How the food industry is going to evolve to keep the pace with the global changes.

Milano, January 2021 – FutureBrand launches “The Future of food 2020-21” Report, the study that analyses the macro and micro trends impacting the food industry at global level. The research, that was carried out by the Italian headquarters of the FutureBrand network, measures the impact of global events such as, for instance, the Covid-19 pandemic on the way people approach and consume food, and analyses the way brands are reacting to meet the changing needs of consumers worldwide.

By conducting an in-depth study of global macro trends regarding the new relationship of food and life-style, health and consumption preferences and much more and by interviewing some of the most qualified food professionals in Italy and abroad, FutureBrand has detected by macro trends informing the food industry.

The topics examined by “The Future of Food” Report have been selected with the purpose of offering marketers and food operators valuable insights on how consumers intend their relationship with food, and on how they should prepare themselves to meet the emerging needs. Each macro trend presents examples of innovative projects that are to be regarded at as benchmark of the way the market and brands are evolving.

In the making of  “The Future of Food” Report FutureBrand have interviewed food professionals such as: Alessandra Corsi, Conad;​ Andrea Malservisi, Barilla; Carlo Mangini, Consorzio Parmigiano Reggiano; Rafael Osterling, Chef (Peru); Marianna Palella, Citrus; Matteo Sarzana, Deliveroo Italia; Xinmin Liang, former Head of Market Research department of Yili Health Drinks Division; Jizeng Ye, Deputy General Manager Guangzhou Wuanglao JI Great Health Industry Co.; Yuki Liu, General Manager of Facility Agriculture Division & Deputy General Manager of Fresh Fruit Marketing Division Haisheng Group. 

The journey starts in 2020, which is to be considered the year zero of many industries, that of food included. A year where everything has come to a sudden stop, but where everything has also dramatically changed. We all need to reflect on the implications that the global changes ignited by the advent of, for instance, a new generation of consumers, the pandemic, the growing concern for the planet and our health have on our behaviours and attitudes. The global shift is here to stay and to inform the purchase drivers in the years to come.

Here are the 5 macro trends detected by the Report:

01/ THE REINVENTING REVOLUTION

The 2020 is definitely the year that has set off the change of the food industry. The keyword is “change”. The pandemic has dramatically changed the way we live. This event has marked the beginning of a real revolution that will force the entire food, agriculture, retail and hospitality industries to quickly renovate.

02/ THE ETHICAL DILEMMA

The hard choice between convenient and sustainable .Consumers are placing more and more attention on their purchase choices, because they impact on their health and on that of the planet too. They acknowledge sustainability as one of the main drivers guiding their purchases. It is worthy to note that researches place convenience at the top of the purchase driver ranking, meaning that a fair price together with and easy and quick service may significantly determine an increase in the sales of a product.

03/ THE POWER OF FOOD

Mens sana in et corpore sano.

During a pandemic it is obviously vital to stay in good health, no surprise then if consumers worldwide are very concerned about their body and mental health these days. Our relationship with food has become more intimate and rich because comfort food is a good and express way to mitigate anxiety. At the same time, we have realized that rich and nutritious food is our ticket to a long lasting vitality. Brands should try to meet the demand of healthy and joyful food, e.g. products that may contribute to prolong our active life while offering us all the pleasure that tasty food can give.

04/ THE TASTE MIGRATION

From global to a new local: brand new culinary traditions

During our dark lock-down times, there have been many campaigns inviting us to “local shopping” to support small local shops and activities that have been severely hit by the pandemic block. Globalization has created a new “local” offer where different cuisines intertwine and create new gastronomic traditions. By purchasing at a local shop, no matter if Italian, Argentinian or Vietnamese, you generate a social link that big retailers cannot produce. Caring for local communities is an opportunity for iper-local businesses to become an important part of their clients’ life.

05/ 5.0 NATURALENESS

It used to grow from the earth and now it grows in a lab

Science and technology are key to define the new food diet. Scientific research and technological innovations will lead the way to how we will grow essential food where, for instance, there is no water and create more resistant plants even under the most extreme weather conditions.

Consumers will trust data related to their own biological system more and more, and will make more informed and customized choices to preserve their body, mind and, yes, even their mood.

The highlights provided by FutureBrand “The Future of Food” Report rely on the belief that there are two things that will not change: the pleasure that individuals look for in food, and the role played by the price as a purchase driver. This said, the countless possibilities and evolutions of the market need to be explored to understand the effects that the changes are likely to produce on the economy, and even to better get to know ourselves better.