The 2020 consumer in 8 trends

Azti-Tecnalia, the R+D centre that specialises in marine and foodstuff research, has for the first time developed an in-house, scientific project to identify and study food trends. Knowing the trends constitutes a great opportunity for the agri-food industry to promote innovation in foodstuffs and anticipate consumer demands.

Food over the coming years will need to adapt to the new paces of urban life, with food available anytime and anywhere; this will mean instant satisfaction, without food quality and wholesomeness being compromised. The near future will also be marked by services that enable shopping to be done quickly and intelligently, and with better judgement with respect to the products chosen.

Health will be a determining factor in the future of food. People are increasingly concerned about maintaining their health and that is why they are demanding wholesome products adapted to their own personal needs. Consumers will be opting for products associated with their own identity, be it individual or collective. It is about offering food that an individual or group can associate with their wishes, values or aspirations.

The work has been carried out by a group of food experts at Azti-Tecnalia, who have made use of the Food Trend Trotters project, and have worked together with the Bilbao Design Academy, a centre of knowledge about trends, design and innovation. To keep abreast of all the innovations in this matter, www.foodtrendtrotters.com can be consulted.

Anticipating the future market

Detecting and analysing trends means, as far as the agri-food sector is concerned, adapting to the current market and anticipating the future one. It is also about a strategic tool for promoting innovation from the market and for the market, and it is essential for the design of new product concepts. This knowledge makes it possible to transform trends into innovative products and services that currently do not exist on the market, as well as detect business opportunities to respond to different types of consumers.

The following trends have been reported:

Provided by Elhuyar Fundazioa, Spain