fbpx

Food Trends – Sustainable, Responsible, Feel-Good Foods on the Rise
Print Friendly, PDF & Email

As printed in the Sprint 2013 Magazine: Food Service and Nutrition CANADIAN SOCIETY OF NUTRITION MANAGEMENT NEWScsnm logo

By Andrea Holwegner

Canadians have a good appetite for tasty and internationally inspired food, but trends also show a desire for sustainable, responsible, feel-good food choices. Health and wellness trends show there is an appetite for healthier options especially as our population ages and faces a growing number of health concerns. There is a continued shift to more snacking, less structured meals and more requests for customized choices. Technology has changed everything about food and nutrition knowledge, cooking and eating out. Consumers will continue to demand more insight about their food, while those supplying it will be called upon for greater transparency about the food they offer.

Sustainability Charges On

pasta_and_vegetables_with_creditThe trend for sustainable agriculture, farming and eating is here to stay. According to Agriculture and Agri- Food Canada, there are five broad categories of sustainable food and beverages: organic, locally sourced, fair- trade, carbon footprint and eco-packaging. Canadians have an appetite for foods they can feel good about that will help the whole planet.

According to the Canadian Organic Growers, organic foods were the highest growing trend in the Canadian health and wellness market in 2010 at a 5.4 per cent growth rate with produce growing at an average rate of 20 per cent per year as consumers believe they taste better and are healthier. Globally, the organic food and beverage industry is expected to reach combined sales of $36.1 billion.

Not only will organic food continue to be popular, but so will farmers’ markets, community gardens and grow- your-own food initiatives. Menus that have a focused farm-to-fork emphasis and locally inspired, back-to-basics themes will be fashionable. Think about offerings such as organic salad greens, local greenhouse heirloom tomatoes and farm-fresh bread with ancient grains and free-range local eggs.

Green Guilt About Food Waste

As the sustainability of agriculture, farming and eating continues to be of concern for Canadians, you may also hear more discussion around being conscious about food waste. The 2012 Eco Pulse Survey by the Shelton Group found that of any sustainability effort, the highest “green guilt” came from wasting food (which was twice as high as not recycling or forgetting to bring recyclable bags to a grocery store.)

One-third of food produced for humans (1.3 billion tonnes) is wasted somewhere along the food chain each year (The Food and Agriculture Organization of the United Nations, 2011). In Canada, an estimated $27 billion per year of Canadian food ends up in the landfill and composting.

Where does food waste come from? Fifty-one per cent of Canadian waste comes directly from food thrown away in Canadian homes followed by 18 per cent packaging/processing, 11 per cent retail stores, nine per cent field, eight per cent food service and hotel/restaurant/institutional food outlets and three per cent transportation/distribution.

Since food waste creates higher car- bon and methane, there are economic and environmental benefits to wasting less food. The UK website, www.lovefoodhatewaste.com, provides some in- sight about waste throughout the food chain.

Key Consumer Groups

According to the 2011 Agriculture and Agri-Food Canada’s document Health and Wellness Trends for Canada and the World, there are three key consumer groups that are keenly interested in health and wellness products. First, the LOHAS (lifestyles of health and sustainability) which are a relatively small but growing group of 41 million individuals who focus on a range of health, fitness, environment, personal development, sustainable living and social justice. The second consumer group is women who are generally concerned with body image and health and who often make purchasing decisions for their children and house- holds. Finally, the ageing population is keenly interested in maintaining a healthier lifestyle. They are educated, spend money on healthy products and represent a growing population (baby boomers aged 65 years are estimated to grow to 6.5 million by 2020).

Also of interest is the emerging role of men in the supermarket and kitchen. ESPN reports that 31 per cent of grocery shoppers are men, which is more than twice the 1985 amount. In a 2012 survey by Cone Communications, 52 per cent of fathers identified themselves as the primary grocery shopper. Also notable is that more dads than moms (52 per cent versus 46 pre cent) are likely to plan meals for the week ahead of time.

