Local Vs Global: How Ingredient Trends Reflect Cultural Shifts

Key Findings

Consumers’ diets have rapidly globalised as a result of the shift in values to experiences

Consumers’ everyday diets have been increasingly filled with exotic food. The types of restaurant consumers go to shows a clear shift from local cuisine to more exotic food, especially in larger cities. This is largely due to consumers increasingly valuing experiences over things, with multicultural food experiences being increasingly popular. Immigration, urbanisation and tourism have also reinforced the globalisation of food.

Localisation is occurring as a reaction against globalisation

As globalisation continues, a counter-trend of food nationalism is developing, with consumers proudly consuming local food. While global giants use local flavours and ingredients to bring authenticity as a localisation strategy, local players are successfully developing products whereby consumers can relate to the brand's philosophy.

COVID-19 slows the globalisation of food, but will not stop it

COVID-19 will slow the globalisation of food to some extent and push the shift to local production; however, consumers’ curiosity to learn about other cultures and their appreciation of diversity are not disappearing, thus eating exotic food will continue to be one of the most popular experiences among consumers. When staying home, Netflix programmes and food delivery services are fulfilling their need to explore new food cultures.

The role of local food in light of COVID-19

Under COVID-19, with the concern for health, and stress from uncertainty in consumers’ lives, local traditional food recipes and ingredients have strong advantages, as consumers are looking for food that they know and trust. For sustainable growth in the localisation concept, brands should go beyond flavour innovation and emphasise the impact on the local economy. Ethical and social angles to the narrative of local sourcing are key for further growth.