Show Me How: To Use Mintel Reports

• Type in the name of a product or type of product (e.g., tortilla chips instead of Tostidos tortilla chips) or the company's name into the search box and hit search. 
• If available, Mintel will show a list of suggested report titles, which you can click on or just go to the result page to see all the results.
• The results will show a list of reports, insight articles, and news items that mention your topic. What you entered into the search box will be highlighted in yellow.

From the homepage, you can hover over the headings to browse broader categories, regions, trend drivers, and demographics.

If you hover over a report on the result screen, it will show you the table of contents and a link to view the databook. Otherwise, just click on the report title to go to the report. 

All Mintel reports are a continuous scroll. So, as you move down the page, a new section will load. Make sure you read through the report and look at all the facts, figures, charts & graphs. They contain a lot of good information about the consumer that will help you build a target market. 

Getting to the Databook

• From the result page: You can click on View Databook from one of the reports.
• From the report: Go to the table of contents section in the upper left side of the report, click on the section with 3 bars that is labeled Consumer Data

Using the Databook

• Select a question from the drop-down menu at the top to view the responses in a table or graph.
• Click on the blue Explore Demographics button to look at the demographics for each question.
• Click on Download Table to download data into an excel sheet. 

Explore Demographics

• You can customize the table or graph with responses broken down by demographic segments (e.g. age, race, region, household income, and more)
• Check the box next to the category you want to explore and close the drop-down menu to view what you selected.

You can also access databook questions through the Consumer Data tab at the top of the Mintel homepage. 

Use the search box or filter by category to find questions. 

Mintel will provide Report Titles and Question from the reports under the results based on what you enter into the search box or select from the categories under Filter. 

Mintel Leap is a closed-loop, generative AI platform built exclusively on Mintel’s proprietary research and analyst expertise. Mintel Leap delivers research and recommendations on people, products and categories—vital for businesses looking to inform their innovation and marketing strategies.

Leap operates through ChatGPT's infrastructure, maintaining its data integrity. Each response is referenced back to its original source, showing which reports and analysts contributed to the insights. Your Mintel Leap prompts and answers are not used for training AI models. 

Where to find Leap

Click on Leap at the top of the Mintel homepage.

How to Use Mintel Leap

Type your prompt into the search box and Leap will find Mintel content for you. Or click on the one editable sample prompts to get started. 

Think about these categories when writing your prompt.

1. Category: What category/industry are you searching? Beauty? Snack foods? Coffee?
2. Market: Are you looking into a specific country or region?
3. Audience: Who are you targeting? Gen Z? Families? Over 65?
4. Time Frame: Are you looking at the 5 years? Next 3 years?

Example prompt:  What are the current and future RTD coffee trends aimed at Gen Z in the US? Based on this information, build me a step-by-step strategy to market our new RTD coffee to Gen Z.

Results

Leap will search Mintel and provide you with overviews, charts and graphs for you to use based on what you entered into the Leap search box.They also link to the reports mentioned in their answer.  Use the icons on the upper right side to listen to the answer, copy it or rate Mintel's response. 

You can Reply to Leap and ask it for more information or refine your prompt. 

Mintel Leap will also provide you will follow up queries to your prompt and list the sources mentioned throughout the answer.

Tips to Using Leap:

• Four Pillars to creating AI prompts from Mintel (use your DU log in to access article)

Industry Reports

Format

Analyst’s last name, First initial. (Publication date). Title of report [Industry report]. Mintel. URL of database homepage

Example

Failla, J. (2019, July). Coffee – US [Industry report]. Mintel. https://www.mintel.com/

In-Text Example

Parenthetical: (Failla, 2019)

Narrative: "... as mentioned by Failla (2019),"

Data Sets - The Whole Data Book

Format

Mintel. (Publication date). Title of report [Data book]. URL of database homepage

Example

Mintel. (2022, August). Coffee and RTD coffee - US - 2022 [Data book]. https://www.mintel.com

In-Text Example

Parenthetical: (Mintel, 2022)

Narrative: "... as mentioned by Mintel (2022),"

Data Sets - Individual Data Set

Format

Mintel. (Publication date). Title of report (Section of report) [Data set]. URL of database homepage

Example

Mintel. (2022, August). Coffee and RTD coffee - US - 2022 (Interactive databook: Creamer usage demographics) [Data set]. https://www.mintel.com

In-Text Example

Parenthetical: (Mintel, 2022)

Narrative: "... as mentioned by Mintel (2020),"

When creating a citation that requires a page number, use the "Full Report" instead of the individual section pdfs. This will save you the trouble of having to add the section name to the citation.