Better-For-You (BFY) Foods

A better-for-you (BFY) food is one that has been reformulated to reduce or remove a substance (fats, sugars, salt and carbohydrate). In 2010, the global BFY sales totalled $160.3 billion US with demand largely driven by consumer fear of obesity. Consumers are more educated about food products and health risks and are interested in lower-calorie, reduced-carbohydrate, whole-grain and portion-controlled products as well as foods with less sodium, sugar and fat. They are also interested in fortified or functional foods with more antioxidants, fibre, calcium, probiotics and omega-3 fats. The biggest challenge is delivering on taste while supplying the health benefit.  Food producers, grocery stores and restaurants are going to be asked more and more to become transparent about for what they stand.

Naturally Healthy Foods

You can expect Canadians to continue to look for naturally healthy foods that are minimally processed and often contain vitamins, minerals and other nutrients. Unsweetened fruit and vegetable juices, fresh-pressed juices, smoothies, natural mineral water and spring water are all popular. Global sales of naturally healthy beverages are expected to grow to $184.5 billion by 2015.

Sales of tea products continue to grow with consumer awareness of the health benefits of tea. Fermented tea beverages such as iced green tea, kombucha tea are also gaining popularity.

Whole grains and foods with naturally more fibre such as high-fibre pasta and rice are appealing to consumers since approximately 81 per cent of consumers look for products with higher fibre content. Hemp seeds, chia seeds, flax, quinoa and other whole foods are also trendy.

Gourmet condiments, seasonings, dressings and dips that are 100 per cent natural and free of preservatives and colourings are appealing. Dozens of apps such as Chemical Cuisine, Foodditive, Label Lookup and more speak to this trend.

You will also find a growing number of consumers looking for animals that are grass-fed, grain-fed or free- range as well as meats which are freshly cut, minimally processed and free of fillers, gluten and lactose. As the cost of meat and poultry rises and vegetarian diets become more popular, there may be more focus on meat- less meals and inclusion of nut butters, chick peas, Asian and Indian cuisine and tofu-based burgers.

Specialty Foods

Consumers are demanding specialty products such as gluten-free, lactose- free and nut-free products. Gluten- free products are a growing trend and essential for those with celiac disease, which according to the Canadian Celiac Association affects approximately one in 133 people. Those with non-celiac gluten sensitivity (two to six percent), must also eliminate gluten from their diet although it is not an autoimmune disease and the digestive system is not damaged so it is not known if a gluten-free diet needs to be followed as strictly or for life. Regardless, consumers are buying gluten-free products for medically necessary purposes or as recommended popular by fad diets recommended reducing grains, wheat or gluten.

There has also been a rise in specialty products such as Halal food eaten by followers of Islam and Kosher food eaten by followers of the Jewish faith. Globally, the Halal food industry has grown to more than $632 billion U.S. and represents about 17 per cent of the whole global food industry. The demand for Halal meats may surpass organic meat markets in popularity due to the quality, freshness, safety and treatment of the animals. According to OU Kosher, approximately 80 per cent of Kosher products sold globally are purchased outside of the traditional Jewish market.

Medical Issues

The Boomer population will be controlling a large percentage of dollars spent on food in the years to come.

They are concerned about health and nutrition and struggling with obesity, diabetes, high cholesterol, high blood pressure and more. They need solutions that speak to their needs. Studies by NPD Group in Canada and the U.S. show that Boomers are more concerned about nutrition when planning a meal than any other age group, with 72 per cent of Canadians over 65 regarding nutrition as important as taste. Phil Lempert, “The Supermarket Guru” and CEO of the Lempert Report, suggests Boomers are seeking out oily fish, green tea, dark green leafy greens, sweet potatoes, carrots, tomatoes, dark chocolate, seeds, oils, berries, apples and whole grains. They are also looking for antioxidant and potassium-rich reformulations and sodium-reduced items.

