At the recent Institute of Food Technologists meeting in Chicago, Mintel hosted the Global New Products Pavilion and showcased the latest food and beverage trends from around the world. Mintel’s new product experts, Lynn Dornblaser and David Jago, identified three macro trends and asked attendees to taste and vote on their favorite products in each category.
Here’s a look at the outcome:
1. Baby Boomers: a generation in search of new products
“With baby boomers comprising 26% of the population, it only makes sense that manufacturers are positioning products just for them,” Dornblaser said. “The trick is to position these products with the needs of baby boomers in mind, without making the consumer feel like they have ailments or are aging.”
Smartfood Popcorn Clusters from the U.S. took first place in the boomer category. While being an indulgent snack, it also touts calcium and fiber.
Tripl3 O Antiox Green Tea with Honey from Colombia came in second.
Kellogg’s All-Bran Buds Singles from Canada took third place.
2. Satiety: the next big thing in weight management
With rising obesity rates and an increase in chronic ailments, wellness is a trend we’ll be seeing a lot of in the next few years and satiety fits right in.
IFT attendees chose the EcoSlim Dark Chocolate Bars from Portugal as their favorite product for staying fuller longer.
Kellogg’s Special K Sustain Breakfast Cereal from the U.K. came in second.
Barilla Mulino Bianco Grancereale Fiber Biscuits from Italy took third place.
3. Simple ingredient statements: clear language for confused consumers
“Natural” and “additive-free” have become part of the consumer’s health and wellness vocabulary, according to Dornblasher.
People are attracted to clean labels and are taking great measures to avoid over-processed foods.
It was a tight race in the simple category. Pepsi Raw Natural Born Cola (U.K.) came in first place with its natural plant extracts and new pack design.
Yoplait Simply Gogurt Portable Lowfat Yogurt from the U.S. came in second place.
Planet Lunch Squeezable Fruit from the U.K. was the third place winner. The portable fruit in a bag touts 100% natural ingredients.
What’s the latest thing in food? One of the best ways to find out what’s hot is to browse the aisles of the Fancy Food Show. Organized by the National Association of the Specialty Food Trade, it’s the largest marketplace for specialty foods and beverages in the U.S. I didn’t make it to New York last month to attend the 56th Summer Fancy Food Show, but here’s a look at what other trendspotters found:
Flavored vinegars – Hibiscus, Walnut Champagne, Peach Balsamic, Lime Rice, Apple Ice Wine Vinegar and Ginger
Indian products – Unexpected creations: Curry Ketchup, Cashews & Cream Cooking Sauce, Tandoori Chicken Naanwich, and Tikka Masala Marinara
Grains, nuts and seeds– Sweet and savory items make up this category with Flax Seed Crackers, Oat and Corn Cakes, Pumpkin Palooza Nut Confections, Lentil Chips and Sunny Seed Drops (chocolate covered sunflower seeds, the new M& M’s?)
Squash, pumpkin and sweet potato – These fall favorites are showcased in Pumpkin Salsa, Butternut Squash Pasta Sauce, Sweet Potato Butter, Butternut Squash Tart, and Sweet Potato Chocolate
Handcrafted local heritage foods– Soups, pickles and sweets including Linekin Bay Lobster Corn Chowder, Brooklyn Pickles, Wild West Steak Rub and Sticky Toffee Pudding offer fresh takes on classics
Figs- Including a Cabernet wine and fig preserve
Healthier chips – Including Beanitos (bean-based chips)
Specialty honeys- Chestnut, lime, pine and raspberry; eco-friendly honey
Ginger — Including upscale ginger ales, ginger energy tonic, ginger vinegar and chocolate infused with ginger root
Exotic ketchups – Mild Indian Curry, Peppery Moroccan and Sweet Orange Chile
Food kits - Do-it-yourself kits for churros, funnel cakes, soft pretzels, chewing gum and home pickling kits
Chocolate - Dagoba Chai hot chocolate is the first ever organic chai drinking chocolate. The drink combines the flavors of cardamom, cinnamon, cloves, ginger and peppercorn. Hot chocolate sticks from Choc-o-lait are wooden sticks with 100 percent Belgian chocolate that melt in a cup of hot milk. Skinny Bars from Tom & Sally’s. These organic chocolate bars are not lower in calories compared to other chocolate. They’re just called “skinny” because the bar is thin. Not too confusing, huh? Unfortunately, people think “organic” means lower in calories, according to research conducted by Brian Wansink. The bars contain 200 calories and feature trendy ingredients, (including acai berry and ginger) that adds to their health halo.
