You are what you eat – today’s food industry is undergoing profound change. This movement didn’t start yesterday, but its impact is increasingly clear. Kebab booths and sausage stands used to be part of the everyday lunch selection. But a walk through city streets today reveals a wide range of soups and salads, what is known as “bowls.” “Health food” has long threatened classic fast food in many places. These days, the authenticity of food and products is in the spotlight – convenience now comes second.
Back in 2013, the European Food Trends Report indicated that a new awareness of nutrition was emerging. Just two years later, it is clear that this change has already fully taken place and will make its mark the food industry in the next few years. But how will this awareness have an impact and what is important to today’s customers?
Local, fresh, organic
Today’s consumers no longer accept food that supposedly looks “good” and is fairly healthy. They are now demanding the very best the industry has to offer. Local, fresh, homemade, seasonal, natural, and additive-free are keywords, which describe this awareness of high-quality food. The question emerges – why is this happening now? The European Food Trends Report1 describes it as a growing mistrust of the food industry. That’s because consumers want to know where the ingredients come from, so they can verify the quality. Manufacturers and retailers are recognizing that it takes a lot of effort to win (back) the trust of their customers. Production conditions and food origin are now being more carefully scrutinized than in the past.