Konsumtrends

Consumer trends are consumer- and market-related developments with an expected duration of around five years, which are significantly influenced by the media and advertising. Consumer behaviour changes continuously as a result of factors such as climate change, globalisation and digitalisation. Technological innovations such as self-driving cars and smart energy grids also have a lasting effect on consumer habits.

Trends, Megatrends and Socio-Cultural Developments

Consumer trends must be distinguished from longer-term changes. Megatrends set in motion changes that affect entire societies and reach far beyond immediate consumer habits. Socio-cultural trends are regarded as medium-term processes of change (10-15 years) and affect lifestyles as well as fundamental social processes. Topics such as New Work, sustainability, skills shortages and snackification currently shape the catering industry in particular.

Sustainable and Plant-Based Nutrition

The trend towards eco-friendly and healthy eating is growing, as consumers increasingly value ethical consumption. Gaining in importance are:

• vegetarian and vegan alternatives in favour of vegetables, pulses and wholegrain products
• regional and fairly produced foods
• the zero-waste movement and making healthy foods yourself
• reducing CO2 emissions and optimising the use of resources

The Copenhagen model is a prime example of how government intervention can promote sustainable food offerings.

Technology as a Driver of Innovation

Energy-efficient kitchen technology, particularly steamers, plays a central role: it reduces CO2 emissions and optimises the use of resources. Digital solutions are also changing consumer behaviour, for example through monitoring and scanning methods to identify trends. Digitalisation has boosted online retail and thus opened up new shopping opportunities. Challenges such as high staff turnover remain.

Snackification and Flexible Mealtimes

More flexible mealtimes are becoming increasingly important in order to meet new working habits. Snacks are gaining in popularity as quick, health-conscious options, driven by demographic change and health trends. At the same time, the trend towards personalisation and individualisation is growing as a response to the need for self-optimisation.

egora and the Consumer Trend Towards Personalisation

Through individual menu offerings from egora, tailor-made catering options can be created quickly; menu suggestions are available within just 3 hours. With more than 100 carefully selected caterers in Berlin and a wide range of dietary options such as vegan, vegetarian and gluten-free menus, egora responds flexibly to the trend towards personalisation.