Dive Brief:
- Instacart outlined a number of food trend predictions that emerged from an analysis of users' most popular search terms from the past year, according to a 2017 new cart predictions report.
- Dairy-free products like nut-based yogurts; gluten-free ingredients and baking mixes; and Whole 30 and paleo-friendly foods are named key food and beverage trends for next year.
- Among the top trending brands, with search frequency increases ranging from 509% to 919%, were better-for-you ice cream and snack foods, free-from baking mixes and dairy alternatives.
Dive Insight:
Context in this data is key: Growth is based on search term data rather than sales data. Consumers may be interested in searching for certain products, but may not always purchase them. If certain categories have high search growth but lower sales growth, brands may consider what factors about their products might be a barrier to purchase, such as price or ingredients.
The jury still seems to be out on the rise or decline of the gluten-free trend, as various industry experts have aligned with either viewpoint. A recent Packaged Facts report explains differing perceptions of gluten-free's future, showing the products' explosive sales growth rate is slowing, but sales won't necessarily sales decline. Instacart's search term data demonstrates that gluten-free food is certainly still of interest to consumers, but it doesn't reflect completed sales.
While gluten-free's growth is debated, startups and major manufacturers alike have responded to increases in category sales and consumer demand for the next strong big food trend: alternative dairy products. This category has expanded well beyond soy and nut milks. It will likely continue to diversify in the coming year, with focus on milk and other products like yogurt, creamer, cheese and frozen treats.