Take a look at what Claudia D. O’Donnell, Chief Editor of Prepared Foods, spotted recently at the Natural Products Expo West – the world’s largest natural and organics products trade show.
These types of trade shows are one of the best ways to identify trends.
Here are some of the trends Claudia found among the offerings of over 1,800 exhibitors.
Ready-to-drink dietary supplements for brain health (often mentioning relaxation)
Products for immunity
Virgin coconut oil (anything coconut, such as beverages, coconut milk-based ice cream and fat-replacer pastes)
Natural sweeteners, such as agave nectars/syrups
Omegas and dietary fiber
Lavender flavoring, which showed up in salad dressing and ice cream
Some products combined trends:
Turtle Mountain’s certified gluten-free, Coconut Milk Kefir with 10 Active & Live Cultures, which also noted it was rich in MCFAs (medium-chain fatty acids).
Other interesting products:
Marathon of Miracles’ Baked Cashews in Added Calcium and Added Fiber varieties
Stone-Buhr’s Find the Farmer bakery mixes, which allow one to locate the farms from where grains for the flours were obtained (go to www.findthefarmer.com);
Jans’ 100% juices, in varieties such as lychee and soursop
SunOpta’s frozen Garden Green Garbanzos, with the label claims of “heart healthy,” “boosts immunity,” “provides energy” and “supports weight loss.”
Perky Jerky, a guarana-flavored, caffeinated beef jerky
Claudia concluded with this interesting side note of the meeting:
An undercurrent of the shifting regulatory landscape was also felt. An effigy of John McCain, who promoted and then withdrew his support of bill S. 3002 (which would impact dietary supplement regulations), was seen hanging over a toilet in one booth. Rumor also had it the FDA was “out in force” at the show, gathering information on products. As always, the show continues to both entertain and educate.
artisan foods (particularly breads, cheeses, dark chocolate)
coffees, teas
What foods and beverages do you think will define the next decade? Not sure if the following are all contenders, but they’re off to a hot start in 2010.
Macarons are the new cupcakes.
Don’t confuse these colorful, crunchy French confections with the sticky-sweet coconut balls called macaroons. Maybe only one “o” separates the two, but they’re nothing alike. Macarons are whoopie pie-like treats that were once limited to Parisian tea salons and pastry shops. Now they’ve broken through to the mainstream stage. McDonald’s has started to sell in France and you can now find in Whole Foods, Trader Joe’s and Starbucks. Read more about macarons at Wall Street Journal, Serious Eats and Salon.
Beef jerky is the new bacon.
This dried, chewy beef is hardly new — its origins date back to the Incas. Often associated with truck stops and C-stores, beef jerky gained cult-like status during the Atkins era. But now these meat snacks are back with a vengeance. Today’s jerky, however, has earned a shred of respectability. Read more about the jerky renaissance at the New York Times.
Photo courtesy of Flickr user La Tartine Gourmande
On this first day of 2010, I thought I’d review all of my recent food trend posts. You’ll see predictions from a variety of sources — a forecast of what we’ll be eating in 2010.
Some of the trends are best brought to life in a video. First up, 2010 predictions from Bon Appetit magazine: meatballs, new Austrian cuisine, modern vegetarian, sriracha sauce (my favorite!) and homey “slump” desserts.
Here’s a video summarizing the top ten food trends for 2010 from The Food Channel.
The UK’s Food People review their trends in this video.
Phil Lempert reviews his take on trends in this two-part video series.
