Just a few of the key food trends that are shaping our industry.

1. thecolumns
KEY TRENDS FOR
and local traceability expectations that functionality – for example, easy-to-read
apply both to what comes in and what labels and easy-open caps – as well as with
goes out. This is the technical edge to general and specific health propositions.
2012 – AND BEYOND
authenticity. The use of Resveratrol as a food
ingredient has more than quadrupled
Locavores rule in the past two years; the incidence of
A locavore is a person interested in foods with added calcium, Vitamin D,
If you were asked to name the trend Simple Pleasures eating food that is locally produced, not glucosamine & chondroitin, is rapidly
that has had more impact on the way Hand in hand with the growth of moved long distances to market. The increasing, and new products marketed
that food has been made and marketed “purity” are the trends towards locavore movement was spawned in 2005 on a super-fruits platform have dominated
around the world than any other trend “simplicity” and “authenticity”. as interest in sustainability and eco- fruit drink and wellness drink categories.
over the past five years, what would it be? The ‘simple’ message plays positively consciousness became more prevalent, All these innovations can build traffic
Given that everyone wants to ‘go to consumer perceptions. The trend and in response to a series of food with the young-at-heart.
green’ you might be tempted to answer plays to the whole convergence issue contamination scares around the world. These trends have different effects:
“sustainability”; in light of aging between foods and supplements being Nowhere are these values better presented some need to be satisfied just to maintain
populations around the world “health driven by consumers wanting health than in the re-emergence of local farmers’ credibility (we consider that sustainability
claims” may be top of mind; with an benefits from food rather than from markets, offering food grown locally to the and simple labelling/store cupboard
ever-increasing pace of life, perhaps capsules. market, by vendors who are involved in ingredients are in this bag) and are
“convenience” is critical; and the global This back-to-basics trend is more the growing or processing (cutting out the therefore not a source of long term
financial crisis has certainly brought than a marketing message – market distributors and retailers). differentiation for brand owners, whereas
“value-for-money” to the fore. analysts Mintel note that the average Manufacturers are starting to respond others can be a rich source of competitive
If you mentioned the rise of “natural” numbers of ingredients used in products to this movement – this can be seen in advantage (eg. ‘named’ local provenance
products, then you would be on the have actually declined in the majority the increase in the “back stories” that backed up by stunning product quality,
money, because simple and natural of categories and markets it monitors. are emerging on new product packaging. and innovative presentations).
products are no longer the exception but Simpler means fewer ingredients - These back stories provide a sense of As brand guru Brian Richards says
rather the rule in food markets around the where less is more. Ingredient listings provenance, and explain the origins of “New Zealand’s brand values are best
world. What’s more, this rule is shaping are becoming shorter; references to E ingredients and products in engaging captured in six words: unaffected, honest,
the very food that we eat in a variety of numbers and the use of ingredients ways, connecting consumers with open, young, active and fresh” – all values
ways. that sound as if they were created growers, and downplaying the process of that resonate with key food and drink
We look into the rise of natural in a chemistry lab are reducing as manufacturing that turns ingredients into trends in 2012 and beyond.
products below, and some other key manufacturers find natural alternatives. prepared foods. We have fabulous food resources at
trends that are shaping food and drinks in And the marketing of new products Each year the American National our disposal, but in light of these trends,
2012 and beyond, as consumers continue using “from the cupboard” ingredients Restaurant Association surveys churning out commodities grown on
to look for clean, healthy value-added is taking off alongside rising interest in professional chefs, and other members greener pastures is not enough. Our focus
products despite on-going economic “home-made” and “home-style,” and the of the American Culinary Federation, on process improvement before product
uncertainty. growth in “preservative-free” marketing. on which foods, beverages, cuisines and improvement, and our obsession with
Limiting the number of ingredients on culinary themes will be hot trends on volume versus value are both paradigms
Pure is the new Natural the label to naturally sourced solutions restaurant menus. Four of the Top Ten that need to change - there is plenty more
Research company Innova recently provides both a challenge and an trends for this year reflect the rise of to be done to define, and to capitalise on,
commented that over 17% of total opportunity to ingredient suppliers. If the locavore. Topping a list of over 200 who we are and what we offer.
global new product launches that they their naturally sourced ingredient can themes, locally sourced meats, seafood So if you are planning a new product,
observed in the 12 months to the end of fulfil several functions in a product and and produce are all rated as the hottest make sure it is pure, simple, authentic,
September 2011 had either a natural or help to reduce the size of ingredient lists, trends for restaurant plates in 2012, and produced from sexy local ingredients, free
an additive-preservative-free positioning, then market success can be achieved. ranked at number 4 is the entertainingly- of E-numbers, chock-full of health and
or both. In 2010 alone nearly 12,700 named “hyper-local sourcing”. Evidently wellness benefits, and packed in easy to
different food and drink products with Authenticity it’s not enough for restaurants to serve open, recyclable packaging, with lots of
‘pure origin’ or ‘true to nature’ claims Sustainability was the catch-cry of the locally sourced produce – the hottest big print…
were launched around the world. last decade. While taste, tenderness and produce is now grown in the restaurant’s … there, it’s easy when you say it
That one word – pure – has become other quality measures have always been own gardens! One wonders what’s next quickly! n
the new by-line for ‘natural’. important attributes, sustainable practices – beef cattle fattened on the restaurant’s
The problem with ‘natural’ is that have added an extra layer of complexity own feed lot? TONY MATTSON is a director of
there is still no clear definition of what to food production and consumption Not far behind these hot items are Auckland-based Temple Grey Ltd, a
it means. The “natural” concept has – it’s a rejection of the exploitation of farm-branded ingredients – something consultancy helping food and beverage
become an advertising free-for-all. resources, a new measure that has been we’re seeing emerging locally from some companies achieve sustainable
Even in categories that are relatively held up to manufacturers. of New Zealand’s more switched-on competitive advantages and lasting
highly processed, such as prepared Authenticity over-writes the principles farmers. results. For many years, Tony was a
meals, sauces and snack foods, natural of sustainability with values that are all grocery industry marketer.
has become a hyped and over-used about sincerity, honesty, and transparency. Forty is the new twenty…
buzzword. So what does “authentic” mean? At the and sixty the new forty
The word “pure” provides marketers emotional level there’s nothing specific Finally, as populations age across most
with a way around the problem of what about the ‘authentic’ claim – it’s hard to of the western world, 2012 could well
‘natural’ really means. Innova reported define, much less capture. What it does be the year of the oldies – or put more
a doubling in the number of products do is embody a respect for food - food “age-appropriately” – those of us intent
using the word “pure” from 2008 to that tastes good and that comes ‘from on extending our middle years… Tony Mattson
2009 and another third added in 2010. the heart’, made from genuine and Aging populations of active consumers Director of Auckland-
In November last year their expectations unadulterated ingredients. are starting to exercise their commercial based Temple Grey
were that launches of products using the But the challenge for food producers power at retail, and manufacturers need Ltd.
word “pure” would continue to grow. lies in meeting international, national, to respond with appropriate packaging
supermarketnews.co.nz I 19
SUPERMARKET 0312.indd 19 6/03/12 3:53 PM