Macro trend research

- high technology rising => "slow food" movement to balance out => people take more time to indulge in food, pay more attention to what they are eating => willing to try new, exotic flavours + an increased interest in how their food is made

-Increased interest in food that is fresh and local due to heightened health and globalization issues awareness

- Increased unemployment rate => lack of relaxation => either indulge in food, or choose the minimal to cut cost

- Convenient, easy and accessible food in the rise (fast food, supplement tablets, take-aways)

- Attention to allergies increased => increased demand in food that is allergy-free, gluten-free, nut-free, etc

- Minimalism rising => functional, minimalist design preferred to elaborated, decorative

- Increased demand of control for customization

- Interest in upscale experience at an affordable price

- Interest in ethnicity, the exotic