1. Informed, Conscious Consumption
Consumers want to know all they can about food. They are hungry for knowledge about growing practices, preparations, the people involved in harvesting or preparing food, nutritional profiles, and more. How will this macro trend play out in 2018?
Farm branding:
As story becomes more powerful, consumers will identify and connect with farm brands.
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Hyper-local focus:
Close proximity of food sources means that consumers understand more about where and how things were grown.
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Vegetable-centric cuisine:
As eating meat faces more ethical scrutiny, vegetable-based dishes will emerge strong.
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2. Nutrition + Wellness
Some hard truth: diet is the number one cause of disease in the United States, and obesity is on the rise especially in children. Consumers are taking note and shifting away from foods boasting “low fat” or “low carb” labels in favor of nutrient-dense whole foods. Food isn’t just for the body anymore; in 2018, expect to see an increased focus on the connection between mental health and food. How will this trend play out?
Fermented foods:
Gut health is on consumers’ radar, giving fermented food and beverage a market advantage.
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Algae infusion:
This ocean superfood packs a nutritious punch AND an abundant, sustainable resource. Expect to see algae popping up as an ingredient this year.
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Nutritionists wanted:
Chefs, supermarkets, and foodservice are forging partnerships with nutritionists to improve nutritional profiles and communicate benefits.
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3. Exploration + Adventure through Food
“Think global, act local” is a great embodiment of some of 2018’s food trends. While consumers are focused on purchasing local products, they’re also expanding their horizons with respect to menus, cuisines, and recipes. Expect to see more street food inspired dishes and international food geared toward kids this year. How will we see this trend play out?
Bugs!
Big in other countries, bugs are just beginning to catch on in the United States. As a great source of protein, expect these critters to pop up as an ingredient.
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Dumplings take over:
Nearly every ethnicity has a dumpling of some sort… from shumai to pelmeni to momo to empanadas, and Millennials and GenZ can’t get enough of them.
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4. Sensory Experiences
Taste isn’t holding all the cards anymore. Consumers are looking for sensory immersion surrounding mealtime. Expect to see greater creativity from chefs and influencers, and even more social sharing of food prep and eating. Yes, that’s right… videos of people eating. How will this play out?
Food as art:
Food is the number one most shared type of content on social media platforms. Food photos, recipe videos, and now videos of people experiencing food (with all the sights and SOUNDS that entails) are trending.
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Lavender, Earl Grey:
Ingredients that engage multiple senses are making a splash this year. Keep an eye out for creative uses of aroma in cocktails and recipes.
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Engay foods:
Is that what I think it is? Reshaped pureed foods that fool the eye are big this year, especially when it comes to vegetable forward applications.
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5. Snacking FTW
Everyone is snacking. 91% of consumers snack multiple times throughout the day. We think about snacks differently than we think about meals, and approach them with a more indulgent, laissez faire attitude (it’s just a snack!). That said, where consumers may be less concerned with caloric intake while snacking, they aren’t ignoring nutrient density and ethical claims. How will we see the snacking phenomenon play out?
Seafood snacks:
More people are turning to high-protein seafood as a snack—like bites of sushi, popcorn shrimp, and pre-shelled crab portions.
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Fresh grab-n-go snacks:
Prepared foods at the grocery store will see an uptick in the purchase snack items (and items to be consumed as a snack).
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Nutrition:
Is nutritious indulgence a thing? It would seem so. Snacks you can “feel good about” will incorporate superfoods and nutrient-dense ingredients while maintaining decadent flavors.
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6. Technology at every turn
Technological advances continue to change the shape of the world we live in. Each year we see new technology, startups, mergers, and innovations changing the game when it comes to food. How will we see things play out this year?
Vertical, indoor farms:
This innovative agricultural method has already taken hold in other countries, and boasts an impressive output with a minimized environmental impact.
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Blockchain transparency:
Blockchain is the buzzword du jour, but how does it relate to food? The journey from field to plate involves a number of interactions and transactions. The ability to track those interactions and transactions digitally in a secure, unalterable environment makes this technology a potential gamechanger when considering the transparency that consumers (and retailers) are seeking. Imagine using an app at the grocery store to scan a piece of fruit and seeing that piece of fruit’s entire history.
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Social discovery:
How are people discovering new food? More and more, it’s through social media. Online influencers and recipe websites are continuing to gain traction over traditional media sources.
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Want to know more? Keep an eye out for our 2018 Food Trends White Paper!
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