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Basque Research Elhuyar - Zientzia

BASQUE RESEARCH
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Contact:
Irantzu Zubiaur
AZTI-Tecnalia
Contact details:
izubiaur@azti.es
(+34) 946574000
AZTI-Tecnalia

2012/5/2

The 2020 consumer in eight trends

Azti-Tecnalia, the R+D centre that specialises in marine and foodstuff research, has for the first time developed an in-house, scientific project to identify and study food trends. Knowing the trends constitutes a great opportunity for the agri-food industry to promote innovation in foodstuffs and anticipate consumer demands.

Food over the coming years will need to adapt to the new paces of urban life, with food available anytime and anywhere; this will mean instant satisfaction, without food quality and wholesomeness being compromised. The near future will also be marked by services that enable shopping to be done quickly and intelligently, and with better judgement with respect to the products chosen.

Health will be a determining factor in the future of food. People are increasingly concerned about maintaining their health and that is why they are demanding wholesome products adapted to their own personal needs. Consumers will be opting for products associated with their own identity, be it individual or collective. It is about offering food that an individual or group can associate with their wishes, values or aspirations.

The work has been carried out by a group of food experts at Azti-Tecnalia, who have made use of the Food Trend Trotters project, and have worked together with the Bilbao Design Academy, a centre of knowledge about trends, design and innovation. To keep abreast of all the innovations in this matter, www.foodtrendtrotters.com can be consulted.

Anticipating the future market

Detecting and analysing trends means, as far as the agri-food sector is concerned, adapting to the current market and anticipating the future one. It is also about a strategic tool for promoting innovation from the market and for the market, and it is essential for the design of new product concepts. This knowledge makes it possible to transform trends into innovative products and services that currently do not exist on the market, as well as detect business opportunities to respond to different types of consumers.

The following trends have been reported:

“Food Telling”, Food with a Message. It responds to a demand for transparent, attractive, accessible information. It connects the consumer to what he or she consumes, and at the same time provides the food items themselves with greater identity and authenticity.

“SuperSense”, Multisensory Experience. This one seeks to heighten the senses and generate an original, pleasurable, intense and full experience.

“Slowcal”. Greater awareness and responsibility about the impact of food consumption on the personal, social, economic and environmental sphere is highlighted in this one. It seeks quality consumption in which enjoyment, balance, sustainability and accessibility predominate.

“Here&Now”. It facilitates the lifestyle of urban nomads who demand flexibility so that they can optimize the management of their time, health and the instant gratification of their needs anytime and anywhere.

“Eater_tainment”, Food Experience. This suggests spoiling oneself and self-satisfaction through memorable experiences that connect with the emotional needs of individuals. Adventure, fun, surprise and entertainment provide experiential added value to the product.

MadeSimple”, Keep it simple. It is reflected in the demand for flexible solutions that allow intelligent purchasing and consumption by opting for the least time-consuming choice. It is associated as much with the product as with the purchasing process and consumption through services and tools that make the lives of consumers easier.

“MyHealth”, Personalised Health. A proactive, responsible attitude towards the promotion, prevention and maintenance of one's own well-being and health is represented by this one. It seeks a diet adapted to personal needs to achieve a physical, mental and emotional balance.

“EgoFood”, Food expression. This one is associated with the expression of one’s own identity (individually or as part of a group), by "personifying” one’s own desires, values and aspirations in mass-market products.
 

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