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'The consumer is becoming a game changer in the food sector'
It is now known that 'corona year 2020' has brought about changes in the food sector, but what exactly do you have to think about? According to trend watcher Anneke Ammerlaan of Vision on Food, you should think of more short chains, the much-discussed protein transition and cultures in the Netherlands. "The consumer becomes the game changer."
The trends for a healthy and sustainable 2021, that was the theme of the New Year's meeting of the Food Transition Coalition on Thursday 28 January. The pursuit of healthy eating habits among consumers and the transition towards a sustainable agricultural and food system are two goals that have been at the top of the list of many organizations for years. A difficult process, which received a significant boost in 2020 as a result of the corona crisis. The key question: how can we maintain the size of the steps taken?
Food trend watcher Anneke Ammerlaan, who also specializes in the cultural and psychological influences on our eating, drinking and cooking behaviour, sees that the terms 'relationship' and 'health' are becoming increasingly important for consumers. “Where in the past food was often surrounded by a short-lived hype – think of Sonja Bakker – today it is increasingly enveloped by a long-term trend. Climate change is a clear example of this. Consumers are becoming more aware of the environmental impact of food. This is one of the reasons that consumers – perhaps as early as this year – are becoming the game changer for the food sector."
'2021 will have 5 important food themes'
For Ammerlaan, 2021 will be characterized by 5 important themes that will influence the consumer in making food choices. According to the trendwatcher, one of the most important themes is culture in the Netherlands. "The (religious) origin has a major influence on what you eat. Take halal as an example. Consumers who eat halal have a significant limitation in the range. Therefore vegan products will also be able to take off in 2021. Vegan is intercultural and knows so no restrictions from religion."
A second theme that will be leading this year is consumer interest in short chains. "During the corona crisis, many consumers bought directly and locally from the farmer. My expectation is that this will happen more and more in the long run. In 10 to 15 years' time, the retail sector can't help but go along with this."
According to Ammerlaan, this theme is closely related to the theme of 'biodiversity'. Consumers are paying more and more attention to where their food comes from and how it is produced. The farmer's method of production is vital in this regard.
'Not unwillingness, but inability'
Last but not least, consumers are paying more and more attention to health. Everything revolves around: 'Eat better for life'. Consumers need sustainable, healthy food. The theme of protein transition is an example of this. Or as Ammerlaan puts it: "Society is only really healthy if you are healthy yourself. It is a circle: you must have a healthy relationship with the products you eat, the supplier must have a healthy relationship with the producer and the producer must using healthy sources for food production."
In addition, the trend watcher states that it is not a reluctance for many not to switch to a 'healthy and sustainable 2021', but above all inability. Whether that will change in 2021, of course, remains a mystery.
Kimberly Baker
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