2014 Ideas in Food Final[1] (1).pdf

Ideas in Food 2014 At the Intersection of Food and Culture

2 Ideas in Food 2014 | © 2013 The Hartman Group, Inc

I n t r o d u c t i o n

Welcome to 2014.

Looking back on a year that brought us cronut madness, burgers grown in a lab to those sandwiched between ramen noodles, we’re excited to go beyond these fads and bring you more meaningful trends that are rooted in today’s Food Culture and provide insight into where our Food Culture is headed.

Ideas in Food offers an insightful perspective by examining the underlying force behind how consumers eat, shop and live. We look forward to continuing to explore and distill how Food Culture will shape 2014 and beyond.

How does Hartman analyze trends?

In parallel with our syndicated studies, we analyze market data, monitor the cultural apparatus, including blogs, magazines, menus from QSR and Fast Casual to independent eateries across the US and abroad as well as retail audits from coast to coast.


C o n t e n t

The Trends:

• Food Culture 2014

• The New Healthy

• Retail

• Food Service

• Product & Packaging

• Top Ten Ideas to Watch

Food Culture 2014


F o o d & b e v e r a g e h a s b e c o m e t h e b a c k b o n e o f b r o a d e r e n t e r t a i n m e n t c u l t u r e

America’s entertainment space is changing and food is the common thread weaving connectivity in today’s culture

• From tapas and a movie to bespoke adventure, there is something for every budget and segment of consumer

• Consumers today are less interested in acquiring more things. They desire experiences they can share

Bottom Line: Authenticity has replaced gourmet/luxury as a culinary turn of phrase


M e d i a d i s r u p t i o n : h o w Y o u T u b e c h a n g e s e v e r y t h i n g

With over 50% growth in 2013, Google’s YouTube is significantly altering how we interact with media content

With 5.2 million subscribers, Epic Meal Time is known as the “anti-cooking show” and generates income from shows, a cookbook and a branded cooking set

TRENDING More searches are conducted on YouTube than any search engine other than Google*

*Fortune Magazine, 2013

Media giants are taking notice, investing and picking up shows that were born on YouTube. An example is Recipe Rehab, now airing on hundreds of ABC affiliates

With audiences sharing, commenting and posting their own videos, could this interactive medium be the next Food Network

with Millennials in mind?


T r a n s p a r e n t p r o t e i n s o u r c i n g i s o n t h e r i s e

“If the animal is stressed, it’s not going to taste delicious” Chef David Chang

NEAR TERM: Convenient and “Clean”

• Cleaner proteins, such as nuts, seeds, legumes and cultured dairy in convenient formats continues to drive snack and mini meal consumption

• Meat as an entrée is less appealing than meat as a condiment

• Protein gram call-outs on front of packaging provide a short term solution while ingredient origin and narrative is the future of protein labeling

LONG TERM: Rethinking the Protein Trinity

• It has been argued that our consumption of beef, pork and chicken is not particularly sustainable. Yet in many cultures, insects are a nutritious and sustainable delicacy

• The potential of insects has been noted by the Clinton Global Initiative who is funding research on mass producing grass hoppers for nutritious and sustainable “flour”

• While “micro livestock” may be on the distant horizon, forward leaning consumers (and Paleo dieters) are looking to diversify their diets with wild and lean meats such as pheasant, duck, boar, venison and bison

We are beginning to question our devotion to the banal chicken breast and realize turning our noses at other culture’s dishes is nothing short of

a value judgment

Chef Rene Redzepi is introducing

insect cuisine at his restaurant in

Denmark


D i v e r s i t y : t h e a n t i d o t e t o s o u l c r u s h i n g m e d i o c r i t y

“The secret to delicious food is good dirt and plant varieties” Chef Sean Brock, evangelist for the Southern pantry and owner of Husk and McCrady’s

Beyond Natural, Organic and Local is the Rise of Seed Preservation

• Heirloom and heritage symbolize taste and transparency to the forward leaning consumer concerned with GMOs

• Reviving old foodways is a reaction to the narrow variety of commodity crops that are perceived as less delicious and not as nutritious as heirloom and heritage foods

Farmer Chef Connection

Chef Dan Barber is crossbreeding

varieties of vegetables for superior nutritional

value, farmer profitability and great

taste

Bringing Terroir to Beer “Micro malt houses” are making

truly local beer possible — all while bringing back long-lost

heirloom crops

Culturally, uniformity is no longer a marker of quality but signifies the plague of sameness

