味之新境（FlavourVision）——创造未来的味道
“预测未来的最好方法就是创造未来。”
彼得·德鲁克，举世闻名的商业战略大师
他已经表达了关于风味喜好模式转变的真知灼见。奇华顿的味之新境（FlavourVision）是一个关注未来，将全球市场与消费者连接起来的趋势项目。它帮助我们的客户始终了解前沿需求，将趋势转变为各种美妙风味。
今年适逢味之新境（FlavourVision）诞生十周年，奇华顿为这个真正引领行业的项目推出了焕然一新的优化版本。味之新境（FlavourVision）2018项目揭示了七大消费者趋势，从我型我秀，到安全安心，再到独而不孤。这些趋势有超过250个市场例子作为证据，其中包括对健康、身份以及享乐如何转变为饮食体验的全新理解。
2020年8月，奇华顿对项目更新：推出了味之新境更新版（FlavourVisionRefresh）——以应对新冠疫情带来的重大变化。我们都感受到了新冠疫情对日常活动、工作和家庭生活的影响。这也改变了味之新境（FlavourVision）的发展轨迹。2020年的趋势更新从新冠疫情的角度对现有的全球趋势进行了重新审视，并阐明其变化方向，同时我们对疫情过后可能仍然存在的变化予以长时间关注。
As technology, social media, and globalisation widen their reach, people are willing to defy traditional definitions of identity and embrace more complex, fluid expressions of self beyond gender, race, and ethnicity. This translates into food choices driven by social causes/values; novelty, exotic flavours and flavour fusions, and food experiences worth sharing socially.
People are leveraging heritage and high-tech solutions to address not only the physical, but also the mental, emotional, social, and spiritual aspects of wellbeing. The increasing quantification of health is enabling more proactive wellness measures and driving consumer demand for functional foods, ‘better for you’ products and pure and simple ingredients lists.
People are craving community and human connection even as they become more mobile and independent. Companies are responding by celebrating cultural heritage, craftsmanship, and provenance. This is translating into a demand for authentic flavours and cooking methods, food with a provenance or connected to a specific culture and sustainable and ethically sourced products.
Finding scale across niche opportunities is the new challenge in this world. It is easier than ever for consumers to find products and services to meet their unique needs. Advances in technology will allow consumers to quantify and communicate their needs, permitting trusted brands to provide the most relevant solutions. This trend links to high levels of diversification and niche food and drink products alongside personalised nutrition.
With a sense of global uncertainty and the pressures of modern life, consumers are seeking moments of escape and meaningful indulgence, whether that’s a decadent dessert or a novel, shareable brand experience. This is translating into demand for multi-sensory eating experiences, indulgent ingredients and exotic tastes.
A constant barrage of conflicting information on health, global security, and the environment has left people feeling anxious and unsure of whom to trust. Consumers crave transparent, authentic communication from brands to be sure they’re making the right choice for themselves and their families. This is leading to increased interest in natural, organic and sustainable food, transparent labelling and minimally processed foods.
As consumers seek self-improvement they are increasingly open to experimenting, from ancient Ayurvedic remedies to emerging high-tech solutions. As sensing technologies and genomics advance, people will have access to more tools to meet their unique needs. This trend is leading consumers to seek out functional and fortified foods with physical, emotional and cognitive benefits.