Hawaiian salads and watermelon waters will be among the biggest consumer food trends of 2017, according to UK supermarket chain Waitrose.
The retailer said that Hawaiian poke – a raw fish salad marinated with lime, soy and sesame, and often served with rice – looks likely to emulate sushi’s emergence two decades ago to become next year’s must-eat snack, while watermelon water will follow up on promising performance in 2016 with further advances in 2017.
In May, Beyoncé invested in a brand of cold-pressed and juiced watermelon water, Wtrmln Wtr, after Hollywood actor Leonardo DiCaprio was among a host of new investors in guayusa leaf tea brand Runa. Then, in the UK, What a Melon watermelon water secured its first listings with Whole Foods and Planet Organic.
Waitrose has also said that gourmet meal kits with pre-measured and prepared ingredients – often delivered to the consumer’s home – will experience significant growth in 2017 following several years in which the category has shown potential, while perfume-inspired cocktails will also come to the fore.
Its prediction that vegetable yogurts will garner popularity among British shoppers is borne out by the launch of Arla Foods’ new fruit and vegetable combinations for children. Arla is leading the segment in the UK, although brands like Veggemo and Yummia have pioneered new products in Canada and Australia with, respectively, their ranges of vegetable-based dairy alternatives and fruit and vegetable yogurts.
In September, FoodBev explored how all three brands were contributing to a renaissance in the use of vegetables in dairy, snacks and even hot drinks.
Waitrose rounded off its predictions for 2017 by saying that ‘lighter, fresher and healthier’ eating would shape demand in 2017 – but that, with it, came a desire among consumers to indulge themselves occasionally.
“The fact that we’re more likely to eat healthy food gives us the excuse to indulge now and then,” the retailer explained. “This year, the photogenic ‘freakshake’ took centre stage. This Australian invention of milkshake piled high with brownies, cream, cookie dough and marshmallows is currently all over Instagram. [But] will we be tucking in again in 2017 or moving onto the next extreme indulgence?”
Waitrose was making the predictions as part of its 2016 trends report, which found that seeds and grains, coconut flour and wonky veg were among the big hitters in the last year.
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