Emotion at the heart of food: An essential driver for moments of comfort and pleasure
According to “SIAL Insights 2024“, consumer expectations are evolving towards a greater search for pleasure and sensoriality, with figures that underline the importance of taste and new experiences in food choices.
Food remains a pillar of everyday pleasure, offering an escape from the challenges of the modern world. According to the latest data, 75% of consumers consider pleasure to be a priority in their food choices, a significant increase on the figure of 70% in 2022. Against this backdrop, product categories such as ice cream (+8.5%), crisps (+25%) and cookies (+14%) are showing strong resilience, particularly in Europe, where these small, accessible pleasures are popular.
The quest for sensory experiences also plays a major role: 52% of new food products are developed to maximise pleasure, up five points on the previous year. Textures, colours and flavours are carefully crafted to offer an all-encompassing experience, appealing to customers looking for a sensory escape.
Festive occasions that are multiplying and reinventing themselves
Eating pleasure is not limited to everyday habits; it extends to moments of sharing and celebration. In Europe, 37% of consumers say they want to enjoy life to the fullest by multiplying festive occasions. These moments, whether meals with friends or original celebrations such as divorce parties or baby showers, are redefining conviviality around the table.
The food industry is adapting to these new expectations with some surprising innovations. In China, for example, the creation of offbeat products such as carrot beer to celebrate the Year of the Rabbit illustrates this desire to surprise and amuse. In the restaurant sector, 43% of Europeans say they expect a memorable experience when they go out.
Innovation and exploration: Taste as a vector of emotion
Food innovation is increasingly focused on the pleasure of taste and discovery. A third of consumers worldwide say they are motivated by the discovery of new tastes, a trend that is particularly marked in China, where 41% of respondents cite this motivation. This quest for novelty is reflected in the growing popularity of products made with rare ingredients or sophisticated preparation techniques, responding to a growing demand for unique experiences.
In restaurants, 50% of European consumers are receptive to innovations in taste, demonstrating the importance of a differentiated offer. The phenomenon of immersive dishes, combining impressive visuals and original flavours, is becoming increasingly popular, strengthening the emotional bond between consumers and their food.
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