With
an unprecedented level of investments in the past few years, startup companies
dedicated to food preparation and delivery are pushing the limits and
encouraging new eating habits.
No
industry is immune to innovation, not even those with a long tradition and
strong psychological roots. The food industry is the best example – while most
people acquire a taste for certain foods at an early age, it is perfectly
possible for some types of products to go out of fashion when better
alternatives come along. Recent developments in this sector prove that new
recipes can become popular quickly and that bold ideas can succeed, no matter
how radical they seem at first.
Of
course, financial resources can help. In 2017 alone, food-related startup
companies attracted a staggering $US 7 billion in venture capital, providing
them with the necessary firepower to challenge the established manufacturers.
However, these companies are not just competing for the piece of the financial
pie – they are trying to completely redefine the market by testing out new
concepts that range from bringing a chef to customer’s house to serving a whole
lunch in a liquid form.
Let’s examine a
few trends that are emerging from this exciting period:
Counting calories
and cutting down on carbohydrates
With
the traditional food industry mostly focused on strong, meat-based meals, new
companies are naturally gravitating towards healthy food where they don’t have
to compete directly against McDonald's and similar junk-food giants. Such
efforts are finding an eager customer base since young adults born near the
turn of the century (the millennial generation) are highly aware of the need to
control the ingredients that go into their bodies. Very caloric foods with too
much fat and carbohydrates are viewed as a health hazard among this
demographic, while gluten-free products with high protein content (especially shakes
and smoothies) are very popular at the moment. It helps that many companies are
ready to deliver healthy food to your home or office, sparing the buyers the
trouble to go out and seek for the specialized store.
Everyone wants raw
products
It’s
not only what the food contains – it’s how it’s grown, too. Organic food
products cultivated with minimal use of pesticides and other harmful chemicals
are attracting a lot of attention, and there is no shortage of restaurants and
food delivery companies ready to meet the demand. For example, locally produced
organic milk products such as kefir and yogurt are rapidly being accepted in
UK, United States and other developed countries where they were not
traditionally consumed in the past. Fruits and vegetables coming from small
family farms are also increasingly favored over genetically enhanced products,
especially among buyers who declare as vegetarian or vegan. Once the customers
grow accustomed to the taste of raw foods, they are unlikely to go back to
standard supermarket stuff again.
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