December 8, 2011 - ConAgra Foods, one of North America's largest food companies, this week released predictions of the top 10 food trends for 2012, complied by "Supermarket Guru" Phil Lempert.
"We are on the verge of what may be one of the most exciting and game-changing years in the food world, Lempert said in a release.
Here are the top trends Lempert expects to take hold in the food industry in 2012:
Food prices keep rising: Continuing a trend from 2011, environmental conditions and higher production costs will bring rising food prices in the coming year. As a result, consumers will place an even heavier emphasis on the use of printable grocery coupons, frequent shopper cards and shopping lists, while also shopping at non-traditional food stores and trading down to less expensive options as part of their regular routine.
Never eat - or shop - alone again: The rise of food blogs has set a foundation for group experiences. Food trucks tweet their locations and flash food raves assemble underground at midnight. Look for people to embrace mobile marketing enhanced by the location, social and camera features of mobile devices. Expect app updates to include "social rewards" for groups who shop together - much like the original concept of warehouse clubs - offering steep discounts for its members.
Baby boomers keep right on truckin': Expect supermarkets to cater to those who started turning 65 last year by offering foods and services to satisfy their growing interest in and need for more healthful options - and by making sure the physical shopping experience makes them feel welcome and respected, with wider aisles and lower shelves. Nostalgia also plays a role with this generation, as consumers turn to brands they've known and loved for decades.
Increased emphasis on "farm to fork" journey: Shoppers are increasingly interested in knowing where their food comes from, which is why 2012 will bring an added emphasis to a different kind of food celebrity: the farmer. Also, a growing numbers of farmers are leading the conversation by using blogs and social media to bring the story of the American farmer to consumers. Expect to see more advertising and television programs starring these real food experts, as opposed to actors pretending to know their food.
The end of the checkout lane: Many shoppers are learning to appreciate the tech-savvy nature of self-checkouts, comparing prices at nearby retailers, cellphone scanners, in-store interactive media devices, QR codes, RFID and mobile coupons. For many shoppers high-tech adds to personalization with suggested purchases and targeted offers based on their histories in the store, which is typically delivered in a functional way.
Ethnic food revolution: Food trucks are replacing gourmet and specialty stores as the channel to experiment and discover new food experiences - especially when it comes to ethnic foods. More often than not, these ethnic food trucks are manned by descendants of the actual cuisines and cultures being offered, with the ability and knowledge to share the heritage and romance of the food.
New role of the male shopper: According to a study from Boston College Center for Work and Family, "today's dads associate being a good father just as much with the role of effective caregiver as the traditional role of breadwinner." These men want to be engaged parents and successful professionals. The U.S. Bureau of Labor Statistics found that 41 per cent of men are now doing the food preparation, as compared to half that amount in 2003.
Eating at home = "Extreme Home Cooking": Get ready for yet another slowdown at foodservice establishments as more men and women eat at home to save money. Think of it as "Extreme Home Cooking" - where groups of everyday cooks pride themselves on making the most food for the least amount of money. This trend also will help drive a new definition for the "value meal," with fast food establishments and other restaurants offering discounts based on the number of diners. Instead of senior discounts, think party-of-five discounts.
How sweet it isn't: Look for reduced sugar products to be the biggest health claim in the coming year, along with a revised Nutrition Facts panel on food.
Listen for the sound of food: People judge the readiness of some foods (like microwave popcorn or grilled burgers), by the sounds the foods make. Multisensory perception will be one of the new "food sciences" in 2012, as psychologists and food scientists join forces to design, create and influence the sounds of our foods to convey freshness, taste and even health attributes.
For more information about Phil Lempert's 2012 predictions, visit www.supermarketguru.com.
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