Ideas in Food 2013 - The Hartman Group · Private Brand design from English retailer Waitrose, is Waitrose Wholesome, a line of beans and whole grains inspiring home cooks to reconsider

Ideas in Food 2013 A Cultural Perspective

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

T o d a y ’ s A g e n d a

The Trends:

• Food Culture 2013

• Health & Wellness

• Retail

• Food Service

• Product & Packaging

• Top Ten Ideas to Watch

Food Culture 2013


“Cooking today is treated as a hobby, a luxury for folks, when in fact it’s a basic skill

we should all learn how to do.”

-Tracie McMillan, The American Way of Eating

F o o d C u l t u r e


FOOD CULTURE TODAY

T h e C h a l l e n g e w i t h S c r a t c h C o o k i n g

Cooking is fast becoming a form of glamorized entertainment, creating considerable opportunities for retailers, food service, and CPG manufacturers to meet the growing demand for fresher and less-processed foods and beverages.

We are collectively enamored by:

Food Eating Theatrics of

Cooking


R i s e a n d S h i n e : B r e a k f a s t I s B a c k

Protein Kicks Off the Day With Food Trucks Fueling Innovation

• Interest in protein is set to be on the increase in 2013.

• Consumers perceive protein to be the secret to satiety, energy, and weight management.

Health, Convenience and Global Flavors Are Driving the Breakfast Trend

Eggs, from chicken to duck, are now perceived as having a positive health halo, particularly when cage-free.


T r a n s p a r e n c y | E t h i c s i n F o o d P r o d u c t i o n

Whole Foods Market “5-Step Animal Welfare Rating” program

Below are companies choosing to go gestation crate-free for pork and cage-free for hen eggs within the next 5-10 years.

Target has announced they will sell only sustainable and traceable seafood by 2015.

2013 Marks the Year in Traceability and Good Stewardship

Transparency and traceability have become part of the cost of doing business. To consumers, it’s about bottom-line integrity.

Health & Wellness


I s S u g a r P o i s e d t o B e t h e N e x t T o b a c c o ?

Progressive Health & Wellness consumers are linking added sugar to systemic inflammation, which can lead to cardiovascular disease and a host of other chronic diseases and ailments:

• Type 2 diabetes

• Insulin resistance

• Digestive disorders

• Growth of cancer cells

There is a growing belief that insulin resistance from excess sugar consumption may encourage the growth of cancer cells.

AMERICANS CONSUME

110 GRAMS OF

SUGAR A DAY*

THE USDA RECOMMENDS 20

60 Minutes asked viewers in 2012 “Is Sugar Toxic?”

Source: *American Heart Association

The Sugar Debate Gets Sticky

The next business opportunity is likely to be about chronic inflammation linked to refined carbs, such as added sugars and fructose.


T h e N e x t G l u t e n - F r e e : F l o u r l e s s

• Progressive Health & Wellness consumers with digestive issues are avoiding not just gluten and wheat but products made with grain-based flour altogether.

• What’s up with wheat? Health & Wellness consumers are seeking heirloom and heritage varieties lower in gluten:

EMMER ● RED FIFE ● SPELT ● FARRO ● FREEKEH ● KAMUT

With $4.2 billion in sales in 2012,* it’s clear gluten-free has hit the mainstream

* Food Business News

In an effort to achieve digestive harmony, progressive consumers are avoiding inflammatory-inducing grain-based flours. But to reap the nutritive benefits of whole grains, nuts, and seeds, consumers are seeking alternative formats such as nut meal, coconut “flour,” raw, sprouted, popped, and puffed heirloom grains.


G e t t i n g C u l t u r e d

An interest in cultured foods and beverages is driven by a desire for:

• Support in digestive health (digestive enzymes)

• Enhanced immunity (probiotics and beneficial bacteria)

• Reduction of chronic inflammation (avoidance of chronic modern diseases)

• Resurgence in traditional folk remedies

If it’s… FERMENTED PICKLED CURED BREWED LACTO-FERMENTED

It’s CULTURED

Traditional Foods Revival Sparked by DIY Movement

The authentic production methods used to craft cultured products are representative of the movement toward fewer, simpler ingredients as well as the growing interest in beneficial bacteria.


