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Dear Reader,
The present Trend Report was published in January 2020 to highlight important food trends for the upcoming year. With the influence of the
global COVID-19 pandemic, it is important to review the impact on and the relevance of identified trends for the food industry. Furthermore,
the importance of Health and Safety increased.
For the Airline Catering industry food safety has always been standard and of paramount importance. It is manifested in LSG’s DNA and has
a long-standing tradition to produce food according to highest regulations. Personnel Hygiene practices are not new to us and hand hygiene
as well as sneezing and coughing etiquettes are well trained. Additionally, together with the Airlines Catering Association (ACA), we have
actively developed COVID-19 pandemic guidelines for all its member caterers to mitigate the new health and safety risks of this pandemic.
Please find the Guidelines here: https://www.lsg-group.com/lsg-uploads/ACA-COVID-19-Pandemic-Guidelines.pdf
On the following pages, the individual trends are assessed regarding their importance during the current pandemic but also considering a
long-term development (please review the additional COVID-19 Impact slides for information on the assessment).
+++ Trend is accelerated by the current crisis
++ Trend remains the same
+ Trend is currently receiving less attention, but will be of importance after the crisis
Disclaimer
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8+++ Trend is accelerated ++ Trend remains the same + Trend is receiving less attention
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With various restrictions, more people now
have the time to experiment with
traditional recipes and create new
combinations with different flavors. Some
even began growing herbs and vegetables
in their gardens or at home.
9+++ Trend is accelerated ++ Trend remains the same + Trend is receiving less attention
During the crisis, people started cooking the
well known recipes that give them comfort
and emotional well-being, e.g. baking yeast
pastries and sourdough bread. Due to
‘Social Distancing’, families are once again
experiencing dinners together.
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11+++ Trend is accelerated ++ Trend remains the same + Trend is receiving less attention
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Due to the pandemic, we saw more people
eating “together” virtually via social media.
There has also been a sharp increase in
demand for food delivery services, Click &
Collect and the rise of “ghost kitchens”
around the world.
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Meatless and milk alternatives have kept
their relevance due to consistent demand
to eat healthier and protect the
environment. Health science and
nutraceuticals food as medicine.
Understanding which new materials can
be used to achieve better results in
sustainability.
+++ Trend is accelerated ++ Trend remains the same + Trend is receiving less attention
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14+++ Trend is accelerated ++ Trend remains the same + Trend is receiving less attention
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15+++ Trend is accelerated ++ Trend remains the same + Trend is receiving less attention
There is growing interest in products that
are rich in vitamins, nutrients, probiotics or
other ingredients to boost the immune
system.
Being able to identify the ingredients is now
more important due to health reasons and
sustainability; transparency is a growing
topic. Reduced sugar and unhealthy fats, or
food that are gluten-free, milk-free, egg-free,
etc. are of great interest.
People are finding solace in treating
themselves with comfort food. During
lockdown, people used their time to bake
and even make their own ice cream from
scratch. In some markets, there was also
an increase in alcohol consumption.
“Right choice, right moment” has always
been relevant for our customers and their
passengers. These days, the right offer
must satisfy the passengers’ needs while
supporting social distancing measures.
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17+++ Trend is accelerated ++ Trend remains the same + Trend is receiving less attention
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Whether they are growing their own food
or buying it at the local market, it is evident
that consumers are increasingly opting for
regional produce and meats. In most
regions around the world, people are also
going organic.
More chefs are emphasizing the
importance of not throwing food away.
Massimo Bottura’s #kitchenquarantine
series during lockdown, for example,
raises awareness on transforming
leftovers into a new dish.
There was no shortage of charitable acts to
help those in need during the pandemic.
Virtual concerts were held and many also
cooked for people in need. Some examples
include: Action Refettorio, Dominique Crenn,
Daniel Humm, World Central Kitchen,
#kochenfuerhelden and food donations by
the LSG Group.
At the beginning of the pandemic, the
demand for packaged food increased.
Safety overshadowed the topic of
alternative materials, but this topic has
been picked up again and continues to
gain momentum.
+++ Trend is accelerated ++ Trend remains the same + Trend is receiving less attention
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20+++ Trend is accelerated ++ Trend remains the same + Trend is receiving less attention
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21+++ Trend is accelerated ++ Trend remains the same + Trend is receiving less attention
Restricted from travel, people are using food
to experience that “vacation feeling”. Creating
cross-over meals using ingredients and
techniques from around the world allows
people to discover new “territories” and
satiate the unfulfilled desire to travel.
During the pandemic, more people were
sharing pictures and videos of their
homemade food. Whether with friends,
family or on social media, lockdown
restrictions encouraged people to try new
recipes and make them look special.
Whether it is made with ethically sourced
ingredients or nutritious superfoods, each
dish has a story. Communicating about it
will draw customers who identify with the
message in, and strengthen the
messaging and branding. Purpose driven
companies gain in importance.
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22+++ Trend is accelerated ++ Trend remains the same + Trend is receiving less attention
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