Taste is king, but experience is queen

6 Feb 2020

Trend Updates

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: a step into the future of food

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’.

If taste is king, experience is queen

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.

Elements that contribute to an unforgettable food experience

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 .

Technology provides new experiences

    One of the ways to provide surprising new experiences, is by using technology. Using virtual reality or 3D printing can certainly add to the experience. 77% of consumers worldwide would like to visit a shop or restaurant that uses virtual reality to improve the eating experience. And even more consumers are willing to try a 3D printed cookie, bread or piece of chocolate.

Key takeaways from the ‘next level experience’ trend

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.

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