P u s h & P u l l : A n i m a l P r o d u c t s L e s s e n e d W h i l e P l a n t -B a s e d F o o d s G e t P u l l e d i n t o A c t i o n

Consumers are “pulling” more plant-based foods to the center of the plate and “pushing” animal products to its edges. It’s not about eliminating meat, but letting plant-based products take center stage.

Source of the Movement It’s about approaching plant-based foods with a different lens. Chefs are thinking in terms of smaller plates with a variety of flavors, sourced locally and cooked globally.

Fresh and Seasonal Is Here to Stay

A Vegetable-Inflected Future

The dimension of flavors you find in vegetables is so much more exciting than the three or four animals we eat all the time.”

Rene Redzepi, Noma, Denmark

Beef & Vegetable Bibimbap @ Crunch, Berkeley

Restaurants around the U.S. that are not vegetarian are moving plant-based cuisine forward and wowing die-hard carnivores in the process.

“ “Freshly dug” is now as important a moniker to vegetables as “diver” is for sea scallops


R i s i n g I n t e r e s t i n C u l i n a r y B o t a n i c a l s

From the Consumer POV, this has significant impact on a number of categories:

• Health & Wellness:

• CPG industry:

• Sustainability:

Veteran chef Tim Williams lets a fresh batch of cannabis cookies cool in Montana Cannabis’s commercial

kitchen in Missoula. Williams makes about 1,000 “medibles” a week, serving Montana Cannabis’s 300

patients around the state.

FOOD AS MEDICINE: Could cannabis be the next explored culinary category?

We have been talking about progressive consumer interest in proactive wellness for some time. Now, mainstream consumers are seeking benefits in herbs, spices, and botanicals in lieu of pharmaceuticals.

Vs.


F o o d a s M e d i c i n e : P r o a c t i v e W e l l n e s s

Ingredient Conditions Artifacts

Adopted Currently adopting To be adopted

Whole grains Weight management, satiety, digestive health, heart health

Steel-cut oats

Quinoa Sprouted millet (alkaline)

Protein Satiety, weight management, energy, blood sugar

Turkey jerky Greek yogurt

Heirloom beans

Omega-3s Heart health, inflammation, joint health, eye health

Fish oil capsules

Wild salmon

Grass-fed beef

Probiotics Digestive health, increased immunity, inflammation

Yogurt Kombucha Coconut kefir

Botanicals Stress, sleep, energy, pain management, blood sugar, mental cognition

Chamomile Turmeric Cannabis


J u i c y R e v i v a l F u e l e d B y “ C o l d - P r e s s e d ” T e c h n o l o g y

High Pressure Pasteurization (HPP) doesn’t heat juice to preserve it, but uses intense amounts of pressure to keep juice safe yet “uncooked.”

Less-processed juice and “juicing” interest has peaked over the past year for reasons including:

• To recalibrate both physically and mentally

• Increased interest in vegetable and lower-glycemic fruit consumption

• Adjunct to caffeine-laden coffee beverages

• Makes cheeseburgers taste even better “post-cleanse”

I do a juice cleanse when I

start to feel… gross.” Naomi, 32

(Nearly) Raw Recalibration

HPP offers consumers the next level in fresh while retaining the halo of Near Raw. We can expect to see more foods and beverages with the cold pressed attribute in the coming year.

“

Retail


P r i v a t e L a b e l D r i v i n g I n n o v a t i o n

Private Brand design from English retailer Waitrose, is Waitrose Wholesome, a line of

beans and whole grains inspiring home cooks to reconsider earthy commodities in a fresh,

new light

Habitual horizontal design (barely visible at shelf) and dull plastic suggests low-quality

commodity

Transactional

Inspirational

Private label continues to drive interest among consumers seeking higher-quality, premium foods and beverages on everyday occasions.

Walgreens’ UPMARKET: FRESH Aldi SPECIALY SELECTED WINE SALAMI

The New Premium

As consumers seek premium private label for everyday occasions, the product’s packaging, labeling, and ingredients must cue higher quality to reflect inspired rather than transactional experiences.

Trader Joe’s: BENTO BOX Costco: EXCLUSIVE FRENCH MACARONS


M a r k e t i n g t o t h e M o d e r n F a m i l y

While designated “Man Aisles” weren’t as big a hit as intended this past year, the fact remains that men shop far more than marketers and retailers reflect in their promotions and advertising.

