Givaudan sees seven trends driving innovation and consumption

From “layered wellness” to “tailored expectations” flavour supplier Givaudan delves into agenda-setting consumer trends in its re-vamped FlavourVision digital platform.


Swiss flavour and fragrance manufacturer Givaudan identified over 70 “crucial drivers​” and “leveraged attitudes​” that it believes will shape the future of food demand in its new behavioural survey, which feeds into the trends programme FlavourVision.

The company spoke to 33,000 consumers across 25 countries to identify “high-level forces of change​”, global marketing head Marissa Barnes explained. These encompass social, technological, economic, environmental, political factors as well as consumer values and behaviour, she told FoodNavigator.

The group then deepened its analysis by interviewing consumer experts, food sociologists and chefs. “In addition to our typical review of online and syndicated materials, we went into the streets of over a dozen cities around the world to capture great trend examples. Our new FlavourVision platform makes it easy for our creative marketers, chefs, and flavourists to capture and share trends digitally wherever they see them, around the globe,​” Barnes noted.

Givaudan’s FlavourVision includes an interactive digital platform that allows the company to develop “trend treks”​ showcasing how these trends are playing out on the ground. “Our first round of live trend treks included cities in India, China, Indonesia, Singapore, Nigeria, Germany, Russia, Mexico, Brazil, Argentina and the USA,”​ Barnes said.

The company “absolutely”​ hopes that this kind of data-driven insight into the consumer mind set makes will make it a more effective partner for food manufacturers. However, Barnes continued: “What really gives Givaudan an edge is that we translate our findings into product concepts and flavours for our customers, and those ideas are backed by our technology to make it happen. Inspiration is critical, but we prioritise what is relevant and actionable for our customers.”

Source: Food Navigator

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