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GDI Study No. 40 ©
EUROPEANFOOD tRENDS REPORt
The consumer s̓ spring – cultivatinga new food mindset
Mirjam Hauser, David Bosshart, Christopher Muller
EUROPEAN FOOD TRENDS REPORT 2
Impressum
GDI Study No. 40European Food Trends Report The consumer̓ s spring – cultivating a new food mindset
Authors:Mirjam Hauser, David Bosshart, Christopher Muller GDI Research Board: Karin Frick, Martina Kühne, Frerk Froböse, Alain Egli,Mauro Guarise, Detlef Gürtler, Christian Seiler
Cover picture and photographs: Hong Yi, www.redhongyi.com
© GDI 2013
ISBN: 978 - 3 - 7184 - 7088 - 4
Published by:GDI Gottlieb Duttweiler InstituteLanghaldenstrasse 21CH - 8803 Rüschlikon / ZurichPhone +41 44 724 61 [email protected]
3GDI Gottlieb Duttweiler Institute
Contents
5 Introduction
15 theses: New paradigms and eating patterns 15 Desperately seeking food skills – the status gained by a new food mindset20 The “life”time investment – learning early, cooking & eating well forever28 Forget mediocre “desk dining” – corporate food and the astonishing evolution of a boring category33 Working meals – less swank, more entreprise34 Shopping and dining – restaurants in malls become the new anchor stores 38 The new age of eating – the awakened consumer42 The quality revolution of mobile food – hand-held fine dining46 Airside, landside, railside – dining at transportation hubs as part of the journey
50 Conclusion
52 Appendix52 Method and procedure52 Interview partners53 Further reading54 Contributors
The customer is taking charge. Their confidence in the food industry shattered by a series of scan-dals in recent years, consumers have taken mat-ters into their own hands. They have acquired new skills, with the result that today they are more competent and informed than ever before. Con-sumers' new critical awareness manifests itself in four spheres:
At homeBeing knowledgeable about food enhances social status. At meals with friends the origins and pre-paration of the different courses is often the main topic of conversation. Today, knowing what is good goes far beyond the snobbery of wine connois-seurship. The new gourmet literacy is shedding its elitist image as it moves into a more democratic future. Today, everybody has access not only to more, but also to more reliable information about food, with the result that everybody can be a food expert, food scout or food photographer.
BusinessThe ugly duckling company canteen is evolving into a beautiful swan. Where employees once raced through meat and potatoes as quickly as possible with no fuss, guests are now welcomed to gastro-nomically compelling upscale surroundings that reflect enterprises' corporate culture and image and serve as social hubs. They are also the settings for business lunches and meetings: instead of expensive bottles of wine, companies offer clients and partners an eating experience that reflects the character of the business relationship.
On the goThe growing importance of mobile food may not be a new insight, but the improvement in quality is. At public transport hubs such as airports and railway stations, a range of new food concepts is finally focusing on the needs of travellers and
commuters: fresh, organic, seasonal and regional. Concepts that include a space where commuters can stop for a short break really stand out from the crowd.
Away from homeRestaurants are also adapting to the new con-sciousness of their clients. A pleasing retro-style ambience no longer suffices: guests like hosts who are able to talk about the provenance of the food they serve and to prepare traditional recipes with a contemporary touch. Models include experiments such as the ventures of the New Nordic Kitchen.
As in every revolution, there will be winners and losers of the consumer spring. Those providers that grasp consumers' new critical approach to food will be successful.
The theses on the future of patterns discussed in this European Food Trends Report were develo-ped in a creative workshop and fleshed out with specific examples in interviews with experts in the fields of gastronomy, science, market research, design and consulting.
Executive Summary
european food trends report4
GDI Study No. 40
© GDI 2013
ISBN: 978 - 3 - 7184 - 7088 - 4
Published by:GDI Gottlieb Duttweiler InstituteLanghaldenstrasse 21CH - 8803 Rüschlikon / ZurichPhone +41 44 724 61 [email protected]