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• Introduction
• Methodology
• Trends in Food
• Appendix
  –	Influencer/Expert Q&As
  – Additional Charts




A note to readers: To make the report easy to navigate, we’ve added hyperlinks to this page and the Trends in Food pages, so
you can jump immediately to the items that most interest you (or, alternatively, you can read the material straight through).




                                                                                                                                2
What	and	how	we	eat	today	might	look	quite	baffling	to	anyone	who’s	missed	the	past	decade:	
Gluten-free treats from a food truck? “Foodspotting” an order of locally sourced, heirloom
vegetables? Yet at the same time we’re reconnecting with our past, looking to eat more
communally and celebrating regional food traditions, even digging up antique recipes.

This	report	surveys	what’s	changing	when	it	comes	to	how	we	find,	cook	and	eat	food,	how	we	
think about what we eat and how brands are marketing food. It doesn’t, however, attempt to
round up everything of note in the wide world of food and beverage. Rather, it focuses on eight
of the relevant macro trends we’ve highlighted in the past few years, plus three overarching
trends	affecting	the	food	category:	the	influence	of	technology,	health	and	wellness,	and	foodie	
culture. Within these trends, we spotlight some of the things to watch we’ve been tracking.




                                                                                                    3
JWT’s “What’s Cooking? Trends in Food” is the result of quantitative, qualitative and desk research
conducted	by	JWTIntelligence	throughout	the	year.	Specifically	for	this	report,	we	conducted	
quantitative surveys in the U.S. and the U.K. using SONAR™, JWT’s proprietary online tool. We surveyed
1,270 adults aged 21-plus (768 Americans and 502 Britons) from Jan. 19-24; data are weighted by age,
gender and income.

We also received input from JWT planners across several markets—including the U.K., Spain,
Venezuela,	Argentina,	Poland,	South	Africa	and	Thailand—and	interviewed	experts	and	influencers	in	
food and beverage.*




SUDHIR KANDULA,    ELISE KORNACK,           MICHAEL LEE,           STEPHANIE STIAVETTI,
America’s Next     co-founder, Take Root;   founder, Studiofeast   food blogger
Great Restaurant   Chopped contestant                              (TheCulinaryLife.com)
contestant                                                         and writer



                                                                                 *To	read	our	Q&As	with	these	influencers/experts,	see	Appendix.




                                                                                                                                                   4
1. FOODIE CULTURE     2. FOOD AS THE           3. THE DEVIL WEARS       4. HEALTH AND            5. MAXIMUM               6. LIVE A LITTLE
	 •	Food	as	Theater      NEW ECO-ISSUE            PACKAGING                WELLNESS                 DISCLOSURE            	 •	The Lipstick Index
	 •	Food	Fairs        	 •	Spiking	Food	        	 •	BYO Containers       	 •	Fooducate            	 •	Labeling	                Effect
                           Prices              	 •	Reusable	            	 •	Nutrition	Scores          Legalities          	 •	A	Little	Serving	
	 •	Food	by	
    Subscription      	 •	From	Staples	to	         Packaging            	 •	Fat	Taxes               •	Tell-All	Vending	       of Sin
                           Luxuries            	 •	Hydration	Stations                                 Machines
	 •	Fearless	Eating                                                     	 •	Healthy	and	Fresh	
                      	 •	Greener	Supply	                                   Vending Machines        •	Going	Behind	
	 •	Kitchen-               Chains                                                                     the Scenes
    Restaurants                                                         	 •	Gluten-Free
                      	 •	Greening	                                                              	 •	Visual	Fluency
	 •	Roots	Revival          Restaurants                                  	 •	Hold	the	Salt
	 •	Antique	Eats         •	Carbon	Footprint	                            	 •	Inhaling
	 •	Moonshine              Labeling                                     	 •	Smart	Lunchrooms
	 •	Heirloom	            •	Curbing	Food	                                	 •	Organic	Fast	Food
    Everything             Waste
                                                                        	 •	What’s	New	in	
	 •	New	Nordic	       	 •	Veering	Vegan/                                    Functional Foods
    Cuisine                Vegetarian
                                                                            - Food, Ph.D.
	 •	Beer	Sommeliers   	 •	Insects	as	Protein
                                                                            - Artery-Cleaning
	 •	Beer	Cocktails    	 •	Artificial	Meat                                     Foods
	 •	High-End	         	 •	Sustainable	                                      - Mushrooms
    Techniques             Palm Oil
                                                                            - Matcha
    for Amateurs      	 •	Rooftop	Farming
                                                                            - Slow Beverages
                                                                            - Greek Yogurt
                                                                            - Spices
                                                                            - Juicing Up
                                                                              Coconut
                                                                            - Nutricosmetics




                                                                                                                                                   5
7. NAVIGATING THE   8. GETTING              9. ALL THE WORLD’S      10. SCREENED           11. RETAIL AS THE
   NEW NORMAL          “SMARTER”               A GAME                   INTERACTIONS           THIRD SPACE
	 •	Smaller	SKUs    	 •	Smarter	              •	Apps	That	Gamify	   	 •	Screened	Dining    	 •	Food	Halls
                        Cookbooks               Eating              	 •	Kiosks/Vending	    	 •	Communal	Eating
                    	 •	Smarter	Recipes       •	Gamifying	the	          Machines             •	Shops	That	
                    	 •	Smarter	Kitchens        Business Model      	 •	Interactive	Out-       Do More
                    	 •	Smarter	Ordering                                of-Home Ads
                    	 •	Smarter	Shopping
                    	 •	Smarter	Packaging




                                                                                                                 6
• Food as Theater   • Moonshine
Yesterday’s gourmand has multiplied into factions of foodies all with   • Food Fairs        • Heirloom
                                                                                              Everything
various passions centered around cooking, dining out and eating,        • Food by
                                                                          Subscription      • New Nordic Cuisine
eating, eating. A foodie backlash may be under way, but food remains
                                                                        • Fearless Eating   • Beer Sommeliers
more photographed, analyzed, critiqued and generally obsessed over
                                                                        • Kitchen-          • Beer Cocktails
than it’s ever been.                                                      Restaurants
                                                                                            • High-end Techniques
                                                                        • Roots Revival       for Amateurs
                                                                        • Antique Eats      • What It Means
                                                                                              for Brands


                                                                                                Image credit: gwen   7
Foodies take their dining seriously, but that doesn’t mean       • Le Fooding, a French gastronomic group, puts on
it can’t be fun: We’ve seen the rise of theatrical events          conceptual events like last year’s “Exquisite Corpse”:
that	turn	eating	into	a	high-concept	production	filled	with	       Borrowing from the surrealist idea, the 48-hour New York
surprise and whimsy.                                               event involved 12 successive dinners in which each high-
                                                                   profile	chef	was	required	to	use	some	ingredients	from	
• Last year several New York dining clubs banded together to
                                                                   the previous chef’s meal.
  serve an upscale six-course lunch aboard the L subway train
  as it traveled from Manhattan through Brooklyn. Invitees       • The group Chicago Foodies has started a “Unique Dinner
  didn’t know what they were in for—they met at a given            Series” to challenge chefs’ creativity. The inaugural
  intersection and then were guided underground. The event         event, in January, was titled “16 Courses of Black.”
  wasn’t	officially	sanctioned,	only	adding	to	its	allure.
                                                                 • At Dans le Noir, a restaurant with branches in several
• “Dîner en Blanc,” an idea that began in Paris, is akin to        European cities and New York, diners eat in the dark, only
  a	“refined	flash-mob	feast,”	as	The New York Times put           finding	out	what	they	ate	after	the	meal.		
  it: Several hundred to a few thousand people, all wearing
  white, dine in a public spot, bringing their own food and
  tables. The location is secret until the day it takes place.
  More	than	a	thousand	attendees	participated	in	the	first	
  New York Dîner en Blanc last year.




                                                                                                           Image credit: Dîner en Blanc   8
Along with foodie-ism, a couple of trends—green markets,
mobile	vendors	(food	trucks),	affinity	for	local	purveyors	
and the DIY movement—are helping to propel local food
fairs: markets comprising vendors that each focus on a few
specialty dishes or goods. For instance, New York foodies
flock	to	Smorgasburg,	on	the	waterfront	in	Williamsburg,	
Brooklyn, which hosts about 75 vendors once a week during
non-winter months.

“Food raves,” markets that don’t require vendors to have
permits and insurance, are also popping up. In San Francisco,
bands play at the periodic SF Underground Market, which
runs from late morning till the wee hours and requires
“membership” for entry. Similar markets big and small
operate in other cities, from The Secret Fork in L.A. to the
DC Grey Market in Washington.




                                                                Image credits: Smorgasburg;
                                                                            DC Grey Market    9
Old-fashioned monthly subscription services are on the        • Craft Coffee sends three varieties of coffee per month,
upswing, but rather than the typical wine or fruit of the       all from small roasters around America.
month, they offer curated selections for foodies who like
the idea of receiving surprise packages and staying attuned   • Love With Food uses the “buy one, donate one” model,
to what’s new and notable.                                      donating a meal to a food bank for every box of “curated
                                                                gourmet bites” purchased.
• Gilt Taste’s selections—ranging from whimsical whoopie
  pies to game meats—are curated by former Gourmet
  editor and author Ruth Reichl.

• Foodzie calls itself a “Tasting Club” and selects foods
  from various sources, many of them small-batch
  producers. Subscribers choose among three boxes each
  month.

• Blissmobox, which offers several monthly options of
  organic and eco-friendly products, recently added
  BREAKbox, an assortment of healthy, high-quality snacks
  designed	to	stock	the	office	kitchenette.




                                                                                                          Image credits: Craft Coffee;
                                                                                                            Gilt Taste; Love With Food   10
Unconventional ingredients, meats and dishes are                 While	such	items	have	been	filtering	onto	restaurant	plates	
popping up on menus of the more trendy variety, often            for some time, today’s foodies are ordering them with an
in conjunction with the nose-to-tail trend. In the U.S.,         eagerness that rivals Andrew Zimmern’s (the intrepid host
foods not typically found in the American diet—such as           of TV’s Bizarre Foods). These forays outside established
cockscombs,	alligator	and	lamb’s	brain—are	finding	favor.	       comfort zones help people stand out in the social media
The	hot	L.A.	restaurant	Animal	is	filled	with	options	mom	       stream and earn some cred among fellow foodies. And
likely never cooked, including pig ears and sweetbreads.         after years of broadening their palates, foodies have
In the U.K., where such foods have also been shied away          nowhere to go but the bizarre.
from, Londoners are abuzz about Brawn, which serves pigs’
trotters and head of veal.

Insects are another “fear factor” ingredient gaining traction:
A Mexican food cart in San Francisco, Don Bugito, focuses
on exotic dishes like ice cream topped with caramelized
mealworms. Last year for Cinco de Mayo, Dos Equis’
“Feast of the Brave” promotion in New York involved
a food truck giving away free cricket, ostrich or veal
brain tacos.




                                                                                                    Image credit: brianplattcreative.com   11
The wall between the kitchen and the restaurant dining
room has been disappearing—allowing curious customers to
watch the cooks in action—and now some restaurants are
conflating	the	two	altogether.	

For example, The Kitchen Restaurant in Sacramento, Calif.,
offers a six-course meal, with diners encouraged to make
themselves at home. Chef’s Table at Brooklyn Fare, in
Brooklyn, lets 18 guests watch the chef cook 20 or so small
plate courses.

The concept lets curious foodies feel like true insiders and
“unwraps the process” for patrons, providing the behind-the-
scenes view that consumers are increasingly interested in.




                                                               Image credit: The Kitchen Restaurant   12
As	various	international	foods	infiltrate	markets	
worldwide—sushi is going mass market in Venezuela;
Mexican	and	Argentinean	restaurants	are	finding	favor	in	
Australia—there’s concurrently a new appreciation for
national and regional foods, and cooking techniques unique
to one’s heritage. In Greece, for instance, local brands
are prospering and touting their Greekness, while major
foreign brands are playing up Greek ingredients or “Made
in Greece.”

Last year, in an “Open Letter to the Chefs of Tomorrow,”
members of the International Advisory Board of the Basque
Culinary Center reminded peers that “Through our cooking,
our ethics, and our aesthetics, we can contribute to the
culture and identity of a people, a region, a country. We
can also serve as an important bridge with other cultures.”

With foodies seeking out more “authentic” and homemade-
style foods, there’s a robust market for distinctive foods
beyond the geography in question.




                                                              Image credits: Amazon [1], [2], [3]   13
The heritage trend is making its way to food, with chefs
digging up recipes and adding ingredients from yesteryear.
The hot restaurant Dinner by Heston Blumenthal in London
serves bygone British dishes. In Charleston, S.C., Sean
Brock relies on traditionally Southern heirloom produce and
heritage meats at his restaurant Husk, earning “best new
restaurant in America” honors from Bon Appétit in 2011.

Some of this is for the more adventurous (e.g., Grant Achatz’s
duck with blood sauce in Chicago), but in the U.K., at least,
everyday consumers are preparing meats that hearken back
to older eras, like pheasant, venison and wood pigeon.




                                                                 Image credit: dinnerbyheston.com   14
White lightnin’: This all-American corn whiskey—commonly
called moonshine—is going legit as legal distilleries across
the U.S. churn out batches of the outlaw spirit. A Prohibition
favorite, the unregulated throat-scalding liquor remained
a tradition in its ancestral home, the Southeastern U.S.
Now, legal moonshine is charming upscale city slickers with
the authentic look of its packaging (it’s sold in glass bottles
and mason jars, which highlight moonshine’s signature
clear cast) and its high alcohol content (frequently up to
120 proof).

The new Discovery Channel series Moonshiners, which turns
the camera on Appalachian bootleggers, may give a leg up to
legit cousins like Original Moonshine, Shine On Georgia Moon
and Ole Smoky Tennessee Moonshine.




                                                                  Image credits: Ole Smoky Tennessee Moonshine;
                                                                                                 heavenhill.com   15
“Artisanal” has become the overused term du jour in food;
“heirloom” will follow. While it’s been around for a while,
starting with tomatoes and beef, lately everything from
corn to beans has been getting an “heirloom” designation,
generally meaning an older variety that’s genetically
distinct from commercial products. (“Heirloom” is mostly
used for crops, “heritage” for livestock.) The term is
becoming shorthand for quality and natural (and, frequently,
higher prices).




                                                               Image credit: Edsel L   16
As we noted in our Things to Watch list for 2011, the foodie
focus has shifted to Copenhagen with the rising fame of
Noma, its chef René Redzepi and other inspired restaurants,
and	a	modified	form	of	this	cuisine	is	spreading	well	beyond	
Denmark	(minus	unique	local	ingredients	like	elderflowers	
and	puffin	eggs).	Look	for	more	chefs	to	find	inspiration	in	
Redzepi’s emphasis on foraging for local plants, herbs and
roots, and simple but quality ingredients. The Los Angeles
restaurant Forage, for example, is—as its name implies—
based around foraged ingredients.




