The Taste Tomorrow survey revealed that consumers are afraid that the quality, freshness, and naturalness of our food are all declining. They believe that food quality and healthiness have come under pressure. That’s not a very favourable prospect. Fortunately, many food concepts are currently being developed with a view to proving these outcomes wrong. They show us that rather than being a threat, this perception is actually a great opportunity.
Food under pressure
In the Taste Tomorrow survey, more than 11,000 consumers were asked their opinion about the future of food and talk about their expectations for the year 2025. The results showed that, particularly in Europe, people fear their food will be less healthy in 2025. And in the Americas, more than 2 out of 5 consumers fear their food will become less natural. Food is under pressure.
Food quality more important than price
The good news is: as consumers fear a decline in quality in the future, the importance of food quality is increasing. A growing number of consumers say they prefer higher quality over a lower price. This will bring entrepreneurs who can prove they offer high-quality food some interesting new opportunities: not only by focussing on a high standard of quality, naturalness and freshness, but also through good storytelling that sheds light on a products’ heritage and traditions.
These concepts teach us how to seize the opportunities offered by the ‘food under pressure’ perception:
Use healthy ingredients
Consumers are looking for healthy, tasty and fresh food. Nevertheless, many people are afraid that making food healthier means making concessions to flavour. Naspolya Nassolda in Budapest is a place where you can find qualities like tasty and healthy merged into one and the same product. They make raw vegan treats and desserts using only natural, plant-based ingredients. Also, they use seasonal ingredients to the greatest extent possible, meaning that they will simply not bake any raspberry cakes when raspberries are out of season.
Combine innovation and tradition
Consumers all around the world love their classics - for their taste and proven quality. Still, the Taste Tomorrow survey reveals that they enjoy new types, shapes and textures just as much as traditional ones. How about blending innovation and tradition into a hybrid concept? A perfect example is Chef Dominique Ansel’s Cronut©, which is a cross between a croissant and a doughnut. Consumers recognize the high quality of his product: his bakery attracts queues averaging 100 customers every morning before opening.
Tell a good story
What’s the story behind your product? Is it healthy, is it of an outstanding quality, does it have its origins in a special tradition, does it have a special purpose? Good storytelling about your products’ heritage, purpose or traditions is an effective way to focus on its quality. A concept that masters the art of storytelling is Eataly. This popular chain that is a fresh food market, supermarket and restaurant in one buys local and ecologically friendly products directly from the producer. In doing so, they provide affordable and sustainable goods for a wide audience and gather inspiring stories that are communicated in the stores through signs on the shelves, tastings, and a variety of masterclasses, culinary lectures and events. Learn from Eataly: write stories about your baked goods and their origins and share them with your customers.
Use an open oven concept
Focussing on freshness and storytelling at the same time: that’s what an open oven can do for you. Taste Tomorrow research reveals that 72% of consumers all around the world prefer a bakery where the oven is in plain view and items are baked on the spot. Making your oven the centrepiece of your shop or bakery has a magnetic appeal for consumers. They can watch you at work and assess the quality and freshness of your products. A concept that demonstrates the open oven concept very well is Berlin-based Kamps Backstube. This bakery makes freshness its unique selling point: it boasts 24/7 product availability as everything is baked freshly on the premises. Other inspiring ‘open oven concepts’ are Carrefour and Pastry Club.
Interested in how you can respond to the perception of food under pressure, or to other trends and consumer insights? Don’t hesitate to contact your local Puratos representative.