Taste first, think second: Consumers in Europe like experimental food and drink Irrespective of concerns about health and wellness and financial security, taste and enjoyment remains the primary motivations for choosing food and drink products. The last twelve months have highlighted this, with consumers seeking out small indulgences for moments of escapism and to compensate for reduced spend on bigger ticket items. The demand for indulgent products will intensify over the next twelve months for a variety of reasons. For instance, consumers may turn to products to deal with moments of escapism as the impact of the virus lingers on, but may also turn to products for celebratory purposes as they feel that the pandemic is over. Another reason why consumers turn to experimental food is as a form of selfexpression, deeming themselves to be adventurous and sophisticated and wanting to ensure that their social circle is aware of these values via the products they turn to.
Proportion of consumers who say that they like food and
76% 61%
Denmark
74%
66% 57%
France
Germany
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Italy
Netherlands
