Posted by Food and Drink Towers, Thursday 15th of December 2011 07:00:00 AM.
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Ten Top Trends For 2012 Report

Published in December 2011 by Helen Lewis, managing editor & founder of www.foodanddrinktowers.com, freelance journalist and PR specialist.

Industry introduction…

This sixth edition ‘Ten Top Trends’ report provides a timely insight into the state of the UK food and drink market and makes predictions for the year ahead. At a time when investment in NPD, marketing, branding and advertising continues to be restricted by the global economic turmoil, the food&drink industry – at the grassroots level - must now, more than ever, carefully consider its next moves to the advantage of the shareholders, the consumers and the retailers. Next steps in terms of new product launches, line extensions, packaging changes, marketing campaigns and expansion into new markets must all be carefully considered in line with the cost of development to the company; the brand’s integrity and image; to the loyal consumer base; and the environment. There are so many points to consider when developing growth strategies in today’s food and drink market, and the voice of the industry must be heard clearly amidst the fog and confusion of recent years.

It is for this reason that food&drink towers has conducted an online survey of its 4,000+ members (representing the industry, PR specialists, journalists and consumers) especially for this report. The first of its kind, the survey attracted responses from 171 people responded to the survey, conducted in November and December 2011, by Helen Lewis at food&drink towers. The full results will be made available for members of food&drink towers and upon request from Helen@foodanddrinktowers.co.uk in January 2012.

As in previous reports, the ten top trends have been selected by Helen Lewis, managing editor and founder of www.foodanddrinktowers.com, who has worked as a freelance food journalist since 2004 and has supported numerous food and drink companies with their product launch, marketing, PR and branding strategies. In addition, to support the analysis, the online survey results are weaved into the report. 

The hard work of the resilient food and drink industry in 2011 has been recognised by food&drink towers and we hope to continue to support you in 2012 as you grow bigger, better and stronger. Hopefully this report will help to steer you in the right direction in a small way... We’re also here to help, whether you write about food and drink, enjoy eating and drinking, produce, retail, publicise, market or distribute food and drink...food&drink towers is here to support your daily work. Visit www.foodanddrinktowers.com for more details of our free services. 

About this report…

This report is freely available to the global food and drink industry – at a time when market research and trend analysis is more important (and even more expensive) than ever before – to prepare you for a more successful 2012.

The report includes insight and comment from our four sponsor companies: AOk Drinks (www.aokdrinks.com), Honeybuns (www.honeybuns.co.uk), Beet It by James White Drinks (www.jameswhite.co.uk / www.beet-it.com), Oxwich Communications (www.oxwichcommunications.com) and Wassen International’s Oatly Drinks (www.oatly.co.uk).

Helen has written about, researched and investigated food and drink trends for more than a decade, starting as head of publishing at leading consumer goods intelligence company, Reuters Business Insight (now known as Global Business Insights (BI)). Helen has authored more than 60 management reports for BI, Aroq Publishing (Just-food.com and Just-drinks.com), Business Monitor International, food&drink towers and the Australian Trade Commission. Helen is also a freelance journalist, having written for trade magazines such as The Grocer, Caterer & Hotelkeeper, Intertech Pira’s packaging magazines, The Juice Market monthly magazine and many more.

Helen also works as a PR and brand consultant supporting small and start-up food and drink companies. Helen’s combined expertise enables her to make informed, educated and unique trend insights, which make this report a must-read for PRs, journalists, producers, retailers and consultancies in 2012.

About food&drink towers…

Helen Lewis established www.foodanddrinktowers.com in October 2006 in an aim to increase communication between journalists, PRs and the food/drink industry. Having written plenty about the major multinationals, Helen was desperate to hear from the smaller players but they didn’t have the PR resources available to build relationships with journalists, however much it would have helped them.

food&drink towers attracted hundreds of registered members (it’s free to join) when it first opened its doors and has since attracted a loyal database of 4,000+ including approximately 1,500 journalists. Whatever your budget or know-how, you can upload a food/drink press release for free publication in our press pages (it will appear on the homepage for a limited amount of time too). We can send relevant and interesting press releases to our journalists for a very small (in comparison to the other ‘resources’) flat-fee of just £20. We’re always open to competition, feature, news and other editorial ideas too.

Market influencers in 2012

Rather unsurprisingly ‘continued economic difficulties’ stands out as the most important factor for the 2012 food and drink market, with more than half of respondents (52%) identifying it as ‘very important’. A further 41% believe continued economic difficulties will be important, 7% cite ‘average importance’, and, interestingly, unlike the other options, not one respondent believes it to be of below average importance/not important.

