9. ‘Blurring Boundaries’ Hybrid innovation continues to deliver more excitement, with many companies looking to combination food in a growing market. Coffee or dairy alternative? Smoothie or energy drink? Milk drink or sports drink? Williams offers an example in McDonalds in Italy, which has introduced Nutella spread between two hamburger buns in packaging. Example: Starbucks introduced nitrogen infused version of Narino 70 Cold Brew Coffee in 2016. Other trends to watch: More blurring between products, such as the ‘beerification’ of coffee. 10. ‘Seeds of Change’ Seeds and grains are moving into new spaces, Williams says, and increasing consumer interest in previously exotic seeds like chia and quinoa has fuelled the application of seeds in general. They bring a natural source of flavour, texture and health, including a high protein content. Example: Kellogg’s Ancient Legends Porridge with spelt, barley, oats, chia seeds and coconut. Other trends to watch: More ancient grains being introduced back into mainstream. www.foodtechnology.co.nz 15 a wild yeast found in Patagonia. Other trends to watch…flavour origin specification, original recipes and sophisticated flavour blends. 7. ‘Encapsulating Moments’ Next to the on-the-go snacking positioning, the ‘away from home’ snacking positioning is emerging, Williams says. Popular words are ‘ideal for school boxes’ and ‘perfect office snack’, with ‘in the car’ and ‘on the road’ leading the charge. Example: Breakfast in a Bag from Monster Health Food Free and Lo Muesli in Australia. Other trends to watch…indulgence, sharing and tea time/afternoon foods. 8. ‘Beyond Pester Power’ Williams says kids are interested in more than just the cartoons on the box, and growth in targeting kids is noticeably up. A good example is Revolution Foods, founded in 2006 as a provider of nutritious affordable school lunches to kids, which now serves two million school meals every week in 14 US states. The company uses the insights it garners from serving kids lunch daily to design the products that end up in consumers’ shopping bags. Other trends to watch: Making products ‘kid proof’, more fun, with convenient packaging and consumption. 3. ‘Sweeter Balance’ Concern about sugar intake has never been higher up on the agenda, Williams says. Scientific and official bodies from the WGO downwards have been focusing on the levels of sugar in the diet, and its role in the growth of obesity and chronic health problems globally. The food industry has responded strongly, with a quest to balance taste and health. Example: Tesco cuts sugar in own-brand drinks to avoid sugar tax. Other trends to watch…100% plantbased products with less sugars and saturated fats. 4. ‘Kitchen Symphony’ There has never been so much variety and spread in the choice of authentic cuisines around the world. The connected world has led consumers of all ages to become more ‘worldly’ and created an opening for visually-appealing products with high authenticity and specific ingredients, Williams says. World flavour ranges are popular, especially for the snacks and ready meals sectors, and food trucks offering street food have been a source of inspiration for retail. Example: Burger King launches city editions in various countries. Other trends to watch…revival of the classics will see cuisine reworked from comfort food to restaurant quality. 5. ‘Body in Tune’ Consumers are experimenting with ‘free from’ products and specific diets such as Paleo and low FODMAP, Williams says, and the industry is providing them with the opportunity to future personalise their perceived dietary needs. At the same time, consumers continue to increase their intake of foods and beverages with ingredients that they consider healthy, like protein and probiotics. Other trends to watch…the continuation upward of ‘protein-rich’ food. 6. ‘Plain Sophistication’ The number of food and beverage launches with a craft positioning increased more than 15% in 2015. Williams says alcoholic beverages are driving the trend, but confectionery, bakery and soft drink manufacturers are tapping in too. Example: Heineken H41 is part of the company’s Lager Exploration, made with
FT-Annual2017
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