Renegade Microbakers are growing and freshly

milling unique grain varieties to produce

character-driven breads. Fresh milling is thought to preserve enzymes and promote proper

digestion


T h e E v e r y d a y F o o d i e L o o k s t o t h e A u t h e n t i c F o o d i e f o r I n s p i r a t i o n

The Authentic Foodie

1. Is devoted to Extreme Eating and Taste Tripping

2. Is obsessed with obscurity

3. Is all about experts and sees food experiences as live art

4. Is more attracted to squishy than swanky (e.g. tripe over truffles)

5. Asks for nothing on the side, admits to no food sensitivities

6. Seeks forbidden and rare foods cloaked in preciousness (e.g. seasonal, local, wild)

7. Would not call themselves a Foodie

The Everyday Foodie

1. Is interested in exploring ingredients outside what they grew up with

2. Is a follower of the latest food trends

3. Prefers to blend novelty with health and convenience

4. Enjoys discovering new flavors at QSR, Fast Casual eateries and their local supermarket

5. Easily describes themselves and others who enjoy eating out as “Foodies”

6. The Everyday Foodie is carving out a space in Food Culture where better flavor and better nutrition go hand in hand

Not a foodie

Defining The New Healthy


T h e d e c l i n e o f n a t u r a l

• “Natural” has no clear definition

• The inclusion of GMOs, high fructose corn syrup and chemically processed vitamins call “natural” into question

• Since it is the attributes of “natural” that consumers are seeking, expect to see terms such as “simple,” “wholesome,” “nutritious,” “home style” and “minimally processed” in lieu of “natural” in 2014

Sign of things to come? The desire for increased transparency is calling everything from animal welfare, fair worker compensation

and now natural into question.

Food and beverage products labeled as “natural” are being called into question by many consumers

Despite calling out “all natural” on its label, Whole Foods will not carry Chobani in 2014 due to GMO derived ingredients


W a i s t m a n a g e m e n t

While “diet "has become a loaded word, notions of “fitness” and “movement” communicate calorie control without compromise

New food and beverage launches in the US that make ‘low’ or ‘no’ calorie claims shows a declining trend* • 2012: 6.6% • 2011: 7.6% • 2010: 9.1% • 2009: 10.8%

*SOURCE: Datamonitor 2013

In his book The Culture Code, author Clotaire Rapaille defines the code for Health & Wellness in the US as Movement. It is fitting then,

for “fit”, “go” and “strength” to resonate with weight managers more accurately than “diet” and “low calorie”

TRENDING Farm-to-Gym Movement The Crossfit craze goes beyond core fitness and encourages a diet that eschews grains and processed foods, in favor of veggies, eggs and a lot of pastured meat, all supported by sustainable farming

The New Healthy is not about counting calories. Nor is it about checking cholesterol or monitoring sodium intake.


T h e p o w e r o f f a t

No other nutrient satisfies like quality fat, but with trans fats expected to be banned in 2014, fat sourcing is becoming ever more paramount for health and sustainability

Key Terms Driver Benefit Fat Type

Non Hydrogenated Health Less processed Use Coconut Oil Instead

Trans Fat Free Health Cardiovascular Extra Virgin Olive Oil

Palm Oil Free Sustainability Save Endangered Species Use Canola Oil Instead

Essential Fatty Acids Health Reduce Inflammation Walnut Oil

Conjugated Linoleic Acids Health Weight Management Grass Fed Butter

Omega 3s Health Cardiovascular Hemp Oil

High Smoking Point Health Less Carcinogenic Duck Fat

Non GMO Health + Sustainability

Diversity and Flavor Swap Soy Oil for Schmaltz from Free Range Chickens


ADOPTED ADOPTING TO BE ADOPTED

T h e e v o l u t i o n o f f a t s a n d o i l s f o r c o o k i n g

Schmaltz Beef Tallow/Suet

Ghee

Goose Fat Duck Fat

Clarified Butter

Lard / Bacon Fat Butter

Grass-fed butter

AN

IMA

L FA

T V

EGET

AB

LE F

AT

Canola oil

Safflower/Sunflower

Vegetable Oil

Soybean oil

Cottonseed oil

Olestra Coconut oil

Grapeseed Oil

Olive oil

Sesame Oil

Palm Oil / Leaf Lard Peanut oil

Pumpkin Seed Oil Walnut Oil

Cold-pressed Extra Virgin Olive Oil

Hemp Oil

Cocoa Butter

Extra Virgin Olive Oil

Avocado Oil

Margarine/ Trans Fats

Rice Bran Oil

Flax Oil

Corn Oil

Pecan Oil

Hazelnut Oil Vegetable Shortening

TRENDING DOWNWARD TRENDING NEUTRAL TRENDING UPWARD


S m a r t e r s n a c k i n g : n u t r i e n t d e n s i t y

Just trimming sodium, eliminating trans-fat, or adding omega 3s to hyper-processed products will not guarantee a health halo with consumers.

