Upcycling: a long-term opportunity or a passing trend? | Register to attend the online webinar here
Emma Schofield
17th February | Online
11:00 – 12:30 Europe/Amsterdam
Upcycling is a term describing the act of valorising food waste and byproducts back into the human food chain. Mintel’s GNPD shows that currently, less than 1% of food, drink and supplement launches feature an upcycled ingredient claim, though innovation with upcycled ingredients is increasing. Recent upcycled ingredients, like cocoa pod fruit and juice, spent grains, and grape pomace from the wine and juice industry, have supported the development of innovative launches. 52% of UK consumers saying buying food and drink made with upcycled ingredients that is appealing. Though many consumers are in theory keen to adopt sustainable diets, factors like taste and price are obstacles to them doing so. Sustainability attributes often add cost, though only 14% of Japanese consumers say use of upcycled ingredients adds value to alcoholic beverages. The thought of consuming “upcycled waste” may not be appealing, which is a challenge as taste (alongside price) consistently ranks as the top factor for consumers, when buying food and drink.
Unable to Attend?
Stay connected by requesting access to our presentation post-event and continue benefiting from Mintel’s expertise and insights.
- EMEA
- Food and Drink
- Ingredients, Flavours and Fragrances
Related Mintel events
Discover Mintel at Vitafoods Europe 2026
Sign up to stay connected and request access to our presentations after the event. Explore Mintel’s expert-led sessions…
2027 Global Consumer Predictions – EMEA
Understand the forces reshaping consumer decision-making and identify opportunities for growth in 2027. Consumers across EMEA are navigating increasingly complex economic, technological and social changes.
2027 Beauty & Personal Care Predictions – Americas
Beauty innovation has split into two models: rapid, culturally responsive launches that convert attention into trial, and slower, science-led development that creates defensible value and builds worlds consumers want to belong to. In the future, growth will come from matching the pace of innovation to the consumer need, rather than treating speed or retail presence as the strategy itself.
2027 Global Food & Drink Predictions – EMEA
How will food and drink brands remain relevant as consumer needs, sources of influence and social identities continue to…
Mintel at in-cosmetics Asia 2026
Across two keynote sessions at the Marketing Trends Theatre, Mintel will explore how evolving consumer needs, wellness expectations, advanced science and category innovation are shaping the next stage of beauty and personal care in APAC and beyond.
2027 Global Beauty & Personal Care Predictions – EMEA
As consumers take a more holistic approach to beauty and wellbeing, brands face new expectations around trust, proof and…
2027 Global Household Care Predictions – Americas
Join Mintel's Household Care experts as they explore the key forces shaping the future of household care and what they mean for brands looking to stay relevant and competitive in an evolving market.
2027 Global Household Care Predictions – EMEA
Understand the forces reshaping household care and identify opportunities for growth in 2027. Household…
