15 answers from a trend specialist
Ole Petter Nyhaug is a trend analyst at Opinion. Every year, hundreds of marketers come together to hear Nyhaug's predictions for the coming year. Here you will get his quick answers to questions relevant to the hospitality industry.
Economy
What trends are the most important right now?
-Of course, there is inflation, interest rate increases and people's worries about their own finances. People are thinking twice before going out to eat and maybe choosing more affordable alternatives.
Do people choose cheaper dishes – or do they avoid eating out?
–The industry now has the answer, but based on our research, restaurant visits are one of the things people choose to cut back on when they have to cut back.
Ole Petter Nyhaug, Trend Analyst at Opinion
It's one thing for people to cut back, but haven't people also become more price conscious?
-We call this the “smart consumer”. Where before people might not have cared so much about the price or chose a restaurant out of habit, they now look at what things actually cost. At the same time, we are now seeing a backlash where people are getting tired of being smart. Instead, people are correcting their behavior and adopting new habits that involve slightly lower consumption. Where they used to go out a couple of times a week, they are now only going out every other week. And they don’t think so much about price when they go out.
Do you have any advice for the restaurant industry?
–Yes, good advice is to check your competitors' prices before raising your own. And if you do, explain why it costs more.
“ You don't have to be very well-traveled to eat sushi. It's more about what's on offer. We are completely connected to international trends in Norway.
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Digital ordering
The pandemic has also changed the restaurant industry. We now order with QR codes and from our own mobile phones...
– It's not like this has changed the industry permanently. We did a survey during the pandemic, and it showed that less than half of the population wants to order that way.
International trends
What about globalization, meaning that we travel more than before, has contributed to a development where we can soon find a Thai restaurant in every corner of the country.
–No, it's media-created. I don't know why everyone thinks that because we travel, we have a different taste. If so, it's a long time ago, then we have to go back 30 years. Now things are coming anyway. You don't have to be very well-traveled to eat sushi in Norway. It's more about what's on offer. We are completely connected to international trends in Norway.
Street food
Will the street food trend affect the selection at fast food restaurants?
–No, I don't think so. You see, when gas stations try to launch new, healthy dishes, it doesn't work that well. Some dishes just land, pizza and burgers and kebabs will live for many more years.
Vegetarian
And what about vegetarian, mustn't there now be vegetarian dishes on all menus?
–Yes, that's a question, for vegetarians, there is a very small market. There are many who occasionally think: "Today I feel like something healthy", but there are very few who are consistently very vegetarian and vegan. This is also largely an urban and girl phenomenon.
Pure, natural ingredients
Are there any health and nutrition trends affecting the fast food industry?
-This with clean and natural ingredients will probably also affect fast food restaurants. Clean meat, not too much mixed in with soy stuff, and freshness, purity and naturalness will characterize all target groups, boys and girls, and both fast food and high-end.
Sustainability
What about sustainability?
–No, sustainability is not that important to people, but what is important is that it is local or natural. Some are concerned that it should be Norwegian-produced. People would really like to have it, but not if it costs a lot more. The things that can be linked to sustainability, and which are highest on the agenda for consumers, are food waste and animal welfare.
Have you seen any examples of restaurants that take it out in a way that is visible to guests?
–Yes, for example, you have hotel chains that reduce the number of items on the lunch buffet and explain that it is about reducing food waste, and it has received a positive response.
Marketing
How do you market a restaurant today?
–No, it's social media and the restaurant columns. And TripAdvisor, which is important for tourists, but not necessarily for locals, because they hear from friends and social media.
What about TikTok?
–TikTok has become a source of a lot of food trends and hypes. You have bubble tea and waffle ice cream, but also airfried, it really took off on TikTok. But then it also spread to the restaurant world. You also see abroad that food influencers are launching their own restaurants to capitalize on the attention and the following.
Fine dining or casual dining
What has the most future – fine dining or casual dining?
– We are on the way to having many more concepts that serve what Americans call family style. You don't get a starter, main course and dessert, but sharing dishes, on larger plates, where everyone around the table picks. This is now also appearing in fine dining.
Mental health food
Don't you have one more thing?
–Yes, one thing that is important, and that is going to be very big, is the link between food and mental health. It is partly about medical research that shows an increasingly strong connection between what you eat and how you feel, that is, purely medically and biologically. These are things that are in the early stages for most people, but there will be a lot of this in the future.