Sirha partnered with Food Service Vision to identify the 7 major influences gathered together into 4 pillars which will take over the Food Service industry in the next 3 years.
The 4 pillars and the 7 major influences
• Augmented Experience: Convenient and attractive place that aim to maximise the client experience by transforming the restaurant premises or using digital tools
• Awareness: Flexitarism and sustainability, reflecting a Food Service industry that is committed to sustainable development
• Well-being: Naturally good, a trend that takes into account guests’ concerns with respect to health and the quest for wellbeing and natural products
• Territoriality: Locavore and globalisation highlighting tensions between hyper local and global approaches to food
Here are the descriptions of those 7 influences and the concepts they refer to :
Flexitarism: Decrypts the trend associated with the consumption of vegetal products observed over the recent years. This can concern vegetarianism, veganism or simply restaurant guests temporarily reducing their meat intake.
In 34% of french households at least one person declares being flexitarians
Source: survey Kantar Worldpanel 2016
Sustainability: An increasing number of players in the industry are adapting their offering by proposing ecological and sustainable solutions aimed at reducing their impact on the planet. This may involve reducing their carbon footprint or improving their waste management.
60% of guests seek for local products offer in a restaurant
*Source : survey « Parole de snackeurs » Food Service Vision, 2016
Naturally good: Driven by consumers who are becoming increasingly aware of the relationship between their diet and their health and who are keen to eat more healthy ingredients and dishes. Operators and industrials contribute to the movement by creating products and equipment that make it possible to have a more natural and healthy diet.
72% of chinese consumers worry about the quality of their food
*Source : survey McKinsey , 2016
Locavore: Different motivations, ecological, economical or identity related encourage consumers and chefs to turn toward locally sourced food products. The development and assertion of local gastronomy has also become a major stake for nations seeking to boost their appeal and attract more tourists.
By 2020, 20% of food served in public catering will have to be organic
*Draft law about nutrition and food in France - March 2018
Globalisation: Globalisation is a factor that facilitates the encounter and mixing of culinary influences. Easy access to information and the increasing flow of populations means people are more exposed to foreign culinary cultures, which enables rapid emergence of new gastronomies. Globalisation is also a source of opportunity for players who invest in many emerging zones around the planet.
Quinoa sales in the world have increased x 39 between 2012 and 2012
*FAO report, State of the art
Between 2017 and 2020 a Starbuck outlet will open in China every 15 days
Convenient: Presents all the innovations that make life easier for guests and restaurateurs thanks to digital. Guests don’t want to waste time with the negative aspects of catering. For restaurateurs, digital tools act as a facilitator and enable them to focus on their business and trade.
68% of Chinese, 67% of Nigerians, 60% of French have already made a purchase on their mobile
*Source : Baromètre du numérique, Credoc (2016), survey Twinepine, (2017)
Attractive place: Describes the transformation of restaurant premises that are becoming increasingly focused on the guests’ experience. Faced with the development of home delivery and competition from other form of entertainment restaurants must propose extra value in order to entice guests to visit their establishments. The development of digital tools also play an essential role in this mutation: by proposing a powerful aesthetic experience restaurateurs enjoy great visibility that will be shared on the net.
Atmosphere is the 3rd criteria used by Millenials when chosing a restaurant and the 1st when choosing a bar
*Source : survey FSV – Paroles de Millennials – Mars 2017
What are the fastest growing trends?
The demand for vegetal products is strong and the offer available on the market is becoming better at satisfying the needs. What is new however is an alignment of the whole chain of value around this trend: consumer demand , chefs. Industrials also propose an increasingly varied vegetal offering, with vegetal substitutes based on leguminous, or meat analogues becoming increasingly popular in the United States.
The recent years have seen a convergence between the expectations of consumers and chefs with respect to local sourcing of products. For the new generations the expectation is even higher. In addition to expectations concerning the freshness of the products and transparency local consumption is also driven by economic motivations as well as the assertion of regional culinary cultures in some cases.
Digital services for restaurant guests and chefs are developing at a fast pace. Consumers want a simple and smooth experience with no irritating glitches: 1 out of 2 French people have meals delivered to their homes and 45% use click & collect services. The trend is similar for chefs, 66% of whom will order their products online by 2021.
What are the most impacting trends?
This is probably the trend that has the strongest impact as it will completely change the economic models for players in the Food Service industry. All the models will need to be reconsidered with respect to how we produce, preserve, ship and consume food products, starting for instance with the issue of plastic packaging or the development of short circuits.
Digital tools significantly impact Food Service models in many respects: the boom of home delivery is changing the landscape for out-of-home catering, the emergence of virtual restaurants opens the way for new economic models, and services like click & collect, online reservation and electronic payment enable restaurateurs to make their guests’ experience more fluid.
Which trends are the most international?
The culinary offering is increasingly diversified in most regions of the world, access to exotic ingredients has become easier, and culinary cultures spread more easily as access to information has never been easier. The mix of culinary influences is a global phenomenon. It is also a consequence of the recent movements of population observed around the world.
2. Naturally Good:
Consumers are aware of the close relationship between their diet and their health. This trend is global, although there are differences from one region to another: in Asia the approach to health and food is more holistic, whereas in western countries different trends suggest eating specific food products separately which then become a source of wellbeing (super-foods, bowls…).