With an accumulation of information, data, the human species, overcrowding, natural disasters, climate change and products - there is an overload, a breaking point into a radicalisation and rebellion. Cultural and societal unrest stems from a rebellion against perfection. Disruption will be an acceptable response to the increased restriction and order. Selfies and personally curated social media profiles see the rise in ‘self’ as object, striving to be better, more beautiful, richer, more successful, yet always in competition with bigger and better and ultimately failing. Ways in which humanity struggles to find what is real, good and balanced will be expressed in the imperfection trends. The need to embrace the less than perfect will rise up.

Food and meals will be less perfectly arranged and will mix and match cultures, genres, dishes and flavours with more abandon. Small batch making, and the use of moulds fashioned to look different from one another will signal to the consumer that their food is hand-made, real and unique. This will give the sense of authenticity and a back to basics sense of relief and comfort.

The word natural (which can no longer be used as a marketing or branding word) will come into its own. Truth is often ugly. Natural in its true manifestation is unfiltered, not uniform and what might be considered to be messy and certainly imperfect. This will inform how we plate-up food, what ‘looks good’ and how we view the world and respond to it. Food will be more chaotic and producers will be less pressured to make uniform produce and products. The focus will be on realness and even man-made imperfection. This is the time to celebrate the kitchen failures, the wabi-sabi and the unique.