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F!S Group
Future Food -Who are we? Essential food trend foresight, grounded in consumer readiness insight. An exciting collaboration between thefoodpeople & Good Sense Research.
The Tracker…
When it was launched last year, what Future Food set out to achieve
was to demonstrate the relationship between future trend
predictions and customer acceptance, readiness, and importantly
how that manifests over time.
We aim to provide the food industry with meaningful insights that
will make a difference to understanding where trends and
consumers are heading collectively.
Each month the survey is completed by members of the Good Sense
Community.
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What we will cover today. -Trends being tracked in 2021 -Stablising trends -Trends with momentum -Trends to continue watching
Trends Being Tracked in 2021.
TRENDS BEING TRACKED IN 2021
PLANT BASED & VEGAN SOURCING WASTE
CUSINE TRENDS PACKAGING & SUISTAINABILITY
NEW TRENDS BEING TRACKED IN 2021
FLEXI-CHANNELS NEW CUISINES
SUSTAINABILITY DNA MOTHERLESS MEAT
Stablising Trends.
Eating Out Again
Socialise Ready or Lockdown Anxiety?
Pubs Favourite Restaurant Café
(Much/slightly more than before the pandemic) (Much/slightly more than before the pandemic) (Much/slightly more than before the pandemic)
May 2020 13% May 2020 14% February 2021 15%
February 2021 23% February 2021 28% February 2021 24%
March 2021 26% March 2021 32% March 2021 29%
April 2021 15% April 2021 27% April 2021 25%
May 2021 21% May 2021 29% May 2021 24%
Packaging
Changes as we exit the COVID roadmap
Consumers - Types of packaging used
95% 97% 96%
93% 92% 92%
87%
61%
59% 56%
56% 53 54%
50% 49% % 60%
58% 53%
49% 54%
46%
17% 15%
14% 13% 12%
10% 10%
3% 3% 3% 5% 5%
6% 2%
May (n=549) Dec (n=314) Jan '21 (n=508) Feb '21 (n=389) Mar '21 (n=399) Apr' 21 (n=368) May '21 (n=423)
Returnable packaging Reusable packaging Recyclable packaging Package/free NoneWhole produce usage
Appeal of using all the produce (Fairly/Very appealing)
Fish Fruit & Veg Animal
May 2020 20% May 2020 51% May 2020 20%
November 2020 23% November 2020 57% November 2020 22%
February 2021 28% February 2021 64% February 2021 25%
May 2021 26% May 2021 64% May 2021 27%THE VALUE IN WHOLE - FORESIGHT
• The diner is becoming more open minded about
waste and the value of ‘the whole’
• Chefs in turn are leading with a mindset that places
equal value on ‘the whole item or animal’
• The principles of nose to tail, fin to gill, root to
stem are becoming engrained within the DNA of
todays chefs
• Many chefs talk about buying whole animals and
extracting as much flavour and value as possible
• Initiatives like ‘rescue recipes’, meat seasoning,
dehydrated offals for seasoning, rendered aged fats,
snack and appetizer
Lardo from Coombeshead FarmTrends with momentum.
Local Place, Local People
Locality is key
Seasonally abundant menus Farm/estate branding Urban farms
+19% YOY +18% YOY +15% YOY
Heirloom/heritage seeds & Home grown ingredients
breeds
+13% YOY +11% YOYLOCAL PEOPLE, LOCAL PLACE – FORESIGHT • Its evident that the physical and emotional engagement with local food and people continues to build and has a new relevance • Locally sourced & seasonal food provides social benefits to communities & local economies, is perceived healthier, safer and better for the environment • The pandemic made us acutely aware of the interrelations between our health, local ecosystems & supply chains, consumption patterns and planetary boundaries. • Chefs are actively building relationships with very local suppliers for produce, meat and fish – community supported agriculture projects, adapting to what’s available locally, heroing local suppliers, shared ethos, developing farm partnerships • It’s not all about independents – Chipotle sourced 11% of its produce from 54 local farmers on 2020
Sustainability
Has COVID heightened awareness of sustainability?
Menus with more Plant
Seasonal Ingredients Locally Sourced Produce Sourcing Sustainably
Based Dishes
+23% YOY +19% YOY +17% YOY +14% YOY
Menus showing Meals for Climatarian Use of Climate Positive
Use of Organic
Environmental Use of Ethical Meats Diet Meats
Ingredients
Certificates
+7% YOY +6% YOY +5% YOY +2% YOY +2% YOYSUSTAINABILITY MORE THAN A TREND – FORESIGHT • There continues to a growing awareness of the bigger issues around sustainability for diners beyond just local place and local people. • This is not a trend, it’s a sea change • As we emerge from pandemic 2021 is the perfect storm for awareness and initiative traction around sustainability • The industry responds around the ethical and environmental standards to recognise those that are at the forefront of sustainable practices • Awards and accreditations enable diners to make positive choice • Every aspect of gastronomy touches closely on all of the themes relating to sustainable development
Well-Known Cuisines
Comfort Cuisines are being replaced by Global Modernity
Mexican Modern British Modern Chinese Modern Indian
+17% YOY +15% YOY +14% YOY +10% YOYLesser Well-Known Cuisines
Interest is transferring to Participation
Central Asia/Stans Middle Eastern Modern Korean Filipino
+7% YOY +6% YOY +5% YOY +5% YOYCOMFORT GIVES WAY TO ADVENTURE - FORESIGHT
• We’ve sought comfort in the familiarity of British,
Italian and American influenced cuisine during
pandemic.
