Cooking is fast becoming a form of glamorized entertainment, creating considerable opportunities for retailers, foodservice and CPG manufacturers to meet the growing demand for fresher and less-processed foods and beverages. Food doesn’t just enable culture, it is culture. As we begin a new year, the Hartman Group’s recently released report, “Ideas in Food—A Cultural Perspective," examines what’s shaking up and shaping up food culture in America today.
The report offers perspective by examining the underlying force behind how consumers eat, shop and live. It also explores such themes as the future of traceability, and if sugar will be the taboo ingredient of the new year. Specifically, the report examines six main trends: Food Culture 2013; Health & Wellness; Retail; Foodservice; Product; and Food for Thought.
Of particular interest is the Health & Wellness section that addresses specific food groups that are currently in play or will be in the future. Examples include “The Next Gluten-Free: Flourless" movement where consumers with gluten concerns are seeking heirloom varieties of wheat that are lower in gluten, including, emmer, red fife, spelt farro, freekeh and kamut.
Another trend is a growing interest in cultured foods and beverages being driven by a desire to support digestive health, enhance immunity, reduce chronic inflammation (avoidance of chronic modern diseases.
According to the report, rising interest in culinary botanicals has consumers seeking benefits in herbs, spices and botanicals in lieu of pharmaceuticals. Current CPG examples include sweets, candy, cookies, lollipops, carbonated soft drinks (CSDs).
