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WGSN Food & Drink forecasts Eight Key Trends for 2021

November 10, 2020

NEW YORK (November 10, 2020) – WGSN, the global authority on trend forecasting, today releases Eight Key Trends for 2021 for North America from its new Food & Drink forecasting platform.

The trends reveal what’s next in plant-based innovation, convenient quaffing, functional ingredients and comfort food. Rapid changes fueled by Covid-19 have affected how consumers shop, eat and gather around food.

“With a focus on inspiring and informing strategic new product design, we used a consumer-first approach to analyze and forecast the trends food makers and brands need to know now for future success,” says Kara Nielsen, WGSN’s Director of Food & Drink and a long-time food trend authority. “Our research points to these trends to meet consumer needs and desires next year and to inspire innovative new products with global potential.”

Key Trends for 2021 are:

Make Room for Labriculture – The food-tech arena will surge, with lab-grown beef, seafood and dairy joining plant-based meat and dairy by the end of the year as alternatives to animal products.

Craveable Vegan – Expect tastier vegan tacos, soul food and indulgent snacks from chefs and creators pairing exciting plant-based ingredients with favourite flavors.

Coffee Convenience – Homebound coffee drinking is yielding more convenient coffee formats like concentrates, steeped, single-serve bags and edible coffee snacks.

Canned Everything – Along with canned wine, cocktails and hard beverages, 2021 will welcome innovation in sustainable aluminum cans to support our passion for portable potables.

Crazy for Cacao – Chocolate lovers will have more to enjoy thanks to resourceful new products being created from cacao pods, and increased attention to cacao’s heritage and preservation.

Burnt Basque Cheesecake – This buzzy dessert’s oozing, creamy center and alluring charred top will move from Instagram comfort-food darling to menu and freezer-case treat.

Brain Food – It’s been hard to focus this year. Brands will leverage the mental clarity benefits of L-Theanine, the amino acid that powers green tea and other nootropics, to help us think clearly.

Sleepy Time Eats – Need some rest? Turn to new food and drink designed to promote a good night’s sleep, from natural botanicals, fruits and other nutritious ingredients.


Louise Kramer (lkramer@louisekramer.com), 917-734-1563

About WGSN

WGSN is the global authority on consumer and design trends, helping brands around the world create the right products at the right time for tomorrow’s consumer.

WGSN’s trusted consumer and design forecasts power outstanding product design, enabling our customers to create a better future. Our services cover consumer insights, fashion, beauty, interiors, lifestyle, food and drink forecasting, data analytics and expert advisory.

WGSN is an Ascential company. Visit wgsn.com.

About Ascential 

Ascential is a specialist information, data and analytics company that helps the world’s most ambitious businesses win in the digital economy. Our information, insights, connections, data and digital tools solve customer problems in four principal disciplines:

  • Product Design via global trend forecasting service WGSN
  • Marketing via global benchmarks for creative excellence and effectiveness, Lions and WARC, and MediaLink
  • Digital Commerce via data, analytics and managed services brands Flywheel Digital, Yimian and Edge
  • Retail & Financial Services via the world’s premier payments and FinTech congress Money20/20, global retail industry summit World Retail Congress and Retail Week

Ascential also owns three digital information products in the Built Environment and Policy sector.

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