- 25 September 2012
The Consumer Lifestyles Trends Programme is a foundation of knowledge that allows the Irish Food and Drinks Industry to better predict and prepare for consumers’ future needs and wants. Last week we looked at the Consumers in Control trend which is all about pursuing better value, making smart choices and getting the most from your money.
Our sixth and final trend of the programme is Keeping it Real and can be summarized as;
“I am looking for products and brands that are real, authentic and honest, because I know I can trust what's in them and where they come from”
As the recession struck, brands that had stood the test of time and remained true to their values became points of stability and comfort amongst the turmoil. But as life has settled into new routines the meaning of authenticity is changing.
The past has to have modern relevance to maintain its meaning and value; genuine benefits need to lie behind the origins or craftsmanship that is used in their making. Provenance or sourcing need to deliver unique or distinctive product attributes.
Locality and seasonality are becoming increasingly important; and are seen as a way of accessing products at their best whilst protecting local interests.
The sub-trends for Keeping it Real are:
|Back to Basics –||Adopting traditional approaches and skills to meet today’s needs|
|Celebrating Tradition –||Taking the best tradition and heritage to meet modern tastes|
|Craftsmanship –||There is a rising interest in the people and artisan skills behind products|
|Behind the Scenes –||Transparency is now a mark of quality and trust|
|Passion for Place –||We are seeing a growing interest origin as a mark of quality and trust|
|Embracing the Seasons –||rowing interest in consuming seasonal produce|