Taste Mode, the latest insight report from Pearlfisher Futures, explores the key cultural, category and consumer shifts defining the food and drink agenda for the next decade, and the brands – both challenger and iconic – that are transforming the insights at the heart of this change, into a reality.
On 24 November, ‘Taste Mode Copenhagen: How to Create the Food and Drink Brand of the Future’ – the third event in our global launch series – took place at the beautiful Designmuseum Danmark, Scandinavia’s largest collection of design.
Following an opening address by Pearlfisher’s Strategic Creative Director, Jesper von Wieding, the morning’s event unfolded in four sections, mirroring the four major areas of change identified in the Taste Mode report. Each shift was introduced by Futures Director Sophie Maxwell, illustrated by a conceptual innovation developed by each of Pearlfisher’s four studios, and brought to life through the practical experience of external speakers.
SHIFT 1: Sensorial to Transformative
Citing cultural tastemakers and game-changers such as Noma, Atelier Crenn, David Chang and Bompas & Parr, Sophie outlined an increasingly visceral consumer appetite for experiences, tastes and flavours that completely reframe and transcend our understanding of what food is, and can be.
SHIFT 2: Processed to Connected
The second shift – an overview of the emerging direction for health – explored how concerns around food’s processing and complexity is giving rise to a more global awareness of nourishment, a reappraisal of ‘naturalness’ and an increasingly connected relationship between food, mood and wellness.
Ben Branson, founder of the world’s first non-alcoholic spirit, brought the first and second shifts to life with his story of Seedlip. Born out of a deep love for nature and the family farm Ben grew up on, Seedlip is pioneering a brand new category, encouraging a reappraisal of perceptions and reframing the behaviour of a health-aware generation attracted by authenticity.
SHIFT 3: Fast to Flexible
Drawing on the changing nature of eating occasions, the escalation of snacking culture and the increasing importance of food and drink choices to our every day routines, Shift 3 explored a future meaning for ‘convenience,’ and the ways in which brands are creating a culture of ‘faster’ food.
Mette Andersen, Communications Director of Aarstiderne, brought insights around convenience to life by demonstrating how the Danish meal box delivery company is tapping into the consumer desire for ease, convenience and affordable health.
SHIFT 4: Resources to Reinvention
As populations grow, demand threatens to outweigh resource and alternative food sources become a reality, Shift 4 showcased how brands can innovate to create new products that will appeal to consumers.
Simon Boas Hoffmeyer, Group Sustainability Director for Carlsberg, illustrated the shift in the context of an iconic brand by sharing how he’s helping Carlsberg become more sustainable whilst also selling more products.
If you couldn’t attend Taste Mode Copenhagen but are interested in either purchasing a copy of the full report or having us bring the insights to you, please get in touch.