Hamutal (Tula) Schieber recently talked about Food Trends at a conference. A version of this presentation is available here: It is true that speed or ease of preparation, convenience, taste, indulgence and health are not new trends. But each of these considerations has changed significantly in the last decade and especially after the Coronavirus Pandemic, and we reviewed how consumers perceive them. Furthermore: who influences consumers today? How do consumers decide what is healthy and what is a treat, whether to make a meal or buy it, whether to go to a store or buy online? What external factors influence the choice of brands and packaging - such as trends, social media, independent production, craftsmanship, ethics, sustainability, contribution to society?

1. Food Trends,
Nov. 2021
01

2. Today's
Menu
CONSUMER TRENDS
POST-COVID-19
STRATEGY AND INNOVATION
02
Hamutal
(Tula)
Schieber,
Nov.
2021

3. 03
Hamutal
(Tula)
Schieber,
Nov.
2021
One Tiktok says it all:
recreating a trend ("the new
avocado toast"), vegan (but
don't mention it) cheese,
indulgent, basic cooking (to
personalize), and Lizzo - as
creator - who drove
massive brand awareness.

4. 04
Hamutal
(Tula)
Schieber,
Nov.
2021
A New World
Mindfulness: Physical &
Mental
Proactive and Functional
PERSONAL
WELLNESS
Solutions over products
fun, child-like, indulgence
Convenient consumption
STRESS-FREE
LIVING
Diversified influence
Self identity/ community
Online and social lives
DIGITAL &
TRIBAL

5. 05
Hamutal
(Tula)
Schieber,
Nov.
2021
"We can’t be married to the
past; we need to always use
a fresh set of eyes and
challenge ourselves on the
best ways to meet the
needs of consumers".
JAMES QUINCEY CHAIRMAN & CEO, COCA-COLA
APRIL, 2021

6. 06
IFIC,
2021

7. 07
Kerry
Group,
2021
The "&" Consumer

8. 08
IFIC,
2021
39% of US
Consumers
follow a
diet
INCREASING TO 52% OF 18-34
YEAR OLDS.
CALORIE COUNTING ON THE
LEAD...

9. 09
IFIC
2021
Functional
Niches
20% of US consumers seek food with
actual benefits.
27% now say healthy food is defined
by the presence of “good”
components like fruits, vegetables and
nutrients (up from 17% in 2016)

10. 10
IRI,
2021
Product
Pacesetters
Functional Niches drive
Successful Innovation

11. 11
IRI,
2021
Product
Pacesetters
BFY
Indulgence
Nestle's gluten-free, BFY ready meals
LIFE CUISINE
Coca-Cola's sparkling water. Now
functional benefits
AHA
Keto, no added sugar ice-cream
REBEL

12. 12
IRI,
2021
Product
Pacesetters
Indulgent
Experiences
Pepsico's snack gets a new mouthfeel
CHEETOS POPCORN
Positioning Hershey's Reese's for new
consumer segments and opportunities
REESE'S THINS
Nestle's at-home "pizzeria pizza", with
croissant dough
DIGIORNO

13. Inherently Functional
13
Hamutal
(Tula)
Schieber,
Nov.
2021

14. 14
Hamutal
(Tula)
Schieber,
Nov.
2021
Globally, consumers aged 18 – 24
turn to social media platforms (e.g.,
TikTok,Instagram), for advice on
healthy eating.
58% say the pandemic has made
them more aware of eating healthily.
They prioritize their mental wellbeing
over calorie counting.
EIT FOOD, OVER 2,000 18-24 YEAR OLDS FROM ACROSS
THE UK, FRANCE, GERMANY, POLAND AND SPAIN

15. The Halo Effect of Sustainability
Claims: Food is Perceived as
Healthier
15
IFIC,
2021
(USA)

16. F
o
o
d
P
r
o
d
u
c
e
r
s
P
o
l
i
c
y
M
a
k
e
r
s
F
a
r
m
e
r
s
G
r
o
c
e
r
y
S
h
o
p
p
e
r
s
R
e
t
a
i
l
e
r
s
75%
50%
25%
0%
16
Bord
Bia
European
Survey,
2021
Consumers
expect
sustainable
options
63% of European consumers think food
producers are responsible for improving
sustainability in food & drink, compared
with 42% who say "Grocery shoppers/
People like me".
"Who do you feel is responsible for
improving sustainability when it
comes to food and drink?"

