The Covid-19 crisis has put into discussion new consumption habits acquired by people who love food, known as modern gourmet. In the webinar “The psychology of the “modern foodie”: practical cases in the new normal“, Armida Ascano, head of insight en A trend hunterexamined the behavior of food lovers and the food industry.
With the aging of millennials and the digitization of generational marketing.
Bad modern gourmet They are taking back ownership of the kitchen, including dishes and appliances, as they rediscover the joy and creativity of cooking at home: 75% cook at home several times a week; 93% of them cook for themselves and their family every day instead of going out to eat. They accept their role and the positive impact they can have on the happiness and nutrition of others.
Bad food lovers They democratize gastronomy through extensive use of social networks, which they quench their thirst for inspiration and admiration more than 7 times a day. In order to find ideas and show their creativity, they unanimously use Facebook (90%) and Instagram (73%), followed by Pinterest (36%) and Twitter (19%).
Although they look for new products and recipes on the Internet, research shows that they prefer to buy food in stores (88%) or directly from local producers (52%). The sweet tooth They want to see, touch, smell and feel the product outside their facilities.
What he needs modern gourmand?
- Research through food
- Dishes for Instagram
- Interesting gastronomic experiences
- Early taste acquisition
- And of course, delicious food.
Three motivators of modern food lovers
From user-generated content to producer culture, today’s consumers expect professional tools and services. As of August, food has over 400 million posts on Instagram. For this sector, it is important to “eat aesthetically”.
Utensils for food instragramables They give way to a beautiful presentation that elevates gastronomic experiences through pictures. Examples are geological food stores, multicolored toast art, multicolored toast art.
Edible enjoyment + visual enjoyment in translation means I hope it tastes good when I eat it, but also looks good when I post it. Here are some figures that support this trend:
- 30% increase in sales in specialized grocery stores in March 2020.
- 68% of millennial mothers buy food products they learn about online.
- 60% increased the number of people who actively want to try new food.
- 54% of all consumers say they cook more during quarantine.
In addition, grocery stores for educational experiences, bring value to customers Kroger Health introduces free digital nutrition education.
In a world full of things, memories become a more important currency and priority in life.
- 72% of millennials prefer to spend on experiences rather than things.
- 52% of millennials would rather go to a food festival than a music festival.
- 93% of millennials want a dining experience that goes beyond just dining.
Experiences can be lived in a multi-sensory dining room, restaurants use interactive sensory elements to create creative and immersive environments. But how does that change when you have to eat from home?
Multisensory meals at home can be experienced with places like Zaxby’s Red Lobster that offer meal kits with playlists and movies. Does this apply outside of the dining room? That. In the pre-packaged restaurant, packages of pre-packaged meals are organized by brand inside and outside the supermarket.
Additionally, community food guides provide an ideal experience for a scenario as global as it is: incarceration. An example of this is The foxtail supper club, a modern gastronomic experience.
Central to this trend is the resurgence of family dining: it will combine food and multigenerational engagement. Spending time with loved ones is a priority during and after the pandemic.
- 90% of parents know that it is important for families to eat dinner together regularly.
- 90% of parents say they have formed a stronger bond with their children during quarantine.
- 30% of families cook together
Good food is no longer a matter of price or status. Anthony Bourdain said: “Discover how other people live, eat and cook. Learn from them wherever you go.”
- 75% of travelers consider a good gastronomic scene as a motivation for visiting the destination.
- 50% of consumers use their home kitchen to try new foods and ingredients.
Social media and resistance to the status quo have created a desire for raw truth and adventure. Exclusivity and cultural knowledge now trump intellectual offerings. Below are some trends in “modern food”:
- Rice with rice berries is becoming international as a food ingredient.
- Brands embrace ancient Japanese tradition in new product formulations.
- Food is an adventure. Adventure must be risky.
- The traditional protein bar has been improved with the addition of CBD.
- Cannabis-infused snacks are aimed at reducing anxiety.
- Cannabis brands imitate the soft drinks industry
- Home cooking for cannabis-based recipes is made easy by brands.
Watch the entire webinar: