Top 10 trends in 2017 - part 1.
The food manufacturing is among one of the most dynamic industries in the world. New products are launched everywhere, every day. The year 2017 seems to be dominated by fresh and local food eating with a better understanding of nutrition. One of the main topics will be a reduction of sugar content in products. Research and development of new products will be focused on a multisensory experience of customers, including market experiments with different textures of the food. It looks like plant proteins, plant powders and grains will gain more interest this year again. In the food manufacturing, sustainability of the production and its impact on the environment will be more and more significant not only for administration but also for customers. They final purchasing decision will be dictated by a proper retail environment and digital communication. So, understanding shoppers’ behaviours and quick responding will be a key for food marketing teams.
Let’s look at a list of trends:
- 1. Fresh or freshly cooked without packing.
- 2. Enhanced foods and drinks.
- 3. Sugar reduced products.
- 4. Clean and clear label with traffic colour coding.
- 5. Plant proteins and grains changed the game.
- 6. New old ingredients on the table.
- 7. Understanding nutrition better.
- 8. Sustainability important as carbon and water footprint.
- 9. Gain customers in a multisensory way.
- 10. Consumer-oriented digital communication is a key.
But what 2017 will be all about? Let’s make an assumption and look into mentioned trends more deeply.
Trend #1. Fresh or freshly cooked without packing.
Recently is observed a popular trend of eating a fresh, local, organic, artisan, craft, home-made foods, which are recognised as healthier. In many development countries, more often consumers are counting a good value (freshness) above a low price. For example, we will observe an increase in prices of grassfed cow’s milk products based on expected higher value of such products.
In many countries, people think that local market should be protected and only this form of law can be guaranteed the quality of the food. So, country of origin labelling (COOL) is being implemented in some countries (like France, Poland, Switzerland) and this trend seems to be COOL. For example, the Romanian government has even proposed a law, which would require a minimum amount of products sold on shelves to come from Romanian producers. Similar reactions are expected in other countries.
The organic food will still be popular. Additionally, organic trend is supported by many issues like for example a controversies related to use of glyphosates. In 2017, in the EU, we will still be observing an opposition to GMO ingredients and products manufactured with a use of them.
Recent importance of plant-based foods and application of alternative plant proteins will have a significant impact on the food products development in 2017. Modified types of products are usually friendlier to the environment. Also local grow or local manufacture means a reduced carbon footprint (decreasing of transport needs).
“Fresh food” is correlated with reduction of needed plastic packing items. Additional charges announced in England for plastic bags probably will be implemented to other forms of packages. Last year also France noticed plans to ban plastic cups, plates and cutlery -from 2020 all of them have to be made of biodegradable and biologically sourced materials.
Trend #2. Enhanced foods and drinks.
Good food means healthy food – this trend will be observed also in 2017. The demand for healthy snacks, drinks and salads will increase, if they promise low sugar and high protein content. Because fat is no longer the worst component of the food, nut and cheese based products can be more popular.
Also, all superfood products will not lose their attractiveness. Products with for example kale, jicama, broccoli, beet, tiger nuts and any botanical additives will appear on shelves more often. In many segments of the food products, animal-free proteins will play a significant role. Some brands like Beyond Meat, Impossible Foods, Muufri, Ripple, Perfect Day and CellPod are well known even today.
The year 2017, it will be a year of spicy drinks (with ginger or chilli). Many manufacturers are creating different drinks with full of strong flavours (adults drinks) like Caliente. Drinks with chilli seem to be a good remedy for a migraine.