The evolution of the Age of Abundance trend

The evolution of the Age of Abundance trend


More than 50% of consumers worldwide expect food to become more diverse in the future. This was one of the outcomes of our latest Taste Tomorrow survey. Moreover, the survey showed that consumers believe they can expect more variety, wider availability and more on-the-go and ready-made solutions in the future. We’re in the Age of Abundance.

The evolution of the Age of Abundance trend
We reviewed this key observation to see how it evolved and to highlight trending concepts that illustrate this development.

Trend: on-the-go and ready-made solutions
It shouldn’t come as a surprise that the on-the-go, ready-made and home delivery trends are rapidly evolving. As we shift from the traditional three meals a day to smaller and more frequent bites, consumers are increasingly opting for convenience in the guise of on-the-go and ready-made solutions. This offers new opportunities to create convenient snacks, services and packaging that support these new eating habits.

One concept that totally gets this is Jarheads. Based in Belgium, Jarheads promises ‘slow food, swiftly delivered’. They present their healthy, organic meals in fully recyclable jars and deliver them to your doorstep, together with bioplastic cutlery. Their customers can decide whether to keep the jars or return them to Jarheads. Ready-made, home-delivered and eco-friendly!

The evolution of the Age of Abundance trend
Trend: available everywhere at anytime
Standard times for eating breakfast, lunch and dinner are disappearing. Brunches were already popular and now brinners (breakfast at dinnertime) and brunchfasts (breakfast at lunchtime) are also becoming more common. A growing number of concepts serve breakfasts all-day.

One of them is Berlin-based Haferkater. Scottish porridge and coffee are served here all day long. Lots of different toppings can be added to the healthy porridge: compote, fresh fruits, granola, nuts and berries. 

The evolution of the Age of Abundance trend
Trend: a more global range of food
Sparked by the growing wanderlust of millennials, one of the most important food trends of 2017 was the rise of a more global range of food. Millennials travel more than other generations and want to discover new tastes. They’re tempted by sparkling new flavours and ingredients, sustainability and powerful storytelling.

One concept that demonstrates this trend is fast food restaurant Leon based in UK and the Netherlands. They wondered whether fast food could also be good food. So they opened Leon to prove that it is possible to serve food that tastes good and does you good too. Leon’s menu is inspired by the flavours and natural healthiness of Mediterranean cooking, but it also features some typical British dishes. And they have options for almost every conceivable food preference (including vegan, gluten free, veggie, wheat free, dairy free).  

The evolution of the Age of Abundance trend
Trend: more food innovations
It takes an innovative mind to fulfil the consumer’s desire for quality, service and high speed. More and more concepts are finding ways to fulfil this desire. One of them is Eatsa, based in San Francisco. No queues, no cashier, no nonsense: engineered to get the customer in and out fast. Fast food, but super healthy. All dishes are vegetarian and based on quinoa. You order on your mobile device and a few minutes later you pick up your made-to-order meal from the hatch that matches your number.

Eatsa demonstrates that technological developments are driving the trend towards more food innovations. New technologies make it possible to work more efficiently, save time, reduce waste and customize food. How do technologies impact your business

The evolution of the Age of Abundance trend
Interested in how your business can respond to the latest trends and consumer insights? Don’t hesitate to contact your local Puratos representative.