LSG Group’s new trend report for 2020 is even more comprehensive – and available now.

LSG Group has published the 2020 edition of its Trend Report. The full version is now available on request. Based on the latest results from market research, consumer data and evaluations of social media content, the most important development trends have been identified, analyzed and processed.

Frank Theis, Senior Vice President of Global Sales & Marketing at LSG Group, is delighted that with the 2020 edition of the Trend Report, the company tailors services and concepts to the individual brand promises of its customers. “Last year, it was already possible to add an exciting element to inflight concepts on a factual basis and from the passengers’ perspective. The new version has gained in depth and translates even better what is happening in the markets and what is important to consumers,” he says.

The LSG Group’s chefs use the Trend Report to create dishes based on market and consumer research expertise. Jan Christoph Meyer, Head of Global Product & Service Development, says: “In this way, we can help them interpret the spirit of the times perfectly with their incredible culinary skills.”

The results are five general market trends, so-called umbrella trends, to which 16 more specific sub-trends are assigned: “Shareworthy” describes the phenomenon of sharing culinary experiences and their aesthetics with one’s fellow human beings – via social networks, but also personally. No Plan(et) B” is about the growing awareness of sustainability, which goes far beyond the origin of food and the environmental friendliness of materials.

The umbrella trend “Mindfulness” revolves around the growing importance of conscious nutrition and health aspects, but also new definitions of pleasure. The rediscovery of old recipes and the tastes of childhood – coupled with new influences – are now known as “The new NostalgiX”.

Behind “Food Technology” are developments that revolve around the use of IT solutions such as augmented reality and high-tech cooking methods. The Trend Report is rounded off with “Things to Watch” and trends that are in their infancy but could revolutionize the market. The trend scouts of the Innovation & Research Community keep their eyes open for what’s happening around the globe.

If you want to know more about our 2020 Trend Report, please reach out to: trending@lsg-group.com

To get a preview version of our 2020 Trend Report, please click here.

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1. What surprised you?

First of all, the innovative power of food start-ups; nearly all the innovations were presented by start-ups, regardless of the sector. It seems like the Big Players will either have to adopt the trend or join the “newcomers” one way or the other. The second thing that surprised me was the increasing offer for organic and healthy food. There were eye-opening innovations that combined well-known products with new ingredients; like “Beetroot Flatbread” or “American Cheesecake with Skyr”, for example. Finally it was obvious to me that we will face a much closer link between coffee and food2go in the area of supply chain and equipment-design.

2. What in particular did you like?

As usual, I enjoyed the strong mix of food and the respective equipment manufacturers at the exhibition itself. On top of that, I also liked the fact that food and beverage innovations, and especially start-ups, have been given more space.

3. What does the exhibition have to offer for the LSG Group?

It offers us the opportunity to observe the latest trends and the other players in the market – especially since we as the LSG Group are still in the “trainee stage” in terms of convenience retail in Germany. Since all our potential customers such as coffee shops, petrol stations and wholesalers are also visiting the convention, many intense discussions can happen in those two days. At the same time, the trade fair helps us to better understand which segment the LSG Group can stand out in right now; at the moment, that’s in the frozen food and snack box sector, in my opinion.

4. Last but not least, why would you go back?

I have been a regular guest for the last ten years. I will definitely continue to take the opportunity to gather information and meet lots of business partners at the same time in the same place.

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Sunbul Dubuni has been responsible for the Areas of Consumer Insight and Trends at the LSG Group since 2008. She specializes in the links between the subjects of Food, People and Travel.

Ms. Dubuni, what exactly do you understand by consumer insight?

When you develop a product, you try to understand who the future users will be, and how this product needs to be designed in order to please them. To do this, it’s not enough just to know their Age and sex. You have to learn to understand their Lifestyle: What they expect, how they behave and what preferences they have regarding travel and Food. If we then manage to see that something has changed in that Lifestyle, that is an insight.

I expect you must spend a lot of time gathering data.

