This week, leaders in food technology and science from around the world gathered at the Institute of Food Technologists’ annual meeting in New Orleans to talk about the future of food. Multiple trends in the industry were discussed, from packaging innovations and millennial habits, to a reduction of caffeine and sugar. Below are some of the top trends food companies should be aware of for the future.
1. Creative Packaging
Food packaging is an area of constant innovation, as companies adapt new technologies and designs for a variety of reasons. Food safety and quality, shipping ease, and marketing appeal are just three of the many factors scientists need to consider when developing a pretty package for foods.
Joseph Marcy, professor and department head of the Virginia Tech Food Science and Technology Department, called out three recent packaging innovations worth noticing: Self-heating packages, “smart” packaging, and Heineken’s Ignite bottles.
Using a solid-fuel technology integrated within the packaging, HeatGenie’s products can warm room temperature foods to serving temperature in less than two minutes.
“Smart” packaging can measure the amount of food left in a container, alerting the consumer electronically when it is time to restock.
And in a fun twist, Marcy included Heineken’s new Ignite bottles, winner of the new product design award at the 2013 Beverage Packaging Awards. Fitted with LED lights, the bottles flash when they are held or raised in a cheer, and pulsate to the beat of the music in the room.
2. “Clean” Labels
Innova Market Insights, a Netherland research firm, describes a “clean” label as one that claims that a product is either “natural,” contains “no additives/preservatives,” or “organic.” But these claims—epically the phrase “natural”—come with some consumer suspicion, as many countries lack regulation on what "natural" fully entails.
“There has been a credibility issue lately,” said Yasemin Ozdemir, a market analyst from Innova. Ozdemir stated that 34% of U.S. consumers in 2012 considered the “natural” label important while making their purchasing decisions, down from 41% in 2008. In response to this issue, many companies are instead adopting the phrase “no additives/preservatives” on products that can boast that claim.
“This is quite an easy claim to make compared to natural,” said Ozdemir.
3. Protein, beyond the meat
The protein trend has long been in-vogue in the food industry, popular in foods even outside of the meat case. For years, yogurt, bars, and shakes have advertised their ability to help keep consumers full for longer, thanks to a high amount of protein, whether natural or added.
But this trend is expanding beyond the typical post-workout shakes. Many companies at IFT were advertising protein additives that can supplement different beverages: coffee, smoothies, and even juice and tea. Companies are also advertising the protein content of nontraditional protein-rich foods. Cereals, bakery products, and vegetables have been areas of focus in new product development targeting protein levels.
4. Digital Transparency
When consumers are interacting with their favorite food brands, they expect to do so online, preferably through social media. And they expect an instantaneous response from the brand. Whether they are airing out costumer service issues, or inquiring about a certain food’s allergen information, consumers (especially if they fall within the millennial generation) require digital transparency at all times.
“It’s not just about the food” says Dominique Vitry of Pizza Hut. “The baseline expectation if I’m a customer is that I’m going to have instant information from you, an instant connection from you.” According to Vitry, companies should look at the resources needed to accomplish this transparency, and make adjustments if needed.
“Now it’s all about the digital,” says Vitry. “And if you don’t have that, it’s brand suicide as you look into the future.”
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