In a context of economic crisis and social unrest, the consumer marries the ‘logic of rebalancing’. Result: navigating between the pursuit of pleasure and control of his nutrition. But what are today’s consumers’needs? XTC Innovation for the edition Sial 2014, has identified 12 food trends that the divisions marketing and research and development of the biggest companies that operates in this sector must keep in mind.
1- Frugality and Control
Smart, waste-free products that keep you from spending more than necessary: the right amount at the right time, a return to the family dinner, proper preservation or help managing leftlovers.
Ma Dose De Farine – (France): Flour in a measured 100 g stick, convenient packaging, for smallscale consumers. Avoids waste
2- Daily Little Pleasure
A range of food products providing little pleasures to be enjoyed throughout the day, despinte a tough economic climate and decreasing purchaising power.
Desserts Gourmands – Rolph & Rolph (Belgium)
3- Protective Food
Food that protects the body by improving our health capital or by providing the assurance that it will cause no harm. Products that meet new functional needs linked to longer life expectancy, products that are compatible with our food intolerances and allergies.
Byron Bay Cookie Company Gluten Free Crispbreads and cookies (UK)
4-Letting Go
Products that invite consumers to let go and give in to a decadent ‘nutritionally naughty’ eating experience. Flavours, textures, aromas or sizes, or a staggered positioning for unlimited pleasure.
Penotti cookie notti speculoos spread (Neatherlands)
5-Living Wild
Products that are fresher thant fresh, ‘alive’, that keep devolving until consumed
Eco Gumelo- Cap Portugal (Portugal): growth-home mushroom kit.
6- Essential and industrial
Products specifically designed to fit into consumers’ new lifestyle and moments of consumtion.
Fish snack -Bornholms (Denmark)- Fish snacks for kids in fun packaging to go
7- The Assisted Consumer
Products that give consumers what they need to choose quickly
8- The Gifted Consumer
Products that turn consumers into experts who can actively prepare, cook or poduce their own food. These products offer a threefold benefit: the pleasure of preparing it yourself, guaranteed safety and the savings of home made.
Beer Making Kit (Brooklyn Brew Shop) Usa
9- Human & Local
Local products whose consumption helps local producers with whom consumers identify more easily and which have a low environmental impact (less transportation).
Fructal ice tea peaches from Vipava Valley (Slovenia): tea with fruit purée supporting local agriculture. No artificial flavours, colours or preservatives.
-10 Global Exoticism
Exotic products whose origins are new, multiple, often combined and more specific, and whose ingredients are controlled and respect local populations
Kanlaya (J.P. Rice International) Thailand: rice from Thailand with protected geographical indication, produced with traditional methods, by farmers in the North East of Thailand.
11- Time Control
Not so long ago, fast and faster were the watchwords of the day. Today, the opposite is true thanks to a return to simple, natural processes. (slow cooking, low temperatures, infusions) Time and pleasure: the perfect marriage.
12- Food 2.0
Food brands are adapting to the digital revolution. Product customization, connected kitchens, online browsing and buying, new distribution methods. Digital is everywhere.
Footies – Alzace Biscuits (France): biscuits in fun packaging, providing an argumented reality experience when interacting with a smartphone