The Crunch Diet Qualitative insights 1 FDIN Seminar March 2009.
Taste Trends 2006 and beyond FDIN Taste Seminar Staverton, June 14, 2006.
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Transcript of Taste Trends 2006 and beyond FDIN Taste Seminar Staverton, June 14, 2006.
What is trendanalysis?The spotting and analyzing of changes in society and in the market which influence (consumer) behaviour.
Trend FadCrosses product categories and demographic groups
Specific products and rarely crosses demographics
• Autonomous development
• Occurs as a result of dissatisfaction
Countertrend
• Spread in a regular pattern
innota
vor
s
Early
ad
opte
rs
Early
m
ajo
rity
Late
m
ajo
rity
laggar
ds
2,5% 13,5% 34%
34%
16%
Time
Rogers curveAuthenticity
diminishes
innota
vor
s
Early
ad
opte
rs
Early
m
ajo
rity
Late
m
ajo
rity
laggar
ds
2,5% 13,5% 34%
34%
16%
Time
Rogers curveAuthenticity
diminishes
FADS!!!!!
Old values
Final productTechnology as creative assistent
New values
TechnologyTechnology as managing director
• Consumer behaviour influenced by world drivers
• 2000-2005: safety for everything → comfort food
Taste - reflection of time
• 2006-2010: safe risks! → old foodways• 2006-2010: more focus → taste as centre point
• 1990-2000: exploring → focus on the unknown
Foothold culinary trends
• Topchefs
• Magazines/tv-shows
• Middle class restaurants
• Supermarkets• Fast food industry
• Season is unconditional choice• Do we have the right on year round availability?• Unique supply from scarcity • New luxury: super fresh seasonal food
Slow Food
Taste of slow (atttention)• Intrinsic taste of (humble) ingredients → flavour of fresh
• Excitement in flavours of different varieties
Taste of slow (atttention)• Seasonal flavours (new luxury, new convenience)
• Regional flavours (far away & close by)
• Taste of responsibility
• Flavour of curing, pickling, drying & fermenting
• Umami (aged old cheese, dried porcini etc..)
Taste of time
• Real food (from scratch)
• Full taste of ripenend fat (Iberico, Wagiuy, lardo)
Slow Food translates to the food industry with ‘PURE’.
Where SLOW FOOD is for the upper class & health freaks.
PURE is for the business class en middle class. It is real affordable luxury
Taste
• ‘Exciting’
• In product and production
• Flavor indentity
•Extraordinary in ordinary
Authentic (slow food taste)
• Natural taste = taste of well being •Health and enjoyment united for the first time• Fresh = ultimate health & (affordable) luxury
Natural Solutions
Taste of health
• Taste of well being = natural taste = balance
• Natural fats (revival real butter, suet, fatty meats)
• Natural sweeteners (honey, treacle, maple syrup)
• Natural aromas of herbs, spices, condiments
• Taste in natural flavours of natural products
• No starches
• 12½ % van kinderen extreem overgewicht
= More than no E-numbers
Clean labelling
= Natural light
= Own values: taste, bite, ‘natural image’
‘Whole food’ Taste
• Lesser processed foods
• Natural fibers (pulses, fruit & veg, grains..)
• Lesser sweet, more texture
Schock food
• bold contrasting flavours
• Exciting textures
• It’s all about experience
• Creator Ferran Adria
Taste of shock • ‘Extreme’
• Contrast in taste and flavour
• Recognisable
• High taste profile
Layered flavors
• Excitement in familiar flavors
• Science of cooking unruffled and reshuffled. Using unorthodox cooking methods.
Molecular Gastronomy
• Middle to long term future for the food industry
www.ammerlaanfood.nl
Lage Klompweg 201383 PL Weesp, Netherlands
Tel: (+) 31 294-253776www.ammerlaanfood.nl, [email protected]