Leverage whole, fresher, global ingredients that bridge the gap between snacking and meal occasions

Snacking Wisely

• Forward-leaning consumers are growing concerned over excess food processing and stripping of nutrients

• WHAT: There is a sizeable shift away from traditional meals and toward increased snack consumption

» With that, consumers are looking to more natural, fresher, nutrient-rich foods and beverages on everyday occasions

• WHY: Counting calories is becoming less important than the quality of calories

» As supplement usage plateaus, Health & Wellness consumers are looking to less processed, nutrient dense snacks to meet nutritional needs

What does it mean to be nutrient dense?

• Implicit nutritional attributes rather than explicit nutrition claims

• Functionality is inherent

• Protein: nuts, seeds, lean meats, eggs and high quality dairy

• Novel whole grains: quinoa, rye, barley, spelt, freekeh, millet

• Good fats: butter, duck fat, chicken fat, olive oil, coconut oil, avocado

• Alternative sweeteners: raw honey, pure maple syrup, yacon syrup, sorghum, maguey syrup

• Produce: kale, sea vegetables, berries, winter squash, mushrooms


T i m e t o t o s s o u r v i t a m i n s ?

According to new research, money spent on vitamin supplements may have been useless, since there is scant evidence of their effectiveness

• There is a seismic shift happening where consumers are looking to real food as a source for health, rather than the fragmented versions found in supplements and fortification.

• The news media has currently been reporting on findings that “taking vitamins is a waste of money” according to study results. This shift has consumers looking to foods that cue whole, real, fresh and even more distinctive varieties that are purported to be richer in nutrients, such as heirloom and heritage produce and grains.

• Weight managers echo this sentiment as well, saying less processed foods are more satisfying and help them stay on a weight management plan more easily.

“The money on supplements can be better off spent on food such as

wholesome fruits and vegetables that pack

vitamins, minerals and nutrients”

-Roberta Anding, American

Dietetic Association

Consumers today are less inclined to believe supplements can compensate for poor eating habits. With the exception of Vitamin D3

and B Vitamins, consumers aim to incorporate nutritionally dense foods and limit processed foods as a form of “health insurance”


T h e q u a n t i f i e d s e l f

As health-tracking gadgets get less expensive and better looking, more people are jumping on board

Jawbone and Fitbit Flex track everyday fitness and sleep patterns that marries self

help with data

Apps to help you forget you’re exercising and

fine tune your progress

A drop of blood and an instant diagnosis coming to a Walgreens

near you. Theranos aims to redefine healthcare with a faster,

cheaper and more accurate method than conventional tests

Health technologies are bringing about disruptive innovations that cut costs while improving quality of life


A g i n g w e l l : f r o m b e l l y t o b r a i n

Gut bacteria and weight management

• Studies suggest systemic low-grade inflammation can contribute to weight gain and obesity over time

• Antibiotics, highly processed foods, including sugar can upset digestive flora

• Increasingly, fermented foods rich in probiotics are seen as a tool in good digestion and managing a healthy weight

The brain and elevated blood sugar

• There is growing evidence linking high blood sugar to cognition problems

• Higher glucose may be a risk factor for dementia, even among people without Type 2 diabetes

TRENDING Sweeteners Category in

the Midst of Change

According to Nielsen, Stevia products were found in 47% of all U.S. households in 2013* Beyond Stevia, expect to see more naturally derived, low calorie sweeteners in product formulation such as:

• Monk Fruit (Asia) • Brazzein (Africa) • Monatin(Africa) • Miracle Berries (Africa)

*Functional Ingredients June 2013

With aging Baby Boomers and rising health care costs, expect inflammation and sugar to take center-stage in the near future


P o p c u l t u r e ’ s l a t e s t p u n c h l i n e : i s t h i s g l u t e n f r e e ?

