LCG_B2B_Guidebook_2025

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MARKET TRENDS

CONVENIENCE, COMFORT & FUNCTIONALITY

Social habits are unlikely to completely revert to pre-pandemic levels, as most consumers seek for safety, comfort, and convenience. The convenience trend is not a short-term phenomenon – it is here to stay! Comfort and functionality habits are two of the strongest trends witnessed by the food and beverage industry. The increasing home consumption poses new challenges for Foodservice and require a new approach to original products and innovative on-trade concepts.

Nowadays, society is evolving, and the world keeps revolving. Like in the lyrics of a famous song*, it seems the next big thing is here, but in fact that’s just history repeating. Despite what most people think, we are not living unprecedented times; society has experienced similar situations in the past. Like the Renaissance Period emerged from the Bubonic Plague, and the Roaring Twenties from the Spanish Flu, we are now emerging from a new crisis for “The New Roaring 20s”. The next couple of years will represent a unique window of opportunity to develop new products and create new ways to approach the market. Consumer trends are a decisive resource and a big advantage for brands to evaluate if they have the right portfolio for the market’s needs. We have identified 3 major market trends that are influencing innovation and product development in the drinks industry, driven by 4 categories of food & drink personas.

In this convenience scenario, the ready‐to‐drink category continues its meteoric rise. Mainly pushed by hard-seltzers, RTDs are growing more than spirits, wine or beer, and are on track to become the world’s most dominant alcohol category. Led by the movement towards RTDs and takeaway cocktails, venues are also incorporating them in cocktails. Coffee is not just coffee anymore! It’s a discovery of new flavours and original mixes, leading to revised rituals and taste preferences in a perfect match to trendy lifestyles. Seductive and stylish, yet technical, the science of coffee injects a new dimension on how it is served in cafés, at home or even at the office. These days, lack of storage space is a harsh reality both in bars and restaurants, but also at home. To solve this recurrent issue, our glass ware collection includes a variety of pressed tumbler ranges specially designed for stacking purposes. Space-saving stackable glassware not only assures a longer service life, but also reduces replacement costs.

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Collective Visionaries – determined activists that support sustainable food and drink brands, through the power of community and networking.

Rooted Transcendents – conscious consumers with a holistic approach to personal wellbeing and planetary wellness.

Everyday Optimizers – smart multitaskers, with an eye on budget.They seach for convenience, comfort and versatility, without neglecting health, taste and flavour.

Sensory Seekers – passionate discoverers that reject the status quo.They seek for the newest within the new, craving for technological and high-sensorial experiences.

* “History Repeating” by Miss Shirley Bassey (composed by Alex Gifford)

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