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2011 food trends

Trend Alert: Top 10 Trends Reshaping the Food Industry in 2011

by Janet on May 8, 2011

I’m back again with more trends.  This time the forecasting is from A. Elizabeth Sloan’s article in the April issue of Food Technology, the publication of the Institute of Food Technologists. Here’s a summary of the top 10 food trends that Elizabeth predicts will shape the food industry in 2011 and beyond.  Check out the original article Top 10 Food Trends for more details and the references.

1. Demographically Directed

activiaLook for food companies to target flavors, foods and messages to different generations — from Baby Boomers to Gen-Yers.  The younger set remains the most interested in gourmet, ethnic and spicy foods — and is more likely to explore healthy and performance-based eating.  They’re the main drivers of fresh, all-natural, organic and naturally fortified foods.

2. Still Cooking

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photo credit:  FacingNorthEast on flickr

Home cooking is on an upswing — approaching a 20-year high.  And today’s meal preparers are looking to put something different on the table for dinner every night in contrast to the family meal repertoire of just 7-9 dishes a few years ago.  Frozen ingredients have become strong meal preparation aids — with frozen chicken, fish, shellfish and vegetables among the top-selling meal components.

3. The Appeal of Americana

Applebees realburgers

photo credit:  Applebee’s

Local and farm-raised foods and American regional cuisines will be among the most promising food industry trends over the next decade.  Southern, American seaboard and American barbecue are the leading American cuisines on restaurant menus.  American spicy/hot, American barbecue, Pacific Northwest fare, and Southwestern are the fastest growing.

4. Foodie Focused

cinnabon

America’s 31 million foodies are blurring the aisles between specialty and every day foods.  Regional ethnic tops the list of ethnic cuisines/flavors that will be trendy in 2011.  That’s followed by ethnic fusion, Southeast Asian, Peruvian and Latino American/Nuevo Latino. Because Americans want to enjoy restaurant-style foods at home, one of the most successful strategies continue to be co-branding with restaurants, such as the spin-off of Cinnabon foods.

5. Get Real

3467745175_342bd3a8a6_zphoto credit: MGH on flickr

Limiting processed foods is now believed to be one of the most important parts of healthy eating — and “chemicals in food” rose as a food safety concern (while foodborne illness went down as a worry).  Natural claims now have greater appeal than organic.  Marketers of processed foods are increasingly touting “fresh,” “hand-picked” and “fresh from the field” ingredients in products.

6. The New Nutrients

3171050531_d73d0a74ebNatural functionality and inherent nutrition are beginning to shift interest away from traditionally fortified foods.  Protein is among the “new nutrient” superstars, along with potassium and magnesium (especially as interest in reducing sodium soars).  Whole grains topped the list of the most sought after health claims on packages, followed closely by high fiber.  For the first time, whole wheat bread out sold white bread.

7. Specialty Treats

5513107159_3228fc88fa_zphoto credit:  marybarbour on flickr

Despite the growing interest in eating healthy, home cooks still serve dessert twice weekly on average.  With empty nesters and seniors most likely to eat dessert, retro flavors are making a comeback:  caramel, butterscotch, malt, chocolate mousse and lemon chiffon pie.  Sugar-free and gluten-free are big trends in baking mixes.

8. Three Squares

3923823499_0e311a6fbe_zphoto credit:  banh mi by paghababian on flickr

We’re more likely to eat 3 meals a day — with or without snacks — compared to two years ago.  Fewer people say they eat only 1 or 2 meals a day plus snacks.  Breakfast is the big beneficiary. Although most breakfasts (74%) are eating at home.  Sales of breakfast foods are up.  Sandwiches are also on trend, especially ethnic and mini-sandwiches, such as Vietnamese banh mi, Mexican bolillos, bocadillos, pupusas, torta and tartines.

9. Prescription Eating

4147994751_4bf9c72f41_zOne-third (33%) of consumers plan on self-treating more and going to the doctor less.  Weight control and cholesterol lowering lead the list of the most desired functional food benefits, followed by digestion, immunity, enhanced metabolism, blood pressure lowering, satiety, healthy blood sugar levels, and memory.

10. Home Rituals

3389344901_55fe41867c_zphoto credit:  Pillsbury on flickr

Home entertaining has become a new way of life; 67% of consumers are spending more time at home with their family, and 44% entertained family and friends at home instead of going out. Supermarkets are experiencing growth in ready-to-eat takeout and heat-and-eat meals.  Gourmet snacks for entertaining, specialty food and appliance cooking are growing.

