. Available for

Summer 2021, the pasteurised vegan product is said to be sweet,
refreshing and a little sour. It retails in a 500ml pack bearing the EU
Organic and Debio logos (Norway).

Cold vegetable soups – a light and healthy summer lunch

alternative
While cold soups were very niche a few years ago, they are now becoming more readily available,
particularly for summer limited editions.
Seasonal recipe
Alvalle Gazpacho with Watermelon is made based on a seasonal recipe

using only 100% natural ingredients including extra virgin olive oil,
watermelon and tomatoes. It is free from gluten, colourings and
preservatives (Spain).
Limited edition
Little Lunch Organic Grilled Vegetable Soup. This limited edition vegan
product is organic and 100% natural. It can be enjoyed cold or hot, and
is free from gluten, added sugar, preservatives, flavour enhancers and
GMOs (Germany).
Fruit and veg blend
Innocent Bell Pepper, Tomato, Cucumber & Peach Gazpacho. The

flash-pasteurised product is described as a cold, carefully seasoned
soup formulated with fresh vegetables and peach (France).

The 'healthy junk food' option – plant-based doughnuts

encourage consumers to indulge mindfully during the summer
season
In Summer 2021, Japanese plant-based food
brand 2foods launched a new doughnut line-up
using healthy ingredients. The summer limited
edition doughnut line-up is made with natural
ingredients and unprocessed sugars.
Three types of plant-based doughnuts are

available in 2foods' stores: Mango & Passion, Blue
Hawaii and Chocolate Banana.
The new plant-based doughnut is a creative idea

Colourful plant-based donuts from 2foods are that allows consumers to indulge in a delicious
designed to curb summer sugar cravings (Japan) treat while controlling their intake of unhealthy
ingredients for a more permissible indulgence.

Low-/no-alcohol and better-for-you drinks options grow in

appeal
Brands are increasingly combining inventive flavours with eye-catching packaging to cater to the alcohol-
free (or sober-curious) cohort.
Ideal as a summer companion
Kolonne Null Alcohol Free White Wine is said to be ideal as a summer

companion. The vegan product is described as a well balanced, fruity
Riesling wine made from yellow fruits, minerals and carbonated acids
(Germany).
Bottling the lushness of Italian gardens
Fiore Non-Alcoholic Aperitivo is flavoured with rose, bitter orange and

clove. It is said to 'bottle the lushness of Italian gardens and the energy
of sidewalk dinners in New York City' (US).
The ultimate sessionable IPA
Athletic Brewing Co. Run Wild claims to be the ultimate sessionable

IPA for craft beer lovers. With a blend of five Northwest hops, it has
an approachable bitterness and is refreshing and only 70 calories (UK).

The use of botanicals can underpin claims

around mood, focus and concentration
There is a strong consumer interest in sports and energy drinks that
support mental wellness and concentration.
Summer seasonal ranges can capitalise on this recognition, matching up

relaxing or energy-boosting product innovation with the desired summer
'mood'.
Red Bull Cactus Fruit
Red Bull chose cactus fruit as the flavour for its limited edition 2021
Flavoured Energy Drink
Summer Edition launch.
(Germany)
The flavour features notes of berry, exotic cactus and violet flower and is
a relatively adventurous choice for the energy drink giant.

The great outdoors
Consumers have found a new appreciation for their outdoor spaces and the ability
to cook outdoors as a safer way to commune with others during the pandemic.
In line with the hyper-nesting trend, many consumers have invested to create
outdoor spaces that foster comfort, relaxation and fun revolving around outdoor
cooking equipment.
Meal brands can develop products that directly target leisurely outdoor cooking
occasions to gain relevance in this growing space.
Products that are compatible with pizza ovens, grills/barbecues, smokers, firepits
and outdoor kitchens but that can also be cooked in conventional ovens/grills,
could find favour here.