Another notable finding is that functional food and drink is somewhat expected to fall from grace, with 42% predicting it to be of average importance in 2012. However, 33% expect ‘tackling obesity and other health and nutrition issues’ to be very important next year, with a further 29% stating important and 34% of average importance. Clearly, the focus will be more clearly on nutrition and individuals approaching their health with more control and intelligent nutrition naturally.

Other influencers, cited by respondents include, permissible indulgence, portion control / being able to buy foods in convenient portions, wheat-free, imports from ‘BRIC’ markets, growing recognition that plant-based food is a valuable solution to many health problems, global agricultural issues and bio-fuels pushing up commodity prices, and consolidation/financial stress. 

The Ten Top Trends For 2012:

1. Regional producers get a boost
2. Uplifting food and drink improve our moods
3. Packaging innovations provide an answer
4. Learning to…grow your own, bake your own, make your own
5. Foraging for truffles, mushrooms, wild berries and edible mini-beasts
6. Going beyond the dinner party – at-home dining occasions become more regular
7. Dusting off the recipe books and cooking from scratch
8. Food on the go gets a facelift
9. Megatrends…on a budget
10. Original food and drink pairing: inspiration for the nation 

A review of the Ten Top Trends For 2011:

1. Mini treating
2. Dispelling the myths
3. Sustainability
4. Sleep – or our lack of it
5. Mums and tums
6. Pop-ups
7. Reducing food waste starts at home
8. Too busy to peel a spud?
9. Rising cost of raw materials – they can’t be passed on to consumers so who will take the brunt?
10. Social networking & interactivity

TREND 1: Regional producers get a boost

According to the IGD report ‘Shoppers 2012’, consumers will demand ‘value for values’ next year. The trend for ethical shopping will continue, particularly concerning issues of local food and animal welfare.

food&drink towers predicts that shoppers will continue to be careful about their food and drink choices in 2012, with some having to compromise on certain ethical values that come at a premium such as fair-trade and organic. Regional producers offering value for money products that help consumers stretch their shopping budgets, get more for less, and still enjoy their shopping and dining experience, will be rewarded by a boost in sales over the coming year. Consumers are becoming savvier about where to shop for the best price but quality remains an important factor; which is where ‘value for values’ comes into play.

The food&drink towers Ten Top Trends for 2012 Survey identified that authenticity; provenance and ‘localness’ will be very important (19%) or important (51%) next year. Closely aligned to the sustainability benefits of ‘going local’; reducing the environmental footprint/increasing sustainability will be important to more than half of respondents. Despite this, ethical consumption including organics is expected to decline in importance in 2012, according to the food&drink towers survey. 39% believe it will be of average importance, 24% of below average importance and 3% say it will be of no importance at all.

“Communication is key,” says PR expert Laura Oxwich of Oxwich Communications. “Regional producers and retailers should use all relevant PR and marketing channels to boost their company profile, with a clear focus on product benefits and their core values as an organisation. Resulting press coverage is a great resource for any sales team, and social media sites such as Facebook and Twitter can be used to offer rewards to existing customers, as well as building up a valuable customer database for future use.”

Honeybuns, based in Dorset, has found that both consumers and trade buyers are increasingly interested in and are actively seeking to purchase from demonstrably ethical producers.

Emma Goss-Custard, founder of Honeybuns, says: “When meeting some of our larger trade buyers over the last couple of years it has been interesting to note their increased interest in our ‘BeeGreen’ activities. Our recycling and composting systems as well as our biodegradable packaging is no longer on the fringe of the meeting agenda. We’ve always rated kindness in business and felt it was a much-underrepresented virtue. We mention being kind to nature, each other and everyone we deal with from customers to suppliers – we also expect this kindness to be reciprocated. I think we were regarded as tree hugging hippies in the late 1990s but nowadays this more holistic approach to business is becoming mainstream.

“I think this is in part down to increased accountability via social networking sites such as Facebook – if a brand is not felt to be doing the ‘right thing’ in a socially responsible way, then consumers now have a way of voicing their disapproval. Consumers can increasingly tell the difference between those companies who are merely ticking the CSR boxes from those who are genuinely striving to operate in a sustainable way. An increasing number of customers are seeking out genuine, artisan producers whose values they share.

“Our customers feed back to us that our extra curricular activities including the running of our nature reserve, our open days for school children and our animal rescue activities are all extremely important to them. We can communicate these activities effectively on Facebook and invite our customers to come and see us - thus proving we have depth and authenticity. We are a truly artisan bakery to the core and it’s great to be able to share this with customers.”

