Economy, environment, health shape food trends

By Janet Helm Comments 0
Published: January 13, 2009

Whether spiked with caffeine, antioxidants or vitamins, function-added waters will continue to be a major health trend in 2009.MCCLATCHY-TRIBUNE Photo

The troubled economy, environmental concerns and the desire to prevent age-related ailments are behind many of the top 10 food and nutrition trends expected to shape supermarket shelves and restaurant menus in 2009.

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FOOD CLAIMS

New foods marketed as healthful

The most frequently used claims for new foods and beverages launched in 2008, according to Mintel’s Global New Products Database:

→Kosher.

→All natural.

→No additives or preservatives.

→Organic.

→Microwaveable.

→No trans fat.

→Low-fat/fat-free.

→Premium.

→Allergy-related.

→Calorie (low/no/reduced).

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1. Recession-proof eating: The economic crisis has made frugal the new black and has brought comfort food, nostalgic brands and at-home cooking back in style. Expect to see a continued focus on value, especially the concept of maximizing nutrition on a budget.

2. Stress reducers: In these uncertain times, look for new foods and beverages to help you de-stress, such as Dasani Plus Calm + Relax water, Arizona Rx Stress tea and Blue Cow relaxation drink. Chill-out claims likely will increase as companies spike products with purported calming ingredients, including botanicals (kava-kava and chamomile) and amino acids such as GABA, L-theanine and tryptophan.

3. Snooze foods: The ultimate relaxers are foods that promise a better night’s sleep. About 30 foods and beverages were launched last year as natural sleep remedies, according to the Global New Products Database from Mintel, a Chicago-based market research company. These include a hot cocoa drink and chocolate "pillow” with melatonin created by Dreamerz Foods (dreamerz.com).

4. Planetary health: Eating green will transition from niche to mainstream as more Americans embrace the concept of sustainability. Look for more environment-related information on labels, including where ingredients come from and how they are packaged. Placement of the word "eco” on products doubled in the last two years, according to Datamonitor’s Product Launch Analytics.

5. Condition marketing: Expect to see more foods and beverages with ingredients that promise condition-specific benefits, predicts Chicago dietitian and nutrition consultant David Feder. Beyond targeting specific parts of the body from your brain to your bones, marketers will tout multitasking products that promise to deliver against multiple conditions, such as fiber-rich foods that boast digestive-health, cholesterol-lowering and appetite-curbing benefits.

6. Pure and simple: Quality will be redefined to mean few and familiar ingredients, says Jarrett Paschel, an analyst with The Hartman Group, a market research firm in Bellevue, Wash. Instead of "medicalized eating styles,” he predicts a return to foods naturally rich in nutrients.

7. Vitality boosters: The idea of "energy” — physical and mental — will greatly influence food product development, says Marcia Mogelonsky, a senior analyst with Mintel. It’s no longer simply about caffeine. Herbal ingredients, such as ginseng and guarana, and amino acids, such as taurine and L-carnitine, are migrating from energy drinks to foods.

8. Defensive foods: A desire to avoid a trip to the doctor is driving the trend of immunity-enhancing foods, Mogelonsky says. The number of foods and beverages claiming to strengthen the immune system has tripled in the last year, Mintel says, citing a growth in probiotics and products rich in vitamin C and antioxidants.

9. Allergy-friendly: The number of people who claim to suffer from food allergies, intolerances or sensitivities continues to grow, says California-based trend expert Elizabeth Sloan. The increased concern has driven companies such as Allergy Friendly Foods LLC (allergaroo.com) to create a line of products for children that is free of the eight major food allergens.

10. Fight inflammation: The concept of inflammation may finally achieve mainstream status, predicts Monica Reinagel, author of "The Inflammation-Free Diet Plan.” Researchers have long linked inflammation to a wide array of chronic illnesses, including heart disease, diabetes and even obesity. Now it may reach a tipping point with consumers, she said.

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