As the year comes to close, I was thinking about the foods that made a lot of headlines but didn’t really live up to the hype. The most overrated food trends of the year was the topic of my latest article in the Chicago Tribune. Click on the link to view the article online (which includes a slideshow of the five trends), or the article is reprinted below. What would make your list?
5 most overrated health-food trends
Looking back on the year, some foods seemed to take the country by storm. You couldn’t miss the ads — your neighbor talked them up and you followed all the chatter online. Maybe you even bought a book devoted to these “miracle” foods. Yet, despite the flashy marketing claims and convincing Internet buzz, many of these products deliver far less than they promise. Either the science behind them is weak, nutritionists warn, or their steep price tag is simply not worth what you get in return.
We asked nutrition experts to tell us what foods they thought did not live up to the hype. Here are their votes for overrated food trends.
–Janet Helm, special to the Tribune
1. Super juices
The claim: These elixirs, extracted from acai, goji berry, mangosteen and other exotic fruits, tout extraordinary antioxidant levels and claim to burn fat, cleanse toxins and fight the flu. Often fortified with extra nutrients and sold online or through distributors, the juices can be quite costly.
Why they’re overrated: You’re paying more for the marketing than the value of what’s inside the bottle, said dietitian Leslie Bonci, director of sports nutrition at the University of Pittsburgh Medical Center. “It’s a pricey way to get your antioxidants,” she said. “You’d be better off with a glass of orange juice and simply add more color on your plate.” Even the antioxidant levels in many of these superjuices have been questioned. Some studies have revealed that the amounts are comparable to apple juice.
Bottom line: Buy a less expensive juice at the grocery store and eat whole fruit more often. Limit juice to one glass (8 ounces or less) a day.
2. Tropical oils
The claim: Coconut, palm and palm kernel oils are frequently used to replace trans fats in processed foods, and they’re now being positioned as the new healthy oils. Coconut oil is especially coming on strong, with books such as “The Coconut Oil Miracle” and Web sites claiming that the oil can decrease your heart disease risk, prevent cancer, boost your immune system and help you lose weight.
Why they’re overrated: While it’s true that some of the fatty acids in coconut oil are different from those found in animal products, there is no evidence to suggest coconut oil is better for you than other saturated fats, said Alice H. Lichtenstein, a nutrition researcher at Tufts University in Boston. Numerous studies have shown that coconut oil can raise LDL or bad cholesterol, she said. For years, it’s what researchers fed to animals to induce atherosclerosis. Despite the aggressive attempts to improve its tarnished image, coconut oil is still mostly saturated fat, and research does not support the battery of claims.
Bottom line: Do not run out and buy coconut oil, especially if you plan to use it in place of more beneficial oils that have been thoroughly studied, such as olive, canola and other vegetable oils.
3. Enhanced waters
The claim: Supermarket shelves are filled with bottles of brightly colored waters that are spiked with vitamins, herbs, antioxidants and other ingredients with names like “defend,” “rescue” and “focus.” Some claim to stave off colds, boost alertness or relax you, while others attempt to lure you with promises of weight loss.
Why they’re overrated: Many of these waters are sneaky sources of extra calories and sugar, said dietitian Keri Glassman, who owns a nutrition consulting firm in New York City. Some waters contain 125 calories per bottle — which is equivalent to the calories in two pieces of fruit without the nutritional attributes of the fruit. The advertised benefits are often overblown, according to the Center for Science in the Public Interest, an advocacy group that sued Coca-Cola this year over the “deceptive and unsubstantiated claims” of its line of VitaminWater beverages.
Bottom line: Get your nutrients from foods or take a multivitamin and drink plain water. If you want flavor, add a slice of lemon to tap water or look for calorie-free flavor-infused waters.
4. Miracle seeds
The claim: Flax seeds are showing up in all sorts of foods — including bread, cereal, pasta, yogurt, salad dressing and soup. The latest seed on the scene is chia, which comes from the same plant that gives us Chia Pets. Both seeds are promoted as a top source of omega-3, the good fats linked to heart and brain health.
