Globalisation means people want authentic foreign cuisine on their local high street, while hipster cafés are leading the drive for anti-artisan eateries. We use our expertise in human behaviour to understand how people’s attitudes towards food and drink are changing, and explore the brands that are catering to these ever-evolving expectations.
Despite the backlash against clean eating, people are still aware of the importance of health. But with busy, overworked lifestyles and the increasing cost of living, they’re time poor and money-stretched. Brands that respond to these specific needs are appealing and successful. Everytable makes healthy food accessible and affordable, and Little Dish champions healthy ready meals that slot easily into people’s busy lives. The continued push for a healthy diet means superfoods like avocado and coconut based products are no longer niche and have become staples in people’s search for self improvement.
And while a healthy lifestyle is the ultimate goal, alcohol is here to stay – but people are cutting back. Prosecco has replaced Champagne as the affordable, yet glamorous celebratory drink of choice. With India’s Bira 91 curating hip hop playlists to complement their taste, and Snask’s Shower Beer tapping into pre-game rituals of Gen Yers, beer is positioning itself within people’s existing lifestyles.
Tucking into an authentic Vietnamese Pho might previously have meant a trip to Hanoi, but with global cuisine at our fingertips and 62% of Gen Yers considering themselves ‘adventurous eaters’, people expect easy access to authentic food. It’s why KFC rolled out the southern-style Nashville Hot Chicken across the USA. People are also embracing alternative experiential food trends, where sight, sound, and touch all work together to increase enjoyment. So whether it’s opting for a Starbucks Unicorn Frappuccino, or taking a trip to the multi-sensory restaurant in Tokyo, people are seeking immersive dining experiences that go beyond simply eating.
By combining the knowledge of the Canvas8 network of psychologists, behavioural analysts, and industry experts with external research and consumer interviews, we’re able to unpack the key behavioural shifts that are changing the food and drinks industry and help brands understand the reasons behind these changes and innovations.