In line with the hyper-nesting trend, many consumers have

invested to foster comfort, relaxation and fun revolving around
outdoor cooking
Mr. Bar-B-Q, an industry-leading outdoor products company in the US announced a 20% overall sales
increase in their 2020 results (+200% online).
Base: US: 1,701 internet users aged 18+ who have used their outdoor space since March 2020
Source: Kantar Profiles/Mintel, December 2020; Facebook/mrbarbqgrilling

There are opportunities for less-obvious categories to position

themselves as outdoor-cooking-friendly
M&S Gimme S'more Brownie (UK)
Spar Murbodner BBQ Potatoes (Austria)

Casual dining trends can expand the barbecue opportunity

With some travel bans still in place, social
distancing and a whole lot of adjusting to the next
normal, barbequing has returned to its former glory
in 2021.
The outdoor cooking scene is expected to see

further growth over the next year, with more home
cooks becoming adventurous – both with their
cooking styles and ingredients.
Barbecue has become a multicategory occasion in

supermarkets – going further than meats – with
sauces, drinks, sides, salads and snacks all
being explored as part of the occasion.
The next stage is to react to newer restaurant

trends such as Korean or vegan barbecue.
In the UK, Tesco's Fire Pit range shows how the outdoor eating
opportunity can be extended across multiple categories

UK retailers make the most of the ethnic flavours in their private

label BBQ offerings
China
Sainsbury's Summer Edition Char Sui Pork Belly Slices was made
available for Summer 2021, comprising marinated pork belly slices with
a sachet of Oriental-style sauce (UK).
Morocco
Asda Butcher's Selection Moroccan Style Beef Kofta Kebabs is free

from gluten, artificial colours, flavours and hydrogenated fat. It is said to
feature the taste of summer and is suitable for freezing (UK).
South America
Waitrose & Partners Scrumptious Summer Chimichurri Bavette Steaks

is marinated in a chimichurri sauce. It is suitable for freezing and retails
in a newly designed 280g pack of four pieces featuring the Assured
Food Standards logo (UK).

CHEF-ENDORSED Collaborations with chefs and restaurants

PRODUCTS help to differentiate premium ranges
39% Brands can still do more to collaborate with restaurants, chefs and other
of Spanish world food specialists when developing and launching summer editions.
cuisine consumers say Collaborations have been a great way for all collaborative partners to
that famous chefs have build a new customer base and to show off creativity.
influenced them to buy
products they would This strategy is particularly useful when connecting with younger
not have bought consumers and can be enhanced with links on social media platforms.
otherwise
Base: Spain: 838 internet users aged 16+ who have eaten world cuisines at home in the last three months
Source: Kantar Profiles/Mintel, March 2021

Partner with restaurants and chefs to deliver an authentic BBQ

experience at home
Authentic Texas BBQ flavours
ICA Selection Smashed Burger with Brisket and Smoked Pork Belly is a
collaboration between ICA and Holy Smoke BBQ, an authentic Texas
barbecue restaurant in Sweden (Sweden).
Famous London steakhouse
Hawksmoor 35 Day Dry-Aged British Prime Rib. British steakhouse and

cocktail bar chain Hawksmoor brings the experience of the best steak
restaurant in the UK to consumers' doorsteps (UK).
Backed by a celebrity chef
Lapin Liha Naughty BRGR Reindeer Burger is made with 100% Finnish
reindeer meat. The product is endorsed by the first Finnish Top Chef
winner Akseli Herlevi (Finland).

The plant-based grilling trend inspires summer veggie innovation

Flexitarians, vegetarians and vegans can appreciate the smokiness and unique flavours grilling imparts on
plant-derived foods.
Peppers, tomatoes, courgette, onion and aubergine
Grillmeister Thinly Sliced Grilled Vegetables comprises bell peppers,

cherry tomatoes, courgette, onion, aubergine and fried potatoes refined
with extra virgin olive oil. They can be heated in a frying pan, oven or on
a grill (Switzerland).
Grilled carrots, swede and parsnip
Atria Honey Flavoured Grill Vegetables is free from lactose, gluten and
additives and comprises flavoured carrots, swede and parsnip. It cooks
in 5-10 minutes in a pan, 10-15 minutes on a grill and 20 minutes in an
oven (Finland).
Grilled vegetables, orzo and burrata
AH Allerhande Keuken Burrata and Roasted Veggies Salad Bowl is

described as 25% grilled vegetables, 15% marinated and cooked orzo,
13% burrata and 2.7% balsamic vinegar (Netherlands).

