'Mindful choices' and 'lighter enjoyment' among 2018's predicted food trends

14/11/2017 - 07:00
"The increasingly thoughtful and mindful consumer will continue to catalyze changes in the way that companies produce, package and label their products," according to a Dutch food manufacturing database company.

Innovate Market Insights has created a list of ten industry trends to look out for in 2018, along with five others it expects to take place in foodservice next year.

It's top five trends for 2018 are:

1. Mindful Choices. Consumers are more conscious than ever about making responsible food choices, and increasingly want to know what is in their food and how it is produced. Innova research data indicates that one in two US, UK and German consumers read ingredient labels often and that seven out of ten US and UK consumers want to know and understand ingredient lists. At the same time, rising levels of interest in ethical issues have resulted in the use of ethical claims for food and drink NPD soaring in recent years, with a CAGR of 44% over the 2011-2016 period.

 2. Lighter Enjoyment. As consumers continue to look for ways to eat and drink more healthily, lightness in terms of alcohol content, sweetness, flavor, texture or even portion size is increasing its appeal, although definitely not at the expense of a familiar, high quality and indulgent taste profile.

 3.Positively Processed. As consumers become more concerned about naturalness and minimal processing techniques, the industry is reviving traditional processes such as fermented foods and cold brew tea and coffee, alongside the development of new ones.

4. Going Full Circle. The notion of closing the circle is increasingly taking hold, with greater consumer expectation that companies and brands will be more resource-smart via developments such as tip-to-tail eating, innovative uses for food waste and more biodegradable and renewable packaging.

5. Beyond the Coffeehouse. While coffee is clearly trending among Millennial and Generation Z consumers, tea is also seeking to reinvent itself among the younger generations. With the taste and experiential associations of coffee and the healthy image of tea, the industry is increasingly using coffee    and tea as ingredients and flavors outside the hot drinks and iced tea and coffee sub-categories across a wide variety of products as varied as energy bars, yogurt and jam.

Other trends identified were 'Say it with Colour', 'Dining Out, In', 'From Snacks to Mini Meals', 'Ocean Garden' and 'Bountiful Choice'.

Innova Market Insights' director of innovation, Lu Ann Williams, said: “Today’s consumer displays a high level of mindfulness about well-being and the environment.

“It is no surprise that consumers are becoming increasingly mindful in their food choices, wanting to know what is in their foods in order to make decisions about health, sustainability and ethical issues.”

Copyright 2017 Craft Guild of Chefs

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