While there is generally no evidence that following a gluten-free diet is going to make a non-celiac healthier or lighter- in fact the opposite may be true (gluten-free diets are often higher in calories and fat and lower in vitamin

B12, zinc, iron and folate) – this perception appears to be what is driving a large chunk of purchases

Seth Rogen's gluten-free cleanse ending in a burger fest at Carl's Jr highlights the fascination with this demonized ingredient

Gluten free’s massive success has been largely built on the premise that gluten is evil and you can lose weight through abstinence. But when eggs and bottled water are labeled as gluten free and sitcoms make light of gluten avoidance, it’s clear the category has reached a tipping point

A burger cook off where a faux foodie burger with black truffle oil on a gluten-free ciabatta bun loses to a plain traditional burger

A gluten free Santa takes all the fun out of Christmas

Vampire Elena’s sadness is attributed to eating gluten-free


R e a l b r e a d r e v i v a l

Consumers are coming to realize they don’t need to be gluten-free to avoid processed carbs. In the meantime, be sure gluten-free offerings consist of real

foods from authentic gluten free traditions (e.g. Vietnamese rice noodles, Italian polenta). Long-term, the effects of gluten-free eating will be more about over

processing of ingredients in general, and not just gluten.

Seattle-based chain Metropolitan Market reduces their gluten free pies, cake selection and installs an old school self-service bread slicer in their place amidst naturally leavened sourdough and 100% rye loaves. Signs clearly suggest that gluten free vanity products are on the wane and real bread, sliced to order, is on the rise.

TRENDING The revival of highly nutritious low or no gluten grains such as barley, rye and sorghum holds great potential in baked goods, cereals and snacks


E a t y o u r v i t a m i n s : f o o d s t h a t p a c k a n u t r i t i o n a l p u n c h

Ingredient Benefits Artifacts

Aronia Berry Insanely tart, it packs twice as many antioxidants as cranberries

Juice chain Juice Generation offers Aronia All-Star smoothie

Mulberry A fruit with a floral sweetness, mulberries are fiber-rich and help regulate blood sugar

Gone Nuts! Has a blend of brazil nuts, mulberries, hemp and date clusters

Lucuma The flavor of maple meets butterscotch. Lucuma boasts protein and iron, a rarity in a fruit. Also a potent anti-inflammatory

Los Angeles’ Moon Juice offers a Sesame Ginger Lucuma Moon Milk

Sea Beans Also known as samphire, these briny and crunchy greens are superstars of the mineral world

Following the pickling movement, sea beans are finding their way on to charcuterie plates at progressive eateries

Pichuberry Tastes like a cross between a passion fruit and a tomato. Rich in Vitamin D and B12

Picuberry Infusion juice at Whole Foods CA & AZ

Retail


M o r e t h a n a t r a n s a c t i o n : c o l l e c t i v e e x p e r i e n c e s a n d t h e t e l l i n g o f f o o d

It’s not by coincidence that when you go to a farmer's market people are engaged with telling and listening to stories. It’s based on a conviviality and a collective experience over food and the people behind it. There is something primitive within us that responds to the narrative, whether we’re shopping at Whole Foods or Grocery Outlet.

WAYGO TRANSLATE Designed to help

navigate aisles and menus at Asian

markets and eateries, the

Chinese translator app unlocks a

universe of flavors

HARVEST DATE

Invites the consumer along as

an active participant on the journey of fresh

discovery

Retailers today, from brick and mortar to online, are embracing innovative ways to engage consumers in the telling of food


R e t a i l l a n d s c a p e : t h e e n d o f o n e s t o p s h o p p i n g

Mirroring today’s approach to fashion where a $12 H&M t-shirt is easily paired with $100 jeans, food procurement has become a proposition of discovery meets value and quality

Low Discovery High Discovery


R e t h i n k i n g f o o d w a s t e

Ex-Trader Joe’s head aims to tackle food waste by offering groceries and creating meals for low-income customers at the Daily Table in greater Boston

What: The shop will sell pre-pack chopped vegetables and milk at or past its sell-by date for as low as $1 a gallon — a price that makes it competitive with soda

The idea is to take food “waste” — perishables at, near, or past their expiration date that supermarkets throw out daily — and turn it into healthy meals priced like a McDonald’s Big Mac.

Starting a conversation about accurate sell-by-dates and less-than-beautiful produce will encourage consumers to rethink the issue of value and food waste

Attaining Affordable Nutrition with the Urban Food Initiative

Saving Ugly Vegetables From Rejection


G r o c e r a n t - w h e r e g r o c e r y a n d r e s t a u r a n t c o l l i d e

On-the-go meal sourcing is changing

• Consumers are turning to ready-to-eat or heat-and-eat foods from grocers and convenience stores as a healthier alternative to QSR and fast casual; grocery stores are becoming our de facto home kitchens

• Well prepared vegetables eliminate the daunting chore of home preparation and allows for discovery with new flavors and cuisines

Gas Station Cuisine

• No longer just convenience stores with withered hot dogs. Across the US, there’s a Shell station with pan seared diver scallops on its menu and corned beef that’s slow-cured in-house by an Exxon station’s deli master

