Last year FoodSense identified six major trends which we believed would influence restaurant dining in the year 2001. They will continue to be strong, but the economy and this year's events brought many changes that will affect dining trends in the near future. Here's our take on how to develop and position your food products.
Bold is Smokin': Bolder Flavors continue to develop in many directions. Successful products capture the taste of fire and smoke. Barbecue is big, both as pure American regional food and as more exotic fare, using spice blends and citrus foraged worldwide. Fullness of flavor is important - think 'umami' from natural food sources for real winners.
Food in Motion: our Portable Foods category takes off. The American public has continued to salute anything that moves, and restaurants have responded with 'Fast Casual'. Casual-dining stalwarts are now producing scaled-down versions of their menus at (almost) QSR speed. Sandwiches rule in sales growth, outperforming burgers, with marked upgrades in quality. In grocery store products, make sure your portable item is also fun, and has innovative packaging.
Healthy: last year we said Don't-Call-It-Healthy Food, but now you can be more direct. Consumers who self-medicate with herbal supplements are looking for products which have added things that are good for them. Still, don't say diet or low fat, words that link to bad taste. Uncertainty about the safety of the food supply has led to a paradoxical increase in demand for both irradiated and organic foods. It is significant that McDonald's has allowed its Chipotle Mexican Grill to buy free-range, hormone-free pork from a grower whose usual clients have been upscale independent restaurants. Improved supply chains and an expanded range of value-added products have accelerated the growth rate of organics, both in grocery and foodservice, beyond our expectations. Place your bets!
The So-Called Simple Life: last year's Oasis of Calm spoke of the calming effects of both old-fashioned food and good service; this year we've seen the desire for both of these strengthen - and complicate. Since September 11, sales of snack foods and other comfort foods have surged. Customers are seeking familiarity and good taste. In another guise, the simple life means making one PERFECT thing. Magazines offer three-page recipes for the perfect waffle and grow-your-own Heirloom Mashed Potatoes. Where does all this lead? To more innovative food products which are both 'simple' and sophisticated, and to our new category called...
Emotive Food: we have watched the steady growth in foods which are intended to trigger an emotional response. This goes beyond green ketchup for kids: from 14-item dessert flights to chocolate bento boxes to lollipops in Martinis, restaurateurs are looking for ways to bring their customers out of their cocoons. Family-style platters and common-table seating turn dinner into a community event, and dim sum and tapas encourage grazing and conversation. Foodservice operators sensitive to the emotions evoked by the 'homemade' label hide their boil-in-bag soups. But, as with consumers, the definition of 'from scratch' is changing. A successful product will give cooks maximum convenience while suggesting ways to make it into their own signature items.
Regionalization and Globalization: both continue to be strong trends in food. American's love of Italy's food has allowed every region of Italy to become a restaurant theme. More fish is on these menus and, sensibly, they are using the local fish that is most similar to the Italian version. Even American barbecue restaurants will tout regional identities and emphasize their differences. The spread of culinary interest in Mediterranean cuisine continues, with Greek and Spanish being leaders of the pack. Interest in Indian flavors remains dormant while Thai is the leader in Southeast Asian flavors. "Latin" continues as a popular and meaningless generalization; meaningful products focus on specific regions.
See last year's trends
