The top three trends will be demands for transparent, attractive and accessible information, products that offer multi-sensory experience and what the researchers term “Slowcal” – or greater awareness of the impact of food choices.
Sonia Riescom, researcher with Azti-Tecnalia, told FoodManufacture.co.uk: “Detecting and analysing these trends means understanding the market – current and future, and anticipating future demand.
“Understanding the trends will help to detect business opportunities, new niche markets and anticipate the competition. It allows the incorporation of the consumer in the early stages of the design of new product concepts.”
Identity and authenticity
Leading the trends will be what the researchers termed: Food telling, food with a message. Reflecting consumers’ need for transparent, attractive, accessible information, it will connect the consumer to what he or she consumes, and at the same time provides the food items themselves with greater identity and authenticity.
The second trend, Super sense multi-sensory experience, refered to consumers’ preference for products which heighten the senses and “generate an original, pleasurable, intense and full experience,” according to Riescom.
The third trend, Slowcal reflected a greater awareness and responsibility about the impact of food consumption on the personal, social, economic and environmental factors. “It seeks quality consumption in which enjoyment, balance, sustainability and accessibility predominate.”
The other five top trends were termed: Here & Now, Eater-tainment, Made Simple, My Health and Ego Food.
The Here & Now trend is said to facilitate the lifestyle of “urban nomads”. This group will demand flexibility so that its members can optimize the management of their time, health and the instant gratification of their needs anytime and anywhere.
Eater-tainment “suggests spoiling oneself and self-satisfaction through memorable experiences that connect with the emotional needs of individuals”, according to the research. This trend will be revealed in products which add value by delivering adventure, fun, surprise and entertainment.
Made Simple will be reflected in the demand for flexible solutions that allow intelligent purchasing and consumption by opting for the least time-consuming choice. “It is associated as much with the product as with the purchasing process and consumption through services and tools that make the lives of consumers easier,” said Riescom.
The My Health trend referred to the growing proactive, responsible attitude towards the promotion, prevention and maintenance of one's own well-being and health. It seeks a diet adapted to personal needs to achieve a physical, mental and emotional balance.
Finally, the Ego Food trend was associated with the expression of one’s own identity (individually or as part of a group), by "personifying” one’s own desires, values and aspirations in mass-market products.
Top trends for 2020
- Food telling, food with a message
- Super sense, multi-sensory experience
- Here & Now
- Eater-tainment, food experience
- Made Simple, keep it simple
- My health, personalised health
- Ego food, food expression.