In this year's food and drink macrotrend, Total Tastes, we examined why consumers are seeking out foods for the functions they offer as well as the nutrition and pleasure they provide.

In response, food and drink brands are breaking out of their traditional confines, elevating everyday choices of eating and drinking as drivers of meaningful lifestyles. As we move into 2021, we can anticipate demand for food and drink that are designed to elevate mood, sustain energy and reduce stress will grow. Soon, as the overall functionality of food will become more important in consumer choices, holistic innovations and approaches will be interwoven throughout the food value chain.

‘We are in the middle of a new era of mindful eating, expanding our understanding of health as we become more aware of the connected relationship between food and drinks and how they affect our mental, emotional and physical wellbeing,’ explains Hamish Campbell, vice-president and executive creative director at branding agency Pearlfisher.

In September, chocolate brand Tony’s Chocolonely showed how brand campaigns can draw attention to the exploitation of people in the cocoa industry through colourful and entertaining manifesto’s.

Tapping into the emergence of graphic activism, the short film by agency Herc reinforced the brand's mission to end child slavery on cocoa plantations. By taking inspiration from the bright packaging of the Tony's brand, the Unfair/Fair campaign vibrantly visualises its motto: ‘Crazy about chocolate, serious about people’.

The ad examined the negative 'today' and positive 'future' for the cocoa industry in a way that diverges from most activism-led campaigns. ‘It’s fantastic, especially in this day and age, to be able to fully apply our approach to a happy activist, a cheerful brand that’s doing something good for the world,’ says Rogier de Bruin, co-founder and creative director at Herc.

While brand and consumers pivoted to digital-first dining and delivery experiences in 2020, a rise in technological and augmented advancements allowed food and drink retail spaces to adapt to a new model of grocery shopping.

In the US, Whole Foods Market this year opened its first ghost supermarket at Brooklyn's Industry City campus to fulfil local grocery delivery orders, marking the first permanent online-only store. Closed to walk-in visitors, it appeals to the growing demand for online grocery shopping.

The facility, created by Amazon and Whole Foods Market, is designed to better serve the nearby community through increased efficiency, dedicated staff teams and exclusive discounts. ‘This new delivery-only retail model will allow Whole Foods Market to serve even more customers and continue to meet the growing demand for grocery delivery,’ Amazon wrote in an announcement about the store opening.

Now that you know what shaped 2020, discover what’s on the horizon. Download our Future Forecast 2021 report comprising 50 new behavioural patterns across 10 key consumer sectors, expert opinion pieces and interviews with global innovators.