Greenspot – food trends for 2012

January 11, 2012 , 10:08 AM by La Vergne Lehmann

Something we are all interested in – at least to some degree – food! so what are some of the trends in food for 2012?Some of these relate specifically to sustainability while others are more about marketing and perception – but interesting nonetheless.

The top trends relate purity, authenticity and sustainability, as consumers continue to look for products with added value, despite the ongoing economic uncertainty.

1. Pure is the New Natural: Natural products are becoming the rule rather than the exception in most western markets, despite ongoing issues with a clear definition of what natural encompasses. One way around this has been marketing the purity of a product, reports indicate that the has been a doubling in the number of products using the word pure between 2008 and 2009, with a further third added in 2010 and considerably more in 2011.

2. Green is a Given: Corporate social responsibility and sustainability strategies have taken on an increasingly important role. The focus is on reducing carbon emissions or packaging, or creating higher welfare or fairly traded lines. The ingredientization of commodities is also moving forward, with previously untapped waste materials used for their potential functional and health benefits.

3. Location, Location, Location: Interest in where their foods are coming from has never been higher among consumers. This is being driven by an interest in supporting local suppliers, a desire for ethnic-foods, concerns over the quality and safety of imported products, or the demand for authenticity in terms of products from a particular country or region.

4. Premium Stands Out: Despite austerity measures topping the agenda yet again from mid-2011, a premium positioning provides many benefits. Consumers still have to eat and are likely to look increasingly to the extremes of discount or super-premium products.. A premium treat can be justified as an affordable indulgence during difficult economic times, particularly if it can also encompass a better-for-you element.

5. Seniors Draw Attention: Companies are starting to address the needs of an aging population, both in terms of packaging functionality and of general and specific health concerns. In the EU regulations on labelling have been initiated to help seniors by improving the clarity and visibility of nutritional information. Various recent moves have been made in US front-of-pack labelling.

6. Regulators Force a Rethink: The role that governments have in controlling dietary lifestyles continues to court controversy, particularly following Denmark’s pioneering and controversial introduction of the world’s first fat tax, applying a surcharge to high-saturated fat foods, aimed at helping combat obesity and heart disease..

7. Unmeasurable Niches: With modern communication methods, particularly through social media, small players in the food industry can compete more successfully with their larger, multinational rivals. The multinationals now also need to take a more multi-local approach to uphold a locally-sourced image and position in the community. More products are also being targeted at small groups or individuals with products that can be tailored for individual tastes and preferences.

8. Boom for Protein: New and existing sources of protein are being viewed on sustainability and health grounds, with developments in soy, wheat, lupin and other protein sources such as chick peas. There is also research into natural proteins from vegetable and animal origins that can replace fats, as well as into artificial meat replicating animal tissues