• As hospitality opens we see ‘desire to try’ shift Imad’s Syrian Kitchen, Kingly Court, London
into ‘participation’ of cuisines that offer
modernity and gastronomic adventure.
• Modern - British, Chinese, Indian, Korean also
Mexican, Middle Eastern, Filipino and East &
West African. Chishuru, Brixton, London
• Consider the application of these cuisines to bring
newness as well as the use of signature
ingredients to twist up classics and favourites.
The Red Duck, Balham, LondonDIRECT TO CONSUMER
Will meal kits remain popular as lockdown is relaxed?
Appeal of Meal Kits What are consumers missing?
“Dish of the day, and specials of the day.
“Alcoholic beverages such as Restaurants only offer what's on their
cocktails.” websites or apps.”
Meal Kits from
Restaurants “I think there needs to be more allergen free options, not just vegetarian or
vegan.”
February 2021 64% “Having the ambience of being in a restaurant is really difficult at home,
packaging and ‘extras’ given by the restaurant can help to create this e.g. sauces,
garnishes, napkins etc).”
May 2021 66% “Dessert choice is
limited.”
“A variety of side or vegetable dishes. A
range of desserts.”
“Generally healthier food grilled fish nice salads interesting dips and tapenades.”DELIVERED FOOD KITS A FUTURE? - FORESIGHT • One of the key areas of survival innovation during pandemic, has been restaurant meal kits, but will the meal kit opportunity fade as quick? • A kit doesn’t replicate going to a restaurant but it does satisfy a different need. Tommy Banks, Made in Olstead, Food Kit Home X, Lobster and Pasta Experience • It provides the convenience that you’d expect from a supermarket but with the kudos, craft, finesse and specialness of a restaurant meal. Aktar at Home, UK • Aggregators such as Dishpatch that take care of the operational complexity of kit delivery
Flexitarians
Meat is still a treat for Flexitarians
At Home Eating Out/Delivery
Flexitarians Vegans Flexitarians Vegans
May 2020 34% 11% May 2020 28% 9%
January 2021 50% 8% January 2021 46% 8%
February 2021 43% 8% February 2021 38% 6%
May 2021 45% 6% May 2021 35% 6%FLEXIBLE FUTURE - FORESIGHT • We know growth in participation of plant-based food is driven by three mega forces – greater accountability personal health, environmental consciousness and animal welfare. • Brands will continue to breakdown the barriers to plant based food – appeal, sensory, cost, lack of education, accessibility, transparency and confusion. • Knowing that there is a desire for ‘meat treat out’ making it easy and compelling to ‘treat with plant’ when out of home. • Renewed focus on plant centric and plant forward cooking that hero's seasonality and produce but appeals to the flexitarian but can be adapted for a vegan diner.
Lab-Grown Meat
Are we ready for it?
Consumers – (Net Appeal) Experts – (Net Appeal)
February 2021 27% February 2021 20%
March 2021 27% March 2021 14%
April 2021 19% April 2021 20%
May 2021 27% May 2021 20%LAB GROWN MOTHERLESS MEAT – FORESIGHT • Whilst the level appeal may be moderate currently there is no denying that Feeding 10 billion mouths in 2050 poses a big challenge for the food industry • Since we last spoke one restaurant ‘1880’ in Singapore is now serving a trio of cultured chicken dishes • As of April 2021 Singaporeans can now order Katsu Chicken Curry and other dishes using Eat Just’s innovative cell-based chicken through delivery app Foodpanda. • Thus far, hundreds of diners at 1880 have tasted the Eat Just chicken and the approval ratings appear to be high • Eat Just is one of a growing number of startups working to develop cell- based versions of every animal product, in an effort to disrupt animal based agriculture • The hurdles of commercialization of this innovation are acceptability and appeal but also reducing production costs and gaining regulatory approval, factors that Eat Just has shown are difficult but not impossible
3 Key take outs.
3 Key Take Outs Local Place, Local People Comfort gives way to adventure Sustainable Gastronomy
What next?
What next?…
✓ If you would like to receive the monthly report, please
sign up to
https://mailchi.mp/thefoodpeople/futurefood
✓ Follow us on social
✓ thefoodpeople:
✓ @foodwatching
✓ @thefoodpeople
✓ thefoodpeople.co.uk
✓ Good Sense Research:
✓ @goodsenseresearch
✓ goodsense-research.com
✓ Get in touch:
✓ charles@thefoodpeople.co.uk
✓ kelly@goodsenseresearch.co.ukIf you want to hear more about Future Foods and receive the
trends report going forward please sign up on the link below
or contact Kelly or Charles.
https://mailchi.mp/thefoodpeople/futurefood
@foodwatching
@goodsenseresearch @thefoodpeople
goodsense-research.com thefoodpeople.co.uk
kelly@goodsense-research.com charles@thefoodpeople.co.ukYou can also read