Seasonality can add uniqueness to salad and vegetable offerings

Seasonality can play an
important part in consumer
choice as it is strongly linked
to associations with quality
and authenticity.
Consumers increasingly
expect the start of a new
season to bring new,
seasonally inspired products
that offer fresh and exciting Green.est 2021 Seasonal Florette Spring-Summer
flavours. Salad with Broccoli, Onion & Seasonal Gourmet Salad with
Caesar Dressing Rocket
Vegetables with a seasonal
link like cucumbers, corn and
broccoli can combine with
flavoursome dressings to
create the perfect summer
side dish.
Summer salads can tell a strong local story

to attract consumers
Local food and drink has been a focal point for innovation, especially as
a way to evoke feelings of tradition and nostalgia.
Using local and seasonal claims is an accessible way to suggest quality

and flavour to consumers.
This salad from Danish firm Hanegal is said to be part of a range of

Hanegal Rent Økologisk
organically farmed, seasonal and local produce – plant-based food
Jordnær Potato Salad with
with a great taste.
Local Ingredients
The seasonal potato salad is described as 'a wonderful taste of summer
with mild mustard, potato pieces, beans, barbecue marinated chunks and
pickled red onions'.

Help consumers curate happy hours at home

Happy hours at home are on the rise as people flex their creativity and continue to hone their bartending
skills developed over the past year of virtual happy hours.
Happy hour cocktail gift
Perfect for a cocktail lover, this gift box from M&S is packed with a
selection of most-loved cocktail cans, perfect to be enjoyed with the
retailer's hand-cooked black truffle and olive oil crisps and Cornish
Cruncher biscuits (UK).
Inspired by summer nights
Strawberry Margarita Cutwater Strawberry Margarita is made with real

tequila, refreshing strawberry puree and natural flavours, inspired by
summer nights spent south of the border. It is described as an instant
vacation drink that can be enjoyed anytime (US).
Variety of summer flavours
Summer Beer Box Two Tribes And Union Summer Beer Box contains
six cans of beer in a variety of summer flavours like Two Tribes
Metroland NYC Session IPA with bright fruit flavours of mango, papaya
and bitter orange (UK).

Transportive flavours
Following the months of uncertainty brought on by COVID-19, consumers are

looking for comfort and indulgence.
The global travel shutdown will make consumers yearn for food and drink flavours
that offer escapism, a kind of virtual tourism for the taste buds.
Global tourism is cancelled, but consumers

still yearn for escapism
The global travel industry has been ravaged by the impact of COVID-19,
with airlines forecast to report billions of dollars in losses and hotel chains
staying shut until 2021.
This yearning to travel is a mindset with which food and drink companies
should empathise when innovating. This is already evident in world
The pandemic has made it cuisine, which has become more mainstream because of consumers'
impossible to go on foreign desires to explore new flavours and learn about different cultures. In
holidays drinks, consumers' frustrated yearning to travel and take in new flavour
experiences can also inspire innovation.
Transportive drinks can be developed to

comfort consumers who are longing to
travel
COVID-19 has made it virtually impossible for many people to travel
abroad. However, the experience of consuming a drink that originates
from a particular destination, or is designed to help the consumer
imagine they are there, can be the next best thing. For many consumers,
The travel lockdown will the impossibility of travel will only heighten its appeal.
influence consumer desires
For drinks, this can be achieved through innovating around
multisensory appeal, such as through flavour and aroma, authentic
ingredients and packaging and a connection to the local people.
The sense of curiosity for far-off lands can be alleviated by experiences

that help us feel connected to those unreachable destinations like
reading, TV and art appreciation. Consuming food and drink from such
places provides a more tangible connection, which partly explains the
consumer interest in world cuisines.

Exotic food and drink bring numerous rewards

Consuming world cuisines can leave a deep impression. Such exotic flavours make us feel closer to new
cultures, excite our daily lives and inspire new purchase patterns.
A SUBSTITUTE FOR TRAVEL AFFORDABLE

EXPERIENCE ENCOURAGES EXCITEMENT
EXPERIMENTATION
78% 51%
38%
of Canadian adults say of UK respondents say
that internationally of Italian adults say world cuisine meals are
inspired foods are a travelling encourages an inexpensive way to
good way to experience them to try a new inject some excitement
other cultures flavour* (eg getting to into the day
know new cuisines)
* of the food/drink that they usually buy

Base: Canada: 2,000 internet users aged 18+; Italy: 1,000 internet users aged 16+; UK: 1,775
internet users aged 16+ who have eaten world cuisines at home in the last three months
Source: Kantar Profiles/Mintel, July 2019, November 2018, November 2019

The flavours and aromas of ingredients can connect consumers

with faraway places
The provenance of ingredients and flavours like elderberry, prickly pear and chai can inspire sensorially
designed drinks.
Elderberry and Scandinavia
Elderberries feature prominently in Nordic cuisine. They have a tart,

floral aroma and bitter flavour that typically requires partnering with a
sweeter flavour. Rich in vitamins A and C, elderberries are a traditional
cold cure.
Prickly pear and Mexico
Prickly pear has a sweet, tropical aroma and flavour and is traditionally
consumed as a juice or in a Margarita.
Chai and India
Chai is a mix of tea and aromatic spices like ginger, black pepper,
cinnamon and cardamom and is widely drunk in South Asia –
particularly India. The sweet, spicy scent is unmistakable and fragrant.

