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Augmented technology is the gateway to new food experiences

Harnessing augmented reality as a digital tool could offer consumers increasingly personalised food and beverage experiences, opening up new ways to see and taste products, according to a report by Canvas8 and Givaudan.

The prediction forms one of a series of macro trends that report authors at Givaudan believe could play a bigger role in enhancing the food experience. They also note how the food industry can best prepare for the shift in global taste preferences.

“Today, we’re expecting our computers to act like a human. But it’s wrong to think that way,” said Amber Case, who describes herself as a “cyborg anthropologist” and was one of the trend expert ambassadors.

“It’s alongside assistive technology and augmentation; it’s almost the incorrect term to call it, artificial intelligence. We evolved with our tools, our tools have helped us to adapt to the environment and the word ‘cyborg’ is any organism to which exogenous components are attached, to adapt to new ambient spaces,” she added.

“You go into space, you put on a spacesuit, that’s your system. So, I think the reason that we have so much trouble talking about technology today is that we have divorced the idea of technology from tools.

Canvas8 provides behavioural insights in new FlavourVision report

The FlavourVision report, produced alongside behavioural insights firm Canvas8, discusses how demands of day-to-day life have led people to look for augmented assistance to help optimise, enhance and elevate lives.

One of the key drivers of this trend is a realignment of demographics, where ageing populations are increasingly relying on convenience-driven tools, while younger generations’ appetite for virtual exploration is growing.

The trend is playing out as precision personalisation, where consumers expect a more refined tailoring with the aid of technology, and shortcuts, where consumers desire ever-more streamlined processes in the pursuit of convenience.

An example of this is the snack bar KIND’s Almond Acres Initiative, a three-year pilot project in which the Mars-owned brand uses virtual and augmented reality for consumers to learn more about KIND’s environmental sustainability efforts.

“We know our consumers want to engage in learning how to be kinder to our planet, and that is why we're welcoming everyone into the living, learning lab that is the KIND Almond Acres Initiative," said Kelly Solomon, Chief Marketing Officer at KIND.

"We believe it is our responsibility to lead the almond industry towards a kinder way to grow almonds, and we are so proud and excited to be the brand paving the way."

Report identifies ‘Green for me,’ as another consumer macro trend

KIND snack’s initiative could well tap into ‘Green for me,’ one of the other overarching consumer macro trends discussed in the report that embraces eco-actions as resonating on a deeply personal level.

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This includes products that deliver on the promise of ‘better’ in terms of cost, convenience, quality, and sustainability, which is gaining traction amongst an environmentally aware buying public.

According to data-driven customer experience management firm Merkle, 84% of US consumers say convenience is important when finding products.

This ties in nicely with findings from Statistica that finds 30% of APAC consumers agree that companies’ use of technology to personalise experiences significantly increases their trust in brands.

Other trends include restorative care, stable connections, and sensorial renaissance

Other trends discussed in the report include ‘restorative care,’ an idea that describes the growing shift towards adopting intuitive, restorative approaches to health and ‘stable connections,’ an observation that sees consumers seek stability and continuity, leaning towards hyper-local and self-centric mindsets.

The report also devotes a section to describing the sensorial renaissance desired by consumers, in which there is a yearning for heightened sensory experiences that goes beyond conventional tastes and flavours.

Thomas Ullram, global marketing director at Givaudan Taste & Wellbeing, said of the report: “The depth of insight in this new update is remarkable and provides such valuable knowledge that will really help in co-creating innovative food experiences.

“A culmination of extensive global research, data analysis, and vast expertise, FlavourVision acts as a guiding light for partners and customers, empowering them to transform confusion and disruption into certainty and opportunity in line with consumer needs and desires.”