This report focuses on the trend Think First, Taste Second, the seventh trend from FMCG Gurus Top Ten Trends for 2021. Taste and enjoyment remain the primary motivations for turning to food and drink, either for reward or escapism purposes. At the same time, exposure to more choice, combined with increasingly sophisticated taste buds and a desire to experiment, means that it is more difficult to impress consumers than ever before. This report examines how shoppers are becoming more adventurous with their product choice, and how the industry can respond to this.