Prepared in advance of SIAL Paris 2024, SIAL Insights is an exclusive study that offers a comprehensive view of the future of food, combining data from three major international studies: Food 360™ by Kantar, the World Innovation Barometer by ProtéinesXTC, and a study on consumer trends by Circana.
This study provides valuable insights into consumer expectations, trends in food innovation, and the future of out-of-home catering and retail.
According to SIAL Insights, addressing the environmental and social challenges of our time is increasingly recognised as a matter closely tied to our food choices.
A growing awareness of this connection is evident, with two thirds (67%) of consumers globally agreeing that ‘eating is a civic act’ – a sentiment that has gained traction in Europe and is notably increasing in traditionally less-committed countries like the USA and China.
The role of food as a source of comfort has also become more pronounced in recent years, and with an uncertain future on the horizon, food has solidified its place as a daily refuge and a source of pleasure, accessible to everyone.
This heightened expectation is driving innovation, with more than half of new food products emphasising enjoyment, particularly in Europe, where 53.6% of innovations focus on this aspect, compared to 52.1% globally.
However, at the same time, the pursuit of enjoyment does not diminish the importance of making informed, responsible choices, according to SIAL Insights.
Changes In Food Habit
A significant 83% of consumers report having altered their food habits in the last two years, primarily to pursue a healthier diet (74%), but also to support local producers (53%), address environmental concerns (45%), and opt for safer, healthier ingredients (44%).
These evolving preferences reflect a growing desire to make better food choices for both personal health and the planet, even though these commitments may not always be fully realised in daily consumption – a phenomenon known as the value-action gap.
Elsewhere, inflation has emerged as a significant factor affecting food consumption and purchasing behaviours. Over the past two years, it has become a global issue, impacting the buying decisions of 44% of consumers.
In response, people are adopting various strategies and trade-offs, particularly favouring private-label brands and simpler, more economical food options.
Finally, while food innovation has experienced a downturn in recent years, it is beginning to recover, with seven out of ten people worldwide expressing interest in new food products.
In Europe, where dining out holds high personal value among consumers, 66% of people view this sector as innovative, signalling a resurgence of creativity in the HoReCa industry.
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