Yep, we’ve got another batch of anticipated food trends for 2020 to hit you with. This one’s from Innova Market Insights, which describes itself as a “global knowledge leader in the food and beverage industry.”

According to Innova, storytelling is the key trend. Increased consumer interest in the stories behind their food and beverage products and their notable influence on purchasing decisions has resulted in companies increasingly paying attention to storytelling in branding strategies.

1. Storytelling: Winning with Words

Although ingredient provenance has always been important, consumer interest in discovering the story behind their foods has risen further and increasingly influencing purchasing decisions. Consumers’ attention is piqued by opportunities to learn more about how products are produced, which promotes an understanding of product benefits and helps build all-important trust in the brand.

As a result, manufacturers are increasingly focusing on ingredient provenance platforms in order to highlight the taste and quality of their products, as well as their uniqueness and sustainability efforts. Provenance platforms can communicate a whole range of messages to the consumer, including flavor/taste, processing methods, cultural and traditional backgrounds, as well as the more obvious geographical origin.

2. The Plant-Based Revolution

Plant-based innovation in food and beverages continues to flourish as a result of consumer interest in health, sustainability and ethics, which ties into the broader consumer lifestyle trend towards cleaner living. As the use of the term “plant-based” moves more into the mainstream, the industry and start-up companies in particular, are taking up the challenge to deliver more clean label meat and dairy alternatives with improved nutritional profiles.

3. The Sustain Domain

Consumers increasingly expect companies to invest in sustainability, with Innova Market Insights research indicating that 85% of, on average, US and UK consumers expected companies to invest in sustainability in 2019, up from 64% in 2018. In the area of food waste, upcycling is the new recycling, as companies strive to follow a zero-waste approach by creating value from by-products. Meanwhile, in packaging, the focus is on using less of it, as well as developing sustainable alternatives.

4. The Right Bite

Stress and anxiety are key concerns in modern life as consumers manage careers, families and social lives while striving to maintain healthy lifestyles, both physically and mentally. Responses to this vary, although the majority of consumers aim to balance the benefits and costs of busy lifestyles. This, in turn, raises the demand for nutritious foods that are easy to prepare, convenient and portable. Indulgent treats play a role in relaxation and enjoyment.

5. Tapping into Texture

Last year’s leading trend “Discovery: the adventurous consumer” is still prominent, with consumer demand for something new and different being reflected in more product launches with textural claims. Consumers increasingly recognize the influence of texture on food and beverages, allowing a heightened sensory experience and often a greater feeling of indulgence. According to Innova Market Insights research, 45% of, on average, US and UK consumers are influenced by texture when buying food and drinks, while 68% share the opinion that textures contribute to a more interesting food and beverage experience.

The other top trends for 2020 identified by Innova Market Insights are:

6. Macronutrient Makeover

7. Hello Hybrids

8. A Star is Born

9. Eat Pretty

10. Brand Unlimited

According to Innova’s director of Insight and Innovation, Lu Ann Williams, customers want honesty, transparency, and authenticity. In the context she was speaking of, it’s directed toward brands and their customers. But as chefs can see, it amounts to the same thing. These trends may be identified to help food manufacturers develop and market products, but as a chef, you need to be always updating your menus and offerings. Understanding what clients are looking for and how they’re influenced can help you develop and fine tune an approach to your business and the kind of clients you’re seeking, as well as the services you want to provide.

Do these trends align with your experiences as a chef with clients? If not, how do they differ and what are you seeing?

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New Year fireworks

Happy New Year! As chefs, you know how important it is to stay on top of what’s going on in the industry. So, we’ve pulled together a round-up of eight food trend forecasts for 2016. You may not want or need to follow all of these for clients, but here’s what they’ll no doubt be exposed to when dining out–and that can lead to requests in their kitchens or for events you cater.

Clean Eating: “Free-from” for all (gluten, soy, lactose, etc.) falls into this category, as does organic, natural processing, flexitarian, and greens in the Innova Market Insights’ Top Ten Trends list for 2016.

Veggie-Forward Menus: The Specialty Food Association created a top 10 list of trends on the 2016 horizon–everything from veggie-forward menus to no waste and supermarkets for super health.

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Snack Attack: Innova was very busy with trend predictions. Here’s a list of global trends they produced for the 2015 Anuga Show held in Cologne, Germany. The top 10 includes the growing trend of snacking, marketing to millennials, high-quality convenience, and an emphasis on texture.

The Return of Lard: Lard is back. Escargot is back. So are beets. Say goodbye to sriracha and embrace the heat of harissa and gochujang, according to the Sterling Rice Group’s list of 14 trends. They see the end of GMO’s and more local, transparent sourcing. Like, The Specialty Food Association, they, too, see no waste and a focus on vegetables.

Old-World Ingredients and New Vino Vehicles: From Whole Foods we get a top 10 list that runs the gamut from plant-based everything to wine in cans. In the sustainability folder, we get consumers interested in unusual seafood and cuts of meat. Fermented foods are going to be big. So are heirloom ingredients, dehydrated foods, and Old-World flavor adventures.

Roasted peppers

Substance Over Sizzle: Zester Daily brings its Top 6 Food Trends for the year, leading off with the movement for healthier food, and noting the importance of sustainable diets, food literacy, supermarkets as health hubs (see The Specialty Food Association above), raw milk cheese being hot, and an increased consensus by the experts on what to eat.

Plants are the New Meat: I love this food trend interview with food writer Bonnie Wolf on NPR’s Weekend Edition Sunday. She notes that vegetables have moved to the center of the plate. We’ll see more dried beans, peas, and lentils. And, like Innova’s predictions, she sees millennials as the trend movers and shakers.

Einkorn salad

Einkorn salad

 

Get Outta Here: Now for food trends famous chefs would like to see retired, from Thrillist. You can probably relate to some of these. Tired of deviled eggs? How about molecular gastronomy? These chefs are. They’re over tweezers (use your fingers!), smoked cocktails, and calling everything “farm-to-table.” So long, kale (really?). And, let’s end it here, get outta here with food trends!

Kale salad

What’s on your 2016 food trend list? Will anything above influence how you create recipes and menus?

Not an APPCA member? Now’s the perfect time to join! Go to personalchef.com to learn about all the benefits that come with membership.

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