6 Feb 2020
Consumers want to be amazed and surprised by unexpected elements. While flavour is crucial, experience goes well beyond the food itself. Atmosphere, innovation, service with a smile and presentation matter more than ever. Learn more about the next level experience trend.
Taste Tomorrow is the world’s largest consumer survey of bakery, patisserie and chocolate. It gathers data from over 17,000 consumers in 40 countries and offers fresh insights about health, taste, convenience, experience, digital and more. The latest survey reveals nine key worldwide trends. One of these trends is ‘next level experience’.
The Taste Tomorrow survey reveals that enjoying food is about more than just eating. It also includes the entire experience surrounding the food. This trend actually counterbalances developments towards more digital channels. Consumers expect more online solutions, but they also want to have great new experiences in physical outlets and they want to be amazed and surprised.
Taste plays a crucial role in the total food experience, so make sure never to compromise on taste. But which other elements contribute to an unforgettable experience? All the elements in the visual below are essential. Experience obviously has many different dimensions. Different elements are more prominent in different regions .
To summarise this trend we can say that if taste is king, experience is queen. Technology definitely provides opportunities for new consumption and shopping experiences. But in-store, the taste, smell, atmosphere, service with a smile and presentation continue to matter.
Taste has become the number one criterion for many consumers when buying bread, patisserie and chocolate. Where in 2015 consumers still said freshness was the most important reason, the Taste Tomorrow survey of 2019 revealed that for many consumers, taste is now the most crucial factor in the decision-making process when buying baked goods.
The freshness of a product has a big impact on consumers’ perception of quality. To determine product freshness, they use all their senses: smell, sight and touch. But the latest Taste Tomorrow survey also showed that the definitions of freshness are evolving, and it revealed new criteria that impact consumers' perception of quality. Learn more about the evolving freshness trend.
Every few years, a new flavour trend pops up – one that you just cannot miss as a baker, patissier or baked goods developer. In the last decade, the biggest ‘it’ flavour was salted caramel. But now, a new trending flavour profile is emerging: coffee. Research by flavour houses Prova and Lucta emphasise coffee as a major food trend, and American supermarket chain Whole Foods affirms ‘coffee beyond the mug’ as one of the top food trends of 2021. Now that coffee is on its way to becoming the next salted caramel, we help you grasp this new flavour trend with insight into popular flavour combinations and the different ways to apply it in baked goods.
Food is no longer a way to feed yourself, it has become a lifestyle. Many millennials call themselves “foodies”. They’ll stand in line for the perfect pastry, coffee or sandwich. And with hashtags like #food and #forkyeah they share it with the world on Instagram. Instagrammable food is a huge trend. Learn more about the trend and how to benefit from it.