Male shoppers are more likely than females to list specific brands, even private label/store brands, when creating a shopping list*

Source: Symhony IRI MarketPulse January 2011

“Hey Man, Paper or Plastic?” LGBT Couples and Children

3.4% of U.S. adults are identifying themselves as lesbian or gay *

Source: 1 Ga llup daily tracking, June 1- Sept. 20, 2012

2

The Wi lliams Institute Family Ra ising Children Among Same-Sex Couples, January 2012

jcpenney and Target ads supporting alternative lifestyles and the Modern Family

There is an increased likelihood of more children being raised in same-sex marriages or by a stay-at-home dad. To remain relevant, messaging and marketing to these families should reflect this growing trend.


T h e M a r c h f o r F r e s h C o n t i n u e s

C-STORES AND MASS DRUG GET FRESH

• 7-Eleven getting fresher by 2015

• Whip-In (Austin, TX) offers microbrews on tap, local organic dairy and grass-fed beef

HIGHER-QUALITY SNACKING

• VENDING: 24-hour ATM Cupcakes by Sprinkles Cupcakery

• Seattle’s Best Rubi Kiosks (think Red Box for coffee)

• DELIVERY: NatureBox and Grazebox deliver monthly snack subscriptions to home or office.

Fueled by Convenience

Watch for Mass Drug to continue upgrading fresh and convenience while C-stores play catch-up in attracting female shoppers. Reimagined vending and healthy snack delivery demonstrate that higher quality can and should be available 24/7.

Food Service


T h e C o n t i n u e d C a s u a l i z a t i o n o f D i n i n g

• Bold flavors, clean ingredients

• Whether it’s plant-driven, ethnic, or burgers, full-fat and low-key continue to rule.

• Consumers are trading down to fast casual and QSR, for fresher, often ethnic options.

• QSR is even looking to the CPG industry for downmarket innovation with Taco Bell’s Doritos Locos Tacos to great success last year.

Even Chinese take-out can fit into current food culture: the new standard is natural, no hormones, antibiotic-free.”

-Eddie Huang @ Baohaus

“

Open production

Customizable

Bold/ethnic flavors

Clean, modern aesthetic

Higher-quality ingredients

Transparency

Engaging narrative

Sense of humor

Are You Meeting Today’s Causal Requirements?

Starts with…


R e t h i n k i n g t h e H u m b l e B i r d

WHY THE REKINDLED LOVE? • Increased availability of heritage breeds

• Chefs going beyond the banal breast, exploring dark cuts and new preparations

• An overall casualization of cuisine

WHERE BIRD IS THE WORD • Simply Chicken (NY)

• Chicken Scratch (Dallas)

• Wing Wings (San Francisco)

• Zankou Chicken (So Cal)

• Kokoriko (Miami)

The Chicken Is Evolving from a Weeknight Afterthought to Destination Eatery

BONCHON KOREAN FRIED CHICKEN. NYC

TRACEABLE CHICKEN

The universal chicken is perceived as tastier with each effort in treating the bird more ethically and globally in technique. Like the U.K., expect to see more breed

designation and animal welfare attributes attributed to both packaging and menu callouts in the coming year.


C o m m u n i c a t i n g T r a n s p a r e n c y a n d t h e F r e e - F r o m C o n s u m e r

Menchi’s appeals to the gamut of free-from customers

Mad Greens makes free-from customization easy

Labeling: It’s About Direct and Accessible Information

Clear language and icons on menus and apps engages free-from consumers without alienating your traditional consumer base.

Product & Packaging


R e i m a g i n e d S n a c k i n g I n f l u e n c e d b y O u r N a t i o n a l O b s e s s i o n w i t h N o v e l t y

As snack consumption continues to displace traditional mealtimes, consumers are seeking fresh in global and novel flavors and ingredients. Flavors such as Ranch, Nacho Cheese, and Honey Mustard will fail to drive interest with the American consumer’s evolving palette in the coming years.