Related stories at www.foodanddrinktowers.com

/press-releases-pending/milkshake-maker-bags-deal-with-supermarket-giant/ Milkshake maker bags deal with supermarket giant

/press-releases/taste-of-nostalgia-in-a-lick-dandelion-and-burdock-ice-cream-lau/ Taste of nostalgia in a lick - Dandelion & Burdock Ice Cream launches

http://foodanddrinktowers.com/press-releases/local-ice-cream-aficionado-scoops-national-nomination/ Local ice cream aficionado scoops national nomination

TREND 2: Uplifting food and drink to improve our mood

Consumers are increasingly seeking to improve their health through nutrition. According to Mind, the leading mental health organisation in England and Wales: “Many people are seeking to take control of their mental health using self-help, and to find approaches they can use alongside, or even instead of, prescribed medication. One self-help strategy is to make changes to what we eat, and there is a growing interest in how food and nutrition can affect emotional and mental health”.

Many of us are making changes to our purchasing habits to keep within a reduced household budget. There is plenty of ongoing doom and gloom forecast for 2012, meaning we are in need of a boost now more than ever!

The occasional small indulgent purchase such as a bar of chocolate or a special treat for dinner can make people feel happier without breaking the bank. Some products are designed to specifically target issues such as fatigue, concentration, general wellbeing and make us feel happy. food&drink towers forecasts a rise in ‘mood foods’ and lifestyle products targeting specific issues, particularly happiness, stress and tiredness. The claims will need to be supported by scientific evidence and the ingredients will need to be natural and most definitely not artificial.

Stuart Roberts, naturopathic nutritionist and founder of AOk Drinks, identified stress, fatigue, ageing, pregnancy, fitness and travel as target areas for the antioxidant drink. “When I created the drink I specifically chose the ingredients to work synergistically together to provide the ultimate antioxidant drink to help people feel healthier, whatever they are doing in their lives. During our time on the market, we’ve had amazing feedback from pregnant ladies who drink AOk to help them with morning sickness, and to boost their energy levels when they need a healthy snack/break. We’re also popular before, during and after air travel for people who regularly fly, and suffer with jet lag, exhaustion and stomach upset. Our high antioxidant content also means that AOk provides your daily recommendation of antioxidants to help you get through the day and all that life throws at you: pollution, stress, tiredness or UV radiation”.

food&drink towers predicts ‘mood foods’ will experience a surge in popularity in 2012 and beyond, which is confirmed by the survey. 44% believe they will increase in market value. 

Happiness and stress have been identified as the two ‘mood food’ areas that hold strong potential for growth in 2012 at 45% and 39% respectively. Energy, the biggest sub-category within the functional food and drinks market, continues to offer growth potential. 38% of respondents to the food&drink towers survey predict energy will show strong growth potential, and 41% agree it will offer average growth potential. Sleep/fatigue, one of the ten food&drink towers top trends for 2011, also shows good growth potential. 33% say it will offer strong growth potential and 39% say average growth potential. Menopause/PMT/women’s health and men’s health are also interesting areas for new product development (NPD), although they both offer more ‘average growth potential’ than ‘strong growth potential’ according to the survey. Brain/cognitive/memory and concentration are also highlighted for average growth potential by 46% and 47% of respondents respectively. Depression, which affects many people within society, stands out as a major area for development in the mood foods category. 25% say there is strong growth potential and 51% average growth potential for NPD in 2012. There are increasing links between nutrition and depression. Serotonin is a brain chemical believed to promote calmness and ease depression. Foods themselves don't contain serotonin but what you eat may be able to tip the balance in favour of increased serotonin production in the brain. Most notably, a carbohydrate rich diet - plenty of pasta, wholemeal bread, high fibre cereals etc - is thought to help. Read more: http://www.dailymail.co.uk/femail/article-128265/What-foods-help-beat-depression.html#ixzz1gJajamKM

In terms of categories holding the most promise for mood food/drink NPD in 2012, snacks, soft drinks and confectionery stand out for respondents to the food&drink towers survey.

Related stories at www.foodanddrinktowers.com

/news/moody-food-junk-food-according-to-latest-study/ Moody food = junk food according to latest study

/press-releases/antioxidant-packed-winter-drinks-recipes/ Antioxidant-packed winter drinks recipes

/press-releases/feeding-your-imagination-scoops-up-even-more-awards-for-their-mo/ Feeding Your Imagination scoops up even more awards for their mood indulgent chocolate…

TREND 3: Packaging innovations provide an answer

As costs are being cut across the supply chain, packaging will become a focus for brand owners keen to improve margins from production to market. Reducing packaging weight/size, also known as lightweighting, is not only an environmentally-friendly move, but it can result in cost savings for the company over the long term. However, many brand owners are fearful of making expensive packaging changes at a time when costs must be kept as low as possible, despite the long-term benefits. In 2012, packaging innovations will become increasingly recognised as a short-term investment for a long-term benefit, by companies seeing past the current economic doom and gloom.