Snack Attacks

Overall snacking, particularly healthy snacking, has increased internationally according to Agriculture and Agri-Food Canada’s 2011 Report on Health and Wellness Trends for Canada and the World. Snacking rather than structured meals has become a normal way of life for many people. Breakfast is eaten for supper and lunch can move into dinner. In an interview for USA Today, Kelloggs mentioned that once they realized women were eating their cereal as an evening meal and not just for breakfast, they created advertisements that reflected that message.

In the 2011 Technomic Consumer Trends Report, only five percent of consumers eat three square meals. They also report two-thirds of consumers over 25 replace lunch with a snack at least once per week and this number doubles for Millenials (age 18 to 25) who tend to snack most frequently.

Restaurants and food producers should create snacks choices that are appealing to eaters at all times of the day. Consumers might want breakfast choices all day, a hot meal at midnight or dessert in the early morning.

Consumers also want choice. Fifty- eight percent of consumers like to customize their restaurant choice when eating out (Mintel, 2011). They are interested in customizing their meals and may want several options for portion sizes (such as a down- sized or snack-sized option) or the opportunity to create a family size value option. Consider offering share plates, mini taster options as well as bundled price points for two or three sides.

Technology and Transparency

The world of technology and smart phones has changed how we shop, cook and eat. Mobile devices are being used to prepare shopping lists, com- pare prices, find recipes, check sales, share meal photos and rate restaurants. Consumers can search a food’s ingredient and track all the details of their food and nutrition.

There are more people blogging, writing and using social media for food and recipe discussions. This year marked the first ever Canadian Food Blogging Conference hosted by Food Bloggers of Canada which speaks to the increase in this topic area.

Lempert suggests new apps are being developed that have sensors that will attach to smart phones and test allergens, ingredients, our blood sugar or blood pressure. Others will determine if produce is ripe or test for foodborne bacteria. Other apps may be able to network with kitchen appliances to tell us how much milk we have in the fridge or to remotely turn on the oven.

Perhaps the biggest way that technology is changing the food industry is by creating transparency. Food producers, grocery stores and restaurants are going to be asked more and more to become transparent about for what they stand. Consumers are craving connection and more of an understanding about who is making their food and why.

Click here to download a printer-friendly PDF

Click here to download the original magazine PDF

Print Friendly, PDF & Email

As seen in

  •  

Success stories

"I am a psychologist in private practice and it is very important to me that my clients have the best care with other health care professionals. For that reason Health Stand Nutrition is my only source for exceptional Dietitians. Andrea and her team provide highly knowledgeable, compassionate, and real world support to my clients who require assistance with food lifestyle. I trust my clients to them and you would be in excellent hands making them part of your health care team."
Adele Fox, Psychologist
“This is the first time I feel satisfied; my cravings have diminished dramatically and I have a whole new relationship with food. I am eating guilt-free for the first time in my life. My energy has also dramatically increased and I feel great!
Rhonda Jenkins, Nutrition Counseling Client
“The Dieticians at Health Stand Nutrition help you to take action on the science behind eating well by making it practical, understandable, and fun. Their office is cozy and not at all clinical or intimidating. I felt like I was sitting down with a really smart, caring friend who wanted to help me make the best choices for my lifestyle and food preferences. They really are the best in the business.”
Marty Avery, Nutrition Counseling Client
“I have come to think of the program as a one stop shopping excursion for everything one needs to know about creating a joyous relationship with food and our bodies. In a single word, the course has gifted me with freedom from the punishing rigidity of disordered eating, old stories that never were true, and body dysmorphia that did nothing but make me lose sight of a body that has done everything I've asked, despite my careless dismissal of her needs. Now when I look in the mirror I find myself shifting from harsh criticism to gentle gratitude.”
Lynn Haley, Pursuit of Healthiness Online Course Participant
“I spent 3 hours when first diagnosed with type 2 diabetes. I learned more from my Dietitian about food in those 3 hours than I had learned in all the years of my life. I also love the newsletter, there is always something to learn.”
Peter Whitehead, Nutrition Counseling Client
“I didn’t realize how strong my “diet mentality” was, and all the rules I had in my head about food. I was in a cycle of reward/punish/binge/cringe. I booked with your business very reluctantly, on the repeated advice of my doctor, to get my slowly rising cholesterol levels in check. I thought I knew everything about food, and my behaviour with food, but I was definitely re-schooled. My weight is creeping down, I feel good about my diet, exercise, body image, and lifestyle.”
Amy Floyd, Nutrition Counseling Client
“Thanks Andrea for an amazing presentation, I have heard all positive remarks from attendees and the evaluations show the same sentiment. It is really gratifying when a speaker does their “homework” and weaves in our profession’s day to day challenges within their content, you did an awesome job of this! You truly took the “die” out of Dietician! Your information on healthy eating and simplifying how we can work towards this as we are all so busy really hit the mark. Andrea connects very well with her audience; she is energetic, funny, and very approachable.”
Carole Ann LaGrange, Transfusion Medicine Safety Officer