GLOBAL CHIPS

Lay’s magic masala potato chips: ginger, garlicky, coriander satisfaction

Calbee seaweed & salt potato chips: light as air with umami depth

Tyrell’s Ludlow sausage & mustard crisps: porky goodness

Hwa yuan spicy oyster omelet potato chips: concentrated Taiwanese street snack favor

STATESIDE SNACK INNOVATION

GRAPE LEAF CHIPS & MUHAMARRA SPREAD @ Pera, NYC

PORTOBELLO JERKY @ King County Jerky Co., Brooklyn, NY

BLACK VINEGAR & CARAMEL PEANUTS @ Alma, Los Angeles

ROASTED KABOCHA SQUASH WITH CINNAMON SOY GLAZE, Bloom @ Wynwood, FL

“Successful flavor innovation requires looking to the margins of food culture for the next big idea, not the so-called unmet needs of the mainstream.”

-James Richardson, Senior VP, Hartman Strategy


C a n d y L a n d G e t s a M a k e o v e r

Ethics in Production

Mars Goes Fairtrade with Malteasers in the U.K. and Ireland

Private label has been driving consumer interest in Fairtrade

Seeking Healthier Ways to Satisfy Cravings

OLD GUARD NEW GUARD

New Guard candy is perceived as having a higher quality halo through absence of negatives such as: -No HFCS -No GMOs -No Trans Fats -No artificial ingredients or colors

UNREAL CANDY

Look for traditional candy manufacturers to update and offer portfolio extensions of existing candy classics and U.S. candy manufacturers to begin incorporating

Fairtrade into iconic products in the near term.


C o n d i m e n t : C h e e s y - S p i c y - H e r b y - G o o d n e s s

The flaky, orange (addictive) seasoning at Pete Zaaz Brooklyn pizzeria has gained a loyal following.

A bit of ingenuity from owner Peter Entner suggests that we may want to look at new uses for some of the iconic flavors and products of our childhood.

PETE ZAAZ CUSTOM SHAKER SEASONING INGREDIENTS 3 large pickled jalapeños, very thinly sliced into rounds 3 garlic cloves, thinly sliced 1 bunch Thai basil 2¼ cups Cheez-It® crackers ¾ cup grated Parmigiano-Reggiano cheese 3 tablespoons sea salt 1 to 2 dried Thai red chilies DIRECTIONS Preheat the oven to 175°. Drain the jalapeños and place them with garlic and Thai basil leaves in a single layer on a rimmed baking sheet. Place in the oven and dehydrate until the leaves and jalapeños are completely brittle and dry, about 2 hours. Remove from the oven and add to a food processor along with Cheez-It® crackers, Parmigiano-Reggiano, sea salt, garlic and dried chilies. Pulse until very fine. Transfer to a pizza-parlor-style cheese shaker and sprinkle over pizza or any food that could use a flavor bomb.

Reimagined Use of the Nostalgic Cheez-It® Cracker

Is your brand ripe for reimagination?


W a s t e N o t : E d i b l e F o o d P a c k a g i n g

Can We Anticipate A Future Without Packaging?

WIKICELL DESIGNS’ TECHNOLOGY

• Inspired from Nature

• Based on the trend toward sustainable and reduced packaging

FROM MODERNIST CUISINE COMES NATURAL SOLUTIONS

• Think bite-sized cheeses with edible skins to extend shelf life

• WHERE: A snack bar at the Musée du Louvre in Paris and an “Ice Cream Bar” at the Massachusetts Institute of Technology. You can wash the shell before

eating. Or just peel it off and eat the soft membrane and eat/drink the inside material. The inside material can be liquid, foam, emulsion or solid.”

Harvard University professor David Edwards

There is tremendous opportunity for the food and beverage industry to tap into the demand to cut waste by leveraging new technologies practiced in avant garde cuisine.

“


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. Consumers continue to struggle with at home fresh meal preparation, creating considerable opportunities for retailers, food service, and CPG manufacturers to meet the growing demand for fresher and less-processed foods and beverages.

2. 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.

3. 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.

4. 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?

5. 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.

6. 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.

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

8. 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.

9. 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.

10. 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

Sign up for our consumer insights briefing: www.hartman-group.com/hartbeat

THE HARTMAN GROUP, INC

3150 RICHARDS ROAD, STE 200 BELLEVUE, WA 98005

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

Documents

Ideas in Food 2013 - The Hartman Group · Private Brand design from English retailer Waitrose, is Waitrose Wholesome, a line of beans and whole grains inspiring home cooks to reconsider