Yihao Classroom
Top Ten Trends in Food Research and Development in 2015
1. From Clean Label to Clear Label:
Manufacturers are increasingly emphasizing the natural origin of products, so nearly a quarter of the food and beverages launched use clean label claims. The lack of a clear definition of "natural" is attracting increasing attention, highlighting the need for more clarity and detail in clean labeling. Consumers, retailers, industry, and regulators are all pushing for greater transparency in labeling. Wunderbites, launched in New Zealand in October 2014, features a detailed list of ingredients on the back of its almond-peanut bar packaging.
2. Convenient Food
Television cooking shows and food bloggers have fueled continued interest in home cooking. Home cooking is seen as fashionable, fun, social, and healthy and economical. This trend is driving the need for manufacturers and retailers to offer better fresh food and ingredients for home cooking and a wider range of recipes. Bonduelle Special Touch, recently launched in the Netherlands and Belgium, combines vegetables (e.g., green beans) with a sachet of seasoning (made from red onion and sage) for a perfect pairing. Four different varieties are available.
3. Marketing to Millennials
Millennials, generally aged 15-35, now account for roughly one-third of the world's population. Tech-savvy and socially engaged, this generation is well-informed, seeks out unique experiences, and tends to exhibit lower brand loyalty than older consumers. They want to connect with products and brands and understand the stories behind them. FishTales in the Netherlands is a great example of connecting brands to consumers through storytelling. FishTales offers a range of seafood products that, instead of using the ubiquitous (MSC) logo, personalizes the supply chain by adding the fisherman's name and photo.
4. Snacking Diversification
The popularity of the main meal is declining, and more food and drinks are now considered snacks. Quick and healthy foods are gradually replacing traditional main meals, and more snacks are targeting specific times of day due to varying needs throughout the day. Bfast Chocolate Breakfast Shake, launched in the US in 2014, advertises: "Provides the nutritional equivalent of a bowl of cereal and milk chocolate, a naturally flavored breakfast shake."
5. Good Fats and Good Carbs
With the focus on obesity, there is increasing interest in unsaturated natural fats, such as omega-3 fatty acids, and a return to using naturally delicious butter instead of artificial butter, which may be high in trans fats. Similarly, natural sugars are favored over added sugars and artificial sweeteners. McTavish Shortbread is made with "real butter" and "pure cane sugar."
6. More Protein Choices in Stores
Ingredient suppliers, food manufacturers, and consumers are all looking for the next protein source. Soy protein is considered a cheap mainstream protein with good application and a clean record. Whey protein has been popular for years and continues to grow, while pea protein is also rapidly rising. Algae protein is expected to see more applications in the future. Further down the line, insect protein may find its way into various product categories. Damhert Nutrition recently launched the Insecta range in Belgian supermarkets. Burgers, chicken nuggets, and Colonel Sanders-style chicken pieces all use buffalo worms cultivated in the Netherlands. These buffalo worms, specifically bred for human consumption, can be used as a high-protein alternative and meat substitute.
7. New Uses for Fruit
More products contain real fruits and vegetables, fulfilling the growing consumer demand for natural colors and flavors due to their coloring food function. Products containing fruits and vegetables can add a "permitted indulgence" characteristic to a product. Consumers perceive products as healthier when they contain real fruit or vegetable ingredients. Recent launches include Food For Health Kids Little Bites Choco Banana (Australia), which is "made with real fruit."
8. A New Perspective on Frozen Food
To compete with healthy fresh and convenient canned foods, existing frozen foods (vegetables and seafood) are focusing on promoting freshness and highlighting the superior nutritional content of frozen foods. Brand extensions include adding varieties of vegetables and fruits. New product categories are also emerging in the frozen market (e.g., soups, fruits, drinks, snacks, sauces, pastries, herbs). Findus now offers a range of convenient and fresh high-quality frozen Mediterranean-inspired products.
9. Private Label Power Remains
Even after the worst of the economic downturn, private labels continue to gain market share with new product launches in Europe, North America, and Australia. Retailer brands are firmly established and are present across all product categories. Discount retailers Aldi and Lidl are no longer viewed as discount stores by consumers but are generally accepted and perceived as offering good quality products. Recent innovations from retailers include M&S's summer mustard cream cheese.
10. Rich, Chewy & Crunchy
Texture is a key driver of food and beverage appeal and is a focus of much food innovation today. Brands are creatively combining textures, such as crunchy coatings, soft fillings, and extra-crispy toppings. Texture claims are increasingly prominent on the front of pack. Brands are also getting creative in describing textures or incorporating texture claims into product names. Recent innovations include Quaker's Big Chewy Chocolate Bar.
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