TRENDING

Wegmans takes vegetable preparation very seriously, having sent a team for “vegetable training” at the eponymous Haus Hiltl in Zurich. Wegman’s now offers 40 vegetable-based dishes on their hot bar

Retailers fall short on breakfast and snack occasions. Offering more ready-to-eat and on-the-go portioned options with

expedient check-out is paramount to the consumer


C o n v e n i e n c e w i t h o u t s a c r i f i c i n g q u a l i t y

Fresh Convenience

What: Farmer’s Fridge, an “automated kiosk” for salads, snacks and breakfast foods in resealable plastic jars that are competitively priced by cutting out counter service

Where: Garvey Food Court, Chicago

Freezer Envy

What: Picard, France’s leading frozen food retailer has captured 20% market share* by focusing exclusively on its own store brand. Picard offers an unbelievable array of products: washed morels, peeled fava beans, wild boar, organic beef, prepped herbs (portioned in cubes to prevent waste), all purported to be GMO free

Where: Over 700 stores throughout France, operating through retail and home delivery

*Source: Plstorebrands.com

Smart and sustainable innovation is paving the way for convenience foods while maintaining value, both in price and quality, that consumers appreciate


V i r t u a l r e t a i l : t r a n s f o r m a n y e n v i r o n m e n t i n t o r e t a i l s p a c e

We’ve seen Elastic Environments in action with the turning of parking garages into yoga studios and back again. Now, we’re seeing the repurposing of urban space as virtual pop-up grocery retailers

• Peapod’s Virtual Grocery shelves on subway platforms invite smartphone users to scan and grocery shop, arranging for home delivery all while waiting for the next train

• PayPal is leveraging QR codes allowing consumers to point and purchase from a rotating cast of retailers for the ultimate in Limited Time Offers (LTOs)

As with digital menu boards, we can expect virtual offerings to reflect the various eating occasions

throughout the day and season


S p e c i a l d e l i v e r y : l e v e r a g i n g a n t i c i p a t i o n

A Box From

Elin Aram’s well-curated box tells the untold stories of global cities

via artifacts of local flavor

Most physical stores and e-retailers respond to consumer needs. But these style-minded companies anticipate what we will celebrate when we open the box

Today’s consumer is fully on board with discovering new products and replenishing the basics without leaving home

Fancy Food Box

Small-batch assortment of cookies, tea, and sauces from artisanal favorites like Salt of

the Earth Bakery and Brooklyn Salsa Company

Urban Cargo

A mix of mainstream and up-and-coming indie brands including Evolution Man moisturizer and

Wash With Joe body wash


T h e f u t u r e o f s h o p p i n g : c r e a t i n g c o n v e r s a t i o n t h r o u g h s t o r y t e l l i n g

Retail Reconceived

STORY is a retail concept that takes the point of view of a magazine, changes like a gallery and sells things like a store

• Every four to eight weeks, STORY completely reinvents itself – from merchandise and store design to floor plan and fixtures – to bring to light a new theme, trend, or issue

• One night an Italian grandmother gives pasta-making lessons; on another you'll find installations sponsored by the likes of General Electric, PepsiCo and HP

• CMOs of Fortune 500 companies have been checking it out to get founder Rachel Shechtman’s take on where retail is headed

Consider it a dating service using story telling as the match-maker between brands and consumers

Food Service


A m e r i c a ’ s h u n g r y e a t e r s

Authenticity Rebooted: The American palate has evolved tremendously in the last two decades

Gonzo Fusion: disciplined culinary technique married with diverse cuisines

“Restaurants – more than movies, or music or literature- are this generation’s arbiters of taste. They define and reflect our times”

Adam Rapport, editor in Chief, Bon Appetit

Innovative chefs are not bound by the constraints of tradition. They take inspiration from flavors and eating experiences high and low – as long as they are delicious

Kogi Taco Truck – Korean Mexican: (LA)

King Noodle – Korean Italian-American

(Queens, NY)

Shalom Japan – Jewish Japanese (Brooklyn,

NY)


A n d t h e n e x t e m e r g i n g f o o d c u l t u r e i s …

Peruvian cuisine, the result of a nearly 500-year melting pot of Spanish, African, Japanese and Chinese immigrations and native Incan culture, is drawing attention from top chefs worldwide

