Food and Beverage Trends Discover Ipsos Pov Nov2020
Food and Beverage Trends Discover Ipsos Pov Nov2020
Food and Beverage Trends Discover Ipsos Pov Nov2020
TRENDS
DISCOVER IPSOS POV
GENERAL FOODTRENDS
Source: Ipsosglobaltrends.com
The new COVID-19 signals that are impacting life now may
result in impending change to our future societies. Some trends
and behaviour are reinforced as a result of Covid-19. Such
examples are digitalisation and need for safety/security.
However, even with a shock like this to the ecosystem, it still
takes much longer to shift underlying trends and macro forces
before a ‘new normal’ is created.
Source: Ipsosglobaltrends.com
None of these 8%
Source: Planted
Reducing their intake of Ingredients have become Packaging plays a critical The packaging industry
sugar is a top priority for the stars of many role in selling, could help (nudge)
consumers, but products, and is transporting, storing and consumers (to) recycle
behaviour change is expected to increase protecting our food. But more if policies and
slowed down by even more due to too much packaging communications made
addiction or habit and the consumers willingness to (including recyclables) is recycling more intuitive
resulting difficulty of prevent and cure still ending up in landfills and simple.
concretely coping with a diseases like Covid-19. where it can take
reduction of the For example, fiber, hundreds of years to Packaging innovation
sweetness of what one probiotics, prebiotics, break down. must allow food and
eats. Re-formulation is ashwagandha, and beverage brands to
thus one of the food and cannabis/CBD have efficiently respond.
drink industry’s toughest varying degrees of
challenges familiarity and
acceptance among
consumers.
Sources: Ipsosglobaltrends.com, Innova 2020
Source: Hempfy
Carrefour- Act for Food. Shoppers can bring their own containers to reduce packaging.
Source: Carrefour
To ensure trust
For consumers to trust and to believe all of the above
claims, it is extremely important to be transparent about
WHERE a product is made and WHO makes it, as well as
full ingredient listing. Both the brands and retailers need to
be connected to their community and honesty and
authenticity still rule.
Food analysis:
Yuka is an App analyzing food items, providing a detailed data sheet for each product to explain how it was evaluated. Yuka’s
mission is to help consumers make better choices for their health.
Source: Yuka
Source: Nespresso
One of the reasons why cooking and dining at home might become
lasting habits is that cooking is increasingly perceived as a hobby
and not as a chore. A recent report by Ipsos in the Middle-East and
North Africa observed that people in lockdown were trying and
incorporating new foods within their own dishes across the region
and are thus honing their culinary skills. (Ipsos MENA report)
Over the past two years we have already seen the rise of consumers
who can be classed as “foodies”. “Foodies are seen as consumers
who are deeply interested in exploring the world of food”. Foodies
pay a lot of attention to ingredients and authenticity. They like to cook For example, in the US, before the quarantine began, one in two
and share with guests as much as they love eating good food. In consumers under 35 said they were going to cook as many meals at
English-language conversations online we have recently seen home in the future than they currently did, with 39% saying they are
conversations around food centre around the theme of the rise of the going to cook more.
home chef.
COMFORTABLE AND
TRADITIONAL FOOD ONLINE COOKING CLASSES
Covid continues to disrupt diets, with sales Online cooking classes are exploding
of flour and traditional breakfast food (e.g. and many “famous chefs have opened
sausages) rising as people have more their homes on social media
time on their hands. Antoni Porowski, of Queer Eye fame,
is posting ad-hoc cooking videos on
https://www.economist.com/britain/2020/0 Instagram that he’s calling "Quar [as in,
7/11/britons-are-defrosting-decades-old- "quarantine"] Eye.
diets https://food52.com/blog/25139-online-
cooking-classes-coronavirus
In early March, awareness of COVID-19 As the reality of the virus and its severity As quarantine became a reality for
was rising rapidly, but understanding of the began to set in, this had a jarring impact on most in mid-March, people began
virus and comprehension of the potential food buying behaviours. Uncertainty drove sharing details of their quarantine lives
severity was limited. During this time, food- people to stockpile as many groceries and in an effort to stay connected with the
related posts tended to focus on eating to essential foods as possible, causing rest of the world. During this time,
enhance health and boost the immune shortages in supermarkets worldwide, high quarantine snacks became a key focus
system. Fear during these early stages levels of consumer frustration and driving of conversation with posts split into two
drove people to seek some form of control many supermarkets to impose purchasing camps. The first were those who saw
over the situation by feeling they were restrictions. With many big, trusted brands quarantine as an opportunity for a
protecting themselves against the virus by being the first to sell out, this was a period healthy cleanse of their bodies and
taking measures they perceived as when many consumers were more open to were posting their healthy snacks and
preventative. brand switching and trying alternative recipes to support this. The second
products. were those who found that a sudden
influx of extra time drove an increase in
boredom-induced unhealthy snacking,
fuelled by an excess of food at home
due to stockpiling.