Why they’re overrated: While flax-fortified products may offer some benefits, flax seeds are not a reliable source of omega-3 because the potency is much weaker compared with what you’ll find in fish, said Evelyn Tribole, a California-based dietitian and author of “The Ultimate Omega-3 Diet.” Only a small percentage of the omega-3 in plant sources gets converted into the most beneficial form once you eat it, she said. Chia seeds claim to be a new superfood, yet the amount of seeds you would likely eat is quite small — not sufficient to deliver meaningful amounts of nutrients or omega-3s.
Bottom line: Enjoy flax and chia seeds if you like the taste, but don’t let them distract you from eating more omega 3-rich fish or incorporating a variety of seeds, nuts, whole grains, fruits and vegetables into your diet.
5. Natural sugars
The claim: Scores of new foods and beverages boast about the lack of refined sugar, yet they contain “natural sweeteners” such as agave nectar or evaporated cane juice. The new darling of natural foods, agave nectar is sold as a syrup for home use and claims to be diabetic-friendly with anti-inflammatory and immune-boosting properties.
Why they’re overrated: There is no real difference. The body treats all of these sugars the same, said Liz Applegate, who teaches nutrition at the University of California at Davis. Even the wholesome sounding “fruit juice concentrate,” she said, is basically equivalent to table sugar. Agave nectar may come from the same cactus-like plant that gives us tequilia, but the refined sugar is similar to the oft-maligned high fructose corn syrup. The terminology of “evaporated cane juice” came under fire this year because the name falsely suggests the sweetener is juice. It’s dried sugar cane, just like table sugar.
Bottom line: Sugar is sugar. All forms are virtually the same and should be consumed in moderation
Following this year’s global economic recession, consumers are ready to reset and start fresh for 2010. Fear played a dominant role in shaping consumer behavior this year, according to Richard Cope, director at Mintel. In 2010, we’ll see a return of confidence and adaptation to overcome the restraints we’ve faced.
“Balance has become the new mantra,” Cope said. “As consumers find they are able to spend again, we’ll see balanced spending and balanced consumption as key characteristics of next year.”
Here are seven key consumer behavior trends that Mintel predicts for the year ahead:
1. Resilience
In 2010, Mintel expects consumers to demonstrate resilience—an ability to recover from and adjust to any misfortune or change brought on by the recession. People will face next year with better attitudes and strengthened resolve, learning new skills like cooking, meal planning and DIY repair to cope with the “New Economy.” Already, a quarter of Americans made their own home improvements to save money. As many people still face unemployment, 2010 may see them looking to online educational tools to develop professional and social skills. Businesses that harness consumers’ new resilient, education-driven mentality will benefit next year.
2. Reviewing and re-evaluating The past year gave consumers cause to re-evaluate every aspect of their lives, looking for value and savings. In 2010, expect shoppers to keep reviewing as they hunt out the best deals and realize where they can get by on less. For example, nearly four in 10 Americans always or usually buy private label food. Value initiatives are hot and they’ll remain so. However, consumers will purchase more expensive products if they are convinced of the products’ value. Brands that engage consumers effectively stand to be successful next year despite price barriers.
3. Prove it – accountability Because consumer confidence worldwide took a hit this year, 2010 will see increased demand for proof and results. People are tracking more areas of their lives through micro-blogging sites like Twitter, so transparency is no longer a differentiator for brands; it’s a requirement. We’ve become a society of doubters, skeptical of nutrition claims, the motives of “green” companies, and the competitiveness of bank rates. A company’s need for accountability is nothing new, but the quantity of information available today adds to the challenge. Mintel predicts that in 2010, brands will need to pull out all the stops to gain consumers’ trust.
4. Escapism
The past year has meant a huge amount of economizing and scaling back on previously normal treats and experiences. While consumers have become accustomed to staycations, small indulgences and cooking at home, Mintel predicts they’ll start breaking free from the tyranny of value in 2010. Escapism will resonate both in and outside the home as people splurge on big purchases, such as the flat-panel TVs 34% of Americans plan to buy themselves this holiday season. Savvy brands are already capitalizing on people’s desire to escape by offering new experiences like 3-D media and audio literature.
