Mintel has released its Global Predictions 2027 report, built around a cross-category framework it calls Products to Systems. For the first time, this special edition explores how the shift is reshaping expectations across Consumer Trends, Beauty & Personal Care, Food & Drink, Household and Wellness.

Mintel defines a consumer system as an interconnected set of products, services, technologies and behaviours that people combine to achieve an outcome, such as sleeping better, managing weight, creating a calmer home or feeling more in control. According to the report, consumers do not think in product categories, but in the outcomes they want. Over the past year, Mintel’s Global New Products Database shows only 33% of global CPG launches were genuinely new products, compared with 43% a decade ago.

Wellness - wellness is rewriting the rules of consumer packaged goods, turning products from multiple categories into systems designed around outcomes.

Mintel’s 2027 wellness predictions:

• The Recommendation Engine Is the New Brand - the data-led consumer will be won by the brands the engine can read: proven by what gets in, stated in the consumer’s own metrics, and built into the systems they already trust.
• Wellness Is a Swear Word - the word “wellness” will no longer resonate. Consumers will reward the brands whose benefits they can feel: credible everyday support at a fair price.
• Participation Replaces Promotion - brands will be found in the places people gather, and kept in the rituals they return to.

What’s next:

• With one launch in twenty now carrying a wellness claim, the word risks becoming too broad to mean very much at all.
• Wellness outcomes do not respect category boundaries: a sleep supplement may compete with a mattress, a wearable, an app or a change in evening behaviour.
• Over the next five years, winning CPG wellness brands will increasingly connect with measurement technology through wearable monitoring and at-home testing. Combined with agentic AI, the measurement layer can become a decision layer.
• Mintel forecasts the USA wellness market to grow by 7.5% to reach US$3.35 trillion by 2030.

Key figures:

• 63% of UK consumers would rather use a single app for all their health needs.
• 31% of USA consumers aged 18-44 consider themselves early adopters and actively use multiple health devices or apps.
• 39% of Germans own wearable devices, and almost half use them to track health data.
• 67% of Chinese consumers who have monitored their health data improved bad lifestyle habits.

Food and Drink - businesses must think beyond their categories as consumers pursue outcomes that span food and drink, wellness, beauty and healthcare.

Mintel’s 2027 food and drink predictions:

• Authority Shifts - as AI advice expands, climate and geopolitical threats grow and influencers and wearables accelerate information overload, authority will shift to the people behind brands who can inform, reassure and connect.
• The Segmentation Reset - long-term growth will come from understanding new needs as they emerge, as demand becomes more situational, varied and difficult to capture through traditional segmentation alone.

What’s next:

• Over the next 12 to 18 months, consumers will become more deliberate about constructing personalised systems around how they want to feel and function.
• “Outcome stacks”, where habits, products, services and technology are used together to achieve an outcome, will move into the mainstream.
• Food and drink brands will increasingly collaborate with supplements, beauty, healthcare, media and technology to offer more complete solutions.

Key figures:

• 62% of UK consumers say certain food and drink products are part of their daily wellness routine.
• 52% of Mexicans and Colombians strongly agree that a healthy diet plays an equally important role as beauty products in enhancing beauty.
• 51% of Indian adults prefer consuming food and drink with added health benefits over vitamins, minerals or supplements.
• 38% of French women say they’d be interested in trying food and drink that supports skin health.

Beauty and Personal Care - consumers are rethinking beauty from products to systems, blending products, treatments and wellbeing into new holistic routines.

Mintel’s 2027 beauty and personal care predictions:

• Built around the Goal - the next wave of growth in beauty will come from systems built around goals or outcomes beyond the face, at every level of commitment, and from consumers beauty has yet to reach.
• Trust Is Earned in Public - a product will stay in orbit only while it proves itself: to the consumer, to the people around them, and to the machine.

What’s next:

• Rather than pursuing a single ideal, consumers move between overlapping ambitions: healthier skin, healthy ageing, better sleep, greater confidence, recovery and overall wellbeing.
• The more complex the system, the greater the value of helping consumers understand what fits, what works together and what should come next.
• Trust is no longer built through claims alone, but through outcomes consumers can verify for themselves. A claim may earn a trial, but it no longer earns a place.

Key figures:

• Professional facial treatment usage among UK women aged 25-44 increased from 17% in 2023 to 21% in 2025.
• 30% of UK consumers taking GLP-1 or other weight-loss medication claim to use advanced facial treatments to prevent or address signs of skin ageing, compared with 6% of non-users.
• 56% of luxury beauty consumers in the USA find clinic-level technology adapted for home use highly appealing.

Household - consumers don’t want cleaning products. They want solutions that help create cleaner, healthier and easier-to-manage homes.

Mintel’s 2027 household prediction:

• Ingredients Without Borders - the next competitive edge in household care will come from looking beyond familiar ingredient sources, with untapped botanical and bio-derived supply chains combining novelty and performance with stronger sustainability and ethical sourcing credentials.

What’s next:

• Over the next 12 to 18 months, household care will begin to shift from products consumers use to tasks that systems help them manage.
• The brands with the greatest influence may no longer be those that make the cleaning product, but the platforms, appliances, retailers and service providers that identify the need, coordinate the response and own the relationship with the household.
• Household care brands need to secure a meaningful role within emerging home-management systems before someone else becomes the primary interface.

Key figures:

• 85% of Brazilian adults who do housecleaning prefer a simpler cleaning routine.
• 67% of USA adults agree that they see a future where their home anticipates their needs.
• 54% of Canadians are comfortable with home-automation systems learning their habits to optimise the living experience.
• 51% of Chinese consumers who own or are interested in smart home products agree that smart devices can take over most household chores.

Consumer - Mintel’s 2027 consumer predictions:

• Authority Shifts - traditional sources of authority are being disrupted, creating a landscape where power is more fragmented, and trust is harder to establish.
• The Relevance Reset - as algorithms turn connection and culture into performance, relevance will come from restoring human agency, not chasing micro-trends.

For the full report, visit mintel.com.