Consumption is Changing

The pandemic has shown consumers the importance of resilient supply chains. Younger consumers are particularly engaged and inspired by values around sustainability.

Plant-based foods are going to play a growing role in people’s choice of food in the future, without them being strictly vegetarian or vegan. People will increasingly opt for more vegetables, legumes and cereals without wholly abandoning meat and cheese products.

Consumers are increasingly focusing on the entire food production process. Healthy nutrition is a major issue, with healthy defined as not only good for people, but also for the environment.

Companies have to take a stand and those who don’t measure up to what they sell risk losing not only credibility and prestige but also sales and revenue. The pandemic has changed many of consumers’ needs and accelerated dormant trends, according to Rützler.

The pandemic has made consumers much more aware of the issue of food waste. As people have spent more time cooking, they have also become more careful with food, making use of leftovers rather than throwing food away.

A good 60 percent of Germans say the Nutri-Score food classification system will lead people to eat a healthier diet in Germany, according to a study by the Hamburg-based market research institute Appinio.

Vegetarian and vegan diets have continued to gain popularity during the pandemic, and there’s also greater demand for plant-based meals in the delivery market. Vegetarian and vegan meals will become an integral part of the offering at good restaurants.

This goes further than selling food through digital distribution channels. Consumers also enjoy the variety that is available online. Many players on the market are networking to connect in new and more direct ways and this new “connectivity” is bringing together people and companies who share the same values. From transparency about the origins of food to the conditions in manufacturing and preparation, all this creates an emotional connection to the product.