Dr Ian Yeoman www.foodtechnology.co.nz 15 FUTURE FOOD There are so many innovations these days. Every day we see new food concepts, new delivery methods, new communities and relationships. So how do we work out why some innovations are getting traction…and why some will emerge as winners or losers? Looking at dominant consumer trends will help. Society of Sobriety Invitations to consumer-citizens to live highly moderated, image-conscious lives become ever more insistent, energising healthfocused food narratives and stimulating free-from and functional food offers. As meat, particularly processed meat, has been targeted as unhealthy, interest has grown in meat moderation, making vegan and vegetarian food choices more viable. For example, GreenBay claims to be London’s first (and only) 100% vegan supermarket. The store sells only vegan-certified products, and stocks a number of specialised products alongside mainstream dairy and meat alternatives. All products are also responsibly sourced, and local where possible. Everything is on offer, including cosmetics, pet food, household products and alcohol. In 2016, Ben & Jerry’s introduced vegan varieties of some of their most popular flavours - Chocolate Fudge Brownie, Chunky Monkey, P.B. & Cookies and Coffee Caramel Fudge. The four new flavours are made with almond milk and are certified vegan. Domestic Professional Professionalism is creeping into the way millions approach their domestic duties and in-home social activity. Food becomes a key dream won’t be realised is that we don’t just eat to fuel our bodies – we eat for pleasure, communion, identity…and you can’t get all that in a pill or powder.” Michael Pollan, author of Cooked, The Omni from the gut to optimise brain development and performance. We’ll also be developing prototype foods that combine ingredients in a way that promotes those benefits.” The second programme, Accelerated evolution: a step-change in food fermentation led by AgResearch (with research partners the Riddet Institute, Callaghan Innovation, Teagasc (Ireland), University of Bologna and Kyoto University) looks at how fermentation – one of the oldest and most economical methods of producing and preserving food – can make products stand out from the crowd, with fewer additives. TRENDS Understanding the future of food is about understanding how the consumer relates to trends and what they mean to them, says Victoria University food futurologist Dr Ian Yeoman. status-builder in social contexts, stoking demand for evening meals that rival Michelinstarred tasting menus. Designer Massimo Capella released ONE WAY, a range of personality-based cooking equipment which allows customers to choose between four different cooking sets to best match their cooking style. Capella believes there are two key personality splits in chefs: ‘imprecise’ versus ‘precise’, as well as ‘low process’ and ‘high process’. His cooking sets are tailored to each of the possible categories. For example, a curry mixing kit for the imprecise cook is shaped like an artist’s palette, whilst for the precise cook, a stir fry kit comes in the form of surgeon’s tools complete with precise 5mg pills of sea salt. Mercurial Consumption A professional budgeter prevails in postrecession consumer; given that food in New Zealand has been relatively expensive compared to Australia, Europe and North America, we see a trend towards pricesensitive, value-focused and discount-curious approachs to food shopping. The bland label concept prevails in this area, with Homebrand and Pams dominantly representing $14 for every $100 spent on groceries (and should reach $20 by 2020). Everyday Exceptional Legitimising excuses for celebration and indulgence, and transforming the everyday food experience – the once drab mid-week dinner, the meal-for-one – into an occasion to savour. This trend was picked up by American supermarket chain Kroger which
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