Sources: “The Impact of Covid-19 on how we eat”
Source: Synthesio
Cooking tiredness
Source: Synthesio
Family style take out. The whole family Casper is a dark kitchen concept that Food Bags suited for all different kinds
eats the same thing, just like you launched its first location in Gent. A of diets.
cooked it yourself but delivered to your Quality Label brought by friendly ghost
door. Better value than ordering a la kitchen(s) creating quality food Diet plans boxes delivery veggies
carte and feels more like home cooked designed especially for delivery. based. Supporting the consumer to a
https://clarkdeals.com/food- healthier life.
drink/family-meals/ A delivery and pick-up only concept, https://foodmaker.be/v2/
you unfortunately cannot come eat at
our place but will take great pleasure in
coming to you.
https://www.eatcasper.com/how-it-
34 ‒ © Ipsos | Food Trends | 2020
works/
EATING AND
DRINKING OOH
And the effect by Covid-19
OOH is accounting for a third of food & drink business in the most
affluent markets (Ipsos HoReCa report). Safety first as a result of Covid -19
The two occasions which most account for this share are snacking As the economy and businesses reopen, brands must take steps to
and having drinks: coffee and tea shops were the fastest growing ensure consumers feel safe when shopping at their locations. This
OOH outlets, posting a 5.1% growth rate in 2017-2019. It is also to will particularly affect HoReCa businesses.
be noted that the OOH channel accounts for a larger share of
revenue than of volume in all drink categories, which means that The stakes for getting this right are huge — with consumer tensions
profit margins are higher than in supermarkets and grocery channels at an all-time high, organizations might only get one chance. Failure
in general. to deliver an experience that meets consumer standards and
complies with local and state regulations will be costly and result in
But a major transformation of the foodservice business was already eroded trust, closed locations, and long-term damage to brand’s
under way before the coronavirus outbreak with the fast growth of reputation.
food delivery.
COVID-19 has changed the way we shop. Even with much of the
U.S. back open for business, online sales were still up 40% in August
versus the year prior. And Americans have spent $107 billion
more online than they had last year by this point.
Source: Fastcompany
Restaurants using apps to shift to a To Go As states and cities around the country Farmer’s Fridge. Chicago based
experience are exploding, enabling a low announce new restrictions on Farmer’s Fridge was already an
touch experience. Ordering, paying via the restaurants and bars as part of their innovator, bringing consumers healthy
app. efforts to contain the spread of and fresh food through high tech
COVID-19, many are effectively axing vending machines at major traffic areas
the business of dining out, at least for like airports and office buildings.
now. Practically overnight, as demand in
traditional venues slowed dramatically,
the company shifted to catering and
home delivery.
Channel Agnostic
Being flexible and being able to change your business model quickly
to be more convenient for the consumers will grow in importance.
Whatever we think we know about the future, it will inevitably
change. Being able to flex, quickly, is paramount
Example:
Nordstrom cocktail bar in the shoe Entrance through Laundromat to cool Guests can enter the cafe, order at the
department, creating a whole new vibe bar in Paris counter, and grab a seat at one of the
tables in the rear of the restaurant or on
the sidewalk. Glossier products are
displayed throughout, available for
testing and for purchase; food will be
served during limited hours. And, all
food will be served in compostable to-
go packaging designed specifically for
Source: Eater the collaboration.
Gone are the days when “food hall” Plant City is the worlds first Plant Farmers markets are exploding with
conjured notions of the high school Based Food Hall, based in Providence. Fresh and local food produce – safe to
cafeteria or the military mess hall. Each Concept is designed to reimagine visit and
Today, food halls are popping up in the way guests experience food. consume. https://bostonpublicmarket.or
cities across the world as upscale The motto: Culinary art and nutrition go g/
venues featuring high-end cuisine in hand in hand.
innovative environments, often
https://www.matthewkenneycuisine.co
featuring live entertainment on nights
m/plant-city-pvd
and weekends.
