New food and drink concepts post Covid which are here to stay
Diversification of food sources and primitivism as opposed to mass supply
Today, 75% of foodstuffs come from just 12 plants and 5 animal species. In the quest for differentiation, the food industry is bringing new species of plants and seeds to market and expanding the horizons and experiences of consumers, in addition to recovering old processes or varieties in traditional plants deemed healthier or tastier. An opportunity to bring back lost flavours that new systems and processes are able to recover.
Saving the planet, speaking the truth
More than ever, people realize things must be done to slow the destruction of the planet taking place. Environmental free solutions, regenerative agriculture, industrial processes, ingredients and offsetting carbon emissions are key communication elements to secure consumers’ trust. Brands need to be more transparent than never, straight and objective. Buying / eating local is just a reflection of this trend.
Eating and drinking healthier
Living longer and healthier goes hand in hand with having good food and leisure habits.
Health and environmental concerns are boosting veganism. But to be successful for a wider population, foods must taste as close as possible to the replaced products. While plant based is perhaps the best example of this, not all vegetable origin alternatives are more environmentally friendly than the traditional food stuffs they intend to replace. Also, some categories like canned foods that were thought dead a while ago, are coming back due to their perceived benefits such as preserving ingredients for longer and because of their convenience and potential for sharing. Another examples are de-hydrated fruits richer in antioxidants, mushrooms of all kinds, seaweed, non-alcoholic drinks with hydration benefits or fermented drinks such as kefirs or kombuchas to go with foods. All traditional categories need to be reinvented to address trends.
De-construction of traditional meals
The traditional paradigm of breakfast, lunch and dinner is over. The food and drink industry needs to take into account the changing lifestyle of consumers to be there at the time they are needed. Hence the potential for development of the snacking / food to go.
Food platters and communality
After being shut at home for so long, people are coming together celebrating life and partying more than ever which means sharing platters and buying products which suit that purpose. This is driving a demand for more innovation to surprise friends through new formats, cuisines or proteins. Suppliers cannot overlook these trends when designing strategies for the years to come, while retailers are on top of the game, by being closer to consumers with the ability to amass significant purchase data, which will inspire an increasingly relevant private label offering.
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