Packaging innovations can help to attract new customers and achieve greater standout on shelves. It can make a product more convenient, easier to use/open/dispose of; ultimately boosting its appeal to the retailer and the consumer. Packaging changes can also result in a product appearing more premium/exclusive, which can benefit the brand if the retail price is not increased (encouraging consumer perceptions that they are getting better value for money).

According to the food&drink towers 2012 survey, 14% agree that packaging design and innovation will be very important to the industry next year, 37% say it will be important, 30% of average importance, 13% below average importance and 6% not important. This is a very mixed response – more so than most other options under the heading ‘Please rate the following in terms of expected importance for the food and drink industry in 2012...’ and food&drink towers puts this down to the variation in businesses the respondents work in. Packaging design and innovation are unknown entities to some sections of the industry and the true value of packaging is regularly (and wrongly) under-estimated.

Related stories at www.foodanddrinktowers.com

/press-releases/so-creative-cook-up-fun-new-packaging-for-green-s-kids-cake-kits/ SO Creative cook up fun new packaging for Green's kids cake kits

http://foodanddrinktowers.com/news/62-say-packaging-is-their-biggest-environmental-concern/ 62% say packaging is their biggest environmental concern

http://foodanddrinktowers.com/press-releases/new-lead-of-crowns-european-food-cans-and-closures-business-pres/ New lead of Crown’s European food cans and closures business presents vision for growth

TREND 4: Learning to…grow your own, bake your own, make your own

Food and drink will become more of an ‘experience’, for many people, who are showing a greater interest in taking control of what they consume. More and more of us are showing interest in the origins of food and drink; how it is prepared and how it is grown; the recipe and compilation of the meal/drink. Smartphone applications, QR codes on packaging, point of sale merchandising and websites will become invaluable sources of information about the origins of your ingredients, ideas for use of your product in the home, recipes and serving suggestions. These tools will also be used for targeted promotions/offers to further connect with the target consumer. Introducing an ‘experience’ through your food and drink product is far from simple. As a marketing strategy, creating a brand experience (think of the original Kit Kat campaign – how do you eat yours?) is incredibly complex and relies on a series of suggestions and clever marketing strategies.

Growing your own, baking your own, making your own: consumers will take back the control when it comes to food and drink – something they can control more easily than certain other elements in their lives!

How much influence do cookery programmes such as Masterchef and Nigel Slater’s Simple Suppers have on consumer shopping habits in general? According to food&drink towers’ Ten Top Trends for 2012 Survey, 23% say they’re hugely influential, 66% believe them to be influential and just 11% say they are not influential. Interesting ‘other comments’ included: ‘I would like to say no influence, however, they are a bad influence, as people watch eating dinner on their laps! Sales of forks (not knives and forks) have gone up according to John Lewis. Nigel Slater should remain in print only, there are far too many food writers on the television who just haven’t got it!’ Another comment, which could provide inspiration for NPD was: “Having kids = dinner parties = home cooking”.

Related stories at www.foodanddrinktowers.com

/press-releases/new-online-cookery-school-directory-lookingtocook-co-uk/ New online cookery school directory: lookingtocook.co.uk

http://foodanddrinktowers.com/press-releases/consumers-need-a-leg-up-with-farming-knowledge-survey-suggests/ Consumers need a leg up with farming knowledge, survey suggests

http://foodanddrinktowers.com/press-releases/good-housekeeping-cookery-book-classic-edition-revised-and-updat/ Good Housekeeping Cookery Book - Classic Edition, Revised and Updated

http://foodanddrinktowers.com/press-releases/celebrity-chef-launches-free-cookery-classes-around-the-uk/ Celebrity chef launches free cookery classes around the UK

TREND 5: Foraging for truffles, mushrooms, wild berries and edible mini-beasts

Closely related to trend number four, foraging is growing in popularity as people seek to take more control over what they are consuming. Courses are available nationwide teaching people how to forage, what to look for, and then turning their discoveries into three-course meals. This is the ultimate in foodie heaven for those who enjoy getting stuck in! Innocent Smoothies sent five of its team to a 12-hour foraging course in Kent recently, and foodie magazines regularly feature celebrity chef recipes including wild mushrooms, truffles and wild berries. There are even recipes out there involving edible mini-beasts! food&drink towers predicts that foraging will become more of a mainstream concept and will therefore be incorporated into brand strategies. For example, truffles, wild berries and wild mushrooms will become more prevalent on food-based television programmes, in magazines and recipe suggestions, as well as featuring on restaurant menus. Consumers will be inspired by the growing prevalence of foraged foods and seek to include them in their cooking at home.

