Each year Mattson identifies a number of macro trends. According to the company, its goal is to think beyond “the next kale.” Mattson chooses lifestyle trends that have the power to influence food and beverage purchases, behavior, beliefs and innovation. The company indicates that the fundamental reason to track food and beverage trends is to translate them into viable business opportunities. Here are Mattson’s 2018 picks.
1. Cannabis Craze
Increasingly, marijuana is seen as a functional food, with purported health benefits far outnumbering what consumers can get from kale, turmeric, or kombucha.