current
Rule Rebellion in Food
Consumers are embracing "perfectly imperfect" eating habits, creating opportunities for brands that challenge conventional food norms.
Timeframe
near-term
Categories
Subcategories
Detailed Analysis
Consumers are increasingly accepting of their less-than-perfect food choices, rejecting restrictive diets and rigid rules. This creates space for brands to innovate by breaking traditional food conventions. "Food and drink brands can target these 'perfectly imperfect' consumers with innovation that breaks the invisible rules around food and drink consumption." This trend is evident in existing consumer behaviors, such as indulging in treats despite healthy eating intentions and prioritizing convenience over home cooking. Brands can capitalize on this by offering products and messaging that align with these real-world habits.
Context Signals
73% of US consumers agree it's OK to be average.
64% of Japanese consumers agree that cooking at home is too troublesome.
34% of German consumers eat something indulgent daily.
Edge
Unconventional collaborations between food and drink brands will drive novelty.
Products and marketing addressing mental health through food will become more prevalent.
Sustainable ingredients with unique taste profiles will challenge established norms.
