This report explores the global food and drink market in today’s challenging climate with analysis of trends and conditions expected to influence sales value and volume growth over the next five years.

Inevitably, the global economic downturn that made an impact in 2008 is covered in the report. The credit crunch/recession will continue to rage in many countries throughout 2009, and is expected to influence consumer purchasing habits, food and drink sales and innovation over the next 12 to 18 months at least.

This report considers food and drink NPD and other vital branding, marketing and sales strategies in the context of the following challenges, issues and trends expected to influence over the next five years:

1. Climate change
2. Global economic downturn
3. Obesity and diet-related illnesses
4. Food safety and consumer trust
5. Evolving consumer demands influencing NPD: the simplicity trend

Aims of the report
The primary objective of this report is to provide a snapshot of the current issues, trends and challenges in the global food and drink market and to offer the reader just-food’s analysis of likely implications each issue will have on new product development and marketing.

Our investigation of the current market has helped us provide forecasts and predictions for trends, challenges and influences on the horizon to 2014 based on primary and secondary research.

The report analyses growth strategies implemented by multinationals and smaller players that can be used as a starting point for future strategy development. NPD in key markets including Europe, North America and Asia is investigated to provide insight into competitor activity, best-practice growth strategies and potential opportunities for innovation. just-food has analysed a selection of the major challenges/issues and trends in order to better understand the future direction of the food and drink market.

Following the introductory first chapter, Chapter 2 begins the report identifying climate change as a major issue facing the industry.

‘Food miles’ was a poignant catchphrase in the food and drink industry three or four years ago, but in 2009 consumers perceive the environment as a more far-reaching issue. Food miles are a part of, but not the whole problem. This chapter brings the issue of climate change and its impact on the food industry up-to-date, looking at the focus on carbon footprints and NPD and marketing around this issue.

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