While Wall Street claims that the recession has ended, Main Street will continue to face financial challenges through most, if not all, of 2010. Frugal behaviors consumers adopted in 2009 are becoming engrained and reflect a new normal when it comes to shopping, dining and eating preferences for the foreseeable future. What constitutes value is being redefined and consumers are starting to make different choices than in years past that will drive their food and beverage purchases. Food Flavors and Ingredients Outlook 2010 describes the trends that Packaged Facts predicts will influence the flavors and ingredients that will drive food and beverage selection at retail and in restaurants and other foodservice establishments in the coming year and beyond.
The 2010 edition of this annual report (which was first published in 2004) includes coverage of eight primary focus areas impacting flavor and ingredient trends. To assess the shift in trends over time, predictions for last year are summarized along with Packaged Facts’ expectations for 2010 in relation to:
Read an excerpt from this report below.Report Methodology
The information in Food Flavors and Ingredients Outlook 2010 is based on both primary and secondary research. Primary research included interviews with the Hartman Group, the Kruse Company and the Center for Culinary Development in addition to firsthand examination of the retail marketplace. Secondary research involved gathering data from various trade, business and government sources, including company websites and Internet blogs.
What You’ll Get in This Report
Food Flavors and Ingredients Outlook 2010 highlights predictions for the key drivers that will affect the U.S. food and beverage industry in 2010 including strategies to increase financial breathing room in tough economic times, redefining value, simplification, coping with and embracing change, anticipation of the 2010 Dietary Guidelines for Americans and the heightened attention to eco-friendliness and all things green.
As compared with previous editions, this year’s report provides a separate chapter dedicated to local food production and sourcing given its growing importance. Coverage of sustainability has been expanded due to the increased market focus on this topic. An insightful discussion of ten key trends impacting food and beverage manufacturers, retailers and foodservice operators sheds light on how these areas are likely to unfold in the coming year.
Benefits of This Report Include:
Market Insights: A Selection From The Report
Redefining Healthy Eating
2009: For 2009, Packaged Facts predicted that digestive health would be the number one health and wellness concern, with probiotics, prebiotics and fiber all increasing in importance. Development of portion controlled packages with ever decreasing calorie counts were expected to be a major focus area, along with establishment of front of the pack nutrition information without FDA involvement. Considerable effort was expected to be deployed against eliminating unnecessary and undesirable ingredients such as high fructose corn syrup, preservatives and artificial colors and flavors. Enhanced waters promoting beauty from within, including mental well being, stress reduction and enhanced relaxation, were predicted to grow in popularity.
2010: Packaged Facts predicts that health and wellness topics in general will receive a lot of attention in 2010 due to the expected release of the 2010 Dietary Guidelines for Americans late in the year. Most notably, sodium reduction and development of sodium reduced foods will be a focal point in 2010, along with the possible corollary recommendation for consumers to consume more dietary potassium. The amount of sugar, particularly in foods and beverages designed for children, will be scrutinized and there will be a bit of restraint when it comes to manufacturers making claims in relation to the benefits of pre and probiotics based on recent FDA action. Front of pack nutrition labeling will likely stall in 2010, as the FDA insists on taking time to study its options. Drinks promoting relaxation will continue to become more popular and more beverages intended to boost cognitive function (without claiming it) can be expected to gain a following.
French Food Still Alive
Well before the August release of Julie & Julia last year, Packaged Facts anticipated an increase in the prevalence of rustic French cuisine and charcuterie in 2009, based on consumer desire for more satisfying and authentic simplicity. (Food Flavors and Ingredients Outlook 2009, Feb. 2009) The huge spike in sales of the Julia Child classic Mastering the Art of French Cooking brought about by the film could not have been anticipated. The cookbook buyer for Barnes & Noble indicated that seven times as many copies were sold in the month following the movie release than normally sell in an entire year. For the first time ever since its original publication in 1961, the book debuted at No. 1 on the New York Times best-seller list on August 30, 2009, in the Advice and How-To category. (New York Times, Aug. 24, 2009)
Packaged Facts expects heightened interest in classic, rustic, and evolved, lighter French cuisine to continue well into 2010 thanks, in large part, to the renaissance brought about by the film. Its release on DVD shortly before Christmas 2009 will add momentum. Watch for more at-home dinner parties and numerous cooking classes featuring the traditional, butter-laden recipes for classic French dishes that made Julia famous, and some that demonstrate a bit more improvisation, and less fat.In the News
Frugal Behaviors Adopted During Recession to Impact
Food and Beverage Trends in 2010 and Beyond
New York, January 27, 2010 — The frugal behaviors adopted during the recession are becoming engrained and reflect a new normal regarding consumer shopping, dining, and eating preferences. What constitutes value is being redefined and consumers are making different choices than in years past that will drive their food and beverage purchases for the foreseeable future, according to Food Flavors and Ingredients Outlook 2010, the sixth edition in an annual series by market research publisher Packaged Facts.
“The outlook for 2010 is best viewed with guarded optimism. Consumer food and beverage choices will reflect the latest social and demographic trends, while also continuing to show financial restraint when it comes to where consumers shop for food and drink, where they dine, and the item and meal selections they make,” says Packaged Facts Publisher Don Montuori.
Retailers, manufacturers and foodservice operators are expected to continue to appeal to the lingering thriftiness, capitalizing on recession-induced developments such as the surge in popularity of food trucks, which several high-end restaurants have used to introduce less expensive versions of existing menu items from their sit-down establishments and which increasingly feature gourmet cuisine prepared by chefs with impressive credentials. Meanwhile, the prevailing barrage of dining deals, dollar and value menus, and a sense that everything is on sale will likely continue at least until unemployment rates decline and the housing market shows significant signs of recovery late in 2010 or into 2011.
Packaged Facts predicts that one of the more enduring trends coming out of the recession will be simplification in all facets of life, food included. In the coming year, more food and beverage manufacturers are expected to jump on the product reformulation bandwagon, offering new products with a reduced number of ingredients and substitutions that look less like chemicals and more like ingredients that convey the message that the products are healthier, fresher, more natural, and better tasting.
Consumer preference for healthier, more natural cuisines at affordable prices will shape food flavor and ingredient trends for the year. Japanese food made with sustainable seafood varieties will join the increasingly popular assortment of Korean fare in leading the way when it comes to Asian cuisine with a more mainstream focus. Packaged Facts also predicts that sodium reduction and the development of sodium reduced foods will be a focal point throughout 2010, along with the possible corollary recommendation for greater consumption of dietary potassium. And paralleling predictions in the 2009 edition of the report, stevia and agave are expected to gain momentum as alternative sweeteners that find their way more frequently into retail products.
Food Flavor and Ingredients Outlook 2010 highlights predictions for the key drivers that will affect the U.S. food and beverage industry in 2010, including strategies to increase financial breathing room in tough economic times, redefining value, simplification, coping with and embracing change, and the heightened attention to eco-friendliness and all things green. To assess the shift in food flavor and ingredient trends over time, predictions for last year are summarized along with Packaged Facts’ expectations for 2010 in relation to: International Flavors, Redefining Healthy Eating, Local Food Production and Sourcing, Reenacted Flavors, Savory Trends, and Sweet Trends.
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