"Authenticity" vs "Creativity"
That said, the pleasure of eating remains paramount! What are the most important criteria, in consumers' eyes, for reconciling the twin requirements of health and taste?
Absolutely! There is no compromising on taste, which remains consumers' number-one criteria for food, especially in France, where eating is synonymous with pleasure for 97% of people**!
MBut they are ambivalent about this pleasure: On the one hand, they are looking for authenticity, a form of simplicity, and a certain comforting rusticity, which consumers see as proof of quality. Provenance, and raw, unprocessed products are increasingly in-demand. Producers and distributors are promoting artisan know-how, the person behind the product: the farmer, the baker, etc. Ingredients of yesteryear, like ancient grains, are very "trendy": 13% of bread/viennoiserie innovations feature them, according to Statista.
Yet at the same time, we see an interest in exceptional, sophisticated products and unexpected culinary creations, which often go viral on social media. Exoticism is still sought after, especially with the plethora of new creations with surprising combinations. This is probably why, as Sébastien Abis noted, "Dishes are becoming more individual yet more diverse, more global yet more local"***. Pleasure implies a desire to experience something new.
**Source : BVA 2017
***in Le Déméter 2019 – "De la parcelle à la planète" (Edition IRIS)