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The who, what and why of food trends for 2015

What food trends will be big in 2015? It’s that time of year again when magazines are filled with personal horoscopes and predictions on what the New Year will hold. But predicting future trends can sometimes feel as precise as throwing darts at a dartboard. dunnhumby, the world’s leading customer science company, believes it doesn’t have to be this way.

How does a food trend or food behaviour become ‘the next big thing’? Is it because of cool new technology? Is it one of Oprah’s ‘favourite things’?  Predicting future trends can sometimes feel as precise as throwing darts at a dartboard.  Except in this case the dartboard is a grocery store. If you’re going to spend millions chasing the next big thing, wouldn’t you like to feel a bit more certain?

By looking closely at household-level purchasing behaviour over the last five years, we can identify where the big trends and growth in food and culinary trends will come from. Using this robust predicting methodology, we were able to predict with a 78% accuracy rate the big trends for last year.

We are predicting that 2015 will be the Year of Living Thoughtfully for food trends.

The how of the product—how it is produced, packaged and raised—will play an increasingly prominent role in how consumers shop and choose products. Consumers are becoming increasingly concerned with the impact their purchasing has on themselves and the world around them.

In this report, dunnhumby, the world’s leading customer science company, says it “has taken the best of food and culinary trends uncovered through research, online recipes, restaurant menus, industry journal, the news, purchasing behaviour and talking to consumers, and applied a rigorous model to truly understand and predict the big trends for 2015”.

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