                                                                Image credit: Forage   17
Beer Sommeliers: As beer garners more respect in foodie
culture—perhaps a sign of the budget-minded times—
there’s a growing appreciation for the ways that, like wine,
different varieties can complement food. In 2010, Food &
Wine magazine honored one beer expert among its seven
Sommeliers of the Year. In 2011, Oxford University Press
published	the	first	edition	of	The Oxford Companion to Beer.
Watch for more sommeliers or “Cicerone,” as the 300-plus
individuals	who	have	passed	a	certification	program	are	titled.

Beer Cocktails:	Mixing	beer	and	liquor	may	not	be	a	first	
instinct for many, but it seems beer can harmonize well with
various spirits, giving cocktails a new depth and complexity.
The “green devil,” for example, from beer writer Stephen
Beaumont, mixes the Belgian beer Duvel with absinthe and
gin. A Beer Cocktails book is due out in June.




                                                                  Image credits: Amazon [1], [2]   18
Do try this at home: High-end, high-tech kitchen techniques
are	increasingly	filtering	down	to	ambitious	home	cooks.	
They’re trying out sous vide, for example, an exacting
method that involves vacuum-packing food and cooking it
at	precise	temperatures,	yielding	juicy,	intensely	flavorful	
dishes. Upscale cookware chains including Sur La Table
and Williams-Sonoma are selling sous vide appliances like
vacuum food sealers and immersion circulators. As the
technology utilized in cookbooks like the exhaustive 2011
tome Modernist Cuisine becomes more accessible, more
at-home homogenizers and centrifuges will work their way
into retail lineups.




                                                                Image credit: modernistcuisine.com   19
•	The	tech-savvy	foodie	is	far	more	connected	to	like-minded	eaters	than	the	food	aficionado	of	old.	While	
  the explosion in social media sharing came after the rise of foodie culture, today it’s a key driver: Half the
  satisfaction is in photographing fabulous dishes and posting to Facebook or networks like Foodspotting, in turn
  stirring FOMO (fear of missing out) and copycat behavior.

• The heightened interest in local and so-called artisanal foods is also helping to fuel foodie-ism. And edibles that
  feel “authentic” are of particular interest, whether the food is high- or low-end, as a Packaged Facts report on
  U.S. foodies notes. Since these consumers tend to eschew mainstream brands and habits, the report warns they
  can be an elusive target for marketers—but adds they can also be uniquely interested in the product.

•	Some	U.S.	restaurant	chains	are	touting	their	culinary	bona	fides	while	moving	away	from	themes	of	value,	
  convenience, service or speed—e.g., Burger King dropped its King mascot and value focus in favor of ads that play
  up ingredients—as Nation’s Restaurant News recently reported. As more mass marketers latch onto buzz phrases
  like “artisanal” and position themselves as worthy of foodie patronage, these consumers will grow increasingly
  wary of “foodie-washing.”




                                                                                                                        20
• Spiking Food Prices   • Veering Vegan/
                                                                                                 Vegetarian
                                                                       • From Staples to
The environmental impact of our food choices will become a               Luxuries              • Insects as Protein
more prominent concern as stakeholders—brands, governments             • Greener Supply        •	Artificial	Meat
                                                                         Chains
and activist organizations—drive awareness around the issue and                                • Sustainable
rethink what kind of food is sold and how it’s made. As more regions
                                                                       • Greening                Palm Oil
                                                                         Restaurants
grapple with food shortages and/or spiking costs, smarter practices
                                                                                               • Rooftop Farming
                                                                       • Carbon Footprint      • What It Means
around food will join the stable of green “best practices.”              Labeling
                                                                                                 for Brands
                                                                       • Curbing Food Waste

                                                                                                 Image credit: see.wolf   21
As extreme weather wreaks havoc on crop yields, watch
for already-high food prices to spike further thanks to
droughts,	flooding	and	other	irregularities	brought	on	by	
climate change. For example, Thailand, the world’s biggest
rice producer, is expecting smaller yields thanks in part to
its	disastrous	floods.	In	the	U.S.,	drought	in	Texas	thinned	
cattle herds, which played a part in pushing up beef prices
by almost 10% year-over-year as of November. Seafood prices
rose almost 6% following the Japanese earthquake
and tsunami.




                                                                Image credit: toastforbrekkie   22
Beef, chocolate and other beloved staples could become         Climate change is the culprit when it comes to coffee:
the caviar of the future, thanks to factors ranging from       Last	year	Starbucks	said	it	sees	“a	potentially	significant	
new emerging market demand, climate change and the             risk” to its Arabica bean supply, looking 10 years ahead
strains of a more populous planet.                             and beyond. The company is working with suppliers to
                                                               combat issues like frequent hurricanes and soil erosion.
A bigger appetite for chocolate in China, coupled with
political and agricultural issues in Ivory Coast, are          Some optimists, however, argue that leaps in agricultural
prompting warnings about the coca supply. Mars Chocolate       science	and	other	advances	(e.g.,	artificial	meat)	will	
said last year that the industry faces a 1 million-ton         ensure there’s enough food to feed the planet.
cocoa shortfall by 2020 “unless more is done to promote
sustainability,”	pledging	to	use	only	certified	sustainable	
chocolate by that time. Meanwhile, some researchers say
the Ivory Coast and Ghana could simply be too hot to grow
cocoa by 2050.

Beef	could	become	“the	caviar	of	the	future,”	an	official	
with the U.N.’s Food and Agriculture Organization has
said. Consumption is forecast to double by 2050 even as
the resources needed for beef’s production dwindle. More
immediately, U.S. beef prices are spiking—up 10% last year
and likely to keep rising this year—thanks to a drought that
shrunk the U.S. cattle herd and strong export demand.



                                                                                                            Image credit: cincomomo   23
Food marketers are working to green up their agricultural
supply chains in various ways. For example:

McDonald’s: The company established its Sustainable Land
Management Commitment in 2009. The stated goal is to ensure
that raw materials “originate from legal and sustainably managed
land resources.” In tandem with the World Wildlife Fund,
McDonald’s conducted an audit to determine where it could make
the most substantial impact. In 2011, the company focused on
its	beef,	poultry,	coffee,	palm	oil	and	wood	fiber	sourcing,	and	
committed to sustainable palm oil sourcing by 2015.

Chipotle: This fast-casual Mexican food chain, based
around the proposition “food with integrity,” touts books
like Michael Pollan’s In Defense of Food as “recommended
reading” on its website and lightheartedly warns “It’s all
fun and games until someone wrecks a planet.” Founded
in 2011, its Cultivate Foundation funds sustainable farming
initiatives,	among	other	things.	An	animated	film	outlining	
Chipotle’s mission shows a farmer’s evolution from free range
to industrial farming and then back to the older, ecologically
friendlier means of production.



                                                                    Image credit: Chipotle   24
Some restaurants are seeking to become more sustainable       • The Vancouver-based Green Table Network, which has
by revamping their practices in various ways, and ratings      certified	more	than	100	operations	since	it	was	founded	in	
systems point the way for concerned patrons.                   2007,	is	a	nonprofit	that	helps	food	industry	professionals	
                                                               “get started down a greener path.”
• Launched in 2010, the U.K.’s Sustainable Restaurant
  Association helps restaurants to be more sustainable,
  which can mean being more socially responsible
              (community engagement, etc.) or more
              green (e.g., saving water and energy),
              or improving sourcing (supporting
              “environmentally positive farming,” etc.).
              Restaurants are rated according to a three-
              star system.

• In the U.S., the Green Restaurant Association has been
  around for more than two decades. It rates restaurants
  according	to	criteria	including	water	efficiency,	energy	
  consumption, waste reduction and recycling, and use
  of sustainable food. Garden Fresh, which operates
  Souplantation and Sweet Tomatoes restaurants, became
  the	largest	chain	to	get	certified	last	September.




                                                                                                             Image credits: SRA;
                                                                                                                  Souplantation    25
In line with our trend Maximum Disclosure, the past few           • In the U.K., the Carbon Trust provides a Carbon
years have seen some efforts to tally the carbon emissions          Reduction	Label	for	certified	products—those	that	prove	
associated with food products. It’s a complex endeavor,             they are working to reduce their footprint—but will
however, and Tesco recently said it would halt an ambitious         soon have to cope with a loss of government funding.
five-year-old	drive	to	label	all	its	store-brand	products,	         Participating companies include Kingsmill breads and
partly because several months were required to determine a          Walkers potato chips.
footprint for a single product. Other labeling efforts include:
                                                                  • France’s Groupe Casino is labeling its store-brand
                        • Realizing several years ago that the      products according to a Carbon Index it developed.
                          bulk of its carbon footprint comes
                          from beef consumption, Swedish          • Some companies are making up their own label, like
                          fast food chain Max Burgers               Finland’s Fazer, which uses a “Carbon Flower.”
                          started labeling menus with               So far it’s only featured on packaging for
                          carbon footprint information (and         what Fazer describes as “one
                          concurrently pushing alternatives,        of Finland’s most popular
                          like chicken and salad options).          breads.”

• South Korea’s environment ministry is sponsoring a carbon
  labeling system that includes some food products, which
  carry a logo showing the item’s footprint. Japan has a
  similar system, and Thailand is testing one.




                                                                                                            Image credits: Max Burgers;
                                                                                                                                 Fazer    26
As much as a third of the food produced worldwide,             • U.K. retailers such as
or 1.3 billion metric tons, is lost or wasted each               Sainsbury’s and Marks &
year, according to the U.N.’s Food and Agriculture               Spencer are partnering with
Organization. Not only is this a waste of valuable land,         Love Food Hate Waste, which
water and energy resources, but most of the discarded            aims to cut waste by helping
food actually contributes to global warming because it           people	find	recipes	for	
ends	up	in	landfills,	where	it	creates	methane.	Among	the	       leftovers and providing tips
governments and others trying to change this:                    for preventing waste.

• Unilever’s Food Solutions unit recently
  launched United Against Waste, a
                                                                             We cannot limit sustainability to food
  campaign to drive waste reduction in
                                                                             production, we need to also look at
  the food-service industry.
                                                                             our food consumption. Waste less.”
• In the U.K., food packaging will no longer feature a “sell                             —JOSÉ GRAZIANO DA SILVA, director
                                                                                   general of the U.N.’s Food and Agriculture
  by” date (only “use by” or “best before”), a bid to reduce                         Organization, Bloomberg, Jan. 23, 2012
  the £12 billion worth of food thrown out each year.

• The Too Good to Waste campaign from the U.K.-based
  Sustainable Restaurant Association is encouraging more
  British restaurant diners to take home leftovers.




                                                                                                  Image credits: unileverfoodsolutions.us;
                                                                                                                  lovefoodhatewaste.com      27
• Cook a huge meal and unable to eat it all? Super Marmite
  is a French social network that enables members to sell
  portions of unused meals to the local community.

• A few restaurants are instituting penalties for those who
  don’t	finish	their	food,	such	as	Wafu	in	Sydney,	which	bars	
  offending patrons from returning, and a Saudi Arabian
  restaurant	that	fines	diners	and	donates	some	of	the	
  money to help the hungry in Somalia.

• To increase awareness, the Food Network aired a
  primetime special, The Big Waste, in January.




                                                                 Image credits: Wafu;
                                                                       Food Network     28
FIGURE 2A:                                                                  FIGURE 2B:
 Percentage of American and British adults who agree:                         Percentage of American and British adults who agree:

      Millennials (21-34)   Gen Xers (35-47)    Boomers (48-67)
                                                                                  Male             Female

   I’m concerned about                          66                                   I’m concerned about
     the environmental
                                                                                                                                65
                                                                                       the environmental
        impacts of food
                 waste
                                               61          64%                      impacts of food waste                       64
                                                64
                                                                            I would respect a grocery store                                86
                                                                                or restaurant that made an
                                                               91                 effort to curb food waste
      I would respect a                                                                                                                         91
        grocery store or
         restaurant that                                   88        89%
      made an effort to                                                       I’ve tried to cut down on the                          75
        curb food waste                                    87              amount of food waste I produce
                                                                           for the sake of the environment                                82
  I’ve tried to cut down                                  84
  on the amount of food
 waste I produce for the
sake of the environment
                                                     76             79%
                                                     76




                                                                                                              *For generational and gender breakdowns by country, see Appendix.




                                                                                                                                                                                  29
FIGURE 2C:                                                                    FIGURE 2D:
   Percentage of American and British adults who agree:                          Percentage of American and British adults who agree:

        Millennials (21-34)   Gen Xers (35-47)        Boomers (48-67)
                                                                                    Male              Female

                                                                 87                       Restaurants have a                               82
       Restaurants have a                                                               responsibility to help
     responsibility to help
          curb food waste
                                                                86        85%                curb food waste                                    88
                                                           83
                                                                                   Brands and manufacturers                                81
                                                                                      have a responsibility to
                                                                     90                 help curb food waste                                    84
Brands and manufacturers
   have a responsibility to                                81              84%
     help curb food waste                                                                Grocery stores have                               79
                                                           80                              a responsibility to
                                                                                        help curb food waste                                    83
                                                            84
      Grocery stores have                                                                The government has                           69
        a responsibility to
     help curb food waste
                                                                84        82%              a responsibility to
                                                                                        help curb food waste                           73
                                                       78


                                                                86
      The government has
        a responsibility to
     help curb food waste
                                                      74                  74%
                                                 61




                                                                                                                 *For generational and gender breakdowns by country, see Appendix.




                                                                                                                                                                                     30
“A global shift towards a vegan diet is vital to save the       Vegan Until 6: New York Times food writer Mark Bittman
world from hunger, fuel poverty and the worst impacts           has been arguing that a vegan diet is healthier for humans
of climate change,” concluded a 2010 U.N. report, as            and the planet alike for several years. His suggestion: Cut
summarized by The Guardian. Until fairly recently,              out animal-derived foods every day before 6 p.m.
vegans and vegetarians most commonly cited “animal
                                                                “Weekday Vegetarianism”: Graham Hill, founder of
rights” as their ethical motivation, but increasingly the
                                                                the environmental site TreeHugger.com, advocated this
environmental	benefits	are	sharing	equal	if	not	top	billing.	
                                                                approach in a 2010 TED talk.
And the idea of eating less, very little or no meat for
environmental reasons is gaining ground.                                 If you’re a progressive, if you’re
                                                                         driving a Prius or you’re shopping
Meatless Monday: This campaign to reduce meat
                                                                         green or you’re looking for organic,
consumption, which emphasizes both health and
                                                                you should probably be a semi-vegetarian.”
environmental	benefits,	has	steadily	gained	adherents	
                                                                                                        —MARK BITTMAN, 2007 Entertainment
over the past few years. Some school districts and                                                                   Gathering Conference
universities have instituted Meatless Mondays, and some




                                                                                                                  © The Monday Campaigns, Inc
restaurants have added vegetarian specials on Mondays,                         March to a
including the 14 owned by celebrity chef Mario Batali.                          different
                                                                                drumstick.
Paul McCartney initiated a similar idea in the U.K.,
                                                                                Go meatless
Meat Free Monday, and is promoting the new Meat Free                            Monday.
Monday Cookbook,	to	benefit	the	campaign.
                                                                                 One day a week, cut out meat.




