Welcome to this tutorial on Mintel!

This tutorial will show you:

  • How to access Mintel
  • What kind of information is available
  • How to search and navigate reports

To get started, from the Parrish Library homepage, select the List of Business Databases on the left side of the page.

Then select Mintel.

What kind of information is available?

Mintel includes market research reports for Europe, the UK, and the US, that cover a variety of sectors including consumer goods, travel and tourism, finance, retail, and more.

Reports discuss market drivers, market sizes and trends, market segmentation, supply structure, advertising and promotion, retail distribution, consumer characteristics, and market forecasts.

Database Interface

From the homepage, you can find recently published reports, search for reports by keyword, or browse for reports using filters for category, region, trend, and demographics.


Type “chocolate” into the search bar. Suggested keywords and reports will appear as you type.

Once you’ve found a report you’re interested in, click on the title to open it.

Report Overview

At the top of the page you’ll find more information on what is covered in the report, information about the analyst, and related reports.

You’ll also find links to download the full report or pieces of the report, as well as the Interactive Databook, which we’ll look at more closely in a moment.

If you scroll down to report content, you’ll find an overview of the report that you can use to confirm that the report includes the information you are interested in.

Market Tab

The market tab provides information such as market size, forecast data, market breakdown and more.

Consumer Tab

In the consumer section you’ll find key insights into consumer behavior. In this report on chocolate, we can see the types of chocolate that have been purchased or locations consumers are purchasing these products.

Brand/Company Tab

Under Brand/Company, you’ll find information on what’s working and what areas to watch, as well as what areas of the industry are struggling.

Data Tab

The data section will allow you to download all of the raw data used to compile this report or find additional insights.

Interactive Databook

In the middle of the page you should see a link to the Interactive Databook. Please note that a personal account is required to access this feature. Here you can quickly the select data you’re interested in from the drop down and go directly to an interactive spreadsheet. At the top you can select the question or demographic you want to explore.

You can easily change how to view the data, what information you want to include, and download. For more information on using the Interactive Databook feature in Mintel, you can click on the Start Tour link on the left-hand side of the screen.

To return to the report, just click on “Go to Report” in the upper right-hand corner.

What have you learned?

Now you know how to access Mintel, what kind of information is available, and how to search and navigate reports.

Thank you for using this tutorial!

If you have any questions or feedback, please contact parrlib@purdue.edu.