Symrise updates trendscope to decode 2024 food and beverage trends

Published: 27-Mar-2024

The proprietary technology gives an overview of the current consumer trends in food and beverages

The new edition of the proprietary Symrise trend tool trendscope 2024+ has delivered some key findings for the nutraceutical industry, including an overview of the current consumer trends in food and beverages, and how they may develop in the future.

According to trendscope, health and naturalness continue as the most relevant trend drivers.

At the same time, climate-smart innovation and circular consumption is getting more important, while digitalisation exerts a fast-growing effect on consumer lives and the industry.

By combining qualitative and quantitative research methods, the study serves as an important basis for the development of consumer-preferred taste, nutrition and health solutions.

trendscope provides comprehensive information on trends and investigates how they drive innovation. The results are collated into reports, which Symrise then uses to translate consumer preferences into food and beverage concepts. 

“Consumer behaviours and mindsets change over time — and so do their demands for food and beverages,” says Leif Jago, Global Marketing Manager Food & Beverage at Symrise. “trendscope allows us to closely monitor and anticipate market shifts. This creates an important basis to design solutions that deliver against these evolving needs.”


Combining qualitative and quantitative research

To decode latest food and beverage consumer trends, trendscope combines various different methods of analysis.

The qualitative research contains for example a meta-analysis of consumer reports, start-up and social media screenings, an innovation scan and insights from the Symrise taste treks with the chef network StarChefs.

The quantitative research comprises a meta-analysis of existing studies, surveys and polls related to consumer behaviour and mindsets.

In addition, social media listening and AI-based trend forecasting support the findings. This goes hand in hand with an analysis of global urban hot spots. In twelve global locations, Symrise conducted 24 interviews with selected trendsetters like food bloggers, journalists and trend scouts.

“The tool’s global scope allows us to tailor trends to regional specifics. Based on this, Symrise can develop taste, nutrition and health solutions and tailor them to consumer demands in specific regions and categories. This, in turn, helps our customers to respond to decoded consumer desires with the right food and beverages,” concludes Jago.


The new offer of trendscopeTM 2024+

To increase the relevance of trendscope further for the Symrise teams and customers, several key changes were made to the platform.

The current edition puts a spotlight on health as consumer health awareness is growing and has evolved into a key innovation driver. In addition, digitalisation and sustainability are now forming standalone megatrends.

From a research perspective, trendscope 2024+ uses more quantitative data sources, including social media listening and surveys.


Six global megatrends with several sub-trends identified

Symrise has identified six megatrends, with 'digitalisation' forming an underlying macrotrend that permeates all areas of life. 

The other five items represent trend clusters with several sub-trends.

'Purposeful sustainability' focuses on the urgency to act in a resource-saving manner. It also includes the consumer wish of making product choices with a positive impact on the climate. Regenerative eating and circular thinking play a key role here.

The 'Natural goodness' cluster centers around the wish for natural and clean label plant-based products. This comes with a more critical eye toward ingredients and production methods.

Another relates to 'healthy lifestyle'. Consumers have started considering mental and physical wellness combined. Products supporting mental health and emotional wellbeing experience a boost.

'Emotional discoveries' presents the wish of consumers for social connection and memorable experiences after the pandemic. At the same time, they demand higher standards of originality, quality and authenticity when discovering new tastes.

The 'Premium Indulgence' cluster gets strongly characterised by value orientation. Consumers look for indulgent moments in times of rising costs of living. They try to find bliss in little things to treat themselves.

The Symrise experts use these trendscope insights to investigate what they mean for the company’s portfolio. “We operate very agile and keep an eye on the competencies we need to address in view of important consumer needs. We want to support our customers in achieving their goals while contributing to Symrise's sustainable growth,” adds Regine Lueghausen, Vice President Global Marketing Food & Beverage at Symrise.

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