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More 2011 Food Trend Predictions

by Janet on December 14, 2010

This time the 2011 predictions come from The Food Channel® , in partnership with CultureWaves™ , Mintel International and International Food Futurists®. Kay Logsdon, editor of The Food Channel, said:

“The new economy has created a boldness and willingness to change how we work, how we cook and how we eat. All of our 2011 trends reflect that in some way. One example is Baby Boomers wanting to age well. Trend #10 explains they are eating for better sex, more energy and the ability to work longer.”

top102011storyheaderThe Food Channel Top 10 Trends for 2011

1.       The Canning Comeback – Food preservation has a rejuvenation. They used to call it “putting up,” as in putting up tomatoes or corn for the winter ahead. Maybe your grandmother still refers to it that way. What it means of course is canning, pickling, and preserving—and more and more folks will be getting into it for a number of reasons, including the economy, health and food safety.  The recent scares over contaminated tomatoes, peanut butter, and eggs have driven people to take more control over what they put on the table.

2.       Men in Aprons – A gender role reversal is bubbling up in the kitchen. The slumping economy has hit men harder than women, with job losses in traditionally male fields such as finance and construction. Women on the other hand, are employed in fields that are expected to flourish in the years ahead. As Mintel points out, it’s left many couples with a new balance of power: female breadwinner, male bread buyer (and baker). Men have tripled the amount of time they’re spending in the kitchen today compared to 1970.


3.       Local Somewhere – We care about hand-tended no matter where it’s grown.  A study a year ago by the Food Marketing Institute said that people think of local in terms of freshness, support for the local economy, and knowing the source of the product. In Local Somewhere, it’s the same three things. An independent producer is creating a fresh product, and we’re supporting that American city’s economy, and we know exactly where it came from—and we appreciate the fact that they tended and cared for it as the ingredients grew and the quantities were mixed.

4.       Don’t Ask, Don’t Tell –   Sometimes we don’t want to know the nutrition numbers. Politicians on the local, state, and federal government level are stepping up efforts to legislate healthier eating. These well-meaning efforts have led to calorie counts on restaurant menus, bans on trans fats, and a war on sodium. They’ve also brought about a backlash. Let’s face it, according to The Food Channel:  Some things we just don’t want to know. We’re okay having pamphlets on nutrition being available, but do we really have to have the calories and fat listed in bold type on the menu right next to our favorite megaburger? For many, it’s just another example of the Nanny State, and the answer is simply “No, thanks.”  The trends report said that when we order the Baconator at Wendy’s, we pretty much know what we’re getting into, don’t we?  We just want to take a blissful bite without thinking about nutritional numbers. It’s like that old saying, “if you have to ask how much, you can’t afford it.”  Really, is that how you feel?

baconator

5.       Appetite for Food Apps – Social media is our guide and our coupon source. It seems like there’s a new mobile food app popping up every time you start to feel hungry. You can shake your phone on Urbanspoon to create a slot machine effect that spins neighborhood, cuisine type, and price to help you find a restaurant. VegOut helps you find one with lots of vegetarian choices, and Open Table not only locates restaurant choices using GPS technology, but also lets you know if there are tables currently available. But it’s the availability of mobile grocery coupons and restaurant deals on smart phones that consumers will really grab onto in the coming year. Online services like CouponClipper.com now have mobile editions that allow you to pull up coupons on your phone. Even traditional paper coupon king Valpak now offers mobile couponing that uses your phone’s GPS to find deals in your immediate area. Savvy restaurants text and tweet about hot specials that not only bring in extra business, but also make customers feel like insiders.

6.       Small is the New Big Business – Corporations are thinking like small businesses. Successful food companies will use all the tools of social media to get closer to their customers. They’ll be purposely getting “smaller” in how they think, with a customer in mind instead of a bottom line. They’ll no longer subscribe to the Henry Ford model of food production, but will actually be okay with being less “finished” and with letting the world see a few rough edges. They’ll be more like you and me, the consumers they serve. It’s the reason we consumers like local diners, and why we look for places off the beaten path. It’s why we like cafes. We want to spend our money someplace where the owner knows we’ve been there, and where success is based on producing a quality product at a good price.