Event Planner for Laboratory Diagnostic Imaging Annual Event

I am a family physician who sees patients with a myriad of eating concerns – from wanting to know how to plan healthy meals for active families, to weight loss, to eating disorders, and so on. I cannot recommend the Health Stand team highly enough. I have worked with (and been to!) other Dieticians in the past and too often find that they just ask for food logs and make suggestions that are easily obtained online or in books. The Dieticians at Health Stand offer much more than just telling clients what they “should be eating.” In contrast, the team really does more of a counselling practice, and they work hard to help their clients learn more about why their eating habits may be off track and not optimal for them, as well as helping people to effect change at a deep level that, most importantly, is sustainable for lifetime health.”
Dr. Deb Putnam, Family Physician

Nutrition Counseling Client & Referring Physician

“I am a busy mom, with kids in high level sports, working full-time downtown, and running our home acreage outside the City. I now have the knowledge and tools I need to plan for and manage the chaos of meal planning.”
Gillian Gray, Pursuit of Healthiness Online Course Participant
“As a construction company, we select speakers who can relate to our industry and its employees. Andrea’s message was delivered with humor and empathy. She makes people feel as though they can make changes without leaving behind every favorite food. Andrea focused her presentation on healthy eating as a way to keep energy high throughout the day. This message and the way it was delivered resonated with our predominantly male, blue collar culture. I would highly recommend Andrea as a speaker for groups such as ours. She will get your message across without alienating anyone in your audience – which is a huge hurdle when trying to introduce a wellness program in the workplace!”
Stephanie Wood, HR and Safety Manager

Fisher Construction Group, Burlington, WA

I found my Dietitian warm, funny, and skilled at teaching nutrition concepts without the overwhelm. The general approach of each session was to mix science with emotion, which was exceedingly effective in helping me shift my perspective on food from one of anxiety to one of joy and curiosity.”
Erin Kronstedt, Nutrition Counseling Client
“Excellent presentation! What a refreshing change to have a speaker inspire rather than “lecture” about nutrition. Your captivating stories, tips and overall approach to healthy eating uplifts and puts people at ease. It was great to hear we don’t need to strive to be perfect eaters, and that small changes really can make a difference in how we feel and in our health. Thanks to Andrea, we have solutions to our everyday nutrition challenges that can actually work in real life!”
Tina Tamagi, Human Resources

ARC Resources Ltd.

“Had I not joined this course I would have struggled with no focus, low energy, and mindless eating. Excellent teaching and motivation. This is not just a course, it is a nutrition club with mentorship, support, and connections with other people with similar situations.”
Lorri Lawrence, Pursuit of Healthiness online course participant

Pin It on Pinterest

Share This