Mintel expands work in wellness category with new hire. UK - Market intelligence and research agency Mintel has appointed Claire Tassin to the newly created role of wellness principal strategist. Tassin (pictured) will become Mintel's leading authority on wellness insights, and joins Mintel from Morning Consult, where she launched and led the firm's retail and e-commerce offering. Prior to Morning Consult, Tassin held client engagement roles at Gartner and CEB, advising global organisations on brand strategy, consumer loyalty, innovation and growth. Advertisement Tassin's appointment comes as Mintel seeks to strengthen its work in the wellness category, including identifying emerging demand, evaluating claims and finding growth opportunities. Julie Lizer, global president of research and insights at Mintel, said: "This is an exciting time for Claire to join us as we strengthen our wellness proposition with an integrated approach uncovering emerging demand, evolving claims, and growth opportunities. "Her experience advising leading global brands on shifting consumer behaviours and cultural trends will strengthen the thought leadership and actionable insights we deliver to the market."

APAC consumers drive rise in intentional sensory food and drink formats. China, Thailand and South Korea show demand for sensory-led consumption. Consumers across the Asia-Pacific (APAC) region are increasingly seeking foods and beverages designed with intentional sensory elements, according to Mintel's 2026 Global Food & Drink Predictions. About 43% of South Koreans purchased snacks for mood support, whilst 79% of Chinese sparkling drink consumers found bubble sounds relaxing, the report said. The report highlights a Chinese soda that releases a stronger aroma through a wider-rimmed can and another Thai beverage which prints upside-down motivational messages requiring users to rotate their cans, intensifying sensory impact. Mintel notes that sensory-driven formats align with the needs of specific consumer groups, including elderly individuals requiring softer textures, neurodiverse consumers with sensitivities to certain aromas or visuals, and GLP-1 medication users seeking satisfaction in smaller portions. By 2030, Mintel expects sensory features beyond taste to be used more pragmatically across APAC. The report forecasts greater use of texture-rich snacks, aroma-forward packaging and smaller portion formats designed to provide emotional balance and functional benefits in everyday consumption.