                                                                                                                                                Image credit: meatlessmonday.com   31
Several governments and businesses are trying to push
six-legged creatures—a staple in regions around the world—
onto Western menus as a sustainable protein source.
Nutrition-rich, insects require far fewer natural resources
to raise and produce far less waste than poultry and
livestock.

The European Commission has allocated £2.65 million to
look into the idea, and the Dutch ministry of agriculture
is funding a research program to raise insects for human
consumption on food waste. In the past two years, three
Dutch animal feed companies have started raising locusts
and mealworms, which are freeze-dried, packaged and
sold in various food outlets catering to restaurants.




                                                              Image credit: theefer   32
What if meat could be created in a lab, rendering moot
the environmental toll of raising livestock? Scientists have
actually managed to grow meat in a test tube (“in vitro
meat”), and several dozen labs are said to be working on
developing the concept, using stem cells. The Netherlands
and Brazil are among the governments funding research.

Last year a study by scientists at the University of Oxford
and the University of Amsterdam found that producing
lab-grown meat vs. the same amount of conventional
meat would emit far fewer greenhouse gases, require
7% to 45% less energy, and use a tiny fraction of the
land and water that livestock need. The study’s lead
scientist predicted that if enough resources go toward
the research, a lab-grown meat akin to mincemeat
could	come	to	market	within	five	years.	(Steak-like	meat	
could take much longer.)




                                                               Image credit: Trondheim Havn   33
The production of palm oil, an ingredient in an array
of packaged foods (and frequently an alternative to
trans-fat oils), often results in deforestation and habitat
destruction. Awareness of the issue is bubbling up, with
manufacturers slowly switching over to sustainable palm
oil or pledging to do so. Watch for brands to tout their use
of	GreenPalm	certificates	(akin	to	offsets)	or	conformance	
with	various	certification	standards.	This	year,	boxes	of	Girl	
Scout cookies started bearing the GreenPalm logo.




                                                                  Image credit: rainforestheroes.com   34
The rooftop-gardening concept increasingly popular among
restaurants and hotels is evolving into large-scale farming
projects. Brooklyn Grange, for example, is a rooftop organic
farm that sells its produce in markets and businesses around
New York City; in the U.K., Food From the Sky, is a similar
initiative atop a supermarket in London that sells produce
in the market below. And BrightFarms is a New York-based
company focused on helping food merchants transform
their roofs.




                                                               Image credit: signejb   35
• The need for new, greener practices around food will become increasingly clear to brands and consumers
 as demand spikes, natural resources get squeezed and climate change wreaks havoc on the supply chain. As
 consumers better understand how their food choices impact the environment, they will slowly change their
 habits—motivated both by price spikes and conscience—and expect food brands to similarly evolve.

• Brands will need to take concrete steps to lessen the impact of their production and distribution—whether by
 reducing waste, ensuring products are sustainably sourced, supporting green farming practices or helping to drive
 smarter consumption, among other measures. Brands that help to engineer a smarter food chain can set industry
 standards as the issue grows more pressing.


                          The Barilla Center for Food & Nutrition,
                          run by the Italian food brand, developed
                          the “Double Food-Environment Pyramid”
                          to illustrate the impact of food choices.




                                                                                                         Image credit: barillacfn.com   36
FIGURE 2E:
                                                                 Consumer Awareness Around Food
• Millennials will drive this trend as they mature into more     Production and the Environment
  influential	consumers,	as	they’re	more	cognizant	than	         Percentage of American and British adults who
                                                                 agree with each of the following:
  other generations of the links between food and the
  environment and more open to adjusting their behavior.             Millennials (18-33)      Gen Xers (34-46)      Boomers (47-66)


  While Millennial respondents to a November 2011 JWT               The food I eat has
                                                                                                                                     78
  survey	were	significantly	more	likely	than	Gen	Xers	and	           an impact on the
                                                                         environment
                                                                                                                           68             71%
  Boomers to say they don’t know how to make more                                                                         66
  sustainable food choices, they’re also more interested in
                                                                        I would like to
  doing so—and more aware of the basic link between what                   make smart
                                                                                                                                     80

  they eat and the environment (see chart at right).
                                                                          food choices
                                                                      that	benefit	the	
                                                                                                                                73        74%
                                                                          environment
                                                                                                                           70


                                                                    I don’t know how                                 62
                                                                  to make smart food
                                                                  choices	that	benefit	                       48                 50%
                                                                     the environment
                                                                                                         40

                                                                   Food manufacturers
                                                                  have a responsibility
                                                                                                                                 77
                                                                        to educate the
                                                                      public about the                                               79   76%
                                                                environmental impact
                                                               of their dietary choices                                         72



                                                                              * To learn more about Food as the New Eco-Issue, see our 10 Trends for 2012.




                                                                                                                                                             37
• BYO Containers
As the eco spotlight focuses on the environmental costs of
packaging, brands will increasingly switch to bottles, boxes and   • Reusable Packaging
other solutions that reduce, reuse, recycle, remove and renew.
                                                                   • Hydration Stations
The ultimate goal is “cradle-to-cradle” packaging—sustainable
from creation to disposal.                                         • What It Means for Brands



                                                                                      Image credit: nist6ss   38
More grocery shoppers are bringing their own bags, and now     Meanwhile, more types of products are getting
the idea of bringing your own containers (“precycling” by      unpackaged. Olive oil dispensers are becoming
avoiding the need to recycle) is slowly catching on as well.   popular, and some stores are offering other liquids
                                                               in bulk, like honey or syrup. Growler stations have
• In London, Unpackaged is a boutique grocery store that       become	a	common	sight,	allowing	customers	to	refill	
  sells bulk products—grains, nuts, herbs, teas, cheeses and
                                                               the jugs with draft beer.
  so	on—as	well	as	goods	in	returnable/refillable	jars	or	
  bottles (milk, jam, etc.). Time Out lists it as one of the
  best shops in the city.

• Simply Bulk Market in Longmont, Colo., is positioned as
  both a greener and more economical way to shop: “Pay
  for the Product, Not for the Package,” says the website.
  “Buy as little as you want or as much as you need!”

• In the planning stages in Austin, Texas, is in.gredients,
  which promises to replace “that middle section of the
  usual grocery store” with local or locally sourced “real”
  food that’s packaging-free or minimally packaged with
  recyclable materials.

• In Chicago, Real Naked Food sells “mostly
  unpackaged” goods.


                                                                                                  Image credits: Simply Bulk Market;
                                                                                                     Red Rock Brewing; in.gredients    39
One	way	to	make	packaging	more	sustainable	is	to	find	
ways	for	the	consumer	to	reuse	it	or	refill	it:

•	KFC	introduced	what	it	billed	as	the	“first	reusable	
  container in fast food” in 2010 to replace the foam
  containers in which side dishes were packaged. While
  most consumers will eventually toss them, they’re
  made from a resin that KFC says is more widely recyclable
  than polystyrene and uses less energy to produce.

•	In	the	U.K.,	JUGIT	sells	a	milk	jug	that	customers	refill	
  with bags of milk from supermarkets. The company claims
  the bags use 75% less packaging than standard plastic
  milk	bottles.	Similarly,	Kenco	coffee	sells	Eco	Refills	that	
  shoppers buy after initial purchase of the jarred product;
  customers	can	then	send	in	the	refill	packs	to	TerraCycle.

• Ecovention markets a pizza box that breaks down into four
  plates and a smaller leftovers box, avoiding use of paper
  plates and foil for uneaten slices. Adoptees include Pizza
  Hut Costa Rica.




                                                                  Image credits: KFC;
                                                                               Kenco    40
No	more	awkward	tilting	to	fill	a	bottle	at	a	drinking	
fountain: As the movement to cut the use of plastic and ban
the sale of bottled water grows, we’ll see a proliferation of
hydration stations—already popping up on college campuses
and in some public spaces—designed to allow people to easily
fill	reusable	bottles.	




                                                                Image credits: Hydrate U;
                                                                britahydrationstation.com   41
FIGURE 3A:                                                                     FIGURE 3B:
Percentage of American and British adults who agree:                           Percentage of American and British adults who agree:

     Millennials (21-34)   Gen Xers (35-47)          Boomers (48-67)              Male             Female
                                                                                      Food manufacturers
                                                                                        need to cut down                                     84
   Food manufacturers                                              87                   on the amount of
     need to cut down                                                                                                                         89
     on the amount of                                          85        86%           packaging they use
    packaging they use
                                                               86                                                                       79
                                                                                         Most foods use too
                                                                                           much packaging
                                                                                                                                             86
                                                              82
    Most foods use too
      much packaging
                                                              81        82%                    I try to limit
                                                                                             the amount of
                                                                                                                                   67
                                                              82                           food packaging I
                                                                                            waste each day
                                                                                                                                        77

          I try to limit                                 74                         I’m buying less bottled
                                                                                      water because of the
                                                                                                                              57
        the amount of
      food packaging I
       waste each day
                                                    68              71%              environmental impact
                                                                                      of the plastic bottles
                                                                                                                                   66
                                                     72
                                                                                           I make my food
                                                                                      purchasing decisions
                                                                                                                      39
                                                    70                                 based on how much
I’m buying less bottled                                                                  packaging is used
                                                                                                                    35
  water because of the
 environmental impact                          61              63%
  of the plastic bottles
                                              57


       I make my food                   48
  purchasing decisions
   based on how much               42              40%
     packaging is used
                              30


                                                                                                                *For generational and gender breakdowns by country, see Appendix.




                                                                                                                                                                                    42
• With green initiatives now a necessity rather than a competitive advantage, it’s becoming imperative for
  brands to retool their packaging, and to do so according to an expanding range of criteria (packaging should be
  manufactured using clean technologies, designed to optimize materials and energy, use as much renewable or
  recyclable material as possible, and so on). Simply swaddling goods in fewer layers or reducing the weight of
  bottles and calling it a day won’t be enough.

• We’ll see more tech innovations that help companies meet these criteria (e.g., using bio-based materials for
  packaging),	as	well	as	simple	solutions	that	rethink	the	status	quo,	such	as	refillables.	Consumers—many	of	whom	
  now bring their own bags on shopping trips—will increasingly notice, and appreciate, these changes.

•	Pressures	to	improve	packaging	are	coming	not	only	from	consumers	but	from	the	CFO’s	office:	Greener	packaging	
  frequently reduces costs, in line with today’s growing interest in Shared Value (one of our 10 Trends for 2012).




                                                                              *To learn more about The Devil Wears Packaging, see our 10 Trends for 2010.




                                                                                                                                                            43
• Fooducate           • Inhaling
Awareness of good nutritional habits has been steadily rising,    • Nutrition Scores    • Smart Lunchrooms
even as obesity becomes a more pressing issue—in turn driving     • Fat Taxes           • Organic Fast Food
governments and health advocates to further push both consumers   • Healthy and Fresh   • What’s New in
and brands to adopt healthier ways.                                 Vending Machines     Functional Foods
                                                                  • Gluten-Free         • What It Means
                                                                                         for Brands
                                                                  • Hold the Salt


                                                                                         Image credit: epSos.de   44
One consequence of more consumers Reading the Fine
Print (one of our 10 Trends for 2010) is that they’re
seeking out tools that save them time and brainpower
by simplifying and summarizing the information they’re
interested	in.	Apps	fit	the	bill	perfectly.	For	those	focused	
on nutritional information, Fooducate allows users to scan
the barcode of a supermarket item to quickly see product
highlights, negative and positive, as determined by the
company’s team of dietitians and “concerned parents.”

What’s revealed is “stuff manufacturers don’t want you to
notice,” says Fooducate, like excessive sugar or confusing
serving sizes. Shoppers can also compare products, select
alternatives and learn about food and nutrition generally.
The app, which launched in January 2011 for the iPhone
(and in June for Android), passed 10 million product
scans by November. The most scanned categories: yogurt,
cereal and snack bars.




                                                                 Image credit: Fooducate   45
Since more consumers are interested in Reading the Fine     • Whole Foods developed
Print, some U.S. supermarkets are giving them a shortcut,    what it calls ANDI (aggregate
adopting nutrition-scoring systems: Ratings are displayed    nutrient density index), which
on shelves, helping shoppers make healthier choices at a     rates unprocessed foods on
glance.                                                      a scale up to 1,000 (a score
                                                             achieved by kale). The intent
• NuVal rates products from 1 to 100, with a higher
                                                             is to help shoppers compare options within categories,
  score indicating a healthier item. A range of regional
                                                             e.g., choosing which variety of bean to buy.
  supermarkets have adopted the system.

• Guiding Stars is less nuanced,                            • Safeway’s SimpleNutrition program evaluates products
                                                             and	allots	up	to	two	“benefit	messages”	per	tag,	such	as	
  granting from zero to three stars
                                                             “Good Source of Fiber,” “Sodium Smart,” “Lean Protein”
  based on a food’s nutrient density
                                                             and “Low Cholesterol.”
  per 100 calories. It’s used by a few
  supermarket chains, as well as
  school and hospital cafeterias.




                                                                                                    Image credits: Guiding Stars;
                                                                                                                    Whole Foods     46
The fat tax is the new sin tax: In a bid to put the brakes on
obesity, governments will try to push consumers away from
unhealthy foods with cost disincentives. In 2011, Hungary
introduced an added tax for foods with high fat, salt and
sugar content, along with a higher tariff on soda (and
alcohol), while Denmark added a tax for high-saturated-
fat foods. Similar legislation was proposed in Australia and
Britain. And at year-end, France approved a tax on sugary
soft drinks. Look for more national and local governments
to follow.




                                                                Image credit: pointnshoot   47
In recent years vending machines have been moving beyond           In France, one baker is touting his automated baguette
food into new categories, dispensing everything from gold bars     dispenser—which is loaded with partially precooked loaves
to prescription drugs. But we’re also seeing new thinking within   that get fully baked when the machine is activated—as a
food itself as machines get refocused for health-conscious         way to get fresh bread when bakeries are closed. And the
consumers and retooled as devices for selling fresh rather than    Smart Butcher, out of Alabama, vends fresh cuts of meat
packaged	foods—everything	from	milk	to	fish	and	meat.              and sausages.

Machines that sell snacks like carrots and apples, hummus,
meal replacement bars and yogurt are popping up in response
to consumer interest in nutritious eating, employer interest
in healthier workers and legislation aimed at limiting junk
food in schools. Ecowell’s kiosks address both health and
environmental concerns: Using their own reusable containers,
customers order up personalized beverages that combine
fruit	juice	flavors,	sweeteners	and	vitamin	supplements	with	
carbonated	or	flat	water.		

Fresh-milk	machines	that	allow	users	to	refill	their	own	
bottles can be found in several Spanish cities. Also in
Spain:	a	machine	filled	with	portions	of	fresh	fish	and	one	
that vends loaves of bread, restocked daily by a baker.




