ANTICIPATING FOOD TRENDS TO DRIVE INNOVATION

Challenge

Identify the cultural currents that will reshape food in the medium term and the least satisfying current consumption experiences, turning them into real volume and development opportunities for new products.

Approach

We carried out desk research to map global macrotrends, then held discussions in Argentina, Peru, Colombia, Chile and Uruguay to explore their local expression. Finally, we conducted regional quantitative research to understand habits, identify the occasions with the greatest potential and uncover unmet needs for each occasion.

Outcome

The analysis produced an opportunity matrix combining needs, occasions and market-specific adaptations. This strategic framework gave the R&D team a basis for building a regional innovation pipeline validated by consumers, which led to new concepts and product tests.