Mounting inflationary pressures, climate change and the aftermath of COVID-19 are rapidly changing the way consumers make decisions about their health, values and habits. Working with consumer insights agency, Canvas8 for the first time, Givaudan’s latest FlavourVision® report explores these shifts through 5 consumer macro trends and they include:
Green for me – turning to eco-actions that feel personal and relevant
Restorative care – adopting more intuitive restorative approaches to health
Stable connections – looking for a sense of stability and continuity, leaning on hyper-local and me-first mindsets
Sensorial renaissance – wanting to ‘feel’ more and seeking experiences that expand the boundaries of what is expected and possible
Augmented assistance – looking for proactive and personalised digital tools to help navigate and optimise life
In addition to gathering exclusive data from around the globe, the FlavourVision® 2023 edition draws on expertise from world-renowned experts in design, anthropology, futurology, holistic-wellbeing, sustainability and sensorial research. Each macro trend was analysed, explored and developed by a trend ambassador with recognised experience in their respective field. To ensure relevancy, the macro-trends were then validated and future-proofed with the help of leading experts and futurists from the food and beverage industry.
Thomas Ullram, Global Marketing Director at Givaudan Taste & Wellbeing said, “We are really excited to share the new FlavourVision® with our customers. This new edition builds on the success we’ve had with the FlavourVision® programme since it was established over 15 years ago. The depth of insight in this new update is remarkable and provides such valuable knowledge that will really help in co-creating innovative food experiences. A culmination of extensive global research, data analysis, and vast expertise, FlavourVision® acts as a guiding light for partners and customers, empowering them to transform confusion and disruption into certainty and opportunity in line with consumer needs and desires.”
Givaudan will be offering a sneak peek into the research via a mini-report exploring the ‘Augmented assistance’ macro trend. Developed in consultation with cyborg anthropologist Amber Case, one of the most influential women in technology, this deep dive will explore the many ways consumers are looking for augmented forms of assistance to relieve the frenetic demands of daily life. Readers will get a sense of the consumer data that’s driving the macro-trend, and examples of how it is being expressed by brands in innovative ways.
Givaudan invites food and beverage companies to contact your local Givaudan sales representative for a personalised deep-dive into the new FlavourVision®.
Givaudan is a global leader in Taste (Flavor) and Wellbeing and achieved CHF 7.1 billion (US$8 billion) in sales revenue in 2022.