                                                                                                         Image credit: drinkecowell.com   48
One of our Things to Watch in 2009,                              The phenomenon is widespread: Gluten-free offerings can
gluten-free foods have mushroomed                                be found in restaurants, supermarkets and bakeries from
from a specialized segment of the                                Argentina and Australia to Germany and Italy (where the
food industry into the mainstream—                               government subsidizes celiacs’ gluten-free purchases). Even
to the tune of $2.7 billion in global                            McDonald’s has hopped on the bandwagon, offering gluten-
sales in 2011, according to a                                    free buns in several European
Euromonitor International estimate,                              countries, and Subway is testing a
with the market set to reach $3.4 billion by 2015 (some          gluten-free roll and brownie.
other estimates put the total much higher).

While celiac disease, the autoimmune disorder triggered
by gluten, affects only about 1% of the population, a range
of consumers are embracing these foods: Proponents say
a gluten-free diet can stimulate weight loss and help with
chronic intestinal issues as well as diseases including autism
and	schizophrenia.	And	while	these	benefits	are	unproven,	
new gluten-free products continue to land on shelves, from
baking mixes by Betty Crocker and Rice Krispies by Kellogg’s
to	gluten-free	flour	developed	by	chefs	Lena	Kwak	and	
Thomas Keller of the restaurant The French Laundry.




                                                                                                  Image credits: asgw; simply...gluten-free;
                                                                                                                           Bouchon Bakery      49
Governments around the globe are passing on salt in             The challenge remains to sell consumers what’s best for
a bid to reduce hypertension, stroke and other health           them but perhaps not what’s tastiest. Last year Campbell’s
problems. National and regional authorities are pushing         decided to add salt to more than two dozen soups,
sodium-reduction initiatives, including Canada, Australia,      following poor sales of its low-sodium offerings.
Ireland, France, Finland and Japan. Among the measures
being taken:

• Restaurant tables in Argentina’s Buenos Aires province no
  longer feature salt shakers, thanks to a 2011 agreement
  with the health department, which also persuaded the
  breadmaker federation to cut salt by 40%.

• New York City’s health department is coordinating the
  National Salt Reduction Initiative, a coalition of regional
  health authorities and organizations that’s working to
  push food manufacturers and restaurants to cut salt.
  Modeled on a successful U.K. program, its goal is to lower
  Americans’	salt	intake	by	20%	over	five	years.

In response to various campaigns, industry-leading
companies including Heinz, McCain Foods, Unilever, Kraft
and Mars have made voluntary commitments to cut salt.




                                                                                                            Image credit: L. Marie   50
From a Harvard professor of biomedical engineering comes
Breathable Foods, a company that’s rolling out inhalable
caffeine, vitamins and chocolate. AeroShot Pure Energy is an
inhaler containing a hit of caffeine mixed with B vitamins;
Le Whif provides a chocolate experience sans calories. The
company	is	working	on	more	products	that	provide	flavorful	or	
nutritional	benefits	without	calories	or	the	need	for	pills.




                                                                 Image credit: labstoreparis.com   51
As obesity rates continue to climb worldwide, we’ll see
experimentation in school and workplace cafeterias, with
offerings rearranged to encourage smarter choices—e.g.,
more nutritious selections at the front of the line, and fruit in
attractive bowls. Red tongs for higher-calorie selections and
other sly cues will prompt people to reconsider their choices.




                                                                    Image credits: Dr Stephen Dan;
                                                                                     Javi Vte Rejas   52
Organic (or close to it) is an increasingly popular hook in
quick-service restaurants. Chipotle has staked its claim on
“Food With Integrity” and uses “organic and local produce
when practical,” as well as meat free from antibiotics
or added hormones. Smaller chains such as Naked Pizza
(which claims “no freaky chemicals”), Pizza Fusion,
Elevation Burger and EVOS are popping up around the U.S.

Watch for more mainstream QSRs to adopt some of their
practices. Moe’s Southwest Grill, for instance, which
operates 400-plus outlets, started using more “natural”
meats about a year ago, such as grain-fed pork that’s
hormone- and steroid-free.




                                                              Image credit: Moe’s   53
For the past decade or so, the idea that food can offer         Artery-Cleaning Foods: The next hot
specific	benefits—beyond	simply	providing	good	nutrition—       functional foods may be those that claim
has permeated mainstream thinking. We’ve seen all               to clean out arteries, or more technically,
manner of foods carrying health claims, and the rise            reduce oxidized LDL cholesterol. Stratum
(and sometimes fall) of super-foods, from acai berries          Nutrition	is	marketing	a	powdered	fiber	
to pomegranate. These are a few of the things today’s           product to food and beverage brands that
consumers	are	or	will	be	looking	to	for	functional	benefits.    it claims can promote healthy arteries. Approved by the EU
                                                                Commission and some other administrations as safe, the
Food, Ph.D.: We’ll see many more science-inspired
                                                                product is making its way across the globe.
food products engineered to target conditions and
beauty needs. Nestlé is investing more than $500                Mushrooms: What’s new about edible fungi? With more
million to develop health and wellness products,                varieties now populating supermarket shelves in the West,
and created the Nestlé Institute of Health Sciences in 2011     we’ll see a growing awareness that this low-calorie but highly
“to pioneer a new industry between food and pharma.”            flavorful	food	packs	a	nutritional	punch.	Euromonitor	notes	
Unilever is researching technology that can imbue ingestibles   that	the	benefits	of	mushrooms—which	can	lower	cholesterol,	
with	anti-aging	and	other	beauty	benefits.	In	2011	its	Dove	                        boost the immune system and (some say)
brand started marketing Strength Within, an anti-wrinkle                            even	fight	cancer—“remain	woefully	
supplement, in the U.K. and Ireland.                                                underappreciated”; with consumers
                                                                                    looking to add more functional foods to
                                                                                    their diet, they won’t remain overlooked
                                                                                    for long.



                                                                                                   Image credits: Dovespa.co.uk; wwarby;
                                                                                                                              trekkyandy   54
Matcha: The powdered green tea—which originated in
Japan and is a centerpiece of the Japanese tea ceremony—
is	becoming	a	hot	flavor	internationally,	with	an	artisanal	
quality	reflected	in	its	price	tag.	It’s	a	functional	ingredient,	
high in both antioxidants and caffeine, that’s increasingly
popping up in beverages (from lattes to cocktails) and
desserts (ice cream, pastries and more).

Slow Beverages: Slow-down beverages are being marketed
as anti-energy drinks: Brands including Slow Cow, Drank,
Bula	and	Koma	Unwind	are	fortified	with	ingredients	such	
as chamomile, melatonin and valerian root that purportedly
promote calming and relaxation. Some brands take on the
energy-drink category directly by claiming to also boost mental
focus and concentration. The beverage research group Zenith
International forecasts that U.S. volume sales will top 300
million liters by 2014.




                                                                                 Image credits: Teavana;
                                                                     bulabeverage.com; komaunwind.com      55
Greek Yogurt: This richer, more dense style of yogurt has
caught	fire	in	the	U.S.,	thanks	in	part	to	“a	perception	that	
the food is healthier than regular yogurt and other snacks,”
The New York Times reports. National retail sales more than
doubled for the year ending October 2011, and last March
UBS noted that “Greek yogurt brands such as Chobani and
Fage have captured market share more quickly than almost
any segment in a major food category ever.” This April,
the TCBY frozen yogurt chain will introduce Greek Fro-Yo,
extending the concept into a new category.

Spices: Interest in the functional qualities of foods is
expanding	to	include	a	greater	focus	on	the	benefits	
of spices and seasonings. For instance, ground cloves,
cinnamon and oregano are notably rich in antioxidants.
McCormick	&	Co.	is	spotlighting	the	health	benefits	of	
selected herbs and spices, with commercials that drive
viewers to a “Spices for Health” section on the brand’s
website,	where	they	can	find	recipes	and	suggestions	for	
how to add “super spices” to their diet (e.g., “Perk up
your morning coffee with Ground Cinnamon”).



                                                                 Image credits: TCBY;
                                                                    McCormick & Co.     56
Juicing Up Coconut: Coconut water, one of our Things
to Watch in 2010, has been steadily gaining in popularity.
Leading brand Vita Coco, for example, has zoomed from
reported sales of $20 million in 2009 to $40 million in 2010
to a forecast of $100 million in 2011. The recent spike is
partly due to coconut water getting adopted as a sports
drink because of its electrolyte content.

Beverage brands are continuing to introduce coconut
juice products. PepsiCo’s SoBe, for example, said it was
putting a “new twist on a hot trend” when it announced
a	Lifewater	with	Coconut	Water	line	of	three	flavors	in	
January.

Coconut foods are also seeing a boom, thanks in part to
the Paleo diet, which promotes cooking with coconut oil
and eating other coconut products. Coconut is also being
used as a dairy alternative in ice cream.




                                                               Image credits: akeg;
                                                                               SoBe   57
Nutricosmetics: A burgeoning class of foods seeks to           • BORBA Skin Balance Water, billed as “drinkable
improve external appearances rather than internal               skin care,” offers four varieties that address
functioning. Medical experts are somewhat skeptical             different issues—Age Defying, Firming, Clarifying
about the functionality claims, but the proof will be in the    and Replenishing—and include ingredients
pudding—or Balance Bar, as the case may be.                     like pomegranate, acai berry and lychee.
                                                                They’re available at some drugstores, high-end
• Balance Bar recently introduced the
                                                                department stores and gyms. BORBA sells Gummi
  Nimble	bar,	touting	it	as	“the	first	
                                                                Bears with similar beauty claims.
  bar for women that conveniently
  combines beauty and nutrition.”                              • Deo perfume candy, from Beneo, is said to work much
  The front of the package lists                                like garlic but with rose oil instead: Compounds that are
  ingredients including lutein and                              not digested are emitted through skin pores. It’s sold in
  beta-carotene as “for your skin.”                             several Eastern European markets.

• Frutels markets foil-wrapped chocolates billed as “acne
  care in a candy” that help purchasers achieve “clear skin
  from the inside out.” Sold in drugstores and food shops,
  the sweets contain vitamins and minerals that strengthen
  the body against the stress and hormonal changes that
  can cause acne, or so the claim goes.

• Beauty Booster from IO Beauty is a thick liquid, a few
  drops of which purportedly produce more luminous skin.


                                                                                                        Image credits: Balance Bar;
                                                                                                                             BORBA    58
• Consumers will continue to tailor their diets to add foods that naturally provide internal and even external
  benefits	and	to	remove	anything	perceived	as	problematic,	from	gluten	and	various	allergens	to	salt	and	
  processed foods (a recent Nielsen Global Survey found that 35% of respondents who were changing their diet to
  lose weight said they are eating fewer processed foods, up from 29% in 2008).

• This is true for most of the developed world, but many emerging markets are on a different curve, with health
  and wellness ideas yet to hit consumers who have more money and more available global goods to spend it on.
  (Fast-growing Mexico, for instance, is now second worldwide in obesity.) Conversely, developed-world consumers
  hit by the downturn are struggling to balance their wellness and budget concerns.

• The downturn may also be helping to spur Live a Little, a countertrend to health and wellness that’s detailed
  in this report: Faced with constant reminders about what to do and what not to do, and fatigued from austerity
  measures, consumers will look for ways to let loose once in a while: indulging in sinful things, splurging on treats
  and so on. As governments push better eating through fat taxes, labeling regulations and other initiatives, and as
  social norms evolve toward “better for you” behaviors, we’ll see more self-control/guilt fatigue and a heightened
  rebellious appeal to “bad” eating.




                                                                                                                         59
• Labeling Legalities
Competitive pressures and legal requirements are forcing
                                                                       • Tell-All Vending Machines
manufacturers and retailers to take transparency to the max,
disclosing more about nutritional data, green credentials, sourcing,   • Going Behind the Scenes
social responsibility issues (Fair Trade, etc.) and the people and
                                                                       • Visual Fluency
processes behind the brand.
                                                                       • What It Means for Brands


                                                                                       Image credit: Family O’Abé   60
Government pressure on brands to disclose more                  • Watch for more heated efforts to push labeling of genetically
information—and consumer pressure on governments to               modified	foods	in	the	U.S.,	a	cause	with	high-profile	
mandate more disclosure—is building. For instance:                advocates	including	ex-Stonyfield	CEO	Gary	Hirshberg	
                                                                  and Food, Inc. director Robert Kenner. (The EU mandates
• The European Union established new food labeling
                                                                  labeling, as do Japan, Australia and Brazil, among others.)
  requirements last year that will become mandatory in
                                                                  Some states are considering their own legislation.
  2016. Packaging will need to use a minimum font size to
  show nutritional data (energy, sugar, salt, carbohydrate,
  fat and saturated fat content), allergens must be
  highlighted on ingredients lists and type of vegetable
  oil	must	be	specified.	Highly	caffeinated	drinks	must	
  state the actual caffeine content.

• As part of President Obama’s health care reform law in
  2010, U.S. restaurant chains will need to clearly disclose
  calorie counts (and make additional nutritional data
  available upon request), while vending machine operators
  will need to display calorie information for certain items,
  with the new rules going into effect this year. The U.K.’s
  Department of Health is pushing restaurants to reveal
  calorie counts, and several chains started doing so last
  year, including KFC, McDonald’s and Pret a Manger.



                                                                                                             Image credit: CSPinet.org   61
Touch screens that link with vending machines display
nutritional data so that customers can make more
informed decisions. They also allow operators to meet an
upcoming U.S. Food and Drug Administration requirement
(covering most vending machines) to show calorie counts
for the products within.

VendScreen, a startup, is one of the companies marketing
these screens. Its Android-powered device features an
avatar (“Jen”) who can sort through products based on the
customer’s dietary needs or simply provide nutrition info.
The device enables a machine to accept “mobile wallet” as
well as credit card payments. The company reports strong
demand, though the screens haven’t been rolled out yet.

The touch screens can also offer promotions or accept
coupons, opening the door to new opportunities for brands
to connect with customers at point of purchase.




                                                             Image credit: VendScreen   62
There’s a new, expanded answer to the question, Where does
my food come from? The rising preference for local foods and
supporting small farmers and for more natural foods, as well
as concerns about food safety, has driven a surge in disclosure
about the farm-to-fork journey, the people behind that
journey and how the process works. Among big brands, the
aim is to showcase human stories and simple processes (read:
not overly industrialized) behind the mass production.

•	A	new	McDonald’s	campaign	profiles	three	of	its	smaller	
  suppliers—potato and lettuce farmers and a cattle
  rancher—with videos about the men and their work at
  mcdonalds.com/suppliers.

• Domino’s “Behind the Pizza” campaign includes a
  commercial in which a focus group is surprised with a
  visit to the farm where the chain sources its tomatoes.
  Behindthepizza.com features mini games where players
  can “learn about Domino’s farm-grown ingredients.”




                                                                  Image credits: McDonald’s;
                                                                                   Domino’s    63
• To show that its chickens are truly free-range, the
  website for Australia’s ecoeggs features a “ChookCam,”
  a live remote camera that viewers can control to see the
  animals in real time (the camera is off at night).

• Lay’s rolled out a kiosk in Buenos Aires supermarkets
  that displays a “hyper-realistic” video of the chip-making
  process to show that the chips are made from real
  potatoes, vegetable oil and salt—assuring customers
  that the “natural” claim is authentic.




