Havas Canada has published an article about the group’s latest study: Eaters Digest: The Future of Food, analyzing the food industry as part of its Prosumer series of reports. The document investigates changes in the sector, industry trends, and the strategies required to adequately respond to the evolving needs of consumers. Here are some of the highlights:
TREND 1: ME, MY BODY, AND THE PLANET
Health, food, and the environment have always been interconnected, but those links became increasingly obscured as more people lived far removed from agriculture. As the consequences of the modern diet become better understood, people are taking a more holistic—and proactive—view of food and its impact.
TREND 2: LOCAL IS THE NEW ORGANIC
Over the past decade, calls to “buy local” have intensified, as new consumers seek to support nearby producers and merchants and keep retail profits closer to home. In the food category, “buy local” is about optimizing freshness and health, protecting the planet, and feeling closer to the land.
TREND 3: RAW PLEASURE
In our increasingly artificial world, truly natural products have become almost an exotic indulgence. For the new consumer, eating nature-made, unadulterated foods is more than a pathway
to health. It confers pleasure and even a sense of status.
TREND 4: #FOODPORN IS A TOTAL TURN-ON
From obsessively Instagramming their meals to marathoning food TV, new consumers—millennials especially—are enthusiastic foodies. That’s having an impact in an array of categories, including
media and travel.
TREND 5: SOCIAL EATING IS BACK
After decades spent speeding up food preparation and perfecting the art of eating on the run, people are seeking a return to the romance and traditions of communal dining