Keeping it fresh: Being on trend in food and drink

Discover how five macro trends – digital detox, healthification, discovery and connoisseurship, personalisation and customisation, and premiumisation and indulgence – can be used as inspiration for innovation.
  • Creating products and experiences which provide comfort in the known, familiar and provide a link to the traditions that give us a sense of belonging and membership will only become more important.
  • The health and wellness macro trend is significant and creating noticeable market shifts in the food and drink sector, as consumers continue to want more transparency in what goes into products and evidence of authenticity.
  • Personalisation or customisation instantly makes products more relevant to the consumer, avoids information overload, and subsequently allows them to feel in control of their purchase....

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