                                                               Image credits: ecoeggs.com.au;
                                                                                        Lay’s   64
FIGURE 5A:                                                             FIGURE 5B:
  Percentage of American and British adults who agree:                   Percentage of American and British adults who agree:

      Millennials (21-34)    Gen Xers (35-47)         Boomers (48-67)
                                                                              Male             Female
              I like when                                   81                I like when commercials
       commercials show                                                      show me the “behind the                     69
     me the “behind the
     scenes” story about
                                                       73        73%           scenes” story about the
                                                                                       food I consume                         74
      the food I consume
                                                 65
                                                                             I wish I knew more about
                                                                                  how the food I eat is                 68
                                                                            produced (how it is grown
      I wish I knew more                                    80                    or who is growing it)                   71
   about how the food I
   eat is produced (how                               71         71%             Brands do not disclose
    it is grown or who is                                                    enough information about                   68
               growing it)                      63                        the environmental impact of
                                                                        their food products, how their                    71
   Brands do not disclose                                                   food is made or where the
      enough information                                    81                  ingredients come from
about the environmental
     impact of their food                        66              70%
products, how their food
    is made or where the                         64
  ingredients come from




                                                                                                          * For generational and gender breakdowns by country, see Appendix.




                                                                                                                                                                               65
As the ongoing shift from words to images accelerates,        In the U.K., Waitrose’s line of LOVE life “you count”
we’re seeing increasingly innovative ways to spotlight and    products, designed for calorie counters, features packaging
illuminate complex topics (one of our 10 Trends for 2010).    that boldly states how many calories the item contains.
Visual Fluency can help brands make the information           Shoppers can see immediately what will work best for
they’re disclosing easier to grasp at a glance. It’s sorely   them as they plan out meals.
needed: Lack of Visual Fluency is
one reason nutritional labels are
understood only “in part” by a
majority of consumers (52% vs. 41%
who understand them “mostly”),
according to a recent Nielsen
global survey.




                                                                                                          Image credit: Waitrose   66
• This trend represents a coming together of the green movement, the health and wellness movement, government anti-
  obesity efforts, the local movement, fears about food safety and, of course, the transparency trend.

• While pressure to disclose is coming in part from consumers, many may not actually want all that much information or
  alter their behavior once exposed to it. When it comes to calorie data, for example, half of respondents to a recent
  global Nielsen survey felt that fast food menus should always include calories, and some studies have shown that diners
  don’t order much differently when menus are labeled. But since calorie labeling frequently reveals a dearth of smart
  options, restaurants are nonetheless being embarrassed into reducing serving sizes, adding lighter fare, making simple
  substitutions that cut calories and so on.

• As more data is disclosed, however, people who once thought little about these details are starting to take note;
  the ranks of the conscious consumer are growing. The challenge is for brands to make this information clearly
  understandable,	both	in	terms	of	visual	fluency	and	basic	consumer	education.

•	In	some	cases,	it’s	likely	that	the	simple	fact	of	disclosure	will	matter	more	to	consumers	than	the	specific	information	
  revealed. But ultimately, brands that don’t become healthier and more sustainable will lose ground, especially if
  they’re not competitive on price.




                                                                                  *To learn more about Maximum Disclosure, see our 10 Trends for 2010.




                                                                                                                                                         67
Faced with constant reminders about what to do (exercise more,
eat better) and what not to do (overspend, overeat), and fatigued       • The Lipstick Index Effect
from several years of austerity, consumers will look for ways to live
                                                                        • A Little Serving of Sin
a little without giving up a lot. People have been exercising more
self-control, and increasingly they’re looking to let loose once in     • What It Means for Brands
a while: indulging in sinful things, splurging on treats and at least
momentarily escaping from today’s many worries.


                                                                                       Image credit: J. Paxon Reyes   68
Estée Lauder chairman emeritus Leonard Lauder coined
the term “Lipstick Index” after observing that lipstick
sales rose during the 2001 downturn as women treated
themselves in affordable ways. While lipstick sales didn’t
see an uptick this past recession, by and large the effect
applies to arguably indulgent edibles like premium beer or
high-end chocolate.

After all, “living a little” is still cheaper than living large.
As the FT put it, “For more everyday items, people are
compensating for bigger treats foregone.” For example,
some consumers are dining out less frequently but buying
premium ingredients to cook at home.




                                                                   Image credit: Duvel   69
More people will decide there is a time for everything—
both restraint and rewards—and that they’d rather have
a bit of something good than a lot of mediocrity. For
instance, a Mintel report on ice cream sales in the U.S.
finds	that	“full-fat,	indulgent	brands	have	performed	well	
in the last year.” Consumers don’t want to feel life is
passing them by as they behave more responsibly.

Spanish deli brand Campofrío tapped into this idea with
a commercial showing an old toad explaining that he was
a human in his past life. But he was not gung ho on being
one: “You need to learn English… control your calories,
triglycerides…” But his younger friend breaks into song,
imagining what he’d do “If I were a human”—“buy a
Chihuahua, a waterbed and a mega ham platter.” The
youngster is promptly hit by a truck and reincarnated as a
handsome guy eating some ham. The voiceover: “You never
know what you’ll become in the next life. So take good
advantage of this one.”




                                                              Image credit: Campofrío   70
What's Cooking? Trends in Food (February 2012)
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What's Cooking? Trends in Food (February 2012)

