#None #Mintel #brand growth #consumer outcomes

Brand Growth Transformation: Mintel's 2027 Forecast

In a world where consumer habits are changing rapidly, Mintel has recently released its insightful predictions for 2027, highlighting a radical departure in how brands create value. Rather than merely pushing out new products, the focus will shift towards helping consumers achieve significant outcomes through cohesive systems that integrate various products, services, and behaviors. This observation was detailed in their report, emphasizing how this shift could fundamentally alter the dynamics of consumer markets.

Understanding Consumer Behavior

Today's consumers are increasingly beginning their journeys with specific outcomes in mind, rather than focusing on any particular product category. This trend is evident as people seek to craft a mix of solutions tailored to their individual needs. Whether it is achieving better sleep, ensuring sustained energy, enhancing emotional wellbeing, or streamlining home routines, brands are now tasked with carving out a credible and impactful role in the systems that consumers are building in their everyday lives.

Diana Kelter, Director of Mintel Trends, noted that the next evolution of brand growth is not about adding more products but understanding the broader context in which consumers exist. As consumers blend different products and services together to address their needs, brands that adapt to this integrated approach will likely thrive. A sleep-focused company may not just compete with other brands in the sleep space but might find itself in competition with a wide range of entities, including tech, nutrition, and fitness sectors.

Key Insights on Market Shifts

Mintel has identified four major consumer categories where this transition from standalone products to interconnected systems is reshaping the market:

1. Wellness: The competitive landscape is evolving from the physical shelf to the digital recommendation engine. As wearables and AI technology take the forefront, consumers are looking for personalized recommendations on what to eat and how to maintain their wellness. Nearly half of U.S. consumers show interest in using AI tools to manage their health, indicating a strong market potential for brands that can integrate their offerings into trusted systems.

2. Food and Drink: As consumers start to prioritize outcomes like energy optimization and stress alleviation, food and drink brands are now facing competition not only from their traditional rivals but also from other sectors, such as healthcare and technological solutions. This shift is significant, with healthcare brands commandeering a majority of the product launches making stress relief claims.

3. Beauty and Personal Care: The beauty industry is expanding beyond traditional products into supplements and devices, as consumers focus on outcomes associated with beauty such as healthy aging and skin recovery. Statistics show an increase from 17% to 23% in adults taking beauty supplements over a span of a few years. Beauty brands need to go beyond their products and consider integrating treatments and wellness solutions.

4. Household Care: Automation is increasingly defining household management decisions. Rather than competing primarily against other cleaning products, brands must recognize the growing competition from tech platforms that manage household functions. Over 70% of adults envision homes that can anticipate their needs, which indicates a paramount necessity for brands to secure their role in these emerging ecosystems.

Embracing a New Brand Era

According to Diana Kelter, brands should initiate their strategies by identifying the outcomes that their target consumers are pursuing. With a clear understanding of what consumers want, the next step is to assess the current products, services, and behaviors that are already in play. Brands can then determine their potential role in facilitating these outcomes.

The future will likely see a surge in partnerships across various sectors, combining technology, healthcare, retail, and services, as the delineations between traditional categories continue to fade. In this new era, brands are encouraged to think creatively and strategically about how they can enhance consumer experiences and outcomes, setting the stage for innovative solutions that align with consumers' evolving needs.

About Mintel

Mintel stands at the forefront of market intelligence, merging consumer insights and global market analysis to empower brands in making informed decisions. With over fifty years of expert knowledge and millions of data points, Mintel remains dedicated to uncovering trends and predicting future market behavior, thereby equipping brands with the necessary tools to succeed in an ever-changing landscape.