17. 17
Bord
Bia
European
Survey,
2021
Sustainability Matters!

18. Consumers ask for empowerment - to
make the right decision
18
Hamutal
(Tula)
Schieber,
Nov.
2021

19. 19 Plant-based
growth: health
perceptions and
"feel good" factors
- now with better
flavor, more
accessible and
easy to make/eat
Beyond Sausage;
Krave Vegan Jerky;
Impossible Nuggets
Hamutal
(Tula)
Schieber,
Nov.
2021

20. 20
Mondelez: Ca Pao upcycled
cocoafruit snacks; Dirt Kitchen
veggie/nut snacks made of
"imperfect" produce
Food waste: a rising trend. Increasing
consumer awareness (and opportunity for
non-plant based food, too).
Hamutal
(Tula)
Schieber,
Nov.
2021

21. "TikTok made me
buy it", but make
it cause-led: 100
Coconuts x Tiktok
21
Hamutal
(Tula)
Schieber,
Nov.
2021

22. 22 Stress-Free
Kroger: the "Anything, Anytime, Anywhere" approach

23. 23
Mondelez
research,
Nov
2020;
Mondelez
Investor
Report
58% of consumers consume smaller
meals throughout the day. But they
demand more from their snacks.

24. 24
Hamutal
(Tula)
Schieber,
Nov.
2021
World flavors, but make it convenient:
adapting to COVID-trending appliances
Trending: Street corn, cheese in the air frier Tyson - Instant-pot meals

25. from 2019 from 2020
+50%
+40%
+30%
+20%
+10%
+0%
25 Staying
at Home
31% of people say they will
continue to meet friends and
family at home more frequently
than before COVID-19, and they
plan to work from home more as
well.
At-home entertainment categories
rise as a result: according to IRI,
fresh chilled cheesecakes grew
29.6% 2021 vs 2021 and 48% 2021
vs 2019.
Hamutal
(Tula)
Schieber,
Nov.
2021

26. 26
Conagra
2021
At-Home entertainment:
supporting the experience

27. 27
Stress-free for at-home cooking:
Solutions over products
Tesco: partnered with SimplyCook to
launch in-store meal kits
Kroger: Meal kits and ready to eat solutions

28. 28
Stress-free: Kits go from D2C to
CPG
Hamutal
(Tula)
Schieber,
Nov.
2021

29. HELPING
CONSUMERS
REACH THEIR
GOALS. A SERVICE
FOR THE "RICH AND
FAMOUS",
DEMOCRATIZED
"FOR ALL"
Stress-Free: Meals that fit your
lifestyle / diet
29
Hamutal
(Tula)
Schieber,
Nov.
2021

30. THE "NEW INDULGENCE": A TWIST (FLAVORED
OIL, PRESENTATION OR MIX) TO CHANGE THE
EXPERIENCE
30
Hamutal
(Tula)
Schieber,
Nov.
2021

31. 31
Trend Recap
World flavors - food takes
flight. Make it exceptional - in
making and consumption
INDULGENCE
Taste, wellness, indulgence, price
AND sustainability/cause
THE "&"
CONSUMER
Consumer choice:
how/when/where to buy,
make, consume. Solutions
= personalization and
concierge.
STRESS-FREE
Functional - body and
mind. Gut health,
plant-based and sugar
reduction.
WELLNESS
Hamutal
(Tula)
Schieber,
Nov.
2021

32. 32
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