10 predicted trends for 2010

Filed by Shaun Weston

Will we be eating more Mexican in 2010?

© Stéphanie Kilgast/Flickr

Frozen food did well against premium-priced, chilled food options, takeaways for staying in did well against eating out, discount retailers prospered, demand for home cooking ingredients soared, and nostalgia entered the food market with renewed vigour with the likes of Wispa and Artic Roll cashing in, and retro boiled sweets in jars and old-style fizzy drinks popping up everywhere.

The anticipated climb out of recession in 2010 may not be straightforward, and the big question is: will consumers revert back to their pre-credit crunch habits?

Probably not to the same extent, says new research from Leatherhead Food Research, as most will have been left somewhat scarred by the downturn, and the era of the ‘savvy shopper’ will stay with us for some time to come.

The long-running mega-trends of health, convenience, indulgence and ethical consumerism look set to continue. 2010 is a new dawn, though, and it’s expected that innovation will be revitalised, though the ongoing EU health claims saga may certainly dampen functional food developments and push the innovation emphasis to areas other than health.

Sustainability is likely to become one of the more pressing concerns for the food supply chain in 2010. Thus, more sustainable packaging materials, a greater focus on sustainable sourcing of food, and the use of sustainable energy sources will all be evident.

1. Sustainability trend sustained Tesco’s recent commitment to become a zero-carbon business by 2050 without purchasing offsets has set the clock ticking on this topic. Ethical initiatives and planet consciousness will only heighten, as an increasing number of major players fully embrace this topic.
2. Going veggie for the environment, yet still craving meat Although the debate rages over the real effect of meat production on the environment, there may be some reduction in meat consumption generally as part of wider dietary changes, as well as to cut down on greenhouse gases. However, meat flavours will be more prominent to compensate (witness a recent surge in bacon-flavoured confectionery in the US).
3. Fibre focus Consumers still eat way below the recommended level of fibre, and this health issue is a sleeping giant that will start to come to the fore.
4. Simplified and local food The use of fewer ingredients or the use of more ‘store cupboard’ ingredients will be prominent, as naturally produced and more locally produced food is a major consumer requirement.
5. Small households, big convenience need Household sizes are shrinking by the demographic trend towards an ageing population, as well as the social trend for more co-habiting and unmarried/child-less couples, the increasing number of divorcees and other one-person households. Thus, convenience remains a key trend.
6. Performance naturally The energy drinks and energy food boom will continue, but with a shift towards more natural products. With the World Cup and the Olympics looming in the UK, sports and energy foods in general will gain greater exposure.
7. Brain health Along with energy, products that promote sustained cognitive development remain of high interest. This theme is also linked to the ageing population trend, as well as to the focus on children’s mental development.
8. Exotic chocolate Consumers have been awakened to different types and flavours in chocolate, and this trend will build. Chocolate was revitalised before the recession hit through the boom in dark and premium varieties, and has also fared well during the downturn as an affordable treat, and so is a well-positioned category to build sales further into 2010.
9. Ethnic foods – more Mexican and African Ethnic food growth will continue and these are two cultures whose influence continues to spread in the restaurant and retail food arena, as manufacturers and consumers seek out new and exotic ingredients and flavours.
10. ‘Time for tea’ culture Speciality teas continue to boom linked to the growing health drive, with a particular focus on their antioxidant properties. Tea-drinking emporiums are taking up the slack from the coffee bar sector.

Source: Leatherhead Food Research