Innovation thrives at the intersection of emerging trends and existing tensions. Trends are typically a mix of environmental factors, real-time changes and media-driven topics. Tensions are a function of constraints that drive work arounds in consumer behavior in a certain market.
In an increasingly health, environment and socially aware world, food habits are also getting impacted by these trends. This has led to ‘artisanal’ food emerging as one of the hottest trends all across the world.
The Argentine snack market is no different. Over the last 3 years, social media conversation volume around artisanal food has grown by more than 300% here!
What is artisanal food?
Food that shuns mechanized production as much as possible. Food that is made with care and almost like an artistic pursuit. This is essentially artisanal food. As one would expect, homemade and handmade food are naturally associated with these qualities of artisanality. In Argentina, social media posts refer to artisanal foods as “hecho a mano” (handmade). While handmade and homemade are key attributes of artisanal foods, other attributes include:
Artisanal = Aspirational
Consumers view it as high-class to buy artisanal breads and other artisanal products. There is an overall opinion that artisanal food products are better than the ‘industrial/big brand’ food products, including how they taste.
This leads to the artisanal food becoming a major trend for local businesses and entrepreneurs.
Dietary restrictions and health concerns have given rise to the concept of 'permissible' diets. To enable this, the food industry has adopted specialization in a big way. The permissible food items dominating Argentinian mindshare
Emerging tensions around food consumption in Argentina
People are taking ownership of their decisions and deciding for themselves what to eat, as the lack of trust in government entities continue to grow.
Apps like Rappi are allowing Argentinians and Chileans the choice to pick in an easy and instant way what they are going to eat and even do grocery shopping.
Consumers have the autonomy of purchasing affordable food without compromising quality, by Purchasing local products that many times have better quality than foreign brands.
Poor work-life balance means Argentinians have no time to prepare proper meals. Consumers in Argentina and Chile blame the lack of work life balance for the inability to have a proper meal during breakfast, lunch and dinner.
ATCS designed an innovation pipeline for this fortune 500 CPG company, aligned to the trends and addressing the tension