Yes, of course, data is very important, but much more important is what I do with it – how I combine it with Information or my own experiences from other Areas. For me, a database is one source of Inspiration, just like a visit to a cultural Event, a walk around the weekly market in an unfamiliar town, the latest ads on the Internet or watching fashionistas on a Shopping trip. Thorugh a combination of a wide range of sources, you usually see the target Group in a completely new light.

Why have consumer data and insight become so important for the LSG Group?

The Airline sector has changed significantly in recent years. In the past, the structures were much more simple. We had economy, Business or first class, and the corresponding Service concepts for each of them. Now, we are talking about six or more classes on board, about pre-ordering and onboard-sales models and, above all, about digitalization in our industry. In the future, passengers will want even more to be in a Position to shape their journey in accordance with their wishes. I see our Task as being able to offer them a relevant choice.

And how may that choice look?

Depending on the type of journey, it could mean pre-ordering a particular menu on board or selecting a perfume to be delivered to a loved one at home. Even with our traditional offerings, we want to understand better what, specifically, will make the passenger in seat 11A happy – what they would like to eat, whether the crockery design is appealing and what comfort items would make them feel even better. This is where we, as LSG, can provide Support with our Expertise, and also Position ourselves as the market leader.

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Overarching theme for 2016 / 2017: Wellbeing 4.0

I was really looking forward to this year’s Heimtextile for 2 reasons. First: I have always found what the 6 international trend agencies from the Trend Table elaborated on and displayed in the theme park of the trend forum to be very exciting. The lectures that are given there – enriched with the newest examples – are helpful in gaining a deeper understanding of the industry’s developments. My second reason is that I met Mayouri Sengchanh, CEO Exalis, just after her lecture for an interview that might interest you. She is a trend expert and we have been working together for 2 years.

Sunbul: Why do you think is the textile industry so interesting for trend forecasting?

Mayouri: This is actually a new evolution regarding the trend forecasting procedure. Around 5-6 years ago, architectural and interior design were not trendsetters – it was the fashion industry. We are so fast in fashion; it was always the first one to bring the newest trends to the market. But now, the situation has evolved; a new generation of very edgy and avant-garde designers and architects, such as Karim Rashid or ‘la grande dame’ Zaha Hadid, are bringing new statements on shapes, materials, colors, LED design and so on. As an exaggeration, I would say: up to now fashion was the inspiring element to architecture and interior design, but now it is the other way around.

Many years ago it would not have been possible to think this way. When you thought about interior design, it used to be more or less “timeless”. One would not think about seasons or fashion trends, but rather it was seen as a long-term investment that supported the way people would lead their lives. Now, that scenario is changing.

For us, the Heimtextil in Frankfurt is the main “rendez-vous” for designers and entrepreneurs alike. Also people from different industries come here to get inspiration – like you from LSG – or, as another example, I have met customers from the cosmetic industry, just this morning. This exhibition is not only about fabrics, but also a about texture, colors, new shapes, innovations of fabric – such as smart fabrics – and the sense of space.

Sunbul: So would you say that the textile industry has changed from being ‘more or less timeless’ to future oriented?

Mayouri: Definitely, but I would say timeless is probably not the best choice of word. Maybe we can say ‘from a slow-motion to a more progressive industry’. Yes.

Sunbul: Which main changes do you notice compared to last year’s Heimtextil?

Mayouri: The industry is evolving. We have taken part in the Trend Table of Heimtextil since the beginning. We are six agencies, thinking and rethinking the trends that we share during the trade show. We transfer them to the Trend Forum and the Trend Book, as well. When we had our meeting with the Trend Table, I must admit, it was quite a struggle to bring the new trends alive.

For most of us, we had the feeling that the story is repeating itself – specifically when talking about long-term developments. This means that big topics such as urbanization and sustainability are still key. But how could we translate them into new and creative concepts? This was definitely a big challenge. We discussed this challenge for quite some time – the nights were long, I admit – during the Trend Table workshops. But in the end, we all agreed on this major ‘uber-macro-trend’, the ‘Well-Being 4.0’. This describes one of the major topics facing today’s global society – dealing with how we can live longer and better.