Some ingredients offer aroma, a sense of place and claimed

immunity benefits
Traditional drinks from around the world can grab consumer attention if they also boast associations with
health and immunity.
India: turmeric lassi
Turmeric is cherished for its antioxidant and immunity-boosting qualities

in Ayurvedic medicine, while the probiotics of the yogurt also offer
immunity support. The scent of the drink is evocative of India.
Philippines: moringa and citrus juice
Green Fresh Moringa Pandan Drink. Moringa ingredients are

antioxidant rich and prized in Asia for their various health benefits (eg
immunity support). In the Philippines, moringa powder is added to
orange juice and sometimes calamansi juice.
Paraguay: tereré
Tereré is the national drink of Paraguay and contains yerba mate, juice
or water, sugar and herbs such as mint and lemongrass. Besides being
refreshing, tereré is fragrant and linked with immunity due to the
antioxidant-rich mate leaves.

Packaging design evokes travel (and other) memories
Tropical paradise
Mövenpick Summer Edition Fine Yogurt with Mango & Lychee is made
with sun-ripened fruit and comprises mild cream yogurt and 20%
mango-lychee preparation (Germany).
A trip to Taiwan
Lipton Tabisuru Taiwanese Lychee Tea was launched for Summer

2021. This refreshing flavoured tea contains 1% lychee juice,
polyphenols and no allergens (Japan).
Beach party
Cloetta Summer Marshmallows with Raspberry and Pineapple Flavour

was launched for Summer 2021. The product features the
manufacturer's original Christmas marshmallows in a new summer
design with fresh summer flavours (Norway).

Entice travel-craving consumers with transportive ice cream

flavours
Brands can help those missing out on discovering new flavours when travelling. In Canada, 31% of
consumers are interested in internationally inspired flavours of ice cream.
Inspired by international cuisine
Marco Sweets & Spices Ice Cream is said to celebrate bold and
nuanced flavours from around the world, transporting them from plate to
pint. This premium brand offers flavours such as Aztec Chocolate, Thai
Coco-lime and Turkish Mocha (US).
Tap into Latin tastes and American traditions
Eva's Helado Artesanal is said to be inspired by Latin tastes and

American traditions. The brand blendd traditional and globally inspired
flavours to create a line of multicultural ice creams (US).
A taste of the British seaside
Little Moons Fish & Chips Mochi is said to be a sweet and salty
combination of flavours with a hint of vinegar and mini chocolate chips.
The limited edition combines Japanese mochi with the flavour of a
traditional British seaside dish (UK).
Source: Instagram/marcoicecream

Nostalgia is a powerful influencer – transportive flavours can

also help teleport consumers to a better time
The uncertainty and disruption of the pandemic has left consumers turning to familiar, comforting products,
flavours and fashions to derive emotional support.
Lemonade stand
Hostess Twinkies Lemonade Stand Golden Sponge Cake with Lemon

Creamy Filling was launched as a limited edition. It is flavoured with
natural flavours and retails in a recyclable pack containing 10
individually wrapped cakes (US).
Vintage design
Lorina Carbonated Lemonade has been repackaged in a limited edition

pack. This slightly sparkling product features natural lemon flavouring
and retails in a recyclable pack containing 6 x 20cl recyclable units
(France).
Retro summer seltzer
Bud Light Retro Summer Seltzer Limited Edition Tie Dye Pack. The
beverage contains 100 calories and less than 1g of sugar. It comes in
three flavours: Cherry Limeade, Blue Raspberry and Summer Ice (US).

