The report covers the trends impacting the behaviour of the travelling food consumer and why they matter. SSP has categorised them into three trends: macro shifts, megatrends and current trends.
Jeremy Fennell, group chief operating officer at SSP, said: “We are the food travel experts – and that expertise must be underpinned by a profound understanding of how the travelling consumer thinks and behaves. To deliver fantastic experiences wherever we operate, we stay close to our customers’ evolving demands and what needs to be done to help our clients meet those needs.
“In the fast-changing post-covid world, the pace at which trends have emerged has accelerated at an unprecedented rate, meaning keeping abreast of change and reacting to it quickly is an even more demanding process. Across our business, we run a spectrum of some of the most comprehensive studies within our industry to identify and track emerging trends as well as map the regional differences in these shifts.
“And of course how we use knowledge we have gathered is crucial. Here at SSP, it’s the foundation of our planning, and we use it to create innovative brands, on-trend menus, and inspiring environments that delight passengers today, and will continue to delight them in the future.”
Macro shifts
Firstly, there are the macro shifts in the way people think and behave across the world that impact all groups among the wider population. These global trends include geopolitical factors that shape global order, demographic and societal shifts such as ageing populations and changing family constructs, and environmental trends relating to sustainability, climate change and biodiversity.
Megatrends
Secondly, the whitepaper reviews what SSP terms the megatrends that prompt changes in what consumers want from the food and beverage providers they engage with, and the shifts that are shaping the future of the consumer landscape. They are:
- The desire for new experiences: Consumers are seeking new and memorable experiences that engage multiple senses beyond taste alone.
- The acceleration of digital technologies: With the acceleration of the development of digital technologies, the demand from consumers for products and services that speed up and simplify their experiences is increasing.
- A greater focus on wellbeing: Consumers are taking a holistic approach to health, seeking products that support them mentally and physically. They want to make healthier food choices, reducing the amount of sugar, calories, salt and alcohol in their diets while allowing for indulgence.
- The need for value: Economic instability and the impact of inflation means value matters more than ever.
- The importance of sustainability: People are becoming increasingly conscious of how their choices and purchases impact the environment, people and their local and global communities. As a result, many are actively seeking to reduce their environmental footprint by choosing brands and products that align with their values.
Current trends
Finally, SSP’s whitepaper also explores current trends in the way consumers think and behave while they are travelling and how this affects what they expect from their dining options. They are:
- Global travel continues to grow: Travel remains a priority for consumers who are now travelling more for leisure than business.
- Travel behaviours are changing rapidly: Interest in ‘bleisure’ trips – travel combining business trips with holiday travel – continues to increase. Travellers are also planning more trips outside traditional holiday seasons, as travel evolves into an ‘all-year activity’.