final top trends2014_0924

© 2013 Cargill, Incorporated. All rights reserved.What Goes Around, Comes Around—September, 2014CONFIDENTIAL. This document contains trade secret information. Disclosure, use or reproduction outside Cargill or inside Cargill, to or by those

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What Goes Around, Comes Around

Five consumer trends that are here to stay.

© 2013 Cargill, Incorporated. All rights reserved.What Goes Around, Comes Around—September, 2014

Staying Power DefinedWhat makes kale more appealing than cabbage? Or The Paleo Diet®1

hipper than the Atkins craze?

Consumers Are Key

When it comes to predicting which food

trends will have staying power, it helps to look

at consumers’ current eating habits, popular

flavors and pop culture influencers.

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1 The Paleo Diet® is a registered trademark of The Paleo Diet, LLC. Source: Toronto Sun. “Food trends get decoded in ‘The Tastemakers.’” ().


Here’s a look at some new trends that seem to be in it for the long haul.

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Buy LocalAccording to the Institute of Food Technologists’ (IFT) 2011 “Top 10 Food Trends,” 58 percent of consumers in 2010 had shopped at a farmer’s market in the past year. Also, the terms “farm-fresh,” “farmer’s market” and “farm-grown” expanded to 80 percent more menus in the past three years.

Why it MattersConsumers are interested in knowing where

their food comes from. Many consumers believe

buying local enables them to support a local

business and even conserve energy expended

bringing items to market. Helped along by

media attention to Michael Pollan’s “The

Omnivore’s Dilemma” and Eric Schlosser’s

“Fast Food Nation” book and its corresponding

documentary, consumers now expect to know

the origin and ingredients in products they eat,

whether it’s green beans, pies, bread or eggs.

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Source: IFT.org. “Top 10 Food Trends.” (Page 9).


Holistic ApproachMore consumers are recognizing a link between what they eat and how they feel. They are using what they perceive to be “healthy” foods and beverages to try to improve their health, holistically.

Focus on Nutrition“A growing health consciousness has taken hold in

America, with nearly a third of U.S. consumers saying they

are knowledgeable about health and nutrition,” reported

Food Business News. According to Joanna Clifton, a

market analyst with Innova, “There has been a changing

approach to functional foods and some big manufacturers

are looking to all areas of alternative health to provide a

more holistic approach to nutritious food and beverage

solutions.”

Dietitians surveyed in Today’s Dietitian magazine agree

that consumers are now grocery shopping for healthy

foods, and 66 percent of surveyed dietitians think this

interest in nutrition will continue to grow.

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Source: Food Business News. “Ten food trends unveiled at IFT. 2014” (Pages 2 and 4). Food Navigator. “Innova predicts top five industry trends for 2014.” (Page 1). Food NY Daily News. “Top nutrition trends for 2014: Gluten free, ancient grains, kale.” (Pages 1 and 2).


Clean, Real FoodToday, consumers are looking for transparency in positioning

and on labels.

What to Look ForSpecifically, consumers say they do not want to

see artificial ingredients, pesticides or

antibiotics on food labels. An increasing

number of consumers are now reading labels

with a specific focus on ingredients. To address

consumers desire for trustworthiness,

transparency should be a focus in product

positioning.

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Source: Aria Foods Group. “IFT 2014 The foods trends of the future – what are consumers seeking?” (Page 3).


Specialty TreatsEven health-focused consumers want to indulge now and then.

What’s in?Dessert, for example, is still served twice a

week on average, according to the International

Dairy-Deli-Bakery Association in 2011. Indeed,

the fastest growing food categories currently

are chocolate candy, creamers, cookies and

wine, said IRI.

An example of a product that has been

launched to tap into this trend is Starbucks

VIA®1. Starbucks VIA® instant coffee was

launched as a specialty treat and brought in

$135 million its first year.

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1 Starbucks VIA® is a registered trademark of the Starbucks Corporation.Source: IFT. “Top 10 Food Trends.” (Page 15).


Three Meals a DayConsumers are getting the message that eating three meals a day is the best way to keep their energy up and metabolism chugging along.

Breakfast is Back According to IFT, the percentage of adults eating

three meals a day (with or without snacks) has, in

fact, increased to 44 percent — a 6 percent uptick.

So what meal are they adding to their diet? Most

likely, it is breakfast. On average, consumers are

eating breakfast 5.3 days a week, with 55 percent

never skipping it, reports the Food Marketing

Institute. Accordingly, breakfast foods sales are up,

with frozen and refrigerated meals up 8.2 percent in

2010 but pancake and waffle sales are down, noted

IFT.

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Source: The Food Marketing Institute. “U.S. grocery shopper trends 2010.” IFT, “Top 10 Food Trends.” (Pages 16-17).


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final top trends2014_0924

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