5. Media evolution Micro-blogging, social networking and interactive media have exploded into consumers’ lives, and as confidence in usage grows, people will incorporate new media forms more into their daily lives. Four in 10 Americans have at least one social networking profile. As people use new media to change and simplify daily tasks, they’ll question the nature of authority and effective use of advertising. Companies must work harder next year to truly engage, attract and interact with consumers, as media quickly evolves.
6. Ethical responsibility
In 2010, it’ll be even more important to coax consumers out of their spending slumber and wean retailers off perpetual discounting. Ethics will play a large part in rebuilding brands. Environmental and ethical issues still attract attention: 90% of Americans buy green products at least sometimes. For businesses to rebuild brands through ethical efforts, they’ll need to connect with consumers, giving them an emotional reason to buy. As consumers demand more from the companies they do business with, they’ll want ethical responsibility to be a chief concern, creating more scrutiny on ethical claims than ever before.
7. Stability
The past year left its mark: consumers are shying away from the spending binges of the past few decades and finding that moderation and preparation are possibilities. Mintel predicts 2010 will be a year for increasingly seeking balance and readjusting to the “New Economy.” As people accept the economy as it is now and embark on more conservative spending, they’ll also stabilize other areas of their lives: food, diet, beauty. Brands can capitalize by giving consumers multiple product options at different price points and benefit levels.
I participated in a Trend Spotter Webcast yesterday conducted by the National Association for the Specialty Food Trade, the group behind the Fancy Food Show. You can learn more by visiting NASFT’s blog Under the Lid. Or you can watch a video of the Webcast below…
I liked her decriptions of “brown flavors” that are hot now because of their links to our past. These are comforting, nostalgic flavors that remind us of our youth — when we felt safe and secure. They remind me of the flavors that help replicate what Baum & Whiteman call the “campfire experience.”
So what are these brown flavors? Think butterscotch, caramel, toffee, brittle, praline, maple syrup, honey and honey comb. I feel better already.
Kara also talked about other retro flavors that are increasing in popularity: malt, liquorice, nougant and dairy flavors (including yogurt, buttermilk, Greek yogurt and plain old milk for its purity and wholesomeness). Rhubarb was another nostalgic flavor discussed.
A few other trends featured in the Webcast included alternative sweeteners, gluten-free foods, superfoods and floral flavors, such as hibiscus, rose water and lavendar.
Now the National Restaurant Association weighs in on restaurant trends for 2010. Locally grown and sourced products, farm-branded ingredients, sustainable seafood, a back-to-basics approach, nutrition, allergy awareness and better-for-you children’s meals are among the top trends identified by 1,854 professional chefs, members of the American Culinary Federation. Some of the “hot” items revealed in the survey: ancient grains, grass-fed beef, mini desserts, black garlic, artisinal cheeses, house-made ice cream, micro-distilled liquor and gluten-free beer.
photo source: Flickr, patrick properties
Here’s a list of the top 50 trends and the percentage of chefs ranking them as “hot.” Check the link to Restaurants & Institutions for the full list of 150 trends.
Epicurious has come up with a clever list of food trends for 2010. I like their approach of “front burner” and “back burner” as a way to predict what will be hot next year and what trends have peaked. Check out their epi-log for more details, but here are the highlights:
Dish
Front Burner – Fried Chicken
Back Burner – Burgers
Dessert
Front Burner - Whoopie Pies
Back Burner - Mini Cupcakes
Ingredient Front Burner - Lamb
Back Burner – Pork
Health Trend Front Burner – Immunity
Back Burner – Omega-3
Profession
Front Burner – Butcher
Back Burner – Mixologist
Drink
Front Burner – Homemade Beer
Back Burner – Mad-Science Cocktails
Entertaining Front Burner – Potlucks Back Burner – Formal Dinners at Home
City
Front Burner – Vancouver
Back Burner - Barcelona
Sex Symbol
Front Burner – Sam Kass
Back Burner - Curtis Stone
Yoplait Simply Gogurt Portable Lowfat Yogurt from the U.S. came in second place.
Ginger
Active & Live Cultures, which also noted it was rich in MCFAs (medium-chain fatty acids).