Related stories at www.foodanddrinktowers.com

/press-releases-pending/all-your-favourite-recipes-from-itv1s-countrywise-and-countrywis/ All your favourite recipes from ITV1’s Countrywise and Countrywise Kitchen in one new cookbook

/press-releases-pending/royal-forester-chef-hunts-edible-wyre-forest-mini-beasts/ Royal Forester chef hunts edible Wyre Forest mini-beasts

TREND 6: Going beyond the dinner party – at-home dining occasions become more regular

We are trying to save money by not going out for dinner quite so regularly, but we still want to see our friends and family and socialise around the dining table…making at-home dining and entertaining a popular option. Parents with young children are also more likely to spend time at home in the evenings than single person households and couples without children who have more flexibility. However, making a meal of dinner in 2012 will not be reserved to weekends and special occasions. People will invest a little more time and effort (but not necessarily money) into meal times on a more regular basis to cheer themselves up, entertain and add some fun to ‘just another working week’. Original recipes and unusual ingredients will be the focus for home-cooks who will be influenced by television programmes, foodie magazines, websites, social networks such as Twitter and Facebook and Smartphone apps.

Related stories at www.foodanddrinktowers.com

http://foodanddrinktowers.com/press-releases/every-home-needs-a-kitchen-devil-a-new-starter-set/ Every home needs a Kitchen Devil - a new starter set

http://foodanddrinktowers.com/press-releases/gammon-gets-saucy-new-10-minute-meals-perfect-for-the-mid-week-m/ Gammon gets saucy! New 10-minute meals perfect for the mid-week menu

http://foodanddrinktowers.com/press-releases/spring-recipes-to-refresh-your-dinner-table-courtesy-of-the-livi/ Spring recipes to refresh your dinner table courtesy of The Living Room

TREND 7: Dusting off the recipe books and cooking from scratch in the year of austerity

food&drink towers forecasts 2012 will be known as ‘the austere year’. As a nation we’ve spent a ridiculous fortune on recipe books over the years, many of which have been left on the shelves to gather dust. In 2012, people are expected to return to their cookery books (and other resources) to get a return on their investment, get more out of their kitchen gadgets and get more creative with their cooking. Brands who provide inspiration for consumers will be able to make the most of this trend in 2012. People are looking for inspirational recipe ideas that are within budget to make mealtimes more interesting. More and more people are seeing food and drink as a hobby: baking, for example, is surging in popularity for reasons (television programmes, cookery books/magazines, times of austerity and a desire to get more value for money).

In terms of how this trend will influence NPD in 2012, we believe the industry must address consumers desire to spend more time in the kitchen next year, cooking from scratch and experimenting with new recipes. However, there is another influential factor involved with this trend: our lack of time to spend relaxing in the kitchen. 45% of respondents to the food&drink towers survey said that they would like to spend more time in the kitchen in 2012, cooking from scratch and learning new cooking skills – if they get the time. A further 34% said ‘yes, definitely’. 10% were unsure, 8% said they won’t have the time and 3% said they don’t like / not very good at cooking.

PR manager, Laura Oxwich, says: “I enjoy baking at home and my favourite go-to cookbooks are by Delia Smith and Nigella Lawson; tough economic times always seem to encourage frugality and having planted some dwarf apple, pear and cherry trees in my back garden in 2010, I am looking forward to trying out some new food and drink recipes in 2012.”

It is important that brands recognise how the year of austerity will impact food and drink sales in 2012. What tools can food and drink brands provide to their end users to encourage them to try new ingredients / recipes?

Nick Hudson, sales director, Wassen International Ltd (Oatly Drinks) says: “Oatly has launched a UK specific website which includes a wide range of recipes for everyone looking to make a healthy choice to try. Starting with delicious recipes for healthy breakfasts and moving into breads, cakes, sauces, pies and bakes for the family and for entertaining, www.oatly.co.uk inspires its visitors to get cooking.

“Oatly’s UK e-newsletter contains inspiring recipes as well as hints and tips from some of the UK’s top nutrition and cookery experts on how to eat more healthily without spending hours in the kitchen or emptying the purse in the supermarket.

