For a sustainable future: 9 food trends to follow

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Climate change is impacting our consumption. A reality to which brands must adapt. How are our eating habits changing as a result of climate change? 9 food trends to watch.

Food occupies a central place in the lives of the French, not only as a source of pleasure and conviviality, but also as an expression of their cultural identity. However, this intimate relationship with food is increasingly tinged by growing concern about climate change. Delphine Voituriez, Director of Strategic Planning at Edelman France and Laurène Hug, F&B Lead at Edelman France.

According to the latest Edelman Confidence Barometer, 76% of the world's population is concerned about climate change and its consequences for the future of our planet. This concern is reflected in consumers' food choices, as they look for ways to reduce their carbon footprint while preserving the pleasure and quality of their meals, and their wallets, in a context of marked inflation. In fact, 67% recognize that there is often a significant gap between their desire to adopt a more responsible lifestyle and the reality of their choices. However, consumers around the world are well aware that their food is a means to an end, and are demonstrating their creativity in adopting a more sustainable food model.

Through its Food x initiative, an exploration of how food and behavior are evolving in the face of today's most pressing issues, Edelman's team of Food & Beverage experts has identified nine related trends that open up new perspectives for the entire sector.

Among them, "Planet Math" or "green haggling", a trend that involves making small gestures that can pay off big, or calculations and trade-offs to balance our impact. Whether it's going vegetarian at home to justify a burger in a restaurant, or forgoing straws for a takeaway latte, people see environmental impact through "pluses" and "minuses" to lighten their footprint.

Another interesting trend: because our food choices have become an extension of our identity, reflecting our values and commitments, they now play an increasingly important role in our relationships with others; to the point of considering a diet (vegan or vegetarian, for example) as a decisive criterion in our love choices.

More than ever, Roland Barthes' quote takes on its full meaning: "What is food? It's not just a collection of products, subject to studies and statistics or dietetics. It is also, and at the same time, a system of communication, a body of images, and a protocol of uses, situations and behaviors." (Pour une psychologie de l'alimentation contemporaine, 1961).

But beyond the choices and identities of our food choices, what's striking is the adaptability and creativity that consumers are demonstrating. Whether we're French, Vietnamese or Mexican, more and more of us are trying to adapt our local recipes to help reduce our environmental footprint. We're trying to adapt recipes to increase the proportion of vegetables. We create "Faux Gras" for New Year's Eve, "carne asadas" become "coliflor asadas", Vietnamese chefs reinvent their broths with shiitake mushrooms, Kombu seaweed, seitan..., we look for the most creative ways to use all parts of our food to reduce food waste.

What might be perceived as constraints are in fact transformed into an infinite playground, propelling culinary innovation and creativity into unexplored horizons.

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Overview of the 9 trends identified by Food x

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Planeth Math" trend: balancing your environmental impact

In their quest to improve their individual impact on the planet, consumers are making delicate calculations to rationalize their actions to protect the planet. Whether it's going vegetarian at home, splurging on a piece of beef in a restaurant, or walking to an avocado toast with friends, consumers are juggling "impact equations" to, if not improve, at least balance their "food footprint".

Recommendations

• Be clear and transparent about the cost and impact associated with your products (transport, packaging, etc.).
• To help balance the equation, suggest alternative options that satisfy consumer needs while being more sustainable.

The "Vegging up" trend: vegetalizing your diet

Vegetables play a central role in efforts to protect the planet. Many subscribe to the idea that "from the earth" is often shorthand for "better for the earth". Many consumers prefer and explore seasonal vegetables, and opt for fair-trade products. The aim is to promote products that support the transition to sustainable agriculture.

Recommendations

• Help consumers change the ratio on their plates. Vegetables can also be a main course.
• Rely on the versatility of the benefits and diversity of vegetables
• Enhance your recipes with climate-friendly vegetables to amplify the positive impact.

Climatarianism" trend: to limit your environmental footprint

‍Foodhas always been an important expression of our convictions. Today, the planetary impact of what we eat and drink is linked to our values, personalities and identities. From what we consume to what we waste to our energy consumption, the ecological impact of our choices determines how we perceive ourselves and how we want others to see us.

Recommendations

• Give influencers a microphone to give visibility to your virtuous actions
• Communicate the benefits of your products through an environmental lens
• Promote your eco-actions

Eco-exploring" trend: innovating and exploring new eating habits

While climate change is having a negative impact on agricultural yields worldwide, more and more consumers are seeing these developments as opportunities to explore new foods and expand their potential.

Recommendations

• Remove cost barriers: exploration can't be limited to privileged audiences. Get as many consumers on board as possible.

Sustainable swaps" trend: sustainable practices take hold

Many consumers, aware of the need to change their eating habits and adapt to new challenges, are ready to abandon old, unsuitable practices in favor of more ecological options. The only conditions are that they must not sacrifice taste, quality or price.

Recommendations

• Remove barriers to sustainable trade (including cost) to ensure accessibility
• Clearly identify and quantify the impact of change

Future-proofing kitchens" trends: promoting agricultural and cultural diversity

Communities take on, value and perpetuate their culinary identity. By adapting traditional and culturally symbolic dishes, they honor both the planet and their heritage.

Recommendations

• Explore the diversity of partnerships: from producers to cultural experts to influential grandmothers, broaden your panel.
• Partner with talent that translates culturally relevant dishes to enhance diversity in food and beverage.
• Make the case for agricultural diversity

Weather hacking" trends: the weather as a new ingredient

As climate change intensifies, consumers are looking to adapt to fluctuating temperatures. How can they do so? By considering weather realities as a key ingredient in their cooking. From rethinking hydration and food storage options to drawing inspiration from different cultures, consumers are welcoming the weather into their food lives in creative ways.

Recommendations

• Be agile and meet your customers 
• As weather conditions become increasingly extreme, "seasonal" cravings will be stronger.
• If consumers are finding ways to "hack" the weather to their advantage, brands should be doing the same for their marketing practices.

Climate Collective" trends: pooling efforts

No one can solve the climate crisis alone. The only way forward is to team up and work together. To create large-scale change, consumers are more inclined to find mutually beneficial, forward-looking solutions.

Recommendations

• Assert your leadership: be the one who sets the standard in your category and share your knowledge.
• Think beyond the limits of competition and empower consumers to amplify their impact.
• Ensure the quality of your partnerships, which are a source of credibility

Trash treasuring" trends: nothing gets lost

From nut pulp and vegetable scraps to eggshells and chicken bones, consumers are finding valuable alternatives to recycle what they would previously have thrown away. While this approach is part of a sustainable approach, it is also a source of creativity.

Recommendations

• Examine your production cycle for opportunities to recycle your waste.
• Help consumers see waste as an opportunity
• Celebrate creative consumers

Download the full report : Food culture in the new climate reality

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