Mintel Consulting

Mintel Consulting shapes innovation strategy for the world’s most ambitious brands

Consumer behaviour is rapidly evolving. Categories are blurring. Competition is fiercer than ever.

That’s why our customers trust Mintel Consulting to help answer their biggest strategic questions; from where to play to how to win.

Our Connected Intelligence – bringing together predictive consumer demand, product intelligence and deep category expertise – delivers a complete, forward-looking view of opportunity.

It gives the insight, innovation and marketing leaders we work with the evidence to act and the inspiration to create.

50+ years of partnership

Case Study: From ‘swavoury’ exploration to a new product launch

A global snacking brand needed to reach younger, millennial-families and refresh perceptions of the brand as modern and fun. The question: Was this a genuine opportunity for the brand, would it endure and what would it take to win?
We analysed demand signal across US snackers and confirmed a genuine, growing trend: younger consumers seeking comfort from brands. Mintel’s product intelligence then found the gap in market, where claims, ingredients and formats hadn’t caught up. Together, they pointed to one opportunity: pairing the brand’s heritage with a small, multi-sensory treat for the ritualized indulgence trend space. From there, we worked with the team to shape concepts that translated the opportunity into something ready to build.
- Recruited younger millennial families into the cracker category
- Drove modernity and fun perceptions for the brand
- Became one of the best-selling innovations in crackers
- Ranked #1 growth brand in crackers year to date (Jun ‘26)

Already have a growth framework?

We’ll overlay our Connected Intelligence to your framework and turn it into a practical strategy for growth.

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From where to play to how to win

We work alongside your team to pinpoint where growth is emerging, which opportunities are right for your brand and what it takes to win.

“Where is growth emerging in my category?”

ANTICIPATE where consumer demand will outpace market supply, revealing emerging growth opportunities before they become obvious.

“Which opportunities should my brand pursue?”

PRIORITISE and understand the growth spaces where consumer opportunity, market whitespace and your brand and portfolio’s strengths intersect.

“What do we need to create to win?”

CREATE the winning new product blueprint, pinpointing the benefits, claims, ingredients, formats and positioning needed to succeed.

All powered by Mintel’s Connected Intelligence

Mintel Consulting Case Study Food and Drink Company

Case Study: Finding 10 untapped RTD opportunities for a global beverage brand

A global beverage company wanted to elevate and premiumise their RTD range, without pricing out their consumers. Flavour, format and function were all changing fast. Mintel Consulting helped them build a future-ready pipeline, with prioritised opportunities to target and concepts to fast-track.
Using our Connected Intelligence, we mapped growth across more than 30 opportunity spaces. This revealed where the market was heading and where it wasn’t yet catching up. That gave us a clear order of what to opportunities to go after now, next and in the future. As well as the specific product ideas to win in those spaces.
- Identified 10 of the fastest-growing opportunity spaces where consumer demand was building
- Delivered a sequenced roadmap, so every opportunity had a place: now, next or future
- Gave category leaders the evidence to back their next move with confidence, rather than guesswork

Connected Intelligence

Most market research looks at one signal at a time. Ours doesn’t. We connect demand signals from social media, what’s launching in market and decades of category expertise, so you see the full picture of where growth is heading, not just a fragment of it.

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Mintel Consulting Connected Intelligence

Mintel Consulting Case Study Beauty and Personal Care Company

Case Study: Rethinking Texture, Scent & Emotion in Personal Care

As fragrance became table stakes in Hand & Body Lotion, our client wanted to define the next generation of sensorial experiences, and which combinations of texture, scent and emotion would drive future preference.
We mapped emerging sensorial moments, from hydration and soothing to indulgence and firming, and connected each to fragrance platforms, textures, formats, ingredients and visual cues. This spotlighted which combinations had the greatest potential for differentiated innovation.
- Pinpointed the textures that will drive consumer appeal in 2027+
- Created 8 sensorial territories and 5 fragrance platforms to shape future innovation
- Revealed the combinations of texture, scent and emotion that can differentiate the category