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As the world starts to inch towards “normal,” and consumers can leave their homes more often, food trends are finding a balance between elevating home cooking and on-the-go options, said participants from the Specialty Food Association’s Trendspotter Panel during the session, Trendspotters Take on Specialty Food Live!, held during last week’s event.
“I think there will still be plenty of people staying at home and continuing to work from home, said Kara Nielsen, director, food & drink, WGSN. “During the pandemic, people got excited about the kitchen and cooking from home. That will continue, but people will balance that out with going to restaurants and traveling.”
Nielsen saw globally flavored chili pastes, in particular, trending on the virtual show floor.
“A few years ago, we saw the rise of chili crisps, which had a textural element. But this year I saw chili pastes from different parts of the world, but they were regionally specific. Makers are sharing their own flavors and tastes, and consumers want to travel around the world through food and venture out of their comfort zone,” she added.
Sheree Williams, executive director of The Global Food & Drink Initiative and publisher of Cuisine Noir, noticed similar trends in creating more exciting, global flavors at home.
“I saw more innovations and flavors, and infusions, especially around honey, sauce, and oils,” she said. “Food makers are reinventing how we normally see ingredients.”
Speaking about meal kits, Williams predicted that the health-focused meal kits of the present will give way to restaurant-style meals inspired by different cultures.
“Even if you’re staying at home, meal kits are great for the convenience of it all,” she said. “And I think we’re going to see makers' cultures start to stand out.”
On-the-go products are also rising as people resume their commutes and travel.
“One of the first products I came across was a Vietnamese canned coffee,” said Nielsen. “Normally, this is something you either have at a Vietnamese restaurant, or you need a certain kind of brewer and coffee to make at home. But canned is something new in that category, pointing to the growth of the trend.”
Williams also noted the increasing popularity of canned beverages. “It started with canned wine, and now it’s happening more with other beverages,” she said.
Looking toward the holiday season, the Trendspotters predict that more in-person gatherings will lead to some splurges in food buying; though maybe with some added fiscal responsibility.
“I expect we will have some overindulging and extra celebration this year,” noted Nielsen. “But that’s not to say the economy will spring back for everyone. There’s been a real loss in economic advancement, so there will still be people minding their budgets. Affordable indulgences, like products made with black truffle, or nut items, will be big.”
More intentional, values-based buying will also be popular, said Williams.
“We’re seeing a lot of products telling the story behind the brand,” she said. “People are becoming more intentional with who they support and why.”
In addition, the trend of food gifting will continue among consumers.
“Things that will be used and appreciated are great for gifts, especially for kids and families,” said Nielsen. “I love gift baskets; they have items that are a treat that you may not buy for yourself, like specialty syrup, pancake mix, or honey.”
Rising in popularity during the pandemic, functional foods will stay popular as shoppers seek foods to boost their health.
“We’re looking at the rise of immunity claims on food and drink,” said Nielsen. “I saw a lot of products with elderberry that had immunity and health-boosting claims. In general, adaptogens are also on the rise.”
Mushrooms, also, are becoming more prevalent in coffee, teas, and waters, due to both umami flavor and medicinal features, said Nielsen.
Williams observed that the turmeric trend in functional food and beverage seems to have plateaued a bit, but apple cider vinegar is steadily gaining popularity as an ingredient.
On the heels of the first upcycled certification, many brands are now using upcycled ingredients in their products to reduce food waste.
“I think we’ll start seeing a lot of products upcycling ingredients,” said Williams. She mentioned the company Reveal, which uses avocado seeds to create an antioxidant-rich beverage.
Renewal Mill also uses upcycled ingredients, turning the byproducts from plant-based milk into flours and baking mixes, noted Nielsen.
“It’s great to see how the brand is growing,” she said. “They even just rebranded with a fighting climate change message.”
The Specialty Food Association thanks Zipline Logistics, the platinum sponsor of this Specialty Food Live! virtual event.
Zipline Logistics provides logistics services for food and beverage brands.
Related: 5 Trends From the 2021 sofi Awards; Cold Brew, Plant-Based, Sparkling Spur Sluggish RTD Coffee, Tea Sales.
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