2020 changed the food industry irrevocably, but what will happen in 2021? Which trends will remain and which will fade out? How can the food industry prepare itself for the post-pandemic era?
The fourth edition of the Godrej Food Trends Report (GFTR) 2021 revealed what Indians expect on their plate. Covering trends like dining-in, dining-out, kitchen design, etc., within the food industry, the guide comprises insights from over 200 experts.
Sujit Patil, VP and Head-Corporate Brand and Communications, Godrej Industries and Associate Companies said, “In 2020, companies had to rethink strategies and people had to modify their behaviours. As businesses, we don’t get to choose market conditions, competition, and most certainly not pandemics of this sort! However, what’s in our hands is the agility and boldness to face these challenges.”
Rushina Munshaw-Ghildiyal, MD of A Perfect Bite Consulting who designed the survey, added, “The post-pandemic consumer will be choosy, shopping and dining out selectively and specifically. The industry has its work cut out to meet these new demands; innovating, redesigning production and dining spaces, revising health and hygiene systems, service protocols, food delivery SOPs, packaging solutions, etc. It is heartening to see that stakeholders are already working overtime to get back on track.”
THE TOP 12 FOOD TRENDS PREDICTED FOR 2021 ARE:
- Breakfast will be served, re-imagined: Once considered weekend indulgences, restructured routines brought into sharp focus the importance of a healthy breakfast. This year, there will be increasing innovation in this category, from creative artisanal offerings by restaurants and home entrepreneurs to groundbreaking packaged solutions by the food industry.
- Burgeoning interest in flavour : Restricted movement and new-found interest in cooking led to food becoming a form of discovery and entertainment last year, enlivening daily meals. It also led to a food-driven form of armchair travel, enabling connections with other communities and cultures. 2021 will see consumers exploring flavours, and nuances thereof. This will encompass ingredients, spices, cooking fats, ferments, coffee, tea and alcohol, to investing in the acquisition of knowledge around particular topics via cookbooks, cooking videos, live discussions, cooking classes, discussion groups and more.
- Deeper exploration of Indian ferments: Growing respect for traditional wisdom of perceived health benefits of fermented foods, the flavour accents of fermentation and a rising interest in North East Indian cuisines are fuelling a deeper exploration of into the country’s rich repertoire fermented foods. 2021 will bring a lot more Indian ferments into home kitchens, on the shelves and on restaurant menus.
- Ghar Ki Rasoi will take centre stage: The home kitchen will rule dining decisions in and out of the home. From restructured mealtimes to ingredient sourcing, menus and how food is cooked and served, to dictating the design of kitchens, dining areas and home gardens, it will also govern what the food industry will offer in terms of innovations in appliances, products and offerings on restaurant menus.
- Unprecedented innovation in home delivery:Last year emphasised the importance and convenience of home delivery. 2021 will bring unprecedented re-alignment in this sector as brands work to survive and adapt to the new order. This year delivery will become premium, experiential and personalised as hospitality players polish in-home dining experiences, and technology is stirred into the mix to track diner preferences and arrival time of orders, WhatsApp assistance, and more.
- Mindful eating gains traction: 2020 brought conscientious cooking and mindful eating into sharp focus, when consumers came to appreciate the intricate relationship between food producers, environmental wellbeing and personal food choices. Conversations around health, sustainability and farmer welfare that brought millets into consumer focus sparked a revival of all things indigenous, from ingredients to flavours. Consumers will be ‘vocal for local’ when it comes to supporting homegrown food producers and businesses.
- Brag value on Instagram: The pandemic spurred online engagement, with Instagram and Youtube becoming a great space for food entrepreneurs, home chefs and small enterprises to market themselves. This year, social media will remain a popular marketing channel. All things Indian – regional cuisines, indigenous ingredients, traditional cookware and stories about food – will enjoy brag-value.
- North-East cuisines will add to the exoticism: With a unique flavour profile and indigenous ingredients unlike the rest of the country, consumers are just beginning to value North- Eastern cuisines. 2020 accelerated the region’s discovery, as homecooks small businesses and culinary experiences offered diners a chance to explore Assam, Nagaland and Mizoram cuisines with just a click. 2021 will see Indians exploring it like never before.
- Proactive wellness to drive diet choices: A growing interest in Ayurveda, rising curiosity in nutrigenomics and personally optimised diet options show that consumers will look for solutions that best align with individual lifestyle choices in 2021.
- Renaissance of regional cuisines: 2018 was the year of Indian regional cuisines, 2019 was about microcuisines and 2020 sparked a cooking revolution of Indian cuisine. With a restricted sphere of activity, Indians learned to appreciate ‘homemade’, respect ‘local’, and became interested in ‘regional flavours’. Home kitchens rediscovered culinary histories while restaurant chefs used this time to travel and discover ethnic cuisines of different micro-regions. 2021 will bring the renaissance of Indian regional cuisines as home chefs and mini enterprises unleash a smorgasbord of offerings.
- Rise of culinary DIY: The lockdown awakened a deep appreciation of home cooking, and its health benefits. 2020 prompted a pivot to culinary self-reliance and DIY is a habit that will stay with us through 2021 and beyond.
- Home kitchens want mindful convenience: 2020 made cooking at home a norm but also quickly grew into a burden for many struggling to juggle work, family and food. A host of early movers offered cooking solutions for the time-pressured consumer. This indicated that the market for speed-scratch solutions would grow with an increased focus on health, specific diets and even celebratory meals. An industry-wide innovation is underway to provide solutions for ready-to-cook, ready-to-eat and everything in between to support new work-life systems in 2021.