WHAT'S NEXT

What's next: two drivers for summer inspiration

Meeting contemporary wellbeing needs
Consumers across the globe are increasingly weaving elements of plant-based diets into their eating
patterns.
Freedom and enjoyment

Seeking pleasure from food…what you want, when you want it.
Contemporary wellbeing solutions
Consumers across the globe are increasingly weaving elements of plant-based

diets into their eating patterns.
Positive health choices will be led by plant-based proteins

Plant-based diet is a long-term trend, with health & ethics fuelling the popularity of plant-based foods.
Concerns about the taste of plant-based proteins can limit appeal.
IN EUROPE IN THE US IN JAPAN
37% 58% 47%
of German red meat/ of US consumers eating of consumers say plant-

poultry eaters, and 51% plant-based proteins based foods don't seem
in France, claim to be more often claim that it is tasty, rising to 52% of
reducing their healthier than eating 18-29s and 57% of
consumption meat, including 70% of 30-39s
those over 55
Base: Germany: 1,652 internet users aged 16+ who eat red meat/poultry; US: 536 internet users
aged 18+ who are eating plant-based proteins more often; Japan: 2,000 internet users aged 18+
Source: Kantar Profiles/Mintel, August 2021, February 2021; Rakuten Insight/Mintel, May 2020

In Europe, vegan and plant-based claims see growth in salad

launches
While salads are often inherently vegetarian or vegan, prepared salad brands are increasingly highlighting
these features on pack to reassure consumers that the products are free from animal-derived ingredients.
Of the major European markets, the UK sees the largest penetration of vegan, vegetarian and plant-based
salads.
Many of these chilled, prepared salads are in recyclable plastic tubs and contain plant proteins, like
edamame beans and chickpeas, to offer a nutritious and satiating appeal.
Europe: salads with vegan, vegetarian and plant-based claims, 2016-21
20
18
17 17
16 16
15
15
13
% of launches
11
10
10 9
5
3
1 1
0 0
0
Sep 2016-Aug 2017 Sep 2017-Aug 2018 Sep 2018-Aug 2019 Sep 2019-Aug 2020 Sep 2020-A…
Vegetarian Vegan/no animal ingredients Plant-based
Source: Mintel GNPD, September 2016-August 2021

Positive health choices will be led by plant-based proteins

Whether it's for the animals,
the planet, or the health
benefits, many factors are
driving consumers to embrace
a plant-based diet.
Vegan and vegetarian choices

keep growing and in 2022, we
expect the industry to bring
out new plant-based
innovations.
This year, Vancouver-based

Vegano Foods entered the
market, offering 100% plant-
based meal kit delivery
service and an online
marketplace where you can
purchase over 1,000 items
from popular vegan brands.
Source: Vegano Foods
Extending the opportunity through inspirational targeted

segmentation
UK retailer Tesco has
introduced two own-label
plant-based ranges with
different positionings.
The Tesco Plant Chef range

features 'easy to prepare
plant-based swaps' – versions
of basic family food items
such as burgers, meat-free
mince and chicken-less Plant Chef Veg Burgers Wicked Kitchen Chorizo Style
nuggets. (Slovakia): 'easy to prepare Bangers (UK): 'unleashing the
plant-based swaps' power of plants'
Wicked Kitchen, created by
pioneering vegan chef Derek
Sarno, promises to 'unleash
the power of plants like never
before', featuring a range of
products with exciting flavours
and recipes.

Whole muscle protein – real, authentic meat

(alternatives)
Benedict Meade, founder of Tempeh Meades, believes his product is
ready for a booming year in the plant-based food crowd.
"Tempeh is made by forming cooked soya beans into a block and adding
a culture to initiate a fermentation process.
The end product has a firm texture, a nutty taste and is highly valued for
Plant Power Tempeh Spare
its protein and fibre content, as well as being packed with vitamins and
Ribz (UK)
minerals. It works really well on a BBQ."
By blending health and sustainability in a comfort food-style product,

retailers will be sure to please customers. "Tempeh is a great healthy
alternative to a burger and tempeh 'ribs' are set to be the plant-based
BBQ trend of summer 2022".
Cheese-centric inspiration comes from

foodservice and social media
For several years, Mintel has chronicled the migration of vegetables and
fruits from the side to the centre of the plate as consumers embraced
more plant-based diets. In recent times, however, driven by the flexitarian
movement, cheese has emerged as a popular replacement for meat in
meals.
This simple baked feta This evolution has been largely influenced by foodservice and
pasta recipe went viral on social media trends.
TikTok
Foodservice players are increasingly providing cheese-forward options
for consumers, such as Burger King UK's Halloumi Burger.
Recently, a baked feta pasta dish, lauded for its simplicity, exploded on
the social media platform TikTok, gaining millions of views and sparking
a wave of copycat videos from other content creators.

