The trend predicitions have been coming thick and fast, but we’ve picked the standout themes we think will shape the year to come.


It’s hard to imagine that there will be many bigger influencers of 2017 than Brexit – whatever that turns out to mean. As well as the inevitable uncertainty of the stock market and its effects on inflation and pricing, on a more positive note we predict a growing desire to tap into themes of unity among consumers – whatever their beliefs. With 2016 widely touted as not the best of years, there are plenty of opportunities, and a desire from consumers for positive stories and the feel good factor.

Swedish life

The Swedish Hygae trend, the perfect comforting antidote to such a tumultuous year, is set to continue into 2017. However come the summer, Simple Scandicity it is likely to have taken its place, moving our attention to cooler neutrals in interiors with the drink of choice set to be Aquavit – infused with caraway and dill it is a perfect pairing for fish.

Veggie heaven

Vegetarian and vegan food will continue to rise in popularity – Pret a Manger’s veggie dedicated pop-up was so popular it made it permanent. According to Pinterest, the number of searches for the word ‘veggies’ in comfort food rose by 336% last year. Vegetables are increasingly a replacement for traditional carbohydrates, and this year there has hardly been a vegetable that has not been spiralized into noodles or transformed into a type of rice. In 2017, it is likely to develop further with Waitrose predicting in its Annual Food and Drink report the rise of vegetable yoghurt – pots infused with carrot, beetroot and butternut squash.

Added health benefits

Perhaps inspired by Tetley Super Teas, Mintel have also predicted that there will be a rise in demand for products that give the added health benefit of helping people sleep more easily. Chamomile and chocolate are two key ingredients that are set to become part of people’s bedtime routines – but what will they be added to?

Friendlier social media

After a year in which the accuracy and influence of social media has been questioned, not least because of Trump’s win in the US, platforms have begun to respond to accusations that they turn a blind eye to abuse and inaccuracies. Instagram has responded by standing up to critics and trolls by giving users the ability to stop people commenting on posts. Facebook has announced a number of measures to stop the spread of ‘misinformation’. For example, if a number of people report a story as potentially false it will be sent to a third party fact checking organization. It is found to be a hoax it will be marked up as such and be less likely to appear on newsfeeds. Meanwhile, Twitter is introducing ways for users to not just block those who are offensive but also ‘mute’ keywords, phrases and entire conversations. It has also given users a more direct way to report abuse. A friendlier tone for social media hopefully awaits us in 2017.