Category
Lifestyle
Assisted Choices
Trend cluster
Category
Reduced
Cooking
Popular chefs create and collaborate with brands to prioritize waste-reduction.
4.5
Trend score
Trend
What is the Reduced Cooking trend?
Reduced Cooking: Celebrity and well-known chefs are becoming more eco-friendly with products and initiatives that aim to reduce food waste. With food waste contributing significantly to harmful greenhouse gas emissions, its reduction is becoming more of a priority among consumers and businesses alike.
Insight
The consumer insight behind the Reduced Cooking trend
As consumers gain a greater understanding of the current and impending consequences of climate change, more are looking at their own lifestyles and seeing where they can adjust to reduce their personal impact on the environment. Brands that cater to this growing sect of consumers will become increasingly popular over time.
Trend themes
Themes within the Reduced Cooking trend
Three behaviours holding the trend together01
Reducing Food Waste
More chefs and brands are prioritizing reducing food waste, creating new eco-friendly initiatives and products.
02
Sustainable Food Production
Food scarcity and environmental concerns are driving consumers to look for sustainable food production methods and products.
03
Circular Economy
Circular economy initiatives, such as composting, recycling and using food scraps to create new products, are gaining more attention and becoming more important for businesses and consumers.
Industry implications
What the Reduced Cooking trend means for industry
Where the trend changes the playbookFor
Food and Beverage
Creating new sustainable and waste-reducing initiatives, products and methods will become increasingly important for the food and beverage industry to cater to eco-conscious consumers.
For
Hospitality and Tourism
Hotels, restaurants and tourism-related businesses can benefit from implementing circular economy initiatives and reducing food waste to appeal to tourists who prioritize sustainability and eco-friendliness.
For
Retail
Retailers can differentiate themselves by introducing eco-friendly product lines, such as food made from rescued produce, recycled packaging and compostable or biodegradable materials.
Workshop question
How is your brand targeting the eco-conscious consumer?
Trend signals
Trend signals for Reduced Cooking
Trend score 4.5 out of 10, from popularity 69%, activity 57%, freshness 10%.
Popularity69%
Activity57%
Freshness10%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Reduced Cooking trend
4 featured examples from Jan 15, 2019 to Apr 14, 2021CategoryEco
Waste-Reducing Celebrity Chefs
NY Chef Marcus Samuelsson Partners with Eco-Friendly Food Brands
Restaurants can minimize waste and improve sustainability by sourcing rescued produce through B2B marketplaces like Full Harvest and following the lead of celebrity chefs like Mar…
CategoryLifestyle
Sparkling Whey Drinks
Render's 'Weyla' Blends Fruit, Herbs, Botanicals and Whey Byproduct
The food and beverage industry can explore innovative ways to utilize food waste and create sustainable beverages.
CategoryBusiness
Health-Focused Vegan Drive-Thrus
Chef Matthew Kenney’s Launches New Vegan Drive-thru 'VEG’D'
Fast-food chains can disrupt the industry by offering more vegan options and healthier alternatives to cater to the growing demand for conscious eating and plant-based diets.
CategoryEco
Food Scrap Cookbooks
The IKEA ScrapsBook Helps to Reduce Waste in the Home Kitchen
Innovating new ways to reduce food waste in the production and consumption process and create sustainable food systems.