Processed and value-added cheese products target new usage

occasions
Brands can benefit from and build upon the way the cheese category has evolved, with heat-to-eat
concepts that place cheese at the centre of the plate.
Cheese steaks for the barbecue
Alfresco Barbecue Original Cheese Steaks is described as a vegetarian

alternative to a beef burger, with a semi-hard cheese steak that can be
barbecued, griddled or grilled and served with onion relish or in a bread
bun (UK).
Cheese sausages for grilling
Heinrichsthaler Plain Vegetarian Grilling Sausages is said to be

premium and made with 72% cow's milk cheese (Germany).
Block cheese for pan frying
Eridanous Mint & Herb Saganaki Cheese comprises cheese made from
cow, sheep and goat milk with mint and herbs. The cooking instructions
suggest the product should be pan fried (UK).

Salad brands adapt their products to include more and different

plant-based proteins
Seaweed
Santa Bremor Chuka Salad with Wakame and Ginger contains 60%
seaweed – wakami and kombu (Poland).
Quinoa & Beans
Chef Select Quinoa, Beans and Soybeans Salad. This gluten-free and
vegan product retails in a 230g pack, featuring the Vegan V-Label seal
by the European Vegetarian Union (Portugal).
Plant-based tuna
Unfished PlanTuna California Salad with Plant-Based Tuna. Vegan and

ready-to-eat, this product is a plant-based quick snack meal with
vegetables and tuna alternative made with textured soy protein
(Romania).

Freedom and enjoyment
Seeking pleasure from food…what you want, when you want it.
Brunch offers an opportunity to stretch

traditional category boundaries
Brunch offerings in foodservice tend to give equal weighting to sweet and
savoury options, and in many cases combine the two.
The sweet and savoury trend, which shows how bringing together two
opposite flavours can create an exciting taste experience, provides a
good example of Mintel's Sense of the Intense Trend being played out in
Tyson Waffle Flavored the food industry.
Breaded Chicken Strips
Although the 'swavoury' trend has been around for some years, it shows
(US)
no sign of losing momentum.
Consumers are open to sensory experiences across sectors, and brands

are using new sensory experiences to expand categories.
Opportunities to blur category boundaries include breakfast-inspired

salads and sweet salads.

Convenient brunch options encourage lazy, leisurely dining
Boozy brunch (for Christmas!)
Waitrose Christmas Brunch Croissants & Bloody Mary Shots. Bloody

Mary shots laced with vodka are paired with mini croissants filled with
egg, cheese, smoked bacon, mushroom and tomato in a béchamel
sauce (UK).
Pizza for breakfast
PC President's Choice Potato & Bacon Flatbread. This item tops a

flatbread with brunch ingredients, including savoury fried potatoes,
bacon, green onions and mozzarella cheese (Canada).
Burger Bites
Wal-Mart Great Value Brunch Burgers. Stretching the burger category

into a brunch-eating occasion in the US by combining beef patties with
scrambled egg, American cheese and bacon on an oven-ready tray
(US).

Salads can fit into different dayparts: add a heat-to-eat poached

egg to make a salad brunch-friendly
Source: : Just Egg
UK retailer M&S blurs the daytime boundaries with new

'Anytime Eating' range – permissible to do what you like, when
you want
Source: Mintel

Asda adopted the 'more is more' approach to NPD in Summer

2021
Asda in the UK has launched a range of loaded heat-to-eat products.
Fry Up Burger
Asda Simple to Cook Fry-Up Pork Burger is stuffed with cheese, topped
with hash browns and bacon lardons.
Meat Feast Pizza Party Burger
Asda Simple to Cook Meat Feast Pizza Burger is topped with tomato
and cheese melts, sliced pepperoni, garlic dough balls, mozzarella
sticks, grated mozzarella and a sprinkle of basil.
Bacon Crunch Burger
Asda Simple to Cook Bacon Crunch Burger is topped with red onions,
grated cheddar, oak smoked ketchup and bacon-flavoured corn snacks.

Mainstream salad offerings tap into the premium proteins trend

There is scope to democratise premium proteins by offering special seafood products like lobster as part of
a ready-to-eat salads or vegetable-based products.
Salad with lobster and prawns
Lobster salad
Source: Mintel
The implication
There is a variety of ways to make seasonal food and drink innovation more enticing, exciting, interesting
and healthy – especially by exploring ingredients that are inspired by many regional cuisines and are
loaded with taste. Because of COVID-19 and the effects of lockdowns, in the future and next summer,
consumers will be even more eager to search for great-tasting products, opening up opportunities for food
and drink manufacturers to stretch category boundaries and offer exciting and unexpected choices.

