Discover one of five FlavourVision® trends: Augmented assistance

Women looking at mobile phone
  • What is augmented assistance
  • The expert perspective
  • What is driving this trend?
  • Augmented assistance in food and beverages
  • Regional trend indicator
  • Understanding the trends
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The frenetic demands of day-to-day life mean people are increasingly looking for augmented forms of assistance turning to digital tools to help them optimise, enhance and elevate their lives.

Advancements in artificial intelligence (AI) are opening the doors for smarter, more creative and collaborative consumer-brand relationships. Post-pandemic, there’s been a return to busy lifestyles with many looking for ease and convenience to alleviate their daily stresses. With increased access to information, people are experiencing decision-fatigue and are looking for ways to augment or even outsource decision-making.

84% of consumers in the USA say convenience is important when finding products.
30% of APAC consumers agree that companies’ use of technology to personalise experiences significantly increases their trust in brands.
The expert perspective
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“Today, we’re expecting our computers to act like a human.
But it’s wrong to think that way.”

Amber Case, Cyborg Anthrolopogist

Technology is addressing core human needs, it’s offering assistance, assistive augmentation. These tools that have evolved with us and our needs, to help us adapt to our environment, to save on time or to explore and experiment with new worlds and possibilities.

Hear more from Amber

What is driving this trend?
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What is driving this trend?
Digital connectivity

Digital connectivity

Increasing digital connectivity and advancements in AI and data-driven technologies is impacting people’s expectations of in real life (IRL) experiences.

Demographic realignment

Demographic realignment

Ageing populations are increasingly relying on convenience-driven tools, while younger generations appetite for virtual exploration is growing, with the latter becoming increasingly likely to adopt innovative and imaginative tools to help augment and elevate their lives. 

Economic uncertainty

Economic uncertainty

Ongoing economic uncertainty is leading to higher global stress levels, making people increasingly keen to find solutions that alleviate their stress.

Augmented assistance in food and beverages
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Augmented assistance in food and beverages

People are looking for proactive and personalised tools to help them navigate and optimise their lives. Brands can use digital tools to offer people increasingly personalised food and beverage products and experiences.
  

How is this playing out as expressions?
Co-creation
Co-creation
People want to be involved in the creation of the things they consume.
Precision personalisation
Precision personalisation
People expect greater and more refined personalisations with the aid of technology.
Shortcuts
Shortcuts
People want ever-more streamlined processes in the pursuit of convenience.
Augmented discovery
Augmented discovery
People are looking to learn and discover in increasingly simple, accessible and innovative ways.

FlavourVision® is a global trendbook that presents meta-trends and their micro-expressions across Givaudan’s key regions. 

Regional heat maps were created to indicate where these expressions are likely to gain traction. As there are different heat maps for each trend and expression, these serve as starting points to help local teams prioritise the trends most relevant to their region. Trends will vary per region, due to different cultural influences and local market factors. Local market knowledge is essential to understanding how these will manifest and evolve. 

Regional trend indicator
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Regional trend indicator

Regional trends indicator

Precision personalisation

Expectations of personalisation are increasing, and with data-driven technological innovation, people are able to refine their preferences in a process that is not just about fulfilment or pre-ordained preferences, but also about the discovery of enterily new experiences and preferences.

Understanding the trends
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Understanding the trends

Our new edition of FlavourVision®, ‘Trends for food experiences’, helps us understand what matters to today’s consumer. FlavourVision® is a vast resource letting you deep dive into a particular area; the graphic below provides a glimpse of what’s behind one of the five macro trends, augmented assistance.

Augmented assitent trend

 
Are you ready to shape your own vision?

Reach out to the Givaudan team for a view of FlavourVision®, our comprehensive programme for food and beverage experiences. 

Contact us

25/07/2024