The PR and advertising campaigns planned for 2012 for Oatly will continue to encourage consumers to try the three drinks and the cream alternative as a simple and great tasting alternative to dairy milk or cream when cooking, splashing on cereal or in a healthy smoothie”.

Stuart Roberts at AOk Drinks confirms that communicating with existing and new customers, and inspiring people to create healthier snacks and meals, will be a priority for the antioxidant brand in 2012. “We have big plans for the website, www.aokdrinks.com, as we want to become known as an approachable and friendly resource for people interested in health, nutrition and improving their quality of life. Small lifestyle changes can make a huge difference, and we will be providing recipes, meal plan ideas, nutrition tips and hints, and much more. In the year of the UK Olympics, health, nutrition and fitness will be high on the media agenda.”

Related stories at www.foodanddrinktowers.com

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/press-releases/leiths-meat-bible-is-the-essential-kitchen-cookbook/ Leiths Meat Bible is the essential kitchen cookbook

TREND 8: Food on the go gets a facelift 

Unsurprisingly, in 2012, consumers will demand a lot more for their money in the impulse market. According to the 2011 Britvic Soft Drinks Report, the impulse channel grew by 7% in value in the UK, reversing a 3% decline the previous year, and the food service channel reversed its 2009 decline, with sales up 9.4% in 2010 to £284m. Indeed, impulse sales growth overtook the grocery multiples, as more consumers took advantage of ‘top up shops’ and single serve formats became more popular.  

As impulse sales are forecast to continue to rise in 2012 (albeit not into double figures), brands must work harder for their share of the grab and go market. Convenience will remain a priority, but health is also becoming an influential factor. People are looking for quick fixes for specific lifestyle issues such as fatigue and concentration. People are also looking to top up their vitamin, mineral, antioxidant and omega-3 intake in a convenient format.

Impulse products such as snacks and soft drinks will have to work harder to compete and stand out on the shelf. Impulse purchases are made in seconds, so the packaging must be eye-catching and the product must deliver on taste as well as convenience and function/efficacy.

Emma Goss-Custard, founder of Honeybuns, says: “We’ve found that although gluten free is central to our offer, our customers also want to combine this with being able to enjoy a truly indulgent treat on the go. Just because they may be coeliac or wheat averse they still want to have a top of the range, ethically produced, delicious treat.

Packaging is important: it needs to look great, streamlined and environmentally sustainable. The packaging also needs to convey our artisan status. Some of consumers are hesitant. “Can a pre packaged cake slice really taste nice”? We have to try and overcome that initial inertia by making the product look homely.

Taste remains our key selling point: we rely on consumers perhaps thinking twice initially, owing to our premium positioning, but once they taste it they can appreciate why it costs that little bit more.

Related stories at www.foodanddrinktowers.com

/press-releases/honeybuns-christmas-stocking-filler/ Honeybuns Christmas stocking fillers

/press-releases/macsween-launches-convenient-haggis-for-vegetarians/ Macsween launches a 'convenience' haggis for vegetarians in Scotland

TREND 9: Megatrends…on a budget          

Health, convenience and indulgence are known as the three megatrends influencing PD and sales in the food and drink industry. Private label used to be synonymous with budget, but times are changing, and there are now premium ranges such as Finest from Tesco through to the old faithful economy lines. Brands have recognised the threat from private labels for years now, but in 2012, the competition will be firmly pitched at the budget end of the price spectrum.  

There is an ongoing debate as to whether a product can address all three megatrends to be healthy, convenient and indulgent. “We are very lucky with Beetroot juice,” says Lawrence Mallinson, founder of James White Drinks. “Whilst it is not everyone's favourite - a bit of a marmite sort of product - those that like it tend to be very enthusiastic. So I am pleased to say for most of our customers, drinking Beet It is an indulgence as well as being healthy and convenient.”

When it comes to offering convenience, particularly in the functional soft drinks category, one-shot drinks are becoming incredibly popular. The Beet It Stamina shots are a perfect storm of all of these ingredients, says Mallinson. Choosing the correct packaging is imperative to enhancing the convenience of a product, regardless of the category. “The 7cl shot format provides a natural dietary nitrate dose for the elite sports world (it boosts nitric oxide in the blood and thus stamina) in a convenient size, and it tastes great too! The hot filled PET bottles enable the Beet It Shots to have an extended ambient shelf life without resorting to using preservatives, which would have lost its organic status,” says Mallinson.

