APPETITE FOR GROWTH 2024
Bite-sized breakthroughs
Three million food and drink occasions reveal the future of eating
APPETITE FOR GROWTH 2024 Bite-sized breakthroughs
Context is king
The convenience truth
Taste of tomorrow
Monetise occasions
Food for Thought
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We all have those unnoticed moments in our day — the ones where we reach for a snack, sit down for a meal, or grab a quick drink. These moments may seem small, but they define how we live and interact with the world around us. Over three years, across three continents, we’ve analysed 3 million such moments to uncover the forces that shape our eating and drinking habits.
We weren’t just interested in what people were eating or drinking — no, that would be too simple. We wanted to understand the why, the when, the how. We sought to uncover the hidden rhythms of global consumption, to peel back the layers and reveal the complex interplay of context, emotion, and necessity that drives each choice. We call this our Demand Moments analysis, a name that might sound clinical, but at its heart, it’s about something profoundly human.
The world is changing, faster than we might care to admit, and so too are the habits we once took for granted.
And, as with all things human, we found differences and common ground. In the quiet suburbs of the United Kingdom, a biscuit dunked in tea isn’t just a snack; it’s a moment of comfort, a pause in a hurried day. In Spain, a languid lunch stretching into the afternoon isn’t just about sustenance; it’s a testament to a culture that values connection and time. And in the sprawling cities of Brazil, where tradition holds sway, a hearty breakfast is both morning ritual, and a daily reaffirmation of familial ties.
But what’s truly fascinating — and what makes this analysis more than just a series of observations — is how these moments are shifting, evolving.
The rise of remote work has blurred the lines between meals, turning the structured lunch break into a hurried affair that must fit between video calls. The demand for convenience has led to a surge in snacking, yet even here, there is nuance: a snack in Berlin is not the same as a snack in Barcelona. One is driven by practicality, the other by pleasure.
Making a meaningful difference
Our study has given us a framework — a way to understand these shifts not as isolated trends, but as part of a larger, interconnected whole. We’ve identified four growth scenarios and 14 distinct ‘moments of truth,’ each representing a different facet of the global consumption landscape. These moments are the key to understanding what people eat and drink, and how brands can engage with them in meaningful ways.
The implications of this are vast. For brands, it means that success isn’t just about creating a product that tastes good or is convenient. It’s about understanding the context in which that product will be consumed and finding new space to stand out. It’s about recognising that a meal in Milan is a different creature entirely from a meal in Mexico City. It’s about knowing when to offer comfort, when to provide convenience, and when to respect tradition. We take this information — the knowing — and shift it to actions. Brands that can take action to be more present in these evolving moments will be better positioned to create meaningful connections with consumers.
In the pages that follow, we’ll delve into these findings, region by region, moment by moment. But let this serve as your introduction — a prelude to the complex world of global consumption. It’s a world where context isn’t just king; it’s the entire court. And in this court, the rules are constantly being rewritten — leaving brands with the opportunity to make a meaningful difference by embracing the shifting landscape and being more present in every key moment.