7.       Fresh Every Day – Rediscovering the butcher, baker and cheese maker.  American food shoppers may go a bit European in 2011, The Food Channel predicts.  People will be returning to the neighborhood butcher shop to pick up fresh meats and grabbing their specialty breads and pastries and the corner bakery.  The supermarket and everything under one roof stores will still get the lion’s share of our grocery dollars, but the increased popularity of farmers markets has whetted our appetite for locally-sourced foods and one-on-one personal attention. 

8.       Chefs in Schools – Living up to their pledge, chefs join the cafeteria crews.  This will be the year we finally get really serious about feeding our children healthier, better quality foods.  Jamie Oliver came with TV cameras to the “unhealthiest city in America” and showed what a difference one person can make.  In 2011 thousands of chefs will be working with school districts to get better, fresher foods on the kids’ trays. 

9.       Discomfort Foods– Eating your way out of your comfort zone.  In some ways, we’ve grown accustomed to a topsy-turvy world and are embracing food that accentuates that.  However, at other times we find the situation just a little bit unnerving.  This trend is about consciously trying new things that stretch our food vocabulary and experience. 

10.    Eating for Sex and Other Things – Looking for foods that keep us young, strong and active. Baby Boomers will influence nearly everything in 2011, including foods.  Many Boomers will continue to work — and they’ll demand foods that provide the energy and vitality to get them through the day (and night). 

Read the complete Top 10 Food Trends for 2011 at www.foodchannel.com.

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Chefs Identify the Hot Food Trends for 2011

by Janet on December 3, 2010

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[Photo:  Lunch at Canoe in Toronto by jhritz on flickr.com]

The trends keep coming.  It is that time of year, after all.

My latest restaurant and dining trend story summarized the predictions from several sources.  This time the 2011 trends are from a survey of 1,500+ chefs conducted by the National Restaurant Association.

The survey was recently covered by Bret Thorn in Nation’s Restaurant News.

It’s interesting to see the similarities and the differences between all of these predictions.  For example, this new NRA survey predicts big things for organic produce, yet Independent Restaurateur thinks organic will decline on restaurant menus in the coming year.

It’s great that several trend trackers predict children’s nutrition and improved kids’ menus will be top priorities in 2011.  Other consistent predictions:  locally sourced ingredients, farm/estate branded ingredients, smaller portions, food trucks, ethnic-inspired and artisan menu items.                                                   [Photo:  La Tartine Gourmande on flickr]

Top 30 Trends

  1. Locally sourced meats and seafood165291189_c376c24264_o
  2. Locally grown produce
  3. Sustainability
  4. Nutritionally balanced children’s dishes
  5. Hyper-local (restaurant gardens, do your own butchering)
  6. Children’s nutrition
  7. Sustainable seafood
  8. Gluten-free/food allergy conscious
  9. Simplicity/back to basics
  10. Farm/estate-branded ingredients
  11. Micro-distilled/artisan liquor
  12. Locally-produced wine and beer
  13. Half-portions/smaller portion for a smaller price
  14. Organic produce
  15. Nutrition/health
  16. Culinary cocktails (savory, fresh ingredients)
  17. Newly fabricated cuts of meat (Denver steak, pork flat iron, Petite Tender)
  18. Fruit/vegetable children’s side items
  19. Ethnic-inspired breakfast items (Asian-flavored syrups, chorizo scrambled eggs, coconut milk pancakes)
  20. Artisan cheeses
  21. Non-traditional fish (branzino, Arctic char, barramundi)
  22. “Kid cuisine”/gourmet children’s dishes
  23. Ethnic cheeses (queso fresco, paneer, lebneh, halloumi)
  24. “Mini meals” (smaller versions of adult menu items)
  25. Artisan/specialty bacon
  26. Ethnic/street food-inspired appetizers (tempura, taquitos, kabobs, hummus)
  27. Black/forbidden rice
  28. Superfruits (acai, goji berry, mangosteen, purslane)
  29. Quinoa
  30. Ancient grains (kamut, spelt, amaranth)
2456975647_3d11f050af[photo: Lebneh with mint and vegetable pickles by Snapdragon in Lebanon on flickr.com]

Top Trends by Category

Main Dishes/Center of the Plate

  1. Locally sourced meats and seafood
  2. Sustainable seafood
  3. Half-portions/smaller portion for a smaller price
  4. Newly fabricated cuts of meats (Denver steak, pork flat iron, Petite Tender)
  5. Non-traditional fish (branzino, Artic char, barramundi)

black quinoa

[photo:  Black quinoa with root vegetables by La Tartine Gourmande on flickr.com]

