It’s all about sustainability. From foodstuffs and tableware to machinery and the contract sector, a “green new wave” has run through all parts of the ho.re.ca industry. And it has happened as a result of the increasingly widespread use of technology and innovation, two key areas that in recent months have accelerated the shift in consumer patterns, and what the various supply chains have to offer. That is the picture emerging from the many surveys carried out in Italy and abroad, which offer a snapshot of what has become an irreversible trend: consumers care more and more about sustainability, and prefer products with a low environmental impact, ones that respect standards in terms of both packaging and manufacturing techniques. But the feeling runs even deeper than that: an Ipsos survey carried out in recent months found that 46% of adults interviewed will switch brand or label if a company is found to be wanting in its social, environmental, cultural and political attitudes (a percentage which last year was just 37%). On top of all this, a study conducted by Accenture in 2020, looked at the way in which purchasing habits have irreversibly changed as a result of the pandemic. “The extent of the change identified in our results clearly suggests that this is a long-term transformation,” said Oliver Wright, CEO of the consultancy multi-national, stressing that if brands do not want to lose credibility they will have to adapt.”

It is a move that has been made by the catering industry, to give one example, which found itself having to quickly adjust to new customer trends. This was seen in Deloitte’s Foodservice Market Monitor 2020, a global survey that indicated some of the market trends we are likely to see in the next few years: from the desire for “functional” and anti-ageing foods to the boom in certified products, the prospects for the sector suggest that there is going to be a “revolution” that will affect the entire world of away-from-home eating. Among the most interesting phenomena, the study found, will be the development of the “grocerant”, a cross between a grocery store and a restaurant designed for those looking for a convenient, low-price meal outside the home. Meanwhile in traditional restaurants chefs and bartenders will rotate, so that an ever-changing range of new recipes and solutions can be offered. All eyes will also be focused on the environment, with particular attention to the reduction of waste and pollution from plastics and non-recyclable materials. A visit to the restaurant will also tend to be about more than just sitting down for a meal: menus will be rationalised (with just a few specific dishes), and what was once an exclusively culinary experience will give way to something more “holistic”, where music, location design and entertainment will play an important part too. Soon there will be other digital developments in the foodservice industry, with new payment systems, artificial intelligence applications, and the introduction of new formats such as dark kitchens and ghost restaurants.