Each year Mattson identifies a number of macro trends. Our goal is to think beyond “the next kale.” We choose lifestyle trends that have the power to influence food and beverage purchases, behavior, beliefs and of course, innovation: the business we’re in. The reason to track trends is, ultimately, to translate them into viable business opportunities. Here are our 2018 picks.
1. Cannabis Craze
For most of my life marijuana was an illegal drug. Smoking it was risky and looked upon with suspicion. And smoking was—if not the only—the most common way it was consumed.
Increasingly, marijuana is seen as a functional food, with purported health benefits far outnumbering what consumers can get from kale, turmeric, or kombucha. With a new generation growing up in states where cannabis is legal (currently about 20% of the U.S. population), new products are rapidly entering the market. Yet, the biggest challenges in launching cannabis edibles remain monumental