  • 2. • Introduction • Methodology • Trends in Food • Appendix – Influencer/Expert Q&As – Additional Charts A note to readers: To make the report easy to navigate, we’ve added hyperlinks to this page and the Trends in Food pages, so you can jump immediately to the items that most interest you (or, alternatively, you can read the material straight through). 2
  • 3. What and how we eat today might look quite baffling to anyone who’s missed the past decade: Gluten-free treats from a food truck? “Foodspotting” an order of locally sourced, heirloom vegetables? Yet at the same time we’re reconnecting with our past, looking to eat more communally and celebrating regional food traditions, even digging up antique recipes. This report surveys what’s changing when it comes to how we find, cook and eat food, how we think about what we eat and how brands are marketing food. It doesn’t, however, attempt to round up everything of note in the wide world of food and beverage. Rather, it focuses on eight of the relevant macro trends we’ve highlighted in the past few years, plus three overarching trends affecting the food category: the influence of technology, health and wellness, and foodie culture. Within these trends, we spotlight some of the things to watch we’ve been tracking. 3
  • 4. JWT’s “What’s Cooking? Trends in Food” is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. Specifically for this report, we conducted quantitative surveys in the U.S. and the U.K. using SONAR™, JWT’s proprietary online tool. We surveyed 1,270 adults aged 21-plus (768 Americans and 502 Britons) from Jan. 19-24; data are weighted by age, gender and income. We also received input from JWT planners across several markets—including the U.K., Spain, Venezuela, Argentina, Poland, South Africa and Thailand—and interviewed experts and influencers in food and beverage.* SUDHIR KANDULA, ELISE KORNACK, MICHAEL LEE, STEPHANIE STIAVETTI, America’s Next co-founder, Take Root; founder, Studiofeast food blogger Great Restaurant Chopped contestant (TheCulinaryLife.com) contestant and writer *To read our Q&As with these influencers/experts, see Appendix. 4
  • 5. 1. FOODIE CULTURE 2. FOOD AS THE 3. THE DEVIL WEARS 4. HEALTH AND 5. MAXIMUM 6. LIVE A LITTLE • Food as Theater NEW ECO-ISSUE PACKAGING WELLNESS DISCLOSURE • The Lipstick Index • Food Fairs • Spiking Food • BYO Containers • Fooducate • Labeling Effect Prices • Reusable • Nutrition Scores Legalities • A Little Serving • Food by Subscription • From Staples to Packaging • Fat Taxes • Tell-All Vending of Sin Luxuries • Hydration Stations Machines • Fearless Eating • Healthy and Fresh • Greener Supply Vending Machines • Going Behind • Kitchen- Chains the Scenes Restaurants • Gluten-Free • Greening • Visual Fluency • Roots Revival Restaurants • Hold the Salt • Antique Eats • Carbon Footprint • Inhaling • Moonshine Labeling • Smart Lunchrooms • Heirloom • Curbing Food • Organic Fast Food Everything Waste • What’s New in • New Nordic • Veering Vegan/ Functional Foods Cuisine Vegetarian - Food, Ph.D. • Beer Sommeliers • Insects as Protein - Artery-Cleaning • Beer Cocktails • Artificial Meat Foods • High-End • Sustainable - Mushrooms Techniques Palm Oil - Matcha for Amateurs • Rooftop Farming - Slow Beverages - Greek Yogurt - Spices - Juicing Up Coconut - Nutricosmetics 5
  • 6. 7. NAVIGATING THE 8. GETTING 9. ALL THE WORLD’S 10. SCREENED 11. RETAIL AS THE NEW NORMAL “SMARTER” A GAME INTERACTIONS THIRD SPACE • Smaller SKUs • Smarter • Apps That Gamify • Screened Dining • Food Halls Cookbooks Eating • Kiosks/Vending • Communal Eating • Smarter Recipes • Gamifying the Machines • Shops That • Smarter Kitchens Business Model • Interactive Out- Do More • Smarter Ordering of-Home Ads • Smarter Shopping • Smarter Packaging 6
  • 7. • Food as Theater • Moonshine Yesterday’s gourmand has multiplied into factions of foodies all with • Food Fairs • Heirloom Everything various passions centered around cooking, dining out and eating, • Food by Subscription • New Nordic Cuisine eating, eating. A foodie backlash may be under way, but food remains • Fearless Eating • Beer Sommeliers more photographed, analyzed, critiqued and generally obsessed over • Kitchen- • Beer Cocktails than it’s ever been. Restaurants • High-end Techniques • Roots Revival for Amateurs • Antique Eats • What It Means for Brands Image credit: gwen 7
  • 8. Foodies take their dining seriously, but that doesn’t mean • Le Fooding, a French gastronomic group, puts on it can’t be fun: We’ve seen the rise of theatrical events conceptual events like last year’s “Exquisite Corpse”: that turn eating into a high-concept production filled with Borrowing from the surrealist idea, the 48-hour New York surprise and whimsy. event involved 12 successive dinners in which each high- profile chef was required to use some ingredients from • Last year several New York dining clubs banded together to the previous chef’s meal. serve an upscale six-course lunch aboard the L subway train as it traveled from Manhattan through Brooklyn. Invitees • The group Chicago Foodies has started a “Unique Dinner didn’t know what they were in for—they met at a given Series” to challenge chefs’ creativity. The inaugural intersection and then were guided underground. The event event, in January, was titled “16 Courses of Black.” wasn’t officially sanctioned, only adding to its allure. • At Dans le Noir, a restaurant with branches in several • “Dîner en Blanc,” an idea that began in Paris, is akin to European cities and New York, diners eat in the dark, only a “refined flash-mob feast,” as The New York Times put finding out what they ate after the meal. it: Several hundred to a few thousand people, all wearing white, dine in a public spot, bringing their own food and tables. The location is secret until the day it takes place. More than a thousand attendees participated in the first New York Dîner en Blanc last year. Image credit: Dîner en Blanc 8
  • 9. Along with foodie-ism, a couple of trends—green markets, mobile vendors (food trucks), affinity for local purveyors and the DIY movement—are helping to propel local food fairs: markets comprising vendors that each focus on a few specialty dishes or goods. For instance, New York foodies flock to Smorgasburg, on the waterfront in Williamsburg, Brooklyn, which hosts about 75 vendors once a week during non-winter months. “Food raves,” markets that don’t require vendors to have permits and insurance, are also popping up. In San Francisco, bands play at the periodic SF Underground Market, which runs from late morning till the wee hours and requires “membership” for entry. Similar markets big and small operate in other cities, from The Secret Fork in L.A. to the DC Grey Market in Washington. Image credits: Smorgasburg; DC Grey Market 9
  • 10. Old-fashioned monthly subscription services are on the • Craft Coffee sends three varieties of coffee per month, upswing, but rather than the typical wine or fruit of the all from small roasters around America. month, they offer curated selections for foodies who like the idea of receiving surprise packages and staying attuned • Love With Food uses the “buy one, donate one” model, to what’s new and notable. donating a meal to a food bank for every box of “curated gourmet bites” purchased. • Gilt Taste’s selections—ranging from whimsical whoopie pies to game meats—are curated by former Gourmet editor and author Ruth Reichl. • Foodzie calls itself a “Tasting Club” and selects foods from various sources, many of them small-batch producers. Subscribers choose among three boxes each month. • Blissmobox, which offers several monthly options of organic and eco-friendly products, recently added BREAKbox, an assortment of healthy, high-quality snacks designed to stock the office kitchenette. Image credits: Craft Coffee; Gilt Taste; Love With Food 10
  • 11. Unconventional ingredients, meats and dishes are While such items have been filtering onto restaurant plates popping up on menus of the more trendy variety, often for some time, today’s foodies are ordering them with an in conjunction with the nose-to-tail trend. In the U.S., eagerness that rivals Andrew Zimmern’s (the intrepid host foods not typically found in the American diet—such as of TV’s Bizarre Foods). These forays outside established cockscombs, alligator and lamb’s brain—are finding favor. comfort zones help people stand out in the social media The hot L.A. restaurant Animal is filled with options mom stream and earn some cred among fellow foodies. And likely never cooked, including pig ears and sweetbreads. after years of broadening their palates, foodies have In the U.K., where such foods have also been shied away nowhere to go but the bizarre. from, Londoners are abuzz about Brawn, which serves pigs’ trotters and head of veal. Insects are another “fear factor” ingredient gaining traction: A Mexican food cart in San Francisco, Don Bugito, focuses on exotic dishes like ice cream topped with caramelized mealworms. Last year for Cinco de Mayo, Dos Equis’ “Feast of the Brave” promotion in New York involved a food truck giving away free cricket, ostrich or veal brain tacos. Image credit: brianplattcreative.com 11
  • 12. The wall between the kitchen and the restaurant dining room has been disappearing—allowing curious customers to watch the cooks in action—and now some restaurants are conflating the two altogether. For example, The Kitchen Restaurant in Sacramento, Calif., offers a six-course meal, with diners encouraged to make themselves at home. Chef’s Table at Brooklyn Fare, in Brooklyn, lets 18 guests watch the chef cook 20 or so small plate courses. The concept lets curious foodies feel like true insiders and “unwraps the process” for patrons, providing the behind-the- scenes view that consumers are increasingly interested in. Image credit: The Kitchen Restaurant 12
  • 13. As various international foods infiltrate markets worldwide—sushi is going mass market in Venezuela; Mexican and Argentinean restaurants are finding favor in Australia—there’s concurrently a new appreciation for national and regional foods, and cooking techniques unique to one’s heritage. In Greece, for instance, local brands are prospering and touting their Greekness, while major foreign brands are playing up Greek ingredients or “Made in Greece.” Last year, in an “Open Letter to the Chefs of Tomorrow,” members of the International Advisory Board of the Basque Culinary Center reminded peers that “Through our cooking, our ethics, and our aesthetics, we can contribute to the culture and identity of a people, a region, a country. We can also serve as an important bridge with other cultures.” With foodies seeking out more “authentic” and homemade- style foods, there’s a robust market for distinctive foods beyond the geography in question. Image credits: Amazon [1], [2], [3] 13
  • 14. The heritage trend is making its way to food, with chefs digging up recipes and adding ingredients from yesteryear. The hot restaurant Dinner by Heston Blumenthal in London serves bygone British dishes. In Charleston, S.C., Sean Brock relies on traditionally Southern heirloom produce and heritage meats at his restaurant Husk, earning “best new restaurant in America” honors from Bon Appétit in 2011. Some of this is for the more adventurous (e.g., Grant Achatz’s duck with blood sauce in Chicago), but in the U.K., at least, everyday consumers are preparing meats that hearken back to older eras, like pheasant, venison and wood pigeon. Image credit: dinnerbyheston.com 14
  • 15. White lightnin’: This all-American corn whiskey—commonly called moonshine—is going legit as legal distilleries across the U.S. churn out batches of the outlaw spirit. A Prohibition favorite, the unregulated throat-scalding liquor remained a tradition in its ancestral home, the Southeastern U.S. Now, legal moonshine is charming upscale city slickers with the authentic look of its packaging (it’s sold in glass bottles and mason jars, which highlight moonshine’s signature clear cast) and its high alcohol content (frequently up to 120 proof). The new Discovery Channel series Moonshiners, which turns the camera on Appalachian bootleggers, may give a leg up to legit cousins like Original Moonshine, Shine On Georgia Moon and Ole Smoky Tennessee Moonshine. Image credits: Ole Smoky Tennessee Moonshine; heavenhill.com 15
  • 16. “Artisanal” has become the overused term du jour in food; “heirloom” will follow. While it’s been around for a while, starting with tomatoes and beef, lately everything from corn to beans has been getting an “heirloom” designation, generally meaning an older variety that’s genetically distinct from commercial products. (“Heirloom” is mostly used for crops, “heritage” for livestock.) The term is becoming shorthand for quality and natural (and, frequently, higher prices). Image credit: Edsel L 16
  • 17. As we noted in our Things to Watch list for 2011, the foodie focus has shifted to Copenhagen with the rising fame of Noma, its chef René Redzepi and other inspired restaurants, and a modified form of this cuisine is spreading well beyond Denmark (minus unique local ingredients like elderflowers and puffin eggs). Look for more chefs to find inspiration in Redzepi’s emphasis on foraging for local plants, herbs and roots, and simple but quality ingredients. The Los Angeles restaurant Forage, for example, is—as its name implies— based around foraged ingredients. Image credit: Forage 17
  • 18. Beer Sommeliers: As beer garners more respect in foodie culture—perhaps a sign of the budget-minded times— there’s a growing appreciation for the ways that, like wine, different varieties can complement food. In 2010, Food & Wine magazine honored one beer expert among its seven Sommeliers of the Year. In 2011, Oxford University Press published the first edition of The Oxford Companion to Beer. Watch for more sommeliers or “Cicerone,” as the 300-plus individuals who have passed a certification program are titled. Beer Cocktails: Mixing beer and liquor may not be a first instinct for many, but it seems beer can harmonize well with various spirits, giving cocktails a new depth and complexity. The “green devil,” for example, from beer writer Stephen Beaumont, mixes the Belgian beer Duvel with absinthe and gin. A Beer Cocktails book is due out in June. Image credits: Amazon [1], [2] 18
  • 19. Do try this at home: High-end, high-tech kitchen techniques are increasingly filtering down to ambitious home cooks. They’re trying out sous vide, for example, an exacting method that involves vacuum-packing food and cooking it at precise temperatures, yielding juicy, intensely flavorful dishes. Upscale cookware chains including Sur La Table and Williams-Sonoma are selling sous vide appliances like vacuum food sealers and immersion circulators. As the technology utilized in cookbooks like the exhaustive 2011 tome Modernist Cuisine becomes more accessible, more at-home homogenizers and centrifuges will work their way into retail lineups. Image credit: modernistcuisine.com 19
  • 20. • The tech-savvy foodie is far more connected to like-minded eaters than the food aficionado of old. While the explosion in social media sharing came after the rise of foodie culture, today it’s a key driver: Half the satisfaction is in photographing fabulous dishes and posting to Facebook or networks like Foodspotting, in turn stirring FOMO (fear of missing out) and copycat behavior. • The heightened interest in local and so-called artisanal foods is also helping to fuel foodie-ism. And edibles that feel “authentic” are of particular interest, whether the food is high- or low-end, as a Packaged Facts report on U.S. foodies notes. Since these consumers tend to eschew mainstream brands and habits, the report warns they can be an elusive target for marketers—but adds they can also be uniquely interested in the product. • Some U.S. restaurant chains are touting their culinary bona fides while moving away from themes of value, convenience, service or speed—e.g., Burger King dropped its King mascot and value focus in favor of ads that play up ingredients—as Nation’s Restaurant News recently reported. As more mass marketers latch onto buzz phrases like “artisanal” and position themselves as worthy of foodie patronage, these consumers will grow increasingly wary of “foodie-washing.” 20
  • 21. • Spiking Food Prices • Veering Vegan/ Vegetarian • From Staples to The environmental impact of our food choices will become a Luxuries • Insects as Protein more prominent concern as stakeholders—brands, governments • Greener Supply • Artificial Meat Chains and activist organizations—drive awareness around the issue and • Sustainable rethink what kind of food is sold and how it’s made. As more regions • Greening Palm Oil Restaurants grapple with food shortages and/or spiking costs, smarter practices • Rooftop Farming • Carbon Footprint • What It Means around food will join the stable of green “best practices.” Labeling for Brands • Curbing Food Waste Image credit: see.wolf 21
  • 22. As extreme weather wreaks havoc on crop yields, watch for already-high food prices to spike further thanks to droughts, flooding and other irregularities brought on by climate change. For example, Thailand, the world’s biggest rice producer, is expecting smaller yields thanks in part to its disastrous floods. In the U.S., drought in Texas thinned cattle herds, which played a part in pushing up beef prices by almost 10% year-over-year as of November. Seafood prices rose almost 6% following the Japanese earthquake and tsunami. Image credit: toastforbrekkie 22
  • 23. Beef, chocolate and other beloved staples could become Climate change is the culprit when it comes to coffee: the caviar of the future, thanks to factors ranging from Last year Starbucks said it sees “a potentially significant new emerging market demand, climate change and the risk” to its Arabica bean supply, looking 10 years ahead strains of a more populous planet. and beyond. The company is working with suppliers to combat issues like frequent hurricanes and soil erosion. A bigger appetite for chocolate in China, coupled with political and agricultural issues in Ivory Coast, are Some optimists, however, argue that leaps in agricultural prompting warnings about the coca supply. Mars Chocolate science and other advances (e.g., artificial meat) will said last year that the industry faces a 1 million-ton ensure there’s enough food to feed the planet. cocoa shortfall by 2020 “unless more is done to promote sustainability,” pledging to use only certified sustainable chocolate by that time. Meanwhile, some researchers say the Ivory Coast and Ghana could simply be too hot to grow cocoa by 2050. Beef could become “the caviar of the future,” an official with the U.N.’s Food and Agriculture Organization has said. Consumption is forecast to double by 2050 even as the resources needed for beef’s production dwindle. More immediately, U.S. beef prices are spiking—up 10% last year and likely to keep rising this year—thanks to a drought that shrunk the U.S. cattle herd and strong export demand. Image credit: cincomomo 23
  • 24. Food marketers are working to green up their agricultural supply chains in various ways. For example: McDonald’s: The company established its Sustainable Land Management Commitment in 2009. The stated goal is to ensure that raw materials “originate from legal and sustainably managed land resources.” In tandem with the World Wildlife Fund, McDonald’s conducted an audit to determine where it could make the most substantial impact. In 2011, the company focused on its beef, poultry, coffee, palm oil and wood fiber sourcing, and committed to sustainable palm oil sourcing by 2015. Chipotle: This fast-casual Mexican food chain, based around the proposition “food with integrity,” touts books like Michael Pollan’s In Defense of Food as “recommended reading” on its website and lightheartedly warns “It’s all fun and games until someone wrecks a planet.” Founded in 2011, its Cultivate Foundation funds sustainable farming initiatives, among other things. An animated film outlining Chipotle’s mission shows a farmer’s evolution from free range to industrial farming and then back to the older, ecologically friendlier means of production. Image credit: Chipotle 24
  • 25. Some restaurants are seeking to become more sustainable • The Vancouver-based Green Table Network, which has by revamping their practices in various ways, and ratings certified more than 100 operations since it was founded in systems point the way for concerned patrons. 2007, is a nonprofit that helps food industry professionals “get started down a greener path.” • Launched in 2010, the U.K.’s Sustainable Restaurant Association helps restaurants to be more sustainable, which can mean being more socially responsible (community engagement, etc.) or more green (e.g., saving water and energy), or improving sourcing (supporting “environmentally positive farming,” etc.). Restaurants are rated according to a three- star system. • In the U.S., the Green Restaurant Association has been around for more than two decades. It rates restaurants according to criteria including water efficiency, energy consumption, waste reduction and recycling, and use of sustainable food. Garden Fresh, which operates Souplantation and Sweet Tomatoes restaurants, became the largest chain to get certified last September. Image credits: SRA; Souplantation 25
