Plant-based growth, use of AI in recipes and concern for immunity and mental health stand out in the Puratos study
Plant-forward, tech-inspired, fusion flavored, continuing classics, holistic health: these are some of the main trends presented yesterday by the Belgian group Puratos – one of the largest manufacturers of bakery, confectionery and chocolate supplies in the world -, in its annual survey Taste Tomorrow, announced at an event held in Buenos Aires, Argentina, this Thursday (6).
The survey interviewed more than five thousand consumers in seven countries in Latin America. In parallel, monitoring was carried out to understand what was being said about food on the main social networks. The data were compiled by AI and analyzed by a team of experts and the conclusions seek to draw a detailed profile of consumption trends and eating habits in the countries surveyed.
Our main purpose was to understand the thinking of today’s consumers, so that we can develop products relevant to the market, said Pierre Tossut, global CEO of the group, at the opening of the event.
The accelerated growth of Latin American consumers’ adherence to plant-based products, a movement called plant-forward by the study, was one of the study’s surprises: 69% of consumers in Latin America said they had purchased some plant-based product in the last 30 years. days (vs. 56% globally); 76% recognize the positive environmental footprint associated with these options, and 72% say plant foods are healthier alternatives to animal foods (compared to 58% worldwide).
The number of people buying plant-based products has doubled in the last five years, revealed Sophie Blum, marketing, channels and digital director at Puratos, during a press conference held at the event. The fact that Latin America is ahead of the rest of the world in this trend is an inspiration for companies in the sector to create new products. To guarantee the production of ingredients and articles without milk, eggs or butter, Puratos created its own laboratory. In addition to replacing milk and eggs, we have developed a product called mimetic, which makes it possible to produce croissants without butter, says Tout.
AI in the kitchen
The name tech-inspired refers to the technological revolution that is reaching the culinary sector in Latin America, according to the authors of the study, who observed an 81% increase in the adoption of new technologies by professionals in the sector in the last year. According to Taste Tomorrow, the most visible symptom of this movement is the use of the current tech phenomenon, generative artificial intelligence, to improve recipes and dish presentation.
Industry professionals are using generative AI to boost their revenues, says Sophie Blum. But not only that: bakers and confectioners use image generators to create visually amazing delicacies, which then come to life in their kitchens. This is an example of how AI can be an inspiration for creators, not an enemy, says the executive. The integration between technological advances and culinary skills contributes to elevating the entire industry.
tradition remains
Fusion-flavored is the name given to the tendency of Latin American consumers to experiment with new flavors, formats or textures in the foods they consume. In the survey, 78% of respondents said they were willing to try food in new formats; 77% would like to taste foods with different textures; and 75% actively seek out new or unusual flavor combinations.
But the traditional recipes, those that pass from generation to generation in Latin American families, remain. As a complement to the experimentation movement, the study detected the trend of continued classics. At the same time that consumers want to try new flavors, they are grasping at something more familiar, says Shophie. Eight out of ten respondents in Latin America say they would like to eat something they identify with, but with a flavor or texture that is different from the traditional one, says the marketing executive.
Sade holstica
If in the past consumers bet on functional health, choosing certain ingredients or dishes to prevent illness, now the focus is on holistic health – which brings together well-being, good gastrointestinal functioning, immunity and mental health. 85% of consumers in Latin America express their desire for foods that improve intestinal health, surpassing the global average of 75%. Meanwhile, 80% try to consume products that contribute to their mental health, and 82% say they are concerned about their immunity.
There has been very strong growth in this trend in the Latin American market, said Evelyn Gonzalez, vice president of marketing for Central America, South America and the Caribbean at Puratos, during the event. According to the president of Puratos, the concern about immunity already existed before, but it exploded during the pandemic. Now people understand that the way to avoid pandemic diseases is through food. This has exploded in the last two years, which has caused us to increase investment in research in the area, added Pierre Tout.
