The Taste Tomorrow survey revealed that consumers are afraid that the quality, freshness, and naturalness of our food are all declining. They believe that food quality and healthiness have come under pressure. That’s not a very favourable prospect. Fortunately, many food concepts are currently being developed with a view to proving these outcomes wrong. They show us that rather than being a threat, this perception is actually a great opportunity.
Food under pressure
In the Taste Tomorrow survey, more than 11,000 consumers were asked their opinion about the future of food and talk about their expectations for the year 2025. The results showed that, particularly in Europe, people fear their food will be less healthy in 2025. And in the Americas, more than 2 out of 5 consumers fear their food will become less natural. Food is under pressure.
Food quality more important than price
The good news is: as consumers fear a decline in quality in the future, the importance of food quality is increasing. A growing number of consumers say they prefer higher quality over a lower price. This will bring entrepreneurs who can prove they offer high-quality food some interesting new opportunities: not only by focussing on a high standard of quality, naturalness and freshness, but also through good storytelling that sheds light on a products’ heritage and traditions.
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