A week ahead of SIAL Paris 2024, here are some of the major trends shaping the way consumers view food and how the industry is presenting its products

The SIAL Insights report created by SIAL Paris in partnership with Kantar, ProtéinesXTC, and Circana, pinpoints three central tendencies: “feeling,” or the emotional aspect of food; “connecting,” or food’s ability to create bonds, and “caring,” or a growing awareness of food’s health and environmental impact.

The first important trend the study identifies, “feeling,” relates to the central role of emotions in food choices. From consumers’ worries about the global context to their need to make time for themselves, the taboo around emotions has been lifted and the feelings around food have become a strong selling point. More than half of new food products are driven by the pursuit of pleasure — 52% versus 47% in 2022 (Source: ProtéinesXTC).

Sensory satisfaction is an essential consideration for consumers. One out of three consumer choices are driven by the discovery of new flavours (Sounce: Kantar) and sophistication is also key for products with strong added value: complex recipes, rare or select ingredients, etc. Textures and colours also get their fair share of attention.

The second key trend the report points out is “connecting,” focusing on the collective aspect of food.  Following the pandemic, food is now a very collective experience. It is also a way to weave connections across time — with renewed interest in traditions and forgotten ingredients — and space — with exotic culinary explorations.

30% of the study’s respondents said they associated the notion of sharing with the idea of eating a meal together, and 40% said they enjoy cooking for themselves and others. Close to 1 in 4 respondents were particularly fond of traditional dishes.

The third trend the SIAL Insights report highlights is “connecting,” demonstrating that consumers have become increasingly aware of the fact that they are what they eat, and that what they eat has an impact on the planet. 74% believe that the food they eat may be harmful to their health (source: Kantar). Expectations for reassurance are high and consumers are looking to easily understandable signs such as increased attention to ingredient lists. They have a favourable view of less processed products, and a marked preference for local and in-season products — 53% (source: Kantar).

Supply follows suit with the generalisation of clean labelling, production traceability and new agricultural models. However, while the interest in organic food is growing steadily at 66%, 67% of respondents said it is too expensive.

Well-informed and conscious consumers are increasingly concerned about sustainability and 40% say they have made radical changes for environmental or ethical reasons.

Download the full SIAL Insights 2024 report

The impact of inflation

Driven by continuing supply disruptions in an unstable geopolitical context, rising food prices have reached historic highs. As a result, food spending is on the rise, but there has also been a general decline in volumes, with downsizing now a way to preserve purchasing power, along with switching to different brands. A majority of Europeans opt for discounts and special offers, and more affordable brands (private labels and value ranges).

After post-pandemic euphoria, the industry is seeing sustained annual growth, but footfall traffic stays short of pre-Covid levels. The appeal of dining out remains a strong motivation, but in order to continue to be able to afford it, a majority of consumers are rethinking their decision-making.