Eating culture in transition - the new pragmatism

The Corona era has loosened the demands for perfection in eating behavior, sharpened the focus on the essentials, and generally led to a relativization of exaggerated expectations. These are the key findings of a study commissioned by Kulinaria Deutschland. Rheingold researchers expect that the new pragmatism will not remain only a temporary crisis phenomenon, but will rather coin the nourishing and cooking habits over longer periods. In total, the study reveals six behavior-influencing factors that affect consumer needs.

"Instead of distinguishing themselves through presentable 'Instagram-ready' dishes, the test subjects longed more to be team players and everyday heroes," says study leader Sebastian Buggert. The portrayal as a family man who masters the crisis flexibly and takes good care of everyone is more important than the "mask of performance aspiration," he says. "Fun and community experience take the place of exclusivity and excellence." Ready-made meals, seasoning aids and convenience products are taking on greater significance in this context in the long term. Parents, in particular, who were burdened by the crisis, used the products to free up space and simplify their everyday lives.

The study results on cooking and eating behavior are only part of an extensive consumer research conducted by the rheingold institute during the Corona crisis. Overall, Germans are currently in a very dynamic experimentation phase that is re-norming their entire everyday lives. In addition to vacations and shopping, this also includes eating behavior in particular, which reacts like a seismograph to social changes.

Six factors

These are the six critical factors that impact consumer needs:

1. secure supply

The Corona crisis conveyed a sense of limited product availability that was new in this form. The shopping experience is also clouded by mandatory masks and clearance rules. As a result, consumers are relying more on stockpiling and plan purchases to secure their supply.

2. structure everyday life

Home offices changed everyday life. More opportunities arose for meals and small snacks, which are gladly used to restructure everyday life.

3. cultivate community

Another effect of the home office is that the lunch break is moved to the family's own four walls. As a result, the family sits around the table together, eats and exchanges ideas. Worries, fears and wishes are shared with each other, which strengthens the "we feeling" and replaces high nutritional ideals.

4. compensate tristesse

The food also provides variety in the daily routine and taste. If it tastes good, it lifts the mood. When something new, unknown is cooked, it provides surprises. Food is thus able to provide spice.

5. stay active

In particular, the preparation, cooking or baking encourage creativity. They enable a sense of busyness and trigger emotions - joy over delicious food and frustration over failed attempts.

6. loosen the demands for perfection

Ultimately, the Corona crisis grounded us and sharpened our eye "for the essentials. As a result, the high demands on one's own nutritional ideals sank and a "healthy measure" became the focus of one's own nutrition.

Conclusion

Overall, openness to culinary foods has increased noticeably. Relaxed demands for perfection and a new pragmatism are increasing the acceptance of convenience products overall. Health, safety and hygiene are also coming into focus again, justifying packaged and pre-cooked foods. At the same time, everyday needs and the desire to build community are legitimizing simplification and a taste that is capable of consensus.

New do-it-yourself ambitions require auxiliary products that inspire while reducing effort and ensuring success.