Elements of Peruvian cuisine

• Seafood abounds as ceviche

• Lime juice

• Red onion

• Aji amarillo/ chili pepper

• 3,000 potato varieties

• Quinoa

• Saltados- stir-fries

• Tiraditos-peruvian sashimi

• Anticuchos- meat skewers

• Choclo- giant corn kernels

• Causas- potato-based protein-topped appetizers

Nikkei Cuisine - a term used to describe the juxtaposition of Peruvian and Japanese techniques is the source of inspiration at the following eateries:

• Mo-Chica: Los Angeles

• Bocanova: Oakland, CA

• Seviche: Louisiville, KY

• Pica Peruvian Cantina: Los Angeles

• La Mar: Miami

• Mixto Ceviche Pop-up: Oakland, Ca

With Peru as inspiration, we can expect to see a mainstreaming of South American-style grilled meats, beverages and ingredients from the Amazon in the coming year

“The use of acid and spice is very different in Peruvian cuisine” Chef Diego Oka of La Mar


B e y o n d C i n n a b o n : t a s t y a i r p o r t e a t s

Food Trucks in parking lots and terminals

• Tampa International Airport

• Austin International Airport

• Los Angeles International Airport

Delta’s Terminal 4 at JFK

• Shake Shack

• La Brea Bakery

• Shiso

• Blue Smoke

In-flight British Airways

• Ups the umami instead of salt for tastier food at 38,000 feet

Unconventional locations such as airports are no longer deemed as places to settle for fast-food to hold over the stomach. Circumstances do not limit the opportunities to enjoy food.


H e a l t h i e r k i d c u i s i n e o f f e r i n g s

San Francisco United School District

• Revolution Foods serves fresh meals with no preservatives, hormones and the meats are nitrate-free

JambaGo program in cafeterias

• Offers 4 ounce smoothies as a substitute for whole fruit. Thought to be better than soda

KFC’s Li’l Bucket

• A small version of the family bucket

• Picture-heavy menus at kid level speed ordering times

An across the board effort by QSR and manufacturers for healthier kid options

Watch as Revolution Foods Meal Kits take on Kraft Lunchables in the ultimate High to Low smack down at select retailers this year

HIGH

LOW


R a m e n i n v a s i o n

Noodleheads are rejoicing over the increasing availability of quality ramen across the U.S. Once relegated to big cities and hip enclaves, great ramen is now more readily available. New York

Time’s “How to Eat Ramen” guide created considerable buzz this year

From Oklahoma to a counter at New York’s Bowery Whole Foods, fragrant ramen speaks to a crowd that likes food with a story. Expect a Chipotle-esque ramen house to sprout in your

neighborhood before long

NOODLE VARIETIES: RAMEN SOBA UDON RICE CELLOPHANE


F e r m e n t a t i o n n a t i o n : c h e f s l o v e f e r m e n t e d f o o d s f o r t h e i r t a r t , s o u r a n d f u n k y f l a v o r s

Grains Root Vegetables Corn Meat Condiment

Scott Anderson makes his own rejuvelac-fermented sprouted grain liquid- to use in Thai-style soup at Elements in Princeton, NJ CPG example: sourdough bread

Carl Shelton cranks up the flavor of pickled carrots and turnips by roasting them in their own fermented juices at Chicago’s Boka CPG example: kimchi

Sean Brock of Husk has inoculated everything from Mountain Dew to popcorn. His latest experiment: whole ears of corn, fermented in whey CPG example: raw milk cheese

To create a smoky pork version of dashi, Momofuku’s David Chang smokes, dries and ferments heritage pork loin for three months CPG example: miso paste

Nose-to-tail enthusiast Chris Cosentino of Incanto ages anchovies for a year to make garum, the super pungent Roman-era fish sauce CPG example: tamari soy sauce

Lightly Funky Super Funky

Photo Source: Foodandwine.com

Product


S n a c k m a s h u p : r e t r o a r t i s a n a n d t o t a l l y c r a v e - w o r t h y

What today’s food innovators are snacking on might surprise you. Lowbrow CPG favorites are being incorporated into sophisticated fare to create modern DIY versions of old classics

Cheetos Macarons Pastry Chef Christina Ha of

NYC’s Macaron Parlour combines the cheesy puffs with white chocolate for a

sweet n’ savory hit

Duck-Fat Chex Mix Jake Godby of San

Francisco’s hip scoop shop Humphrey Slocombe is a

master of balancing high and low

Hot Crab Dip with Ritz Crackers Stephanie Izard of Chicago’s Little Goat kicks up a classic by spiking carb dip with harissa, garlic confit and locally buttered Ritz crackers

House-Cured Crispy Pickle Chips with Hidden Valley Ranch Dip Moxy, Matt Louis’s New Hampshire tapas place offers fried pickle chips with the classic all-American dip