Some restaurants have a long history Foodies love restaurants, and foodie A major trend is making food portable,
of offering local produce and travelers are always looking for we increase our eating on the go. This
techniques, and restaurants in the the hottest (or most under-the-radar benefits both restaurants and retail,
Nordic Countries such as Noma and spots in town).They can make a direct who don’t have to offer seats to
Fäviken have been early with this. Now connection with a local chef, by everybody. One example of how this
the local trend grows both spending time within a real home, away can be done is to roll it up! This can be
internationally and to wider audiences. from tourist attractions. It’s part of the seen done to Shepard’s Pies in
The next step is that restaurants need for authenticity and humanity England, the O’Taco in France, the
acquire farms to get the produce In Sweden, one example is David omelet in Uganda (calling it a Rolex),
exactly as they want them, like Blue Hill @Home. David a famous chef is and with pizza in Sweden. Good to go!
at Stone Barns did earlier. opening his home to customers once a (Source Food and Friends
44 ‒ © Ipsos | Food Trends | 2020 Trendspotting)
week.
SIGNALS ON EXPERIENCE - PERSONALISED
Enabling your customers to “build” their The health trend can come to extreme This step into personalized nutrition is
products can be a fascinating experience. measures, for example IV Therapy already being reflected in dietary
People love the concept of personalizing where you are promised benefits like preferences, shopping behaviors, food
an item and making it their own, so if it renewed energy, eternal (?) youth, preparation skills and techniques and most
makes sense for your business, consider better hair and greater potency, but not of all, consumption. At the Ritter flagship
letting them do just that. in a smoothie this time. Instead you store in Berlin, you can create your own
Birchbox, which lets customers build their step into what looks like a café and get Ritter Sport bar by choosing your favourite
own boxes. Shoppers can browse through a jab in your arm. For just £30-50 your kind of chocolate and toppings. You can
a wide selection of beauty samples then weekend levels up! pick it up within 30
pick five products. minutes. https://medium.com/@BobWheatl
ey/emerging-trend-the-personalization-of-
food-94c8621a66da
45 ‒ © Ipsos | Food Trends | 2020
SIGNALS ON EXPERIENCE – DIGITAL
Walmart is creating unique experiences Tech-forward experiences include The pursuit of reducing packaging
for shoppers with its virtual summer Heinen’s salad-making robot named materials continues, and the sales of
camps and parking lot drive-in movie Sally, which was created by San bottled water has peaked in USA. Soda
series. Celebrities including Neil Patrick Francisco-based Chowbotics and can Stream promotes itself as the sensible
Harris, LeBron James, Drew Barrymore make salads with up to 22 ingredients, alternative to bottled water. Examples
and Idina Menzel acted as camp as well as Michigan grocer the Produce on how this concept can be widened is
counsellors and offered videos covering Station’s rollout of autonomous delivery tonic water that is sold as concentrate,
everything from family-bonding robots created by Refraction AI. like a syrup. The 3D food printing
activities to arts and crafts. technique is now starting to enter
https://www.smartbrief.com/original/202 restaurants with Natural Machines.
0/08/creating-experience-food-retail-
rapidly-evolving
46 ‒ © Ipsos | Food Trends | 2020
IPSOS
PUBLICATION
GUIDE
Initiated by
Ipsos in Switzerland
52 ‒ © Ipsos
IPSOS IN SWITZERLAND
France
Switzerland INTERNATIONAL
Germany
Austria
+
FOUNDED IN
GENEVA IN
HUB FOR GLOBAL
Bulgaria
Brazil
AND REGIONAL
Czech Republic
Hungary
LOCATIONS
GENEVA, BASEL, ROOT
CLIENTS/
India
Italy PROJECTS, AS
Malaysia
Mexico
Netherlands
WELL AS STRONG
Poland
Portugal
LOCAL TEAM
Romania IPSOS IS THE
Russia
Serbia LARGEST MARKET
Slovakia
EMPLOYEES RESEARCH COMPANY
21 NATIONALITIES SERVICE LINES
Turkey IN SWITZERLAND
U.K
MARTIN FENBÖCK
CLIENT ORGANISATION