Single person households are increasing, and more people are eating at restaurants. Food & beverage (F&B) actors in the Oslo region had a turnover growth of 8.6 per cent in 2017. In total, Norway saw an increase of 4.8 per cent. In the shopping centres the food and beverage category has also experienced the greatest growth rate. In parallel with the great growth rate of F&B, we also see strong trends that are likely to have lasting effects on the industry.
Corporate social responsibility and sustainability
Globally, we throw almost a third of all food in the garbage. This year, the Government and the food industry in Norway signed an agreement on measures to reduce food waste by 50% by 2030. This is a deal both restaurants, grocery and hotels have joined.
To help reduce food waste, a free app called "Too Good To Go" has been developed that is highly user-friendly, helping reduce food waste. The app connect consumers with restaurants, cafès and shops that have excess food that would otherwise have been tossed.
Swedish Max Hamburger is the first chain in the world to serve climate-positive burgers. This means that every burger eaten by Max Hamburger helps with reducing carbon dioxide in the atmosphere. However, they are no longer only climate neutral, but contribute positively through other ways such as by planting trees in Africa.
There is also a clear tendency for chefs to engage in sustainability, charity, volunteer work and education to a greater extent than before.
Vegan / vegetarian
Veganism has had a great development in the last couple of years as consumers become more interested in more sustainable lifestyles. This is also true for people who are not entirely vegetarian, but who are increasingly focusing on health. If we look at the fast food players, many have launched their own versions of "veggie" burgers. Max Hamburger, for example, launched a vegetarian burger series in 2017, and the success has been far greater than they dreamed of.
We also see that chefs experiment with plant-based proteins to a greater extent than before. Food innovation is currently moving in a rapid pace, while still not compromising taste, perhaps rather the opposite may be argued.
Increased food quality
Food quality is increasing. This does not mean that we have stopped eating burgers, but we see that current growth predominantly presides in the premium market. The shift from "fast food" to "real food real fast" is on the rise. Informal places that can cater to most occasions and narrow menus with high quality will characterize the market going forward.
Technology is constantly evolving. We will probably see more efficiency through digitization also in the serving industry, mainly within the ordering process. In some restaurants today, guests are abletoorder through an app or a tablet on their table. In addition to efficient ordering, the guest will also be able to get information about among other things the calorie count and nutrient content.
We share everything all the time. Especially the photos that look enviable and stand out in the vast jungle that is social media. Creatively arranged food that is also colorful will likely become even more popular in the future. The future will give us, to a far greater extent, concepts and dishes that look good on pictures.
Food can in many cases be used as medicine. Food as medicine will become increasingly popular in the future. Consumers' health requirements will affect the F&B industry as health become a main focus for consumers. Pickling and fermentation will take over for additives to a greater extent. We will see a greater use of raw materials that have a demonstrable positive effect on health. Information for the guest about nutrition, calories and the medical value of the food will become a standard in the future.
Andrew Freeman in Af & Co believes among other things that the Israeli and Mexican cuisine will gain a stronger presence in the time to come. We will also see more of modern Chinese and Korean cuisine. Indian food will also increase its popularity, but in a modern form like street food. Authentic food with distinct flavoring will most likely experience growth as people become more willing to try new flavors.