Eco is the new reality
California is suffering its worst drought in 1,200 years and Western Europe is set to experience water shortages too. As the most water-intensive industry on earth, the food and beverage industry cannot bury its head in the sand.
"Consumers are alive to the need to conserve water for their own needs and will warm to brands that can help achieve this at a personal and public level," says Mintel.
Earlier this year, we reported on how climate-change will be shaping the food industry, from desert-inspired flavours to CSR initiatives.
European trend status: Mainstreaming