The "Food Trends" of the future with the focus on women's Generation Y in Germany
Schmeling, Kristina (2014)
Schmeling, Kristina
HAAGA-HELIA ammattikorkeakoulu
2014
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2014101114661
https://urn.fi/URN:NBN:fi:amk-2014101114661
Tiivistelmä
Nützenadel and Trentmann (2008) quoted “you are what you eat“. This statement is meaningful and appeals to everybody. Food is a crucial element to survive which makes it one of the basic needs but nevertheless, food products and eating habits modify extremly fast and are depending on outisde factors. The thesis will answer the following research questions: Why and how have the food products and eating habits changed in Germany? What are the requirements, challenges and behaviours concerning food of the Generation Y in Germany? What are the food products and eating habits of the future in Germany?
Between the Second World War and today food products and eating habits are examined. The Generation Y with focus on women and their requirements and needs, as well as the “Food trends“ of Germany are discussed. The “Hierarchy of Needs” according to Maslow underlines the understanding of the modifications referring to food products and eating habits with an impact on the population’s need.
The researcher needed six month to accomplish the thesis. Books, articles and newspapers are used to present the topic with the latest developments to present the “Food trends”. The author surveyed women of the Generation Y in Germany according to the “Food trends” between 10th March and 10th April 2014. The researcher used an online tool for the questionnaire and it was evaluated automatically. The results present attitudes of the respondents concerning “Food trends” and requirements which are still demanded. The quantitative questionnaire is quoted to support the argument and foundation to present the new future outlook for the population. The thesis can be used for market analysis, development and establishment of new food products because this topic has not been researched before.
Germany has developed lot of “Food trends” that are presented in fine-dinning restaurants, retailers or at home in eveyone’s kitchen. The female Generation Y is a segment that traces the Intolerance, Flexitarian and Regional trend. Sensual food trend partly unknown, Curated food trend partly attractive and important for them to experience and genetically modified food products do afraid them and therefore do not welcome them.
Between the Second World War and today food products and eating habits are examined. The Generation Y with focus on women and their requirements and needs, as well as the “Food trends“ of Germany are discussed. The “Hierarchy of Needs” according to Maslow underlines the understanding of the modifications referring to food products and eating habits with an impact on the population’s need.
The researcher needed six month to accomplish the thesis. Books, articles and newspapers are used to present the topic with the latest developments to present the “Food trends”. The author surveyed women of the Generation Y in Germany according to the “Food trends” between 10th March and 10th April 2014. The researcher used an online tool for the questionnaire and it was evaluated automatically. The results present attitudes of the respondents concerning “Food trends” and requirements which are still demanded. The quantitative questionnaire is quoted to support the argument and foundation to present the new future outlook for the population. The thesis can be used for market analysis, development and establishment of new food products because this topic has not been researched before.
Germany has developed lot of “Food trends” that are presented in fine-dinning restaurants, retailers or at home in eveyone’s kitchen. The female Generation Y is a segment that traces the Intolerance, Flexitarian and Regional trend. Sensual food trend partly unknown, Curated food trend partly attractive and important for them to experience and genetically modified food products do afraid them and therefore do not welcome them.