As 2021 comes to a close, Lumina has announced what they believe will be the top 3 megatrends to shape 2022 and beyond. As a leading food and drink agency we wanted to hear the latest from this trusted insight specialist, so without further ado, here we go…
1 – Indulgence
Consumers are seeking out treats, born out by the fact that the top 3 menu items by share of occasion are chips 29%, burgers 22% and pizza 7%. Treat is also the most common reason for eating or drinking out of home at +16%, followed by ‘out and about’ & ‘didn’t want to cook’ at +13% and ‘spending time with friends’ +7%. So, despite the trend for healthy eating gaining pace, it seems consumers are using eating out to treat themselves after a tough 18 months and possible rocky time ahead.
2 – Experiential
Consumers are seeking out unique experiences. Lumina’s insight has found that ‘on average consumers are 71% aligned with a set of values reflecting an experience led attitude’. Something we have seen come through with the rise of ‘competitive socialising’ concepts from ping pong to darts, mini golf to bowling, as consumers look for fun experiences when they are eating and drinking out of home. A prime example being Brew Dog’s planned Waterloo mega site, set to open next summer, with an on-site brewery, cocktail bar, coffee shop, workspaces and bowling alley!
3 – Sustainability
Sustainability has been moving up the priority list with both consumers and operators alike. With Earthshot, COP26 and the global climate crisis never before has sustainability felt so important. Be it carbon, plastic or food waste reduction the need to be sustainable presents across the board. Indeed, 72% of consumers are actively cutting down their food waste, 46% are buying more locally sourced food and 35% are encouraging friends and family to reduce food waste. Crucially for the out of home sector 1 in 4 consumers choose a restaurant or pub because they have strong sustainability initiatives!
So, it seems if you’ve got a sustainable experience-led restaurant with an indulgent menu you’re onto a winner!