The 4.0 in the title is a link to technological innovations. Also, it includes the idea that we have to think and reconsider our behavior towards sustainability, ecology and further relevant global topics. The creative translations of these trends into societal segments, such as retail, hospitality, craftsmanship, among others, are, of course, new. This is a flow and movement from year to year regarding the macro-trends that we are presenting here.

Sunbul: We – LSG – have worked together with you – Exalis / Carlin – on certain subjects. So, what advice would you give to us?

Mayouri: I know that you are engaged in passengers’ insights and lifestyles to develop even more consumer-oriented products and services. It is important to follow that road and to deeply understand the current needs of the consumers. It is essential to decode the traveler’s way of life: What do they expect? How do they live? Not only in a plane, but also in their homes, in their own four walls. What kind of food do they favor at home and not only when they are eating on the plane? Decoding lifestyles is a key source of inspiration and I know that you are already using this within LSG for your developments.

Sunbul: Thanks Mayouri for this Interview!

Mayouri: Sunbul, it was really great to meet you here at the Trend Forum and I am looking forward to seeing you again soon.

Mayouri Sengchanh, founder and CEO of EXALIS GmbH, is the partner of CARLIN INTERNATIONAL in Germany, Switzerland, Austria and Russia since 13 years.

http://www.exalis.de/en/

www.carlin-international.com

http://heimtextil-theme-park.com/theme-park/

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Over the past several years we have observed many changes in the convenience food industry. The market has exploded with a huge increase in the variety of products offered. The spectrum of quality has also grown tremendously – from simple items to high end offerings. Areas in which convenience foods are used continue to grow, which is helping to drive the increase in the range and variety of products. The change is a direct consequence of global societal shifts, for example, more working women, more travelers worldwide, and massive progresses in technology.

Why Convenience Foods?

Convenience foods promise to make life easier and their main benefit is helping to save time. For a majority of people, life is getting faster and busier. With balancing work, travel, school, and family time, we’re constantly on the move. That’s a big reason why convenience food is becoming more and more relevant in our lives. The definition of convenience foods is ambiguous due to both individual perception and cultural background. Different people and cultures use convenience foods in different ways. Opinions on how to use convenience foods – and to what extent – might vary drastically to people from Hong Kong or Los Angeles or Frankfurt. What makes the topic even more complex is that it represents a very heterogeneous range of products: from “little helpers” for a home cooked meal to entire “ready-to-consume” meals.

Content along the whole Experience

We see that today – and in the future – only offering a quality product will not be enough. All product offerings are and will continue to be linked to an entire experience. The benefit of offering “convenience” to the end consumer will be mirrored more and more in all services that accompany an offer: transparent production process, suitable packaging, appealing design, provided services and more. Convenience is part of the whole, complete story. This is especially true for those services that reflect connectivity aspects in innovative ways. This trend will definitely be interesting to watch.

Challenges of Convenience

The perception of convenience foods will change in the same way their quality and services will change. We are undergoing a new approach of how convenience can support us in living the lifestyle we want to live. Convenience foods will provide for every occasion an appropriate and easily available solution: be it basic, sophisticated or simply matching your very personal mood. How is convenience food used in your culture to make daily life easier? Where do you see convenience food taking us in the future?

More blog posts from Sunbul

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“It’s not who they are in a superficial sense – like gender, age, or geography. It’s not even what they tell you. It’s what they do.”

Todd Yellin

Demographics are dead! Long live demographics!

Last month I visited a Seminar conducted by Trendwatching to learn more about new global developments and to meet people from all kinds of industries and countries.
Trendwatching is an international trend forecasting consultancy that defines trend as “a new manifestation among people – in behavior, attitude or expectation – of a fundamental human need, want or desire.”

Demographics in post-demographic consumerism?!

To gain consumer insight, we traditionally used to look at people as target groups segmented by age, gender, income and so on, but this is definitely no longer the case. Global consumers are no longer behaving according to demographic data – they are constructing their own identities more freely than ever. Society is becoming more and more fluent. Traditional demographics have served it’s time: this era is characterized by disruptive demographics.