  • 26. In line with our trend Maximum Disclosure, the past few • In the U.K., the Carbon Trust provides a Carbon years have seen some efforts to tally the carbon emissions Reduction Label for certified products—those that prove associated with food products. It’s a complex endeavor, they are working to reduce their footprint—but will however, and Tesco recently said it would halt an ambitious soon have to cope with a loss of government funding. five-year-old drive to label all its store-brand products, Participating companies include Kingsmill breads and partly because several months were required to determine a Walkers potato chips. footprint for a single product. Other labeling efforts include: • France’s Groupe Casino is labeling its store-brand • Realizing several years ago that the products according to a Carbon Index it developed. bulk of its carbon footprint comes from beef consumption, Swedish • Some companies are making up their own label, like fast food chain Max Burgers Finland’s Fazer, which uses a “Carbon Flower.” started labeling menus with So far it’s only featured on packaging for carbon footprint information (and what Fazer describes as “one concurrently pushing alternatives, of Finland’s most popular like chicken and salad options). breads.” • South Korea’s environment ministry is sponsoring a carbon labeling system that includes some food products, which carry a logo showing the item’s footprint. Japan has a similar system, and Thailand is testing one. Image credits: Max Burgers; Fazer 26
  • 27. As much as a third of the food produced worldwide, • U.K. retailers such as or 1.3 billion metric tons, is lost or wasted each Sainsbury’s and Marks & year, according to the U.N.’s Food and Agriculture Spencer are partnering with Organization. Not only is this a waste of valuable land, Love Food Hate Waste, which water and energy resources, but most of the discarded aims to cut waste by helping food actually contributes to global warming because it people find recipes for ends up in landfills, where it creates methane. Among the leftovers and providing tips governments and others trying to change this: for preventing waste. • Unilever’s Food Solutions unit recently launched United Against Waste, a We cannot limit sustainability to food campaign to drive waste reduction in production, we need to also look at the food-service industry. our food consumption. Waste less.” • In the U.K., food packaging will no longer feature a “sell —JOSÉ GRAZIANO DA SILVA, director general of the U.N.’s Food and Agriculture by” date (only “use by” or “best before”), a bid to reduce Organization, Bloomberg, Jan. 23, 2012 the £12 billion worth of food thrown out each year. • The Too Good to Waste campaign from the U.K.-based Sustainable Restaurant Association is encouraging more British restaurant diners to take home leftovers. Image credits: unileverfoodsolutions.us; lovefoodhatewaste.com 27
  • 28. • Cook a huge meal and unable to eat it all? Super Marmite is a French social network that enables members to sell portions of unused meals to the local community. • A few restaurants are instituting penalties for those who don’t finish their food, such as Wafu in Sydney, which bars offending patrons from returning, and a Saudi Arabian restaurant that fines diners and donates some of the money to help the hungry in Somalia. • To increase awareness, the Food Network aired a primetime special, The Big Waste, in January. Image credits: Wafu; Food Network 28
  • 29. FIGURE 2A: FIGURE 2B: Percentage of American and British adults who agree: Percentage of American and British adults who agree: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) Male Female I’m concerned about 66 I’m concerned about the environmental 65 the environmental impacts of food waste 61 64% impacts of food waste 64 64 I would respect a grocery store 86 or restaurant that made an 91 effort to curb food waste I would respect a 91 grocery store or restaurant that 88 89% made an effort to I’ve tried to cut down on the 75 curb food waste 87 amount of food waste I produce for the sake of the environment 82 I’ve tried to cut down 84 on the amount of food waste I produce for the sake of the environment 76 79% 76 *For generational and gender breakdowns by country, see Appendix. 29
  • 30. FIGURE 2C: FIGURE 2D: Percentage of American and British adults who agree: Percentage of American and British adults who agree: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) Male Female 87 Restaurants have a 82 Restaurants have a responsibility to help responsibility to help curb food waste 86 85% curb food waste 88 83 Brands and manufacturers 81 have a responsibility to 90 help curb food waste 84 Brands and manufacturers have a responsibility to 81 84% help curb food waste Grocery stores have 79 80 a responsibility to help curb food waste 83 84 Grocery stores have The government has 69 a responsibility to help curb food waste 84 82% a responsibility to help curb food waste 73 78 86 The government has a responsibility to help curb food waste 74 74% 61 *For generational and gender breakdowns by country, see Appendix. 30
  • 31. “A global shift towards a vegan diet is vital to save the Vegan Until 6: New York Times food writer Mark Bittman world from hunger, fuel poverty and the worst impacts has been arguing that a vegan diet is healthier for humans of climate change,” concluded a 2010 U.N. report, as and the planet alike for several years. His suggestion: Cut summarized by The Guardian. Until fairly recently, out animal-derived foods every day before 6 p.m. vegans and vegetarians most commonly cited “animal “Weekday Vegetarianism”: Graham Hill, founder of rights” as their ethical motivation, but increasingly the the environmental site TreeHugger.com, advocated this environmental benefits are sharing equal if not top billing. approach in a 2010 TED talk. And the idea of eating less, very little or no meat for environmental reasons is gaining ground. If you’re a progressive, if you’re driving a Prius or you’re shopping Meatless Monday: This campaign to reduce meat green or you’re looking for organic, consumption, which emphasizes both health and you should probably be a semi-vegetarian.” environmental benefits, has steadily gained adherents —MARK BITTMAN, 2007 Entertainment over the past few years. Some school districts and Gathering Conference universities have instituted Meatless Mondays, and some © The Monday Campaigns, Inc restaurants have added vegetarian specials on Mondays, March to a including the 14 owned by celebrity chef Mario Batali. different drumstick. Paul McCartney initiated a similar idea in the U.K., Go meatless Meat Free Monday, and is promoting the new Meat Free Monday. Monday Cookbook, to benefit the campaign. One day a week, cut out meat. Image credit: meatlessmonday.com 31
  • 32. Several governments and businesses are trying to push six-legged creatures—a staple in regions around the world— onto Western menus as a sustainable protein source. Nutrition-rich, insects require far fewer natural resources to raise and produce far less waste than poultry and livestock. The European Commission has allocated £2.65 million to look into the idea, and the Dutch ministry of agriculture is funding a research program to raise insects for human consumption on food waste. In the past two years, three Dutch animal feed companies have started raising locusts and mealworms, which are freeze-dried, packaged and sold in various food outlets catering to restaurants. Image credit: theefer 32
  • 33. What if meat could be created in a lab, rendering moot the environmental toll of raising livestock? Scientists have actually managed to grow meat in a test tube (“in vitro meat”), and several dozen labs are said to be working on developing the concept, using stem cells. The Netherlands and Brazil are among the governments funding research. Last year a study by scientists at the University of Oxford and the University of Amsterdam found that producing lab-grown meat vs. the same amount of conventional meat would emit far fewer greenhouse gases, require 7% to 45% less energy, and use a tiny fraction of the land and water that livestock need. The study’s lead scientist predicted that if enough resources go toward the research, a lab-grown meat akin to mincemeat could come to market within five years. (Steak-like meat could take much longer.) Image credit: Trondheim Havn 33
  • 34. The production of palm oil, an ingredient in an array of packaged foods (and frequently an alternative to trans-fat oils), often results in deforestation and habitat destruction. Awareness of the issue is bubbling up, with manufacturers slowly switching over to sustainable palm oil or pledging to do so. Watch for brands to tout their use of GreenPalm certificates (akin to offsets) or conformance with various certification standards. This year, boxes of Girl Scout cookies started bearing the GreenPalm logo. Image credit: rainforestheroes.com 34
  • 35. The rooftop-gardening concept increasingly popular among restaurants and hotels is evolving into large-scale farming projects. Brooklyn Grange, for example, is a rooftop organic farm that sells its produce in markets and businesses around New York City; in the U.K., Food From the Sky, is a similar initiative atop a supermarket in London that sells produce in the market below. And BrightFarms is a New York-based company focused on helping food merchants transform their roofs. Image credit: signejb 35
  • 36. • The need for new, greener practices around food will become increasingly clear to brands and consumers as demand spikes, natural resources get squeezed and climate change wreaks havoc on the supply chain. As consumers better understand how their food choices impact the environment, they will slowly change their habits—motivated both by price spikes and conscience—and expect food brands to similarly evolve. • Brands will need to take concrete steps to lessen the impact of their production and distribution—whether by reducing waste, ensuring products are sustainably sourced, supporting green farming practices or helping to drive smarter consumption, among other measures. Brands that help to engineer a smarter food chain can set industry standards as the issue grows more pressing. The Barilla Center for Food & Nutrition, run by the Italian food brand, developed the “Double Food-Environment Pyramid” to illustrate the impact of food choices. Image credit: barillacfn.com 36
  • 37. FIGURE 2E: Consumer Awareness Around Food • Millennials will drive this trend as they mature into more Production and the Environment influential consumers, as they’re more cognizant than Percentage of American and British adults who agree with each of the following: other generations of the links between food and the environment and more open to adjusting their behavior. Millennials (18-33) Gen Xers (34-46) Boomers (47-66) While Millennial respondents to a November 2011 JWT The food I eat has 78 survey were significantly more likely than Gen Xers and an impact on the environment 68 71% Boomers to say they don’t know how to make more 66 sustainable food choices, they’re also more interested in I would like to doing so—and more aware of the basic link between what make smart 80 they eat and the environment (see chart at right). food choices that benefit the 73 74% environment 70 I don’t know how 62 to make smart food choices that benefit 48 50% the environment 40 Food manufacturers have a responsibility 77 to educate the public about the 79 76% environmental impact of their dietary choices 72 * To learn more about Food as the New Eco-Issue, see our 10 Trends for 2012. 37
  • 38. • BYO Containers As the eco spotlight focuses on the environmental costs of packaging, brands will increasingly switch to bottles, boxes and • Reusable Packaging other solutions that reduce, reuse, recycle, remove and renew. • Hydration Stations The ultimate goal is “cradle-to-cradle” packaging—sustainable from creation to disposal. • What It Means for Brands Image credit: nist6ss 38
  • 39. More grocery shoppers are bringing their own bags, and now Meanwhile, more types of products are getting the idea of bringing your own containers (“precycling” by unpackaged. Olive oil dispensers are becoming avoiding the need to recycle) is slowly catching on as well. popular, and some stores are offering other liquids in bulk, like honey or syrup. Growler stations have • In London, Unpackaged is a boutique grocery store that become a common sight, allowing customers to refill sells bulk products—grains, nuts, herbs, teas, cheeses and the jugs with draft beer. so on—as well as goods in returnable/refillable jars or bottles (milk, jam, etc.). Time Out lists it as one of the best shops in the city. • Simply Bulk Market in Longmont, Colo., is positioned as both a greener and more economical way to shop: “Pay for the Product, Not for the Package,” says the website. “Buy as little as you want or as much as you need!” • In the planning stages in Austin, Texas, is in.gredients, which promises to replace “that middle section of the usual grocery store” with local or locally sourced “real” food that’s packaging-free or minimally packaged with recyclable materials. • In Chicago, Real Naked Food sells “mostly unpackaged” goods. Image credits: Simply Bulk Market; Red Rock Brewing; in.gredients 39
  • 40. One way to make packaging more sustainable is to find ways for the consumer to reuse it or refill it: • KFC introduced what it billed as the “first reusable container in fast food” in 2010 to replace the foam containers in which side dishes were packaged. While most consumers will eventually toss them, they’re made from a resin that KFC says is more widely recyclable than polystyrene and uses less energy to produce. • In the U.K., JUGIT sells a milk jug that customers refill with bags of milk from supermarkets. The company claims the bags use 75% less packaging than standard plastic milk bottles. Similarly, Kenco coffee sells Eco Refills that shoppers buy after initial purchase of the jarred product; customers can then send in the refill packs to TerraCycle. • Ecovention markets a pizza box that breaks down into four plates and a smaller leftovers box, avoiding use of paper plates and foil for uneaten slices. Adoptees include Pizza Hut Costa Rica. Image credits: KFC; Kenco 40
  • 41. No more awkward tilting to fill a bottle at a drinking fountain: As the movement to cut the use of plastic and ban the sale of bottled water grows, we’ll see a proliferation of hydration stations—already popping up on college campuses and in some public spaces—designed to allow people to easily fill reusable bottles. Image credits: Hydrate U; britahydrationstation.com 41
  • 42. FIGURE 3A: FIGURE 3B: Percentage of American and British adults who agree: Percentage of American and British adults who agree: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) Male Female Food manufacturers need to cut down 84 Food manufacturers 87 on the amount of need to cut down 89 on the amount of 85 86% packaging they use packaging they use 86 79 Most foods use too much packaging 86 82 Most foods use too much packaging 81 82% I try to limit the amount of 67 82 food packaging I waste each day 77 I try to limit 74 I’m buying less bottled water because of the 57 the amount of food packaging I waste each day 68 71% environmental impact of the plastic bottles 66 72 I make my food purchasing decisions 39 70 based on how much I’m buying less bottled packaging is used 35 water because of the environmental impact 61 63% of the plastic bottles 57 I make my food 48 purchasing decisions based on how much 42 40% packaging is used 30 *For generational and gender breakdowns by country, see Appendix. 42
  • 43. • With green initiatives now a necessity rather than a competitive advantage, it’s becoming imperative for brands to retool their packaging, and to do so according to an expanding range of criteria (packaging should be manufactured using clean technologies, designed to optimize materials and energy, use as much renewable or recyclable material as possible, and so on). Simply swaddling goods in fewer layers or reducing the weight of bottles and calling it a day won’t be enough. • We’ll see more tech innovations that help companies meet these criteria (e.g., using bio-based materials for packaging), as well as simple solutions that rethink the status quo, such as refillables. Consumers—many of whom now bring their own bags on shopping trips—will increasingly notice, and appreciate, these changes. • Pressures to improve packaging are coming not only from consumers but from the CFO’s office: Greener packaging frequently reduces costs, in line with today’s growing interest in Shared Value (one of our 10 Trends for 2012). *To learn more about The Devil Wears Packaging, see our 10 Trends for 2010. 43
  • 44. • Fooducate • Inhaling Awareness of good nutritional habits has been steadily rising, • Nutrition Scores • Smart Lunchrooms even as obesity becomes a more pressing issue—in turn driving • Fat Taxes • Organic Fast Food governments and health advocates to further push both consumers • Healthy and Fresh • What’s New in and brands to adopt healthier ways. Vending Machines Functional Foods • Gluten-Free • What It Means for Brands • Hold the Salt Image credit: epSos.de 44
  • 45. One consequence of more consumers Reading the Fine Print (one of our 10 Trends for 2010) is that they’re seeking out tools that save them time and brainpower by simplifying and summarizing the information they’re interested in. Apps fit the bill perfectly. For those focused on nutritional information, Fooducate allows users to scan the barcode of a supermarket item to quickly see product highlights, negative and positive, as determined by the company’s team of dietitians and “concerned parents.” What’s revealed is “stuff manufacturers don’t want you to notice,” says Fooducate, like excessive sugar or confusing serving sizes. Shoppers can also compare products, select alternatives and learn about food and nutrition generally. The app, which launched in January 2011 for the iPhone (and in June for Android), passed 10 million product scans by November. The most scanned categories: yogurt, cereal and snack bars. Image credit: Fooducate 45
  • 46. Since more consumers are interested in Reading the Fine • Whole Foods developed Print, some U.S. supermarkets are giving them a shortcut, what it calls ANDI (aggregate adopting nutrition-scoring systems: Ratings are displayed nutrient density index), which on shelves, helping shoppers make healthier choices at a rates unprocessed foods on glance. a scale up to 1,000 (a score achieved by kale). The intent • NuVal rates products from 1 to 100, with a higher is to help shoppers compare options within categories, score indicating a healthier item. A range of regional e.g., choosing which variety of bean to buy. supermarkets have adopted the system. • Guiding Stars is less nuanced, • Safeway’s SimpleNutrition program evaluates products and allots up to two “benefit messages” per tag, such as granting from zero to three stars “Good Source of Fiber,” “Sodium Smart,” “Lean Protein” based on a food’s nutrient density and “Low Cholesterol.” per 100 calories. It’s used by a few supermarket chains, as well as school and hospital cafeterias. Image credits: Guiding Stars; Whole Foods 46
  • 47. The fat tax is the new sin tax: In a bid to put the brakes on obesity, governments will try to push consumers away from unhealthy foods with cost disincentives. In 2011, Hungary introduced an added tax for foods with high fat, salt and sugar content, along with a higher tariff on soda (and alcohol), while Denmark added a tax for high-saturated- fat foods. Similar legislation was proposed in Australia and Britain. And at year-end, France approved a tax on sugary soft drinks. Look for more national and local governments to follow. Image credit: pointnshoot 47
  • 48. In recent years vending machines have been moving beyond In France, one baker is touting his automated baguette food into new categories, dispensing everything from gold bars dispenser—which is loaded with partially precooked loaves to prescription drugs. But we’re also seeing new thinking within that get fully baked when the machine is activated—as a food itself as machines get refocused for health-conscious way to get fresh bread when bakeries are closed. And the consumers and retooled as devices for selling fresh rather than Smart Butcher, out of Alabama, vends fresh cuts of meat packaged foods—everything from milk to fish and meat. and sausages. Machines that sell snacks like carrots and apples, hummus, meal replacement bars and yogurt are popping up in response to consumer interest in nutritious eating, employer interest in healthier workers and legislation aimed at limiting junk food in schools. Ecowell’s kiosks address both health and environmental concerns: Using their own reusable containers, customers order up personalized beverages that combine fruit juice flavors, sweeteners and vitamin supplements with carbonated or flat water. Fresh-milk machines that allow users to refill their own bottles can be found in several Spanish cities. Also in Spain: a machine filled with portions of fresh fish and one that vends loaves of bread, restocked daily by a baker. Image credit: drinkecowell.com 48
