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With so little time and such busy lives, today’s consumers demand ultimate convenience. They want immediate access to everything they desire, without having to wait or compromise. Buying food online and other technological innovations can make things more convenient. Discover how you can respond to this need for more convenience.
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 ‘ultimate convenience’.
Always having what you want, when you want it
Today’s consumers have little spare time, so convenience is important when it comes to food. It’s about having what you want, whenever you want it, without compromising on the quality of the product. Until now, this trend was mainly about ‘meal mobility’, being able to buy meals to eat on the go, or prepared food to take home. Consumers appreciated finished goods that could be consumed conveniently. This is still the case today but it’s no longer enough. Many consumers want to be able to buy fresh food 24/7. Online ordering and delivery play a key role in this, and consumers expect this to become easier in the future.
Combining the best of the offline and online worlds
The survey reveals that the majority of consumers want to be able to buy food 24/7. They expect more convenience and will buy more food online in the future. At the same time, consumers don’t want high street shops to disappear. It’s about combining the best of both worlds: the convenience of online purchasing and the real-life, full sensory experience of the physical store.
An open mind for digital innovation
But the digital revolution doesn’t stop at online ordering. The survey shows people have high expectations of, and are very open to new digital technologies. Consumers are especially attracted to automatically scanned shopping trolleys and digital assistants. Opinions vary quite starkly between regions. Consumers in Asia-Pacific, South America and Middle East & Africa are most enthusiastic about digital innovation.
Key takeaways from the ‘ultimate convenience’ trend
Summarising the ultimate convenience trend, we can say that digital solutions are becoming essential in our industry. Online buying will continue to increase, but consumers do not want physical shops to disappear. Automatically scanned shopping trolleys, digital assistants and automatic stores are welcome. And automatic food delivery offers consumers the ultimate convenience they want.
Want to discover more about the ultimate convenience trend and how you can respond to it? Get inspired by these concepts that offer their customers ultimate convenience.
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