Nick Hudson at Wassen (Oatly Drinks) believes its Chocolate and Cream variants tick all three boxes. “Oatly has a wholesome answer to your cravings for a chocolate fix in the afternoon, a restorative mug of hot chocolate, creamy pasta sauces and a quick and easy way to jazz up a fruit salad: Oatly Chocolate and Oatly Organic Dairy Free Alternative to Cream.”

A 100ml glass of Oatly Chocolate contains 1.5g of fat, of which 0.2g is saturated fat, and 3g of the sugars is added sugar: the rest is natural sugars from oats. Oatly Chocolate is lower in calories (55kcal per 100ml), which, according to Hudson, “is less than other chocolate drinks on the market and tastes great hot or cold: perfect to slake those chocolate cravings without damaging a healthy eating regime”.

Hudson explains: “Oatly Organic Dairy Free Alternative to Cream contains just 13g of fat per 100g, of which only 3g is saturated fat, and the overwhelming amount is the unsaturated 'good' fat. With only 150kcal per 100g as opposed to 445kcal per 100g for double cream, you can have the taste of cream without the guilt.

From a convenience perspective, Hudson confirms that all Oatly products are heat stable so they are suitable for cooking as well as drinking. They work as well in pasta sauces as they do in baking for example and can be swapped for dairy milk or cream in any recipe. Oatly oat drinks can also be used on cereal and in smoothies for breakfasts on the go.

“We believe our prices are budget-friendly at the RRP levels set but we also recognise that promotions are an attractive option for consumers so we regularly run price reductions with all the major retailers and will continue to do so during 2012.”

Emma Goss-Custard, founder of Honeybuns, believes that there is a growing interest in pure, ‘unmucked about with foods’ that do not contain reduced fat nor artificial sweeteners. “Our customers subscribe to the ‘a little of what you fancy’ philosophy. They rather have proper butter in their cake slice but opt for a smaller slice. If they want to be uber-healthy then they’ll lay off the cake and have an apple instead.

“Our individually wrapped gluten free cakes are convenient and utterly indulgent. We have seen great growth in our minis range, launched three years ago, which is simple portion control. They look really tempting & reduce the guilt factor and fat intake. We are proud to be a premium product; we hand craft everything and we are a small, creative team who are dedicated to making the best product we can. Although we’re premium, we are told by customers that we represent great value when compared gram for gram to mass produced products.”

The food&drink towers Ten Top Trends for 2012 Survey highlighted that health on a budget will be hugely important (47%), followed by indulgence on a budget, convenience on a budget and premium indulgence.

On the go convenience i.e. breakfast on the train, desk-dining, grab and go impulse purchases will be hugely important according to 24% and important to 53%.

General health i.e. wellbeing, immune system and energy will be hugely important according to 44% of respondents, and important to 47%. Meanwhile, specific health such as tackling individual issues including diabetes, cholesterol and blood pressure will be hugely important in 2012 according to 34% and important according to 49%.

Family nutrition will also be a key focus for the food and drink industry in 2012: hugely important says 39% and 47% say it will be important. 

Related stories at www.foodanddrinktowers.com

http://foodanddrinktowers.com/press-releases/new-healthy-eating-recipes-from-essential/ Ethical vegetarian health food brand Essential has commissioned five new recipes to mark its annual Healthy Eating Fortnight (October 17-30, 2011)

http://foodanddrinktowers.com/press-releases/antioxidant-juice-responds-to-consumer-demands-for-convenience-h/ Antioxidant juice responds to consumer demands for convenience, health & flavour

TREND 10: Original food and drink pairing: inspiration for the nation

In 2012, people will become more adventurous with their food and drink pairing: influenced by the foodie culture, workshops, food exhibitions such as BBC Good Food Show, television programmes such as Masterchef. People are keen to learn more about food and drink (as previously mentioned) and are keen to be educated.

Companies such as French Bubbles (www.frenchbubbles.co.uk) operate Champagne pairing events, matching bubbly with sushi, chocolate and cheese. Restaurants are showing greater interest in providing wine, beer, cocktail and spirit matches to certain items on their menus.

Pop-up bars and cafes will continue to thrive in popularity, appealing to consumers seeking a break from the norm, and the chance to experiment with something new. Pop-up pairing events will also become more prevalent in 2012, enabling consumers to indulge in original food and drink matching such as beer and oysters and Champagne and sushi.

Related stories at www.foodanddrinktowers.com

/features/my-perfect-night-out-cheese-and-champagne/ My perfect night out with French Bubbles and La Cave a Fromage

 

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About our report sponsors…

 

AOk Drinks (http://www.aokdrinks.com)

AOk is a deliciously fruity combination of red grapes, cherries, aloe vera and ginger. One 250ml bottle of AOk provides your daily dose of antioxidants and just 145k calories. It also counts as one of your five a day. AOk is thirst-quenching, antioxidant-packed, free-radical-fighting, and it tastes delicious. 

