Food, a vehicle for social interaction and discovery

In a world seeking to reconnect, food plays a key role as a collective activity, creating links and stimulating exchanges. From culinary traditions to international explorations, food is a lever for bringing people together and celebrating their diversity

Sharing to better connect

The act of eating goes far beyond the simple satisfaction of a physiological need. For 30% of consumers, sharing is intrinsically linked to the pleasure of eating, while 40% enjoy cooking for others, a figure that reaches 50% in Nigeria. Restaurants and food courts have become social places where culinary discovery is combined with local and sustainable values.

The new generations of food courts in Europe reflect this need for conviviality, offering spaces that bring crowds together around a variety of cuisines and ethical concepts. This post-pandemic phenomenon embodies the alliance between the pleasure of eating and the desire to reconnect with others, as Maria Bertoch, Foodservice expert, points out: ‘It’s a chance to combine the useful (shopping) with the pleasurable (family outings, meals, leisure activities)’.

Honouring tradition: between nostalgia and innovation

Going back to the recipes of yesteryear appeals to almost one in four consumers, attracted by products that tell a story and preserve local know-how. This trend is benefiting brands, which are banking on relaunches with vintage packaging and traditional recipes.

Traditional bistros in France and vermouth bars in Spain are doing particularly well, combining attractive prices with a retro atmosphere. This return to our roots is accompanied by strong demand for ingredients such as buckwheat and black garlic, revisited to meet the contemporary challenges of sustainability and naturalness.

At the same time, almost one in three Europeans cite conviviality as a key motivation for going out to eat, reflecting the importance of social ties in food enjoyment.

Culinary exploration, an invitation to travel

Discovering new flavours remains a priority for over 35% of consumers worldwide, a figure that rises to 41% in China. International cuisines are gaining in popularity, particularly those inspired by Korean pop culture or young chefs promoting African traditions, such as Georgiana Viou or Mory Sacko.

In France, ethnic fast food (tacos, kebabs, Asian cuisine) will account for 27% of additional visits in 2023, illustrating a growing attraction to the exotic.

Consumers are looking for dishes in which techniques and flavours are intertwined, reinforcing the idea that food is a bridge between cultures.

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Image: Lukas Bree – Unsplash

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