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"Social media gains importance for harnessing consumers' love of food and drink content, social commerce offers novel scope to translate this to purchase."
Kiti Soininen, Head of UK Food and Drink Research
Social commerce is a force to reckon with in food and drink, 30% of social media users having bought these products on said platforms. Higher uptake among 16-34s points to this channel gaining share across the population in the longer term.
New HFSS advertising regulations coming into force in 2026 will have mixed effects, as the presence of compliant products varies widely. Brands’ own social media presence gains focus, being exempt from the restrictions.
Consumers’ love of food and drink content for entertainment continues to offer a powerful touchpoint for brands to forge emotional connections with shoppers.
AI stands to starkly disrupt product discovery and purchase, with uptake of AI research tools already widespread and given strong consumer desire for streamlining shopping.
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
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