Energy, Emotion & Experience
'Good-for-me' is becoming an increasingly important argument in the consumer's decision-making matrix. Wellness is the catchword, and it is interpreted as a mix of quality (food origin, presentation) and subjective emotional factors (taste, feel-good effect). 'Cheap and simple' is no longer an adequate sales approach. It needs something more: 'honest-to-goodness.' Social feelings determine value addition. It applies right across the board: freshness is currently one of the most powerful sales words, linking confidence with enjoyment - so vital after all the food crises - and radiating energy, emotion and experience. Freshness is sexy. And sex sells. So it's no surprise that salads, vegetables, white meat, stir-fry Asian wok cooking, the Mediterranean, whole grains and organic fruits, coffee and juices are this year's rising stars. The volume and structure of meat consumption have almost everywhere returned to pre-BSE levels. But over the medium term, users have become more sensitive and critical about the origin of meat products and the production procedures involved in them. The dishes of tomorrow will be smaller, fresher and of a greater variety; we will eat around the world. Furthermore, the old food-consumption pattern is changing. You cannot tell your customers any more what and when to eat. Eleven statements from seven countries.
[24889 Zeichen]
Ethno Pyramid
Germany: Rising Food Stars 2002
€ 5,75