Sides/Starches192781224_ee1a5b7cfe_o

  1. Black/forbidden rice
  2. Quinoa
  3. Red rice
  4. Vegetable pickles
  5. Asian noodles (soba, udon, rice noodles)

Appetizers

  1. Ethnic/street food-inspired appetizers (tempura, taquitos, kabobs, hummus)
  2. Amuse bouche/bite size hors d’oeure
  3. Warm appetizer salads
  4. Appetizer combos/platters
  5. Dumplings/dim sum

Desserts

  1. Artisan/house-made ice cream
  2. Bite-size/mini desserts
  3. Dessert flights/combos
  4. Deconstructed classic desserts
  5. Savory desserts
[photo: Black rice stuffed zucchini by La Tartine Gourmande on flickr.com]

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[photo: Red Velvet Sweet Shots (mini dessert trend, dessert shots) by Delicious Desserts on flickr.com]

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2011 Consumer Packaged Good Trends

by Janet on December 2, 2010

More trends.  This time it’s a look at the 12 consumer packaged goods (CPG) trends that Mintel predicts will make an impact in 2011 — spanning across categories of health and wellness, the environment, demographics, marketing and media, convenience and indulgence.

1. Quiet reduction: Sodium, sugar and high fructose corn syrup (HFCS) are three well-known ingredients that appear to be experiencing covert reductions in product formulations. While sodium reduction has long been the focus of “quiet reduction,” sugar and HFCS are jumping on board. As the media continue to demonize HFCS, what may start as covert reduction is likely to end up as a key labeling issue, in the same way trans fat-free has become the norm in some parts of the world. The European region still awaits approval of stevia, but Mintel predicts we’ll see sugar and stevia used in conjunction to achieve an overall lower sugar content in new products. However, “stevia” will not always be part of the overt communication. Instead the messages will be “naturally sweetened” or “reduced sugar.”

2. Redefining natural: Get ready for a “natural shakedown,” says Mintel.  While all types of natural claims have grown in importance in all regions, and across all product categories, the term “natural” is still ill-defined. Terms that are vague or not well understood will come under fire and we are due to see an intervention of regulatory bodies. Also, expect to see a new focus on accentuating the positives of what is in a product, rather than emphasizing what is not in it.

3. Professionalization of the amateur: Mainstream brands are getting into a more serious “professional” arena, by bringing into the home what used to require a specialist service. This trend arguably has its origins in personal care markets, with “salon-style” hair treatments for home use, but continues to expand to include household (“professional strength” cleaning products) and food (chef-endorsed, restaurant-style meals).  Mintel identifies several food products that help consumers create meals quickly, easily and with better results at home  – including McCormick’s Recipe Inspirations.

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4. Sustainability stays focused on the basics: Sustainability is not slipping down the priority list, but instead of seeing new developments, expect to see a continuation of what we have seen, with a few twists. There will be a greater focus on reduced packaging that promotes environmental responsibility in combination with uniqueness, such as boxless cereal bars or more cereals without the inner bag. Also, expect water usage to become a hot, consumer-facing issue in 2011. Companies will be looking for ways to conserve water and change their consumption habits so that there is enough world supply.

5. Blurring categories: How much more innovation can you get out of a category? Manufacturers’ response to consumer needs is the driver to developing hybrid products. Consumers don’t necessarily view products as being in one category or another, rather they look for solutions that meet their needs, and that may be something that straddles multiple categories. Sparkling beverages are appearing more and being positioned as a source of refreshment, as well as sophistication. Beyond hybrid forms, we also see a blurring of how consumers use products – with beverages consumed as snacks, snacks as meals, and personal care and home care products that do more than one thing, as well.  Mintel cites as a trend example Dr. Pepper Snapple Group’s Sunkist Solar Fusion, a carbonated fruit-flavored drink with caffeine.

6. New retro: Over the last year, we have seen more big brands that revitalize old products and old ad campaigns, tapping into the escalating trend of nostalgia. We anticipate more of these in 2011. Companies are returning to a time when life seemed somehow easier, whether that’s the 1980s for consumers in their 20s, or the 1970s or 1960s for older consumers. You’ll see this with brands using old formulations, old package designs, re-runs of advertising campaigns or new ads with a retro feel.

photo: lavenderbouquet on flickr

photo: lavenderbouquet on flickr

7. Less is more redux. Mintel says the “less is more” thinking is linked increasingly to convenience and economical solutions, with the environment taking a secondary role.  They suggest the trend may possibly signal a revival of previously “tired” categories, such as dehydrated soup.  Concentrates and simplified forms are appearing in many categories, including Starbuck’s Via insResource_Senior_Activ_vaniltant coffee.