AOk was created by nutritionist Stuart Roberts to provide a convenient way of getting your optimal daily antioxidant requirements from just one bottle; no matter how busy your life is. Each ingredient was carefully chosen to ensure that there is a synergistic mix of multiple antioxidants. Laboratory industry standard tests have shown AOk to be an exceptional antioxidant drink providing 3,600 ORAC units per 250ml (nutritionists recommend we consume 3,000-5,000 ORAC units daily to fight free radicals which lead to premature signs of ageing and contribute to diseases such as cardiovascular disease and cancer).

Press enquiries to helen@aokdrinks.com / 07904801669.

Sales enquiries to stuart@aokdrinks.com.

 

Beet It Juice & Stamina Shots by James White Drinks (http://www.jameswhite.co.uk / http://www.beet-it.com)

Based in Suffolk, James White press and bottle a wide range of apple juice and increasingly vegetable juices including Beet it our organic beetroot juice. James White also makes Big Tom spicy tomato juice - a fabulous bloody mary mixer and the Thorncroft range of botanical cordials including the original Elderflower, traditional Nettle, Rosehip and Pink Ginger and the well being range including Kombucha, an oriental revitalising drink and Detox.

Media and retail enquiries to: Lawrence@jameswhite.co.uk; 01473 890111.

 

Honeybuns (http://www.honeybuns.co.uk)

"Honeybuns is a small multi-award winning artisan bakery based on a farm in the heart of Dorset. Using natural and impeccably sourced ingredients, locally wherever possible, this little company has wowed food critics and customers alike with their range of delicious cakes, cookies and savouries, most of which are gluten free and some dairy free. Over half the range has won Gold at the prestigious National Great Taste Awards. The small bakery team make everything by hand in small batches, baking everything slowly in their vintage oven."

Media and retail enquiries to www.honeybuns.co.uk; thebee@honeybuns.co.uk; 01963 23597.

 

Oatly oat drinks (http://www.oatly.co.uk)

Suitable for vegans and vegetarians, Oatly oat drinks come in four long-life varieties: Chocolate, Enriched and Organic in one litre packs and Organic Dairy-Free Alternative to Cream in a handy 250ml carton. All Oatly oat drinks are lactose, milk protein and soya free so they’re great for anyone who suffers from milk protein allergy, lactose intolerance and/or an allergy to soya.

Oatly oat drinks are a tasty, refreshing drink on their own and also make a great low-fat addition to a fruit smoothie. And Oatly is heat-stable, so it is also ideal for use in cooking and baking instead of dairy milk or cream. Everyone can enjoy the great taste and health benefits of Oatly. Naturally low in saturated fat and containing soluble fibre, Oatly helps lower cholesterol levels as part of a healthy balanced lifestyle: just one 250ml glass of Oatly provides a third (1g) of the daily requirement of beta-glucan (soluble fibre) for cholesterol reduction.

Oatly long-life oat drinks are available from Waitrose, Sainsbury’s, Tesco, Morrisons, ASDA and EH Booths stores as well as Holland & Barrett and independent health stores: Oatly Organic and Oatly Enriched cost around £1.39 for a 1 litre pack, Oatly Chocolate is around £1.55 for a 1 litre pack and Oatly Organic Dairy-Free Alternative to Cream is around 82p for a 250ml pack. Oatly stays fresh for 4-6 days in the refrigerator after opening.

Further information about Oatly and a range of recipes can be found at www.oatly.co.uk. Retailers can contact Oatly’s importers Wassen International on info@wassen.com, 01372 379828. Please address media enquiries to Grand Union PR, philippa@grandunionpr.com, 01442 824844.

 

Oxwich Communications Ltd (www.oxwichcommunications.com)

PR, Marketing and Copywriting services

Oxwich Communications Ltd is a boutique PR agency offering a range of public relations, marketing and copywriting services for businesses, products and events. From new product/line launches and sampling events to supermarket and restaurant openings, our food and drink PR experience includes: Delia Smith for Delia’s Canary Catering Food and Wine Workshops and Yellows Diner Restaurant opening, Chef and Author Alex MacKay, Chilford Hall Vineyard and Conference Centre and Langley Larder Catering Services.

Contact: Laura Hazell, Managing Director, Oxwich Communications Ltd

0845 226 7469 info@oxwichcommunications.com.

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