In a recent report, the group explains that ‘Food Telling’ refers to rising demand for transparent, attractive, accessible information. It also relates to providing greater identity and authenticity for food and drink products.
‘SuperSense’ relates to demand for a multi-sensory original, pleasurable and intense experience from products and ‘Eater-tainment’ refers to consumers seeking to spoil themselves through memorable experiences that connect with the emotional needs of individuals. Adventure, fun, surprise and entertainment will be central to this theme, the researchers, who worked together with the Bilbao Design Academy to coin the buzz-phrases for the trends, said.
Social, economic and environmental awareness
The other predicted fashions include ‘Slowcal’. “The fast pace of life, globalization and waste in the modern consumer society, have generated a trend seeking to counteract these impacts on the quality of life of individuals,” Sonia Riesco, researcher, surveillance & prospective, food research division, Azti-Tecnalia, told FoodNavigator. “Slowcal implies a greater awareness of, and responsibility for, the impact of food consumption in the personal, social, economic and environmental field.” Enjoyment, balance and sustainability are the watchwords here.
Pressure for manufacturers to cater for demands for convenience will further develop, say the researchers, encapsulated in a ‘Here&Now’ trend. This will facilitate the lifestyle of urban nomads who demand flexibility so they can optimize the management of their time, health and instant gratification of their needs at anytime and anywhere.
Consumers' demand for food and drink that can meet their personalised health requirements is encapsulated in a further 'MyHealth' trend. The analysis also forecasts the emergence of 'EgoFood', or food tailored to an individual's identity.
Demand for simplicity
The last of the eight ideas pinpointed is ‘Made it Simple’, reflecting 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.
The research is the fruit of a project known as the Food Trend Trotters project, which was launched two years ago in conjunction with Mondragon Innovation & Knowledge. The project aims to gather and communicate global food trends. Azti-Tecnalia specialises in marine and foodstuff research.