Meet the expert

Katya Witham
Global Food & Drink Analyst
With a dedicated field of focus on Germany, Katya draws on her

comprehensive knowledge of this market to identify and explore the
major trends across various FMCG categories. She runs regular field
research trips in Germany and brings hands-on experience from her
previous role in the strategic development of private label at METRO
Group.
Read more by this expert | Get in touch

Disclaimer
This is marketing intelligence published by Mintel.
The consumer research exclusively commissioned
by Mintel was conducted by a Chinese licensed
market survey agent (see Research Methodology
China for more information).
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Future Opportunities For Summer Food and Drink 2022

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Future Opportunities For Summer Food and Drink 2022

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13 DECEMBER 2021 | INDUSTRY TREND

FUTURE OPPORTUNITIES FOR

Prepared for marialuciascenna@kraftheinz.com

Mindful nutrition ................................................................................................................................. 5

The great outdoors .......................................................................................................................... 14

WHAT'S NEXT ..................................................................................................................................... 31

Contemporary wellbeing solutions .................................................................................................. 32

Graph 1: salads with vegan, vegetarian and plant-based claims, 2016-21.....................................33

Freedom and enjoyment ................................................................................................................. 38

Prepared for marialuciascenna@kraftheinz.com

THE BIG STORIES FROM 2021

Prepared for marialuciascenna@kraftheinz.com

The great outdoors

Prepared for marialuciascenna@kraftheinz.com

Summer editions encourage consumers to indulge mindfully, exploring ingredients

Summer innovations tap into the mindful eating trend

While the definition of health remains highly

It is key to offer balanced, nutritious seasonal

Consumers will look for more health-conscious

Prepared for marialuciascenna@kraftheinz.com

Citrus is benefitting from its refreshing characteristic and

13% of all seasonal and

Prepared for marialuciascenna@kraftheinz.com

Brands leverage citrus appeal via healthy summer editions

Power-enhancing 1073R-1 lactic acid

Meiji Probio Yogurt R-1 Mixed Grapefruit Drink is a limited edition

Yoplait Double 0% Summer Citrus Yogurt with Orange, Lemon and

Strength, energy and mental performance

Upbeat Daily Boost Summer Lemon Protein Water is an enhanced

Prepared for marialuciascenna@kraftheinz.com

Plant-based alternatives have become mainstream, not a trend

ENVIRONMENTAL ANIMAL WELFARE COST CUT-BACKS

* taken from Mintel's 35-market consumer research study, July 2020

Prepared for marialuciascenna@kraftheinz.com

Vegan recipes align with 'lighter' summer innovation

Suitable for vegans and high in fibre

Sainsbury's Summer Edition Wholegrain Summer Fruit Wheats with a

Organic, colourful and vegan

Basenbox Summer Holiday Organic Cucumber Soup. This vegan

Sweet and refreshing vegan sorbet

Organic Raspberry Sorbet with a Hint of Liquorice. Available for

Prepared for marialuciascenna@kraftheinz.com

Cold vegetable soups – a light and healthy summer lunch

Alvalle Gazpacho with Watermelon is made based on a seasonal recipe

Fruit and veg blend

Innocent Bell Pepper, Tomato, Cucumber & Peach Gazpacho. The

Prepared for marialuciascenna@kraftheinz.com

The 'healthy junk food' option – plant-based doughnuts

Three types of plant-based doughnuts are

The new plant-based doughnut is a creative idea

Prepared for marialuciascenna@kraftheinz.com

Low-/no-alcohol and better-for-you drinks options grow in

Ideal as a summer companion

Kolonne Null Alcohol Free White Wine is said to be ideal as a summer

Bottling the lushness of Italian gardens

Fiore Non-Alcoholic Aperitivo is flavoured with rose, bitter orange and

The ultimate sessionable IPA

Athletic Brewing Co. Run Wild claims to be the ultimate sessionable

Prepared for marialuciascenna@kraftheinz.com

The use of botanicals can underpin claims

Summer seasonal ranges can capitalise on this recognition, matching up

Prepared for marialuciascenna@kraftheinz.com

The great outdoors