Millennials, in particular, are more inclined to leverage retro CPG products with pedigreed artisan ingredients for a tasty, ironic twist that is thought to be healthier than the original


S k i p t h e S k i p p y : t h e a p p e a l o f n e w n u t b u t t e r s

Big Spoon Roasters

• Small-batch, well-sourced peanuts, almonds and cashews

• On-trend flavors: cardamom-clove, stone-ground chocolate

Manna Butter

• Made from soaked and sprouted organic nuts

• On-trend flavors: coconut-cashew butter

Brooklyn Sesame

• Toasting seeds with honey mimics authentic Israeli halva

• On-trend flavors: halva spiked with pistachios and toasted coconut

The everyman spread has been upgraded. Snack healthy consumers are gravitating to new nut and seed butters for flavor, processing methods, protein, fiber and antioxidant content

Justin’s squeeze-pack nut butters paved the way for small-craft artisans to capitalize on the demand for convenient and sustainable sources of high quality protein and fats


L e s s s w e e t m o r e s a v o r y : v e g e t a b l e s t r u m p i n g f r u i t

Savory Vegetables Yogurts

• Blue Hill at Stone Barns brightly hued grass-fed yogurt spiked with fresh purees of beets, carrots, tomatoes, sweet potato, or butternut squash

• Offers endless culinary possibilities from dressings to smoothies

Beets on Trend from Beverages to Snacking

• Changing things up with vegetable juice instead of fruit. Beet juice lends an earthy depth to margaritas

• Provides a cardiovascular boost

• Offers endless culinary possibilities from dressings to smoothies

For the mainstream consumer, vegetables were once only attributed to savory meals. However, vegetables have triumphed, allowing all varieties to creep into non-traditional food and beverage

types


I c e c r e a m r e v o l u t i o n

Thanks to high-end scoop shops and innovative chefs creating genre-bending flavors, there’s a cool culinary revolution afoot

Who is Raising the Bar in Frozen Novelties?

• Sprinkles, the Cupcakery that started it all, is offering ice cream sandwiches between cupcake tops and red velvet cones (Los Angeles)

• Smitten Ice Cream uses liquid nitrogen to produce smaller ice crystals and a super-creamy product. Also, smoke billows when each batch is spun for the ultimate in food theatre (San Francisco)

• Farm-to-cone at Salt and Straw in Portland, Oregon and Jeni’s (nationwide) uses small batch cream for its culinary creations that include pear with blue cheese and sweet potato with torched marshmallows

• Mexican paletas (popsicles) are the star at Huahua’s Taqueria where the take on elote (roasted corn and queso) delights Miami diners

Whether it’s ice cream, cupcakes or doughnuts, traditional classics will continue to be modernized with culinary values, global flavors and unique formats


B a n k i n g o n c r a f t t e a

Will Starbucks do for tea what it has done for the coffee category?

Many people believe Starbucks’ decision to buy Teavana for $620 million will change the world tea industry by bringing an experience to the consumer that does not currently exist outside of specialty shops in the U.S.

In order for tea to interest consumers, Teavana and independent tea shops are reimagining the category as a bit bolder and more full flavored for the American palate.

Just like the burgeoning local craft coffee and beer scenes, tea is undergoing an artisanal shift. Tea is seen as a high quality coffee alternative to a growing number of consumers as it’s easier on the stomach and nerves

Espresso machines tweaked to produce super-strong tea shots

Full-flavored smoky teas

Fizzy teas

As with coffee, the key is to convince consumers we can’t live without it


L e s s p l a s t i c w i t h e d i b l e p a c k a g i n g i n o u r f u t u r e

Wikicell’s technology wraps your food up in film you can eat – enabling new types of cool new edibles and potentially reducing plastic and Ziploc baggies.

According to inventor David Edwards is to “get out of the plastic era.”

TRENDING Edible Tableware Loliware: finish your drink and eat the cup Goal: reduce disposable container use Result: A year after launch, high demand has brought the company national

Companies are responding to the era of increasing sustainability with inventive methods that gives new meaning to ‘minimal

packaging’


B e v e r a g e C u l t u r e : i n h e r e n t l y f u n c t i o n a l l i b a t i o n s

Ingredient Driver Artifacts

Ginger A potent inflammation reducer and digestive aid. Ginger brews of today are less sweet and super pungent for maximum taste and health benefits

Turmeric Emerging as star component of healthy elixirs, turmeric is an age-old remedy for detox and brain function showing up in “mylks,” tonics and Indian spiced lassis

