Sainsbury's Summer trends report
We were thrilled to create the Sainsbury’s 2022 Summer trends report.
We were asked to uncover the biggest consumer behaviours and food trends which would shape British dining over the summer. We identified 5 key themes and co-wrote the report, providing insights, research and expert commentary. The themes are substantiated by Sainsbury’s sales data and include guest quotes from our industry colleagues such as futurologist Dr Morgaine Gaye and taste psychologist Greg Tucker.
Our Sainsbury’s summer trends are:
The New Nostalgia: Post-pandemic we found that a new kind of nostalgia had emerged; studies show that during stressful situations people are more likely to experience flavour fatigue, so they seek out familiar flavours like retro snacks, desserts and drinks that require less mental energy to process and enjoy.
Low-Fi Hosting: We’re embracing this new way of entertaining, with 47% of us saying we are more likely to be hosting casually now than we were before the pandemic and 57% saying we would rather spend less time cooking and preparing food, and more quality time with loved ones.
This Year’s In-gredients: . This year’s heavy hitters are all about bright citrus flavours, crunchy textures and dreamy pastel colourways. Provenance also makes its mark as more people want to taste the story of a dish through single variety and wild foraged ingredients.
Bolder Barbecues: We’ve seen a clear shift from traditional ‘American’ fare to Levantine, Turkish and Korean style with punchy flavour profiles, country-specific cuts of meat, unexpected fusion-led approaches and the opportunities for adventurous experimentation that home chefs are looking for.
Truly Global: People are looking for truly global food and drink that paints a fuller, brighter picture of food cultures across the world. Nearly half (47%) of us have become more adventurous with food over the past three years, cooking meals from outside of our primary culture and heritage.
This trend report was sent out to major publications and food journalists, and helps position the client as an authority on emerging food and drink trends. The themes bring Sainsbury’s new seasonal ranges to life, and create meaningful stories that resonate with consumers nationwide.
We have conducted similar food trend reports for Délifrance and Future Farms. If you or your client would like us to assist you to develop a robust, informed and engaging future trends report, then please get in touch.
