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Each year US food consultancy, Mattson, identifies a number of macro trends. It's goal is to think beyond “the next kale”. It aims to identify lifestyle trends that have the power to influence F&B purchases, behaviour, beliefs and, of course, innovation — the business it's in. The reason to track trends is, ultimately, to translate them into viable business opportunities. Here are its fascinating 2018 picks, American in focus.

While the clean label trend has brought the perception that less is more to the forefront of Western world F&B product development, consumers are still interested in products with added ingredients that provide a functional benefit. Probiotics and prebiotics, and the ever-emerging science around them, are drawing growing consumer and industry interest.