The Latest Food Trends
presented by Dana McCauley & Associates Ltd.
Summer 08 Contents
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Trending Up
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Wine-Oh! Wine Bars are now fixtures in almost every neighborhood in big cities such as NYC. At the same time, bartenders are turning their creativity to developing sophisticated wine-based cocktails (dubbed Winetails by mixologist Alex Ott) that are revitalizing the hackneyed spritzer with the addition of muddled ingredients (a la mojitos), fresh pressed juices and martini making techniques.
Carbonated: A year ago terms like carbon footprint, carbon credits and low-carbon diet were unfamiliar to many consumers. Now food companies, restaurants and many other businesses are scrambling to wear the darkest shade of green. According to Mintel, only 5 products were launched boasting an environmentally friendly claim in 2002. In 2007, the number was 328 and industry insiders expect similar growth in 2008.
Free Roaming Chefs: Taking their cue from Churrascaria Rodizo style restaurants, chefs at Chicago's ZED451, travel from the open fire grill to tables offering patrons portions of freshly grilled meats. While patrons love interacting with the cooks instead of playing broken telephone with waiters, a question arises: who gets the tip?
Close to Home: In both the US and Canada, concerns about the economy are encouraging consumers to entertain and dine at home more often. Likewise media attention about the benefits of the 100-km/100-mile diet is encouraging new gardeners to plant full-sized and container-style vegetable gardens so that more food is being both grown and consumed at home base.
Permission: Highlighting health benefits to encourage purchase is not a new marketing strategy -- just look to the 25-year success story the wine and olive oil industries have created using this technique. Giving people permission to reward themselves is still a growing trend. Proof is found easily in any store. Consider:
- Pocket Fruit to Go disguises fruit jelly candies as a serving of fruit;
- Vita Muffins claim the nutrient profile of their product gives you 'license to eat chocolate';
- Hershey Bliss Chocolates are marketed to women as a permissible 'daily reward'.
Party Boyz: New research shows that while few men are doing more day to day grocery shopping and cooking, they're increasingly involved in the home entertaining process. In fact, 80% of Canadian men said that they shop for menu ingredients, prepare the house, serve guests and help with clean up when they and their spouses entertain. Likewise, 60% of men report being involved in cooking when guests come over.
Morning News: From Cora's, Cereality, Sunset Grill and Great Eggspectations, there's a breakfast restaurant opening in every suburban plaza; meanwhile, Subway and other established chains are expanding their morning food options and opening earlier to accommodate breakfasters.
Ipod Cookery: With free or inexpensive iPod-friendly video cooking demos and cookbooks, it's easier than ever to have all the cooking and ingredient info you need at your fingertips both in the kitchen and at the grocery store. What's next? Look for downloadable shopping lists and ingredient info that will make last minute mealtime shopping easier.
Beyond Burgers: Although pizza and hamburger outlets long ago established that specializing in a single item is a good business model, innovative restaurateurs are still finding fresh ways to stretch this concept. Consider Supermac, a mac and cheese based restaurant and Peanut Butter & Co. Sandwich Company where every imaginable variation of a classic pb&j is available.
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Fun Fads
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Bacon-a-go-go: It started as a backlash against those who eschewed back fat and quickly became a celebration of quality swine. Now an offshoot of the bacon trend has evolved into a silly (but fun!) cultural phenomena that presses the limits of bacon. Consider bacon motif band-aids which the kids are buying at skate boarding gear store West 49 (okay, I bought some, too!) or crazy swine inspired products such as bacon flavored breath mints and a bacon brassiere.
Going Bananas for Coffee: Topline Trends mentioned civet coffee (kopi luwak) in a recent issue and now we must report that monkey-harvested coffee from India is the next new thing. Monkeys pick the ripe coffee cherries, eat the fruit surrounding the coffee bean and then spit out the beans. While many people might call this material compost, intrepid coffee aficionados have decided this refuse is a treat. So workers now gather and wash these beans before they are sent for roasting and then later to be ground and brewed.
Dog Treats: The dog days of summer could be more expensive if pet owners spring for the cost of Fortifido Water products that provide functional nutrients in gourmet flavors designed to appeal to man's best friends.
Street Legal: Sadly, this is one fad I can't say I find fun at all. That there is a market for candy and soft drinks inspired by drug culture is appalling. The most offensive example is Blow, a drink powder product that comes in glass vials packaged in 'stash boxes' or 'bricks'. Other products in this category include Crackheads Candy and the notorious Cocaine Energy Drink. Aptly, the contact info online for both Blow and Cocaine shows that these companies are located In Las Vegas. If only these products were examples of 'what happens in Vegas, stays in Vegas'.
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Emerging Flavors & Foods
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Divorce Cake: I thought divorce cakes were a blip on my trend tracking radar screen; however, I've learned that consumers are actively looking for information and suppliers for this cake-eating occasion. In fact, since writing a blog post about divorce cakes several months ago, this term has become one of the top three internet searches that lead people to my blog at www.homemakers.com
Lifestyle of Health & Sustainability (LOHAS): Although not a food or a flavor, this consumer category was noted by Food In Canada magazine as the new catchall term for consumers who are interested in products that have healthful functional or environmental advantages. The Natural Marketing Institute notes that 20% of adult consumers embrace LOHAS marketing messages.
Crouton meets Egg: Panko dusted, poached eggs are crispy little orbs of protein that are showing up on menus in LA (at 3 Square) and Las Vegas (at Joel Robuchon and Tableau) restaurants. When prepared correctly, crispy poached eggs have a light and uniformly crisp coating on the outside, a creamy orange yolk and a firm but tender white.
Preserved Fresh Walnuts: Imported from Armenia, fresh walnuts preserved shell and all in sugar syrup, are novel little morsels that add interest to cheese plates and desserts. Consider using them with sour cherries for a great flavor match.
Butterscotch Pudding: From faster, lighter versions to classic and classy pots de crme, butterscotch seems to be the current flavor of choice for the custard loving set.
Custom Salad Restaurants: Chains such as Lettuce Eatery, Mixt Greens, Saladworks and Salad Creations that allow patrons to build their own fresh salads are growing faster than the lettuce in my garden.
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