Food and drink brands once competed on taste, convenience and nutrition. Today, consumers are increasingly focused on what helps them feel, function and perform better. As categories blur and routines become more interconnected, the biggest opportunities will emerge where food, wellness, beauty and healthcare intersect.

As people combine products, services and technologies in new ways to achieve these goals, food and drink brands will need to earn a meaningful role within the systems consumers build around them.

Products to Systems is one of the most significant shifts Mintel has identified to date. Yet it sits alongside other powerful forces redefining authority, relevance and growth across consumer markets. Download the 2027 Global Predictions whitepaper to explore this shift in depth, then join our regional webinars to understand the wider outlook for food and drink in your market.

The biggest threat to your brand may not come from a direct competitor.

For the first time, Mintel’s 2027 Global Predictions combines insights across Consumer, Beauty & Personal Care, Food & Drink, Household and Wellness to uncover how the shift from Products to Systems is transforming consumer expectations and reshaping competition.

As consumers build their own ecosystems to achieve better outcomes, category lines are blurring fast. Brands that once operated in entirely different sectors are now competing for the same role in consumers’ lives.

The question is no longer who’s in your category?

It’s who’s solving the same problem?

Download the whitepaper to uncover the opportunities, threats and white spaces taking shape beyond traditional market boundaries, before someone else claims them first.