What are consumers’ needs?

To understand who belongs to a certain “target group” we will have to improve our understanding of who our consumers are as well as who they want to be and – furthermore – what they want to experience!

The insight we gain should shed light on the consumers’ lifestyle rather than on their age or income. That does not mean we don’t need demographics any more – on the contrary – we should use demographics in fresh way!

Become an enabler! And create desired experiences… Join us at LSG SKY Chefs on that way

To get qualified value out of all the information it is crucial to understand its context and how to interpret it.

In co-creation processes various disciplines and competences come together, combining general research with client related data to create innovative products and services. Our aim ist to enable travelers to experience what they are longing for!

More blog posts from Sunbul

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Of course we started with the Consumer Insight research part, followed by the part “Understanding the various needs of the different stakeholders”. Next step was to co-create with the participants from across various branches and to really “produce” scenario concepts. One of the many tasks was to develop a product that integrates new functionality within an existing car radio system …!

Clear defined Methods

What made it special were the different purpose built methods in each of the 3 step process to create these concepts. These methods were created by the LUMA Institute which is a global network of innovation experts. In each step there were various categories to match the required task. Throughout all stages the “human centered aspect” was always in our focus. Furthermore we were encouraged to “visualize our thinking” wherever possible, so we drew, painted, built and tinkered to gain additional brownie points (!) for the developed scenario.

Visual Thinking

This “manufactural” approach made the concept very tangible and what is more, much easier to convey to the other workshop participants. The clear defined methods and the concrete pragmatic approach combined with the visualization technique revealed some inspiring concepts.

Innovation Process at LSG Sky Chefs

The Innovation and Product Marketing Team at LSG Sky Chefs uses related tools within our proprietary development process. As we are always seeking to improve, I was happy to learn more about the thought through methods in the workshop at PDD a Design and Innovation Consultancy in London. Our claim is creating a truly desirable travel experience and that means tailoring the journey for the traveling individual in perfect match with the airline brand.

Think visual & stay inspired.

More blog posts from Sunbul

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The food industry is heading for a major revolution – How Germany will be & eat in 2030 is a look into our future eating habits, initiated by the the Nestlé Future Forum. The study focuses on how technology, mobility, health, retailing, urban planning and work will influence the food industry.

5 Future Scenarios developed by Experts

Just a few days ago the first results of the multiple co-creation phase study “How Germany will be&eat in 2030” were published by the Nestlé Future Forum.
I was really excited to see the reaction it caused in the media, because I – consumer insight and trend specialist at LSG SC – had the privilege, as one of the experts, to be part of the cross-industry expert panel. This panel developed 5 future scenarios based on the specific expertise in the area of e.g. technology, mobility, health, retail, urban planning and work.

Consumers are looking forward to the future!

Consumers were asked to rate these scenarios and their likelihood to materialize both from a qualitative as well as quantitative perspective. The good news is that the majority has a positive attitude towards the future. The scenario that was rated with the highest approval rate (65%) described a ‘Resource Friendly and Healthy Nutrition”.

Nutrition – a cultural statement

Value orientation will increase and nutrition becomes more and more a question of world view. Consumers will be demanding sustainable and healthy food. A large part of the participants is convinced that ‘what’ we eat and the ‘way’ we eat is an expression of one’s individual lifestyle and will even increasingly become a status symbol.

Technology and Innovative Food Products

Groceries will be purchased more and more online and on the other hand – offline – food stores will be differentiating themselves through advisory guidance and real tastings. Technical means will help to get the right nutritional values to stay healthy and fit. In addition apps will help consumers to make suitable F&B choices which – for healthy and sustainable reasons – might be the above mentioned in-vitro meat, algae and even insects!

There is no ONE Future, there are many!

That is just a small proportion of the first study results….

We, the Innovation & Product-Marketing Department at LSG Sky Chefs, develop future oriented inflight concepts that match the airline brand and their passengers’ lifestyles based on a structured process combined with consumer insight.

In this sense, we are looking forward to seeing you now and in the future(S)….

Read more from Sunbul

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