Taste Trends 2006 and beyond

FDIN Taste Seminar

Staverton, June 14, 2006

What is trendanalysis?The spotting and analyzing of changes in society and in the market which influence (consumer) behaviour.

What is a trend?Source: datamonitor

Trend FadSequence of events with momentum & durability

Short term movement

Trend FadDemographics, lifestyles, values

Popculture, celebrities, media

Trend FadAccessible, no major changes

Limited to a target niche

Trend FadCrosses product categories and demographic groups

Specific products and rarely crosses demographics

Trend Fad

At least 10 yearsA few seasons at the most

Trend = globalHistory & culture determine the interpretation

Trendrule 1

CountertrendEvery trend has a:Trendrule 2

• Autonomous development

• Occurs as a result of dissatisfaction

Countertrend

• Spread in a regular pattern

innota

vor

s

Early

ad

opte

rs

Early

m

ajo

rity

Late

m

ajo

rity

laggar

ds

2,5% 13,5% 34%

34%

16%

Time

Rogers curveAuthenticity

diminishes

Prelude to a new development

Fads often first signs of counter trends

Countertrend =

innota

vor

s

Early

ad

opte

rs

Early

m

ajo

rity

Late

m

ajo

rity

laggar

ds

2,5% 13,5% 34%

34%

16%

Time

Rogers curveAuthenticity

diminishes

FADS!!!!!

• Economy to society

• Product to people

Most important countertrends!

= reaction industrial revolution

Trend

Old values

Final productTechnology as creative assistent

New values

TechnologyTechnology as managing director

• Consumer behaviour influenced by world drivers

• 2000-2005: safety for everything → comfort food

Taste - reflection of time

• 2006-2010: safe risks! → old foodways• 2006-2010: more focus → taste as centre point

• 1990-2000: exploring → focus on the unknown

Foothold culinary trends

• Topchefs

• Magazines/tv-shows

• Middle class restaurants

• Supermarkets• Fast food industry

Slow Food

Countertrend =

Slow Food Slow = attention

New lifestyle:

Slow Living

Slow Food

• Time……•Man pivotal point• Love & care • Product has a soul!!!!

Slow Food

• Product en method of production intertwined → only guarantee authenticity

• Season is unconditional choice• Do we have the right on year round availability?• Unique supply from scarcity • New luxury: super fresh seasonal food

Slow Food

Slow Food

• Place of birth• Growing interest in local cuisines & nearly forgotten products

Taste of slow (atttention)• Intrinsic taste of (humble) ingredients → flavour of fresh

• Excitement in flavours of different varieties

Taste of slow

• Prepared as simple as possible

(Attention)

Taste of slow

• Flavour of method of production

(Attention)

Taste of slow (atttention)• Seasonal flavours (new luxury, new convenience)

• Regional flavours (far away & close by)

• Taste of responsibility

• Flavour of curing, pickling, drying & fermenting

• Umami (aged old cheese, dried porcini etc..)

Taste of time

• Real food (from scratch)

• Full taste of ripenend fat (Iberico, Wagiuy, lardo)

Slow Food translates to the food industry with ‘PURE’.

Where SLOW FOOD is for the upper class & health freaks.

PURE is for the business class en middle class. It is real affordable luxury

Slow inspired

• Pure products• New authenticity

Taste

• ‘Exciting’

• In product and production

• Flavor indentity

•Extraordinary in ordinary

Authentic (slow food taste)

Health Food

Natural solutions

• Natural taste = taste of well being •Health and enjoyment united for the first time• Fresh = ultimate health & (affordable) luxury

Natural Solutions

Taste of health

• Taste of well being = natural taste = balance

• Natural fats (revival real butter, suet, fatty meats)

• Natural sweeteners (honey, treacle, maple syrup)

• Natural aromas of herbs, spices, condiments

• Taste in natural flavours of natural products

• No starches

• 12½ % van kinderen extreem overgewicht

= More than no E-numbers

Clean labelling

= Natural light

= Own values: taste, bite, ‘natural image’

Functional foods

future: clean taste profile

‘Whole food’ Taste

• Lesser processed foods

• Natural fibers (pulses, fruit & veg, grains..)

• Lesser sweet, more texture

In Health Food pure and simple flavours play a major role

Shock Food

Countertrend =

• Ingredients as they are• Optimizing of flavout with unorthodox cooking methods

Shock food

Schock food

• bold contrasting flavours

• Exciting textures

• It’s all about experience

• Creator Ferran Adria

Shock food

• Fad under young chefs• underlying trend: ‘extreme flavours’

Taste of shock • ‘Extreme’

• Contrast in taste and flavour

• Recognisable

• High taste profile

Layered flavors

• Excitement in familiar flavors

Slow Food

Soul in cooking technology

Shock Food

Soul in the ingredient

• Science of cooking unruffled and reshuffled. Using unorthodox cooking methods.

Molecular Gastronomy

• Middle to long term future for the food industry

Taste as solution of obesity

Big new trend:

Taste as obesity solution

• Taste = attention`= less graving

• Satyring (orgasmic experience)

Pocket spices

New fads:

Chilli pepper diet

What’s next in Taste?

FRANCE!

www.lefooding.com

www.ammerlaanfood.nl

Lage Klompweg 201383 PL Weesp, Netherlands

Tel: (+) 31 294-253776www.ammerlaanfood.nl, info@ammerlaanfood.nl