The independent UK-based research group, Leatherhead Food Research, produces reports on trends and innovations in the preferences and consumption of food amongst the general population.
The most recent report on upcoming trends for 2012 indicates that a higher percentage of products and ingredients in demand by people of retirement age will be on offer, as well as a demand from younger consumers for foods free from specific ingredients such as gluten, nuts and milk/dairy products.
The researchers designated ten food and drink trends they say are influenced by concerns about fitness and health, and also by the general atmosphere of ‘belt-tightening’ driven by the present economic situation. The trends are mostly ongoing from the past few years; and it’s predicted that they will continue to gain popularity in the coming year.
In the category of health and wellness, we will see a continuing effort to reduce sugar, salt and fat content as well as active promotion of specific products as beneficial to good health. That sort of promotion involves slogans like ‘one of the five foods you should eat every day’ and other incentives for the health-conscious among us.
There is a continuing and growing concern about sustainability that involves a lot of issues like ethical sourcing, recyclable packaging, and the emphasis on locally grown products as opposed to those imported or brought to localities from distant areas of the UK.
The issue of convenience is another rather tricky subject, with the benefits of ‘home cooked’ meals often taking a back seat to the freedom of quick, ready-to-eat-in-minutes packaged meals that are becoming more and more prevalent. Food manufacturers are expected to continue making more of the quick and easy yet premium quality meals that busy consumers depend upon to save them a lot of shopping and cooking time, not to mention the cost of eating out.
The food industry is constantly working to add more flavour to convenience foods without adding more harmful substances in the form of chemical additives and/or fat, cholesterol, sodium and a whole list of other ingredients that health experts have warned against. On the other hand, there is growing demand for more variety in the form of spices such as ginger, lemongrass, lavender and other ‘unusual’ ways of satisfying the taste buds.
The market for ‘free from’ products is also getting larger, not so much because of the number of people who have food allergies but because of all the information available on the subject of which foods may contribute to one health problem or another. Products with labels such as ‘gluten-free’ or soy, dairy, or nut-free, for example, are expected to be in such big demand that they will break out of the ‘niche’ market and into the mainstream.
Older consumers show a growing tendency to look for products that advertise ingredients ‘proven’ to improve heart function; the researchers say products that promise to unclog arteries are going to be big sellers with older people in search of cardiovascular health. Also in demand are products with extras such as glucosamine for joint health and added omega-3 for brain health.
The massive emphasis in recent years on ‘natural’ foods has faded somewhat, mostly due to the relative costs involved. However, the idea of ‘pure, natural’ foods is still a strong attraction for both the older and the younger generations, and companies advertising natural foods are going to be balancing cost and profit with the sustainability of their market suppliers.
Consumers are now more aware of where their food comes from, and there will continue to be a strong demand for locally sourced foods like meat/poultry, cheese, eggs, vegetables and fruits. Many chefs are incorporating locally produced ‘specialty’ items into their recipes to add distinction and variety to the menu, and a dish presented as being made of foods grown right in the locality is usually a favourite choice for customers.
