Understanding Consumer Trends in Food

Trend Spotting is Not the Same as Trend Prediction- In 2022 in conjunction with Spoonshot we predicted that there would be an uptick in the adoption of plant based fish analogs. We called it the "URGENSEA" trend. We even conducted a tasting of the few products available in this segment at that time. Some of our favorites were Goldie Lox, Carrot Smoked Salmon and Caviart- plant based caviar. Whole Foods Market listed the following "prediction" this year for 2024: Fancy Faux Fish- With tinned fish (a trend I called out in 2017) and caviar taking off earlier this year, vegan versions are popping up to ride the fancy fish trend. Plant-based “seafood” brands are stepping up, bringing the flavor and texture needed to rival the real thing. Examples include carrots in place of lox, trumpet mushrooms for scallops, and the root vegetable konjac getting its moment in sushi rolls and poke bowls- I think what might be the most interesting part of this trend regardless of who said it first is this: While interest is waning for meat analogs, there may be more interest in alt seafood because there is a more obvious sustainability call to action for consumers. I believe that there is a broader understanding of overfishing, dwindling fish and seafood populations (snowcrab, anyone?) and therefore a higher drive to find alternatives that could solve this immediate existing issue. By adopting seafood alts, people can actually decrease seafood consumption and allow the fish and seafood stocks to replenish themselves. This driver doesn't exist in the land animal realm, yet. What do you think? Maeve Webster Katie Ayoub #grocery #restaurants #cpg #foodmarketing

If you want to understand consumers, don’t study them in artificial settings. Go where real decisions happen. Focus groups tell you what people think they do. Observing them in the wild, at home, in stores, in daily routines, reveals what they actually do. That’s where real insights live. Consider this: People say they want healthier snacks, yet impulse buys at checkout still favor chocolate bars over granola. Shoppers claim they read product labels, but in reality, most grab what’s familiar. The gap between what consumers say and do is where the magic happens. Brands that thrive don’t rely on scripted answers. They step into the jungle, listen, and adapt.

Wise shopping patterns in lieu of higher prices. An interesting shift in consumer behavior has emerged during this season of economic uncertainty in the United States. While anxiety typically leads to increased snacking, the current climate seems to be prompting a different response. Major consumer-focused companies, such as Chipotle and PepsiCo, are adapting to this trend by offering smaller, budget-friendly snack options that cater to the changing preferences of American shoppers. Moreover, essential products are experiencing a decline in demand, as highlighted by Procter & Gamble, the manufacturer of Tide detergent, noting a decrease in consumer usage due to reduced laundry activities. This evolving consumer landscape highlights the dynamic nature of market trends and the strategic adjustments companies are making to keep pace with shifting consumer behaviors.