8. Simplicity for older consumers. Older consumers, especially Baby Boomers, will continue to look for products tailored to their needs.  As they age, consumers will focus on simple, realistic results rather than hype or lofty promises.  As a trend example, Mintel cites Nestle’s Nutrition Resource Senior Activ in Switzerland, a nutritional supplement for older adults to “aid in improving nutritional status, regaining strength and energy after illness or surgery, and supporting physical strength and cognitive health.”

Similarly, a new product that was recently launched by Abbott called Ensure Muscle Health is going after the 40+ crowd with concerns about age-related muscle loss.

muscle-health-rotator

 

9. Econo-chic. Luxury is making a comeback, but in a more limited way.  In 2011, Mintel says CPG products will be positioned as “small treats” to appeal to consumers who want occasional splurges.

10. More cradle-to-grave brand initiatives. Products will stretch their brand values and their target market up and down the age spectrum.

11. Instant results. Consumers will demand results-driven products that provide a benefit instantly.  While currently seen primarily in personal care products, such as beauty-enhancing cosmetics and anti-aging skin care, Mintel predicts that it will expand to food and drink.

12. Personal hygiene comes out of the closet. For personal care products, discretion is out, honesty is in.  Mintel says look for more open discussion of formerly taboo subjects, leading to greater and more unique product development and more transparency in marketing.

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Supermarket Guru Names Top 2011 Food Trends

by Janet on November 24, 2010

It’s that time of year when everyone makes 2011 food trend predictions.  Here’s a look at Phil Lempert’s 2011 Food Trends to Watch.

The Supermarket Guru tells us what he thinks will be “new” in the coming year:

1.  The New Nutritional Guidelines

Phil says we’re moving away from highlighting or demonizing certain nutrients or ingredients and looking at foods more holistically (I hope so!).  He says look for simplified ingredient statements, produce departments that start adding stickers to fruits and vegetables that tout nutrients, and the demise of all-natural claims as shoppers seek more substance from their foods.

5651870_31c0bc806dphoto: justinknol on flickr.com

2.  The New Customer Service

Next year will be about food apps — for in-store information, instant messages with specials, digital coupons and restaurant apps to pre-order from the menu.

3. The New Bacon:  Seafood from the Gulf

Phil predicts the Gulf Region will become the new epicenter for food, with supermarket retailers creating major themed promotional events that include Mardi Gras and Cajun-spiced dishes combined with health messages about seafood.

4036166316_be322aff18photo:  chrisindarwin on flickr.com

4. The New Vitamin:  Vitamin D

Supported by research that shows widespread vitamin D deficiencies, look for more foods to tout naturally occurring vitamin D.

5. The New Soda: Fruit-Based, Lower Calorie Drinks

Look for new beverages to hit the shelves with less carbonation, lower calories, less sugar (blend of Stevia) and fruit-based flavors, including antioxidant-rich exotic fruit juices.

6. The New Food Store:  Smaller

How we shop for food may change in 2011.  Phil predicts that food stores will continue to get smaller and you’ll find more affordable prepared foods and service departments, including pizza, fresh fish and meats.

7. The New Local:  Regional

As consumers and retailers begin to understand that it’s impossible to have all their foods produced within 100 miles of where they live, look for regional foods to emerge that are based on the tastes and culture of the areas they are sold in.  Major brands will begin to market special flavors based in limited geographical distribution, the cultural heritage of their customers and using names and sourced “local” ingredients.

3455070885_10962bed1bphoto: the.piggery on flickr.com

8. The New Free Sample

Phil says it will go well beyond a rickety card table and toaster oven.  Expect food brands to hit stores and sample products before they hit the market in order to control the new product introduction failure rate.

9. The New Social Responsibility

In 2011 consumers will expand recognition of and commitment to social responsibilities — including reducing hunger and the humane treatment of animals.  Instead of direct, cash donations to individuals to individual charities, 2011 will be about building stronger connections to companies with donations made to charities like Feeding America when you purchase their brands.

Click here to read the full article.

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