Tiger Nut Rich in fiber and potassium but with half the fat of other nuts, tiger nuts were used in the original horchata made by Spanish colonists. Quite possibly the next almond milk


B o t a n i c a l m i x o l o g y : f u n w i t h m e d i c i n a l i n g r e d i e n t s

THE DRINK: Bees Knees from, Apothéke, New York City

THE CURE: A healthy dose of amino acids, essential fatty acids, and vitamins, the bee pollen in this beverage may suppress the appetite, increase energy, and help with decompressing

THE INGEDIENTS

2oz vodka

2 dashes astragalus tincture

½ tsp bee pollen

1 oz guava juice

½ oz freshly squeezed lime juice

½ oz simple syrup

Combine ingredients in a shaker and add ice. Shake vigorously and strain into a cocktail glass. Garnish with a pinch of bee pollen

With supplement use in question and a growing interest in herbs and spices on the incline, we bring you a stress reliever to toast to your health. Cheers!

Inclusion of botanicals is increasingly seen as a marker of quality via discovery, flavor and potential health benefits. From snacks and confectionary to RTD beverages, use of herbs is a growing part of

our Food Culture.


T o p T e n I d e a s t o W a t c h ( i n n o p a r t i c u l a r o r d e r )

1. Authenticity has replaced gourmet/luxury as a culinary turn of phrase, but must be used judiciously

2. Embracing uniqueness: the next step beyond natural, organic and local is the rise of seed preservation

3. Beyond obscurity: the mass wave of foodies are emphasizing that better flavor and better nutrition go hand in hand

4. Look for the term “natural” to be replaced by “simple,” “wholesome,” “nutritious,” “home style” and “minimally processed” in the coming year

5. While “diet” has become a loaded word, notions of “fit” and “movement” communicate calorie control without compromise

6. No other nutrient satisfies like quality fat, but with trans fats expected to be banned in 2014, fat sourcing is becoming ever more paramount for health and sustainability

7. Increasingly, fermented foods rich in probiotics are seen as a tool in good digestion and managing a healthy weight

8. Long-term, the effects of gluten-free eating will be more about over processing of ingredients, and not just gluten

9. The future of shopping is about creating conversation through story telling

10. With Peru as inspiration, we can expect to see a mainstreaming of South American-style grilled meats, beverages and ingredients from the Amazon in the coming year

11. Weight management, energy and satiety are closely aligned with protein. As the first meal of the day becomes more than quick carbs, consumers look to dairy, free-range eggs and global preparations in convenient formats at breakfast occasions.

12. Ethics and transparency in food production are beginning to reflect mainstream food industry values. To consumers, it’s less about corporate sustainability and more about the cost of doing business. Not to discuss transparency in the long term may be seen as a liability.

13. As inflammation is poised to be the next business opportunity, sugar, and more specifically fructose, is questioned as the culprit. How will this impact your brand in the coming year?

14. The traditional foods revival focuses on the digestive health benefits and DIY ethic of cultured foods. Look for expanded global offerings to appease the American palate obsessed with novelty.

15. A growing number of consumers are seeking health and taste benefits from herbs and spices in lieu of OTCs. Expect the beverage and confectionary categories to leverage this burgeoning trend.

16. Watch for Mass Drug to continue upgrading fresh and convenience, while C-stores play catch-up in attracting female shoppers.

17. An overall casualization of cuisine is allowing for globally-inspired poultry to gain new-found respect. Breed-specific, local and varied cuts using the whole bird will reflect the movement toward Real, Fresh and Less Processed.

18. New guard candy is perceived as having a higher-quality halo through absence of negatives, such as HFCS. Expect the candy category to reinvent itself over the next few years with fairtrade principles and better-for-you ingredients.

19. There is opportunity for the food and beverage industry to tap into the demand to cut waste with edible packaging based on principles developed within Molecular Gastronomy. Are edible straws in the mainstream future?


ABOUT THE HARTMAN GROUP

The Hartman Group, located in Bellevue, Washington, blends

leading-edge customized research and consulting to understand

the subtle complexities of consumer and shopper behavior. Since

1989, Hartman Group has provided unique perspectives on the

underlying motivations and behaviors that move the needle for

our clients. To learn more about how Hartman Group stays sharply

focused on how consumers live, shop and use brands and products

visit:

www.hartman-group.com

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THE HARTMAN GROUP, INC

3150 RICHARDS ROAD, STE 200 BELLEVUE, WA 98005

TEL (425) 452 0818 FAX (425) 452 9092

Documents

2014 Ideas in Food Final[1] (1).pdf