Which way are consumer food trends heading?

I found several interesting articles on food trends on the internet that answer the question: Which way are consumer food trends heading?

Although consumers are constantly bombarded with messages about healthy eating, encouraging them to cut down on fats, sugar, salt and junk food, obesity levels are at an all time high. Unprecedented levels consumer interest in dieting demonstrates a consumer desire for healthier, better food, which is all part of the global consumer trend towards wellness.

United States – The Natural Marketing Institute’s (NMI) Top Ten Trends of 2007, revealed [February 27th], draws from the group’s database of research involving over 400,000 US consumers and spanning 150 product categories. According to NMI president Maryellen Molyneaux, consumer desire for control is the overriding theme across all of the major trends identified.

1. The Age of the Individual has exploded in reaction to mass marketing and a declining trust in the traditional authorities of church, government and the corporation, said the group. This has driven a culture of consumer-generated content, products and services that are ‘made just for me’.
2. A Deeper Values Experience involves a heightened interest in sourcing, materials, trade practices and social causes.
3. Back-to-the-Future simplicity and authenticity is a belief that quality is better than quantity.
4. The New Fear Factor characterizing an increasingly fear-based society which has resulted in an increased desire for safer foods and beverages, as well as organic and environmentally-friendly products.
5. The New Consumer-Centric Media identifies a growing turn towards the internet as a purchasing channel, especially for healthy and natural products.
6. Memory Fast Lane which is NMI’s term for an increasing consumer preoccupation with maintaining and optimizing brain power, with the market researcher stating that all age groups surveyed indicated a significant concern with preventing concentration and memory problems.
7. Other trends identified relevant to the food and beverage industries include an increased tendency to eat dinner at home and purchase healthy snacks, as well as the emergence of the consumer group, which points to significant changes in products and packaging.

Now let’s take a look at some other locations.

Europe - The food industry is responding to consumer desires for healthier foods through new products, changed ingredients and healthier brand extensions; however, there are a number of other overlapping, related and parallel trends which are likely to surface. Euromonitor has identified ten key consumer trends that are expected to shape the food industry in 2007.

 

United Kingdom – Sales of organic products are predicted to soar by 50 per cent in a boom triggered by the arrival of an American eco-supermarket in the UK. The 80,000 sqft food palace in West London marks the start of what its bosses hope will be a retail revolution. The firm, which started as a farmer’s cooperative in Texas in 1980, has become a retail juggernaut with 43,000 workers and annual sales of £2.8billion. The firm has aggressive plans to open 40 similar stores in cities across Britain. Bosses believe they are in a strong position to challenge the limited ranges, produced on an industrial scale, of the big supermarkets.

Whole Foods Market operates 189 stores in the US and Canada plus five Fresh & Wild shops in the UK which it acquired in 2004. The chain’s US outlets are popular with Hollywood A-listers such as Charlize Theron, Gwyneth Paltrow, Mischa Barton and Angelina Jolie.

IGD senior business analyst Gavin Rothwell said Whole Foods Market’s London launch would have a wide impact. ‘Whole Foods Market will tap into, and accelerate, the long-running consumer trends of health, wellbeing and ethical consumerism,’ he said.

‘These trends are already helping to drive sales growth in premium products to the tune of 10 per cent per year.’ The Kensington store will offset 100 per cent of its electricity, compost all its food waste and offer shoppers food boxes made from compostable materials. Source: which.co.uk

Australia – Although most of us are aware that there’s a link between the products we use daily and environmental problems that affect our health and the planet, it’s easy to forget just how much energy, water and chemicals are used to produce everyday food items like chocolate bars or chips, says Sophie Scott, GreenHome program coordinator at the Australian Conservation Foundation. The fact is, greener shopping means a healthier planet and a healthier you. This article contains a few simple guidelines.

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