Anyone who wants to respond to food trends needs to observe the behaviour of millennials, the new group of consumers born between 1980 and 2000. Trendwatcher and chief editor of Food Inspiration magazine, Hans Steenbergen, makes the connection to the world of food. “Eating is an important aspect in millennials’ lives and that’s reflected in their choices.”
More than just fuel
“Studies have shown that millennials are aware that the wrong food choices have a negative impact on their health and the health of the planet.” The higher educated among them are particularly critical and influential in terms of public opinion. “These influencers set the standard by really seeing food as a lifestyle choice. For example, they become vegans, flexitarians or avoid sugar. As long as it reflects their life values.” And this is a fundamental difference with previous generations. “For older generations the price of food is important. They grew up knowing scarcity. Where they view food primarily as fuel, millennials emphasise the pureness of the ingredients and the taste.”
To read the rest of the story, please go to: Puratos Taste Tomorrow