Mr. Heshof, you’re a trend scout for food and nutrition trends. Why is „zeitgeist“ an important issue when it comes to food trends?
Because trends are no coincidence, there is a logic behind consumer and food trends. It is the circle, the fixed rhythm, of the Zeitgeist that determines the food trends. The Zeitgeist expresses the dominant mentality and needs in society.
The Zeitgeist trendmodel helps you to scout the most relevant food trends. So, you won’t get lost in the overload of trends you can find on the internet. It helps you to know which trends are over and which are upcoming.
How did you become a trend scout?
I studied business administration and economic psychology and started working as a marketeer for brands like KNORR. In my job I always liked most the consumer part, like ‘What does the consumer want? What are the consumer trends?’ So, after 12 years at brand side I started BLOOM, a trend and marketing agency which helps to keep brands future-proof based on trends. Everything I do from Ideation to Strategy is always based on consumer trends, so trend scouting is a key element of my job and passion.
How have food trends evolved over time?
I the nineties the focus was about Processed Food which led to a big correction starting in the new century, we went Back to Origin (with trends like food connection and trusted naturalness). Today it is about Food Wellness and Excitement (with trends like natural goodness and sensorial pleasure) and we are entering the Smart-Wellbeing Zeitgeist period (with trends like nutrition, functional food and personalised nutrition).
Is food the new „fashion“?
Absolutely, especially young people spend more on food and drink experiences than on clothing. Look what they post on social media, like Instagram. It is about collecting food experiences instead of more clothing stuff. Food is an accessible way to express yourself. You are what you eat!
How do you detect new trends?
First, I use my Zeitgeist trendmodel, proven for 20 years, as a trend compass. Secondly, I read all relevant newsletters and reports about consumer and food trends. Third, I do trend hunting tours, every year I visit different cities in Europe and every two years I go to New York and another big city in the US like Los Angeles, Seattle, or Portland to experience the new food developments myself.
Which trends will be of special interest in the following years – and why?
The most important trends are nutrition and proven better for planet (sustainability), because we realize (accelerated by COVID-19) that health is our greatest asset - people’s health and our planet’s health.
Consumers think first: What’s in it for me. That makes nutrition the most important trend in the coming years. People are realising that there is a direct link between their health and nutrition. Besides flavour, nutrition will become a key driver for consumers. Also, every person is unique and need different food intake to live longer healthier, so personalised nutrition will rise as well, supported by smart devices and nutritional coaching.
If you could choose – what trend would you wish for (and why)?
The combination of Personalised Nutrition and a Seamless Experience. It would be great to have a digital assistant, a digital-twin, like Digi-Peter. Digi-Peter will help me to find the nutrition that works best for me. Digi-Peter knows off course my health goals and my Food ID (based on lifestyle, DNA, microbiome, taste preference) so as a personal butler Digi-Peter can advise me what to eat and even order the food online. Making personalised delicious food just so easy. That would be great!
Would you like to learn more about the Zeitgeist Trendmodel or BLOOM, then visit our NEWTRITION X. Innovation Summit Personalised Nutrition on 12 October 2021 at Anuga in Cologne. Perfood GmbH, Garmin Health, Get Nourished and many more will be there. Secure your ticket now at foodregio.de/en/newtritionx.