Food and Design
Cooking embodies passion, culture, beauty and appreciation for a local area. Not only does it dictate simple rules for the transformation of food but, being based on centuries-old traditions, it places food at the center and makes it a key element.
In one of the most classic definitions given by J.A. Brillant-Savarin: "Gastronomy is the knowledge and understanding of all that relates to man as he eats". At the center is man and thus, consequently, food. This anthropocentric vision is also fundamental to gain a better understanding of the food industry. In this extremely nuanced and lively market it is essential to know how to divide one's offer in order to grasp the differences between individual consumers. The food industry was one of the few with positive indicators during the pandemic. In Italy, in March (at the height of the lockdown), there was a + 9% increase in sales for large retailers, with a + 11.2% increase for small food shops. This upswing also managed to cushion the crisis that the HORECA sector experienced during the same period. However, the mitigating effect of large-scale distribution decreased with the relaxation of the restrictive measures to values only slightly higher than the average of the previous year (source: Coldiretti). In addition, the persistence of the restaurant crisis has led to a general decrease in food consumption of about 10% compared to 2019.
This unexpected and unpredictable event has, however, led to an acceleration of a series of new trends in the sector, besides that of inflated e-commerce. It is the task of design to identify these and turn its sensitivity and ability to think outside the box into developing a new field of play.