Every year, Thuisbezorgd.nl - part of Just Eat Takeaway.com - presents juicy insights and data on the ordering behavior of the Netherlands and related market trends for the new year in their Food Trend Report. About 6 million consumers order their favorite meals each year from the +/- 13,000 affiliated restaurants.
Find out below what the five trends are and how Monique van Loon (Food Expert) sees them:
TREND 1: SMALL MOMENTS OF HAPPINESS
The first trend revolves around more diverse choices in both food and drink and (ordering) times. More and more people are deciding to allow themselves small moments of happiness when they want to eat something or just treat themselves.
- 64% of the Dutch say that ordering food is an affordable way to treat yourself once in a while.
- A third (31%) also say they like to order a little something extra for a small moment of happiness, such as a limited edition coffee in the morning.
In times of crisis, we revert to comfort food. We prioritize our mental and physical well-being, and food plays a fundamental role in that. Today we no longer feel guilty about it and see it as a form of self-care. Treat yourself - Monique van Loon
TREND 2: BUDGET-CONSCIOUS ENJOYMENT
With rising inflation and the war in Ukraine affecting everyone, the financial climate is having a major impact on key trends in food and beverage consumption. Consumers are making more tactical and creative choices by buying smarter and ordering within their budgets.
- Given these price increases, half of online grocery shoppers are considering continuing to order online but opting for cheaper options.
- At the same time, there are also true lovers (44%) who appreciate high-quality food and therefore order less frequently.
- 7/10 (68%) of those who order food online would order food as often or even more often if there were financial benefits such as coupons or discounts.
- 3/5 (61%) of the Dutch consider choosing a dish to eat the next day when ordering.
- Half (52%) also say they remember to order a larger portion so they can eat more than once.
To engage guests, we often see restaurants offer promotions on their dishes, reward loyal guests or provide free delivery.
Due to the rising cost of living, our demands and associated expectations are growing. This is therefore the time for restaurants to respond to these changing needs, with affordable alternatives to expensive meat, fish and poultry.
- Monique van Loon
TREND 3: CONSCIOUS EATING
Awareness of sustainable eating has been on the rise for some time. A conscious diet with choices that have a positive impact on our health and the environment.
- Three in five Dutch people (62%) say they have changed their diet in the past year for health reasons, and nearly 40% say they have changed their diet because it is better for the environment.
- Two-fifths of the Dutch consider eating vegan, vegetarian or flexitarian (more often) because it is healthier (36%) and better for the planet (36%).
It is no surprise that the demand for vegan and vegetarian dishes is being met with the emergence of a new generation of restaurants and cuisines specializing in new methods of preparation, ingredients and flavors.
The environmental awareness, origin and sustainability of products (AND packaging) has become an important part of our choice process. Restaurants have a key role in encouraging this. To help the customer see the eco-friendly forest for the trees, clear and reliable information is essential.
- Monique van Loon
TREND 4: CULINARY NOSTALGIA
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60% of Dutch people like to try new, more modern versions of their favorite traditional dishes.
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More restaurants than ever before are joining Thuisbezorgd, offering traditional dishes in a new guise.
Driven by the desire for familiarity and comfort, there is a trend to combine nostalgic comfort foods with new culinary flavors and ideas.
More than ever, we find comfort in "the old familiar" - even on our plates, in the form of nostalgic dishes that make us feel safe and nice. Therefore, it is not surprising that it is precisely now that we are so drawn back to trends of the past and retro meals, with or without a contemporary twist.
- Monique van Loon
TREND 5: DIGITAL GASTRONOMY
Chef "digital gastronomy" on social media is being driven to meet growing consumer demand for dishes with intense flavors and bold presentations that excite all the senses.
- More than 70% of Dutch people say they look at online photos, such as Instagram, before going to a restaurant or ordering a meal. A quarter (23%) always do.
- 1 in 10 take photos of every meal they order and 62% take photos regularly.
So next year, more than ever, feeds on social media platforms will be richly filled with photos and videos of delicious, colorful food, such as great burgers with new ingredients, surprising fusion sushi and fries with an abundance of toppings.
Purchasing power is declining, so discerning eaters want to be sure of getting quality in their homes. This goes beyond interesting dishes on the menu: sparkling food photography and appealing texts are more likely to win over the doubters. But presence and involvement on social platforms, where the brand identity must be seamlessly extended, is also important.
- Monique van Loon
Source: Thuisbezorgd.nl
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