  • 49. One of our Things to Watch in 2009, The phenomenon is widespread: Gluten-free offerings can gluten-free foods have mushroomed be found in restaurants, supermarkets and bakeries from from a specialized segment of the Argentina and Australia to Germany and Italy (where the food industry into the mainstream— government subsidizes celiacs’ gluten-free purchases). Even to the tune of $2.7 billion in global McDonald’s has hopped on the bandwagon, offering gluten- sales in 2011, according to a free buns in several European Euromonitor International estimate, countries, and Subway is testing a with the market set to reach $3.4 billion by 2015 (some gluten-free roll and brownie. other estimates put the total much higher). While celiac disease, the autoimmune disorder triggered by gluten, affects only about 1% of the population, a range of consumers are embracing these foods: Proponents say a gluten-free diet can stimulate weight loss and help with chronic intestinal issues as well as diseases including autism and schizophrenia. And while these benefits are unproven, new gluten-free products continue to land on shelves, from baking mixes by Betty Crocker and Rice Krispies by Kellogg’s to gluten-free flour developed by chefs Lena Kwak and Thomas Keller of the restaurant The French Laundry. Image credits: asgw; simply...gluten-free; Bouchon Bakery 49
  • 50. Governments around the globe are passing on salt in The challenge remains to sell consumers what’s best for a bid to reduce hypertension, stroke and other health them but perhaps not what’s tastiest. Last year Campbell’s problems. National and regional authorities are pushing decided to add salt to more than two dozen soups, sodium-reduction initiatives, including Canada, Australia, following poor sales of its low-sodium offerings. Ireland, France, Finland and Japan. Among the measures being taken: • Restaurant tables in Argentina’s Buenos Aires province no longer feature salt shakers, thanks to a 2011 agreement with the health department, which also persuaded the breadmaker federation to cut salt by 40%. • New York City’s health department is coordinating the National Salt Reduction Initiative, a coalition of regional health authorities and organizations that’s working to push food manufacturers and restaurants to cut salt. Modeled on a successful U.K. program, its goal is to lower Americans’ salt intake by 20% over five years. In response to various campaigns, industry-leading companies including Heinz, McCain Foods, Unilever, Kraft and Mars have made voluntary commitments to cut salt. Image credit: L. Marie 50
  • 51. From a Harvard professor of biomedical engineering comes Breathable Foods, a company that’s rolling out inhalable caffeine, vitamins and chocolate. AeroShot Pure Energy is an inhaler containing a hit of caffeine mixed with B vitamins; Le Whif provides a chocolate experience sans calories. The company is working on more products that provide flavorful or nutritional benefits without calories or the need for pills. Image credit: labstoreparis.com 51
  • 52. As obesity rates continue to climb worldwide, we’ll see experimentation in school and workplace cafeterias, with offerings rearranged to encourage smarter choices—e.g., more nutritious selections at the front of the line, and fruit in attractive bowls. Red tongs for higher-calorie selections and other sly cues will prompt people to reconsider their choices. Image credits: Dr Stephen Dan; Javi Vte Rejas 52
  • 53. Organic (or close to it) is an increasingly popular hook in quick-service restaurants. Chipotle has staked its claim on “Food With Integrity” and uses “organic and local produce when practical,” as well as meat free from antibiotics or added hormones. Smaller chains such as Naked Pizza (which claims “no freaky chemicals”), Pizza Fusion, Elevation Burger and EVOS are popping up around the U.S. Watch for more mainstream QSRs to adopt some of their practices. Moe’s Southwest Grill, for instance, which operates 400-plus outlets, started using more “natural” meats about a year ago, such as grain-fed pork that’s hormone- and steroid-free. Image credit: Moe’s 53
  • 54. For the past decade or so, the idea that food can offer Artery-Cleaning Foods: The next hot specific benefits—beyond simply providing good nutrition— functional foods may be those that claim has permeated mainstream thinking. We’ve seen all to clean out arteries, or more technically, manner of foods carrying health claims, and the rise reduce oxidized LDL cholesterol. Stratum (and sometimes fall) of super-foods, from acai berries Nutrition is marketing a powdered fiber to pomegranate. These are a few of the things today’s product to food and beverage brands that consumers are or will be looking to for functional benefits. it claims can promote healthy arteries. Approved by the EU Commission and some other administrations as safe, the Food, Ph.D.: We’ll see many more science-inspired product is making its way across the globe. food products engineered to target conditions and beauty needs. Nestlé is investing more than $500 Mushrooms: What’s new about edible fungi? With more million to develop health and wellness products, varieties now populating supermarket shelves in the West, and created the Nestlé Institute of Health Sciences in 2011 we’ll see a growing awareness that this low-calorie but highly “to pioneer a new industry between food and pharma.” flavorful food packs a nutritional punch. Euromonitor notes Unilever is researching technology that can imbue ingestibles that the benefits of mushrooms—which can lower cholesterol, with anti-aging and other beauty benefits. In 2011 its Dove boost the immune system and (some say) brand started marketing Strength Within, an anti-wrinkle even fight cancer—“remain woefully supplement, in the U.K. and Ireland. underappreciated”; with consumers looking to add more functional foods to their diet, they won’t remain overlooked for long. Image credits: Dovespa.co.uk; wwarby; trekkyandy 54
  • 55. Matcha: The powdered green tea—which originated in Japan and is a centerpiece of the Japanese tea ceremony— is becoming a hot flavor internationally, with an artisanal quality reflected in its price tag. It’s a functional ingredient, high in both antioxidants and caffeine, that’s increasingly popping up in beverages (from lattes to cocktails) and desserts (ice cream, pastries and more). Slow Beverages: Slow-down beverages are being marketed as anti-energy drinks: Brands including Slow Cow, Drank, Bula and Koma Unwind are fortified with ingredients such as chamomile, melatonin and valerian root that purportedly promote calming and relaxation. Some brands take on the energy-drink category directly by claiming to also boost mental focus and concentration. The beverage research group Zenith International forecasts that U.S. volume sales will top 300 million liters by 2014. Image credits: Teavana; bulabeverage.com; komaunwind.com 55
  • 56. Greek Yogurt: This richer, more dense style of yogurt has caught fire in the U.S., thanks in part to “a perception that the food is healthier than regular yogurt and other snacks,” The New York Times reports. National retail sales more than doubled for the year ending October 2011, and last March UBS noted that “Greek yogurt brands such as Chobani and Fage have captured market share more quickly than almost any segment in a major food category ever.” This April, the TCBY frozen yogurt chain will introduce Greek Fro-Yo, extending the concept into a new category. Spices: Interest in the functional qualities of foods is expanding to include a greater focus on the benefits of spices and seasonings. For instance, ground cloves, cinnamon and oregano are notably rich in antioxidants. McCormick & Co. is spotlighting the health benefits of selected herbs and spices, with commercials that drive viewers to a “Spices for Health” section on the brand’s website, where they can find recipes and suggestions for how to add “super spices” to their diet (e.g., “Perk up your morning coffee with Ground Cinnamon”). Image credits: TCBY; McCormick & Co. 56
  • 57. Juicing Up Coconut: Coconut water, one of our Things to Watch in 2010, has been steadily gaining in popularity. Leading brand Vita Coco, for example, has zoomed from reported sales of $20 million in 2009 to $40 million in 2010 to a forecast of $100 million in 2011. The recent spike is partly due to coconut water getting adopted as a sports drink because of its electrolyte content. Beverage brands are continuing to introduce coconut juice products. PepsiCo’s SoBe, for example, said it was putting a “new twist on a hot trend” when it announced a Lifewater with Coconut Water line of three flavors in January. Coconut foods are also seeing a boom, thanks in part to the Paleo diet, which promotes cooking with coconut oil and eating other coconut products. Coconut is also being used as a dairy alternative in ice cream. Image credits: akeg; SoBe 57
  • 58. Nutricosmetics: A burgeoning class of foods seeks to • BORBA Skin Balance Water, billed as “drinkable improve external appearances rather than internal skin care,” offers four varieties that address functioning. Medical experts are somewhat skeptical different issues—Age Defying, Firming, Clarifying about the functionality claims, but the proof will be in the and Replenishing—and include ingredients pudding—or Balance Bar, as the case may be. like pomegranate, acai berry and lychee. They’re available at some drugstores, high-end • Balance Bar recently introduced the department stores and gyms. BORBA sells Gummi Nimble bar, touting it as “the first Bears with similar beauty claims. bar for women that conveniently combines beauty and nutrition.” • Deo perfume candy, from Beneo, is said to work much The front of the package lists like garlic but with rose oil instead: Compounds that are ingredients including lutein and not digested are emitted through skin pores. It’s sold in beta-carotene as “for your skin.” several Eastern European markets. • Frutels markets foil-wrapped chocolates billed as “acne care in a candy” that help purchasers achieve “clear skin from the inside out.” Sold in drugstores and food shops, the sweets contain vitamins and minerals that strengthen the body against the stress and hormonal changes that can cause acne, or so the claim goes. • Beauty Booster from IO Beauty is a thick liquid, a few drops of which purportedly produce more luminous skin. Image credits: Balance Bar; BORBA 58
  • 59. • Consumers will continue to tailor their diets to add foods that naturally provide internal and even external benefits and to remove anything perceived as problematic, from gluten and various allergens to salt and processed foods (a recent Nielsen Global Survey found that 35% of respondents who were changing their diet to lose weight said they are eating fewer processed foods, up from 29% in 2008). • This is true for most of the developed world, but many emerging markets are on a different curve, with health and wellness ideas yet to hit consumers who have more money and more available global goods to spend it on. (Fast-growing Mexico, for instance, is now second worldwide in obesity.) Conversely, developed-world consumers hit by the downturn are struggling to balance their wellness and budget concerns. • The downturn may also be helping to spur Live a Little, a countertrend to health and wellness that’s detailed in this report: Faced with constant reminders about what to do and what not to do, and fatigued from austerity measures, consumers will look for ways to let loose once in a while: indulging in sinful things, splurging on treats and so on. As governments push better eating through fat taxes, labeling regulations and other initiatives, and as social norms evolve toward “better for you” behaviors, we’ll see more self-control/guilt fatigue and a heightened rebellious appeal to “bad” eating. 59
  • 60. • Labeling Legalities Competitive pressures and legal requirements are forcing • Tell-All Vending Machines manufacturers and retailers to take transparency to the max, disclosing more about nutritional data, green credentials, sourcing, • Going Behind the Scenes social responsibility issues (Fair Trade, etc.) and the people and • Visual Fluency processes behind the brand. • What It Means for Brands Image credit: Family O’Abé 60
  • 61. Government pressure on brands to disclose more • Watch for more heated efforts to push labeling of genetically information—and consumer pressure on governments to modified foods in the U.S., a cause with high-profile mandate more disclosure—is building. For instance: advocates including ex-Stonyfield CEO Gary Hirshberg and Food, Inc. director Robert Kenner. (The EU mandates • The European Union established new food labeling labeling, as do Japan, Australia and Brazil, among others.) requirements last year that will become mandatory in Some states are considering their own legislation. 2016. Packaging will need to use a minimum font size to show nutritional data (energy, sugar, salt, carbohydrate, fat and saturated fat content), allergens must be highlighted on ingredients lists and type of vegetable oil must be specified. Highly caffeinated drinks must state the actual caffeine content. • As part of President Obama’s health care reform law in 2010, U.S. restaurant chains will need to clearly disclose calorie counts (and make additional nutritional data available upon request), while vending machine operators will need to display calorie information for certain items, with the new rules going into effect this year. The U.K.’s Department of Health is pushing restaurants to reveal calorie counts, and several chains started doing so last year, including KFC, McDonald’s and Pret a Manger. Image credit: CSPinet.org 61
  • 62. Touch screens that link with vending machines display nutritional data so that customers can make more informed decisions. They also allow operators to meet an upcoming U.S. Food and Drug Administration requirement (covering most vending machines) to show calorie counts for the products within. VendScreen, a startup, is one of the companies marketing these screens. Its Android-powered device features an avatar (“Jen”) who can sort through products based on the customer’s dietary needs or simply provide nutrition info. The device enables a machine to accept “mobile wallet” as well as credit card payments. The company reports strong demand, though the screens haven’t been rolled out yet. The touch screens can also offer promotions or accept coupons, opening the door to new opportunities for brands to connect with customers at point of purchase. Image credit: VendScreen 62
  • 63. There’s a new, expanded answer to the question, Where does my food come from? The rising preference for local foods and supporting small farmers and for more natural foods, as well as concerns about food safety, has driven a surge in disclosure about the farm-to-fork journey, the people behind that journey and how the process works. Among big brands, the aim is to showcase human stories and simple processes (read: not overly industrialized) behind the mass production. • A new McDonald’s campaign profiles three of its smaller suppliers—potato and lettuce farmers and a cattle rancher—with videos about the men and their work at mcdonalds.com/suppliers. • Domino’s “Behind the Pizza” campaign includes a commercial in which a focus group is surprised with a visit to the farm where the chain sources its tomatoes. Behindthepizza.com features mini games where players can “learn about Domino’s farm-grown ingredients.” Image credits: McDonald’s; Domino’s 63
  • 64. • To show that its chickens are truly free-range, the website for Australia’s ecoeggs features a “ChookCam,” a live remote camera that viewers can control to see the animals in real time (the camera is off at night). • Lay’s rolled out a kiosk in Buenos Aires supermarkets that displays a “hyper-realistic” video of the chip-making process to show that the chips are made from real potatoes, vegetable oil and salt—assuring customers that the “natural” claim is authentic. Image credits: ecoeggs.com.au; Lay’s 64
  • 65. FIGURE 5A: FIGURE 5B: Percentage of American and British adults who agree: Percentage of American and British adults who agree: Millennials (21-34) Gen Xers (35-47) Boomers (48-67) Male Female I like when 81 I like when commercials commercials show show me the “behind the 69 me the “behind the scenes” story about 73 73% scenes” story about the food I consume 74 the food I consume 65 I wish I knew more about how the food I eat is 68 produced (how it is grown I wish I knew more 80 or who is growing it) 71 about how the food I eat is produced (how 71 71% Brands do not disclose it is grown or who is enough information about 68 growing it) 63 the environmental impact of their food products, how their 71 Brands do not disclose food is made or where the enough information 81 ingredients come from about the environmental impact of their food 66 70% products, how their food is made or where the 64 ingredients come from * For generational and gender breakdowns by country, see Appendix. 65
  • 66. As the ongoing shift from words to images accelerates, In the U.K., Waitrose’s line of LOVE life “you count” we’re seeing increasingly innovative ways to spotlight and products, designed for calorie counters, features packaging illuminate complex topics (one of our 10 Trends for 2010). that boldly states how many calories the item contains. Visual Fluency can help brands make the information Shoppers can see immediately what will work best for they’re disclosing easier to grasp at a glance. It’s sorely them as they plan out meals. needed: Lack of Visual Fluency is one reason nutritional labels are understood only “in part” by a majority of consumers (52% vs. 41% who understand them “mostly”), according to a recent Nielsen global survey. Image credit: Waitrose 66
  • 67. • This trend represents a coming together of the green movement, the health and wellness movement, government anti- obesity efforts, the local movement, fears about food safety and, of course, the transparency trend. • While pressure to disclose is coming in part from consumers, many may not actually want all that much information or alter their behavior once exposed to it. When it comes to calorie data, for example, half of respondents to a recent global Nielsen survey felt that fast food menus should always include calories, and some studies have shown that diners don’t order much differently when menus are labeled. But since calorie labeling frequently reveals a dearth of smart options, restaurants are nonetheless being embarrassed into reducing serving sizes, adding lighter fare, making simple substitutions that cut calories and so on. • As more data is disclosed, however, people who once thought little about these details are starting to take note; the ranks of the conscious consumer are growing. The challenge is for brands to make this information clearly understandable, both in terms of visual fluency and basic consumer education. • In some cases, it’s likely that the simple fact of disclosure will matter more to consumers than the specific information revealed. But ultimately, brands that don’t become healthier and more sustainable will lose ground, especially if they’re not competitive on price. *To learn more about Maximum Disclosure, see our 10 Trends for 2010. 67
  • 68. Faced with constant reminders about what to do (exercise more, eat better) and what not to do (overspend, overeat), and fatigued • The Lipstick Index Effect from several years of austerity, consumers will look for ways to live • A Little Serving of Sin a little without giving up a lot. People have been exercising more self-control, and increasingly they’re looking to let loose once in • What It Means for Brands a while: indulging in sinful things, splurging on treats and at least momentarily escaping from today’s many worries. Image credit: J. Paxon Reyes 68
  • 69. Estée Lauder chairman emeritus Leonard Lauder coined the term “Lipstick Index” after observing that lipstick sales rose during the 2001 downturn as women treated themselves in affordable ways. While lipstick sales didn’t see an uptick this past recession, by and large the effect applies to arguably indulgent edibles like premium beer or high-end chocolate. After all, “living a little” is still cheaper than living large. As the FT put it, “For more everyday items, people are compensating for bigger treats foregone.” For example, some consumers are dining out less frequently but buying premium ingredients to cook at home. Image credit: Duvel 69
  • 70. More people will decide there is a time for everything— both restraint and rewards—and that they’d rather have a bit of something good than a lot of mediocrity. For instance, a Mintel report on ice cream sales in the U.S. finds that “full-fat, indulgent brands have performed well in the last year.” Consumers don’t want to feel life is passing them by as they behave more responsibly. Spanish deli brand Campofrío tapped into this idea with a commercial showing an old toad explaining that he was a human in his past life. But he was not gung ho on being one: “You need to learn English… control your calories, triglycerides…” But his younger friend breaks into song, imagining what he’d do “If I were a human”—“buy a Chihuahua, a waterbed and a mega ham platter.” The youngster is promptly hit by a truck and reincarnated as a handsome guy eating some ham. The voiceover: “You never know what you’ll become in the next life. So take good advantage of this one.” Image credit: Campofrío 70