What’s going to happen in 2015?

The global market research company Innova Market Insights has just released it’s top ten food related predictions for 2015.

Increasing “natural” marketing.

Although there isn’t , as yet, an agreed international definition for the word “natural”, around 25 percent of the product launches in 2014 had labelling that declared it was either natural or emphasised the origin of the food.

Innova is expecting that the public will be demanding more natural or clean foods and so we can expect to see this increasing in 2015.

The current focus by the Australian Competition and Consumer Commission (ACCC) in this country on the labelling of “free range” eggs fits into this prediction, with people expecting that when eggs are labelled free range, they are from free range hens.

Cooking show encouragement

The huge number of cooking shows on commercial TV channels as well as the number of actual cooking and food related channels on pay TV, is an indication that the trend toward home cooking is not stopping any time soon.

However although people want to cook more at home, they still want some level of convenience. This is the prediction that Innova is making, that the trend of convenience for home cooking will actually increase in 2015.

Millenials want something different

The age group from 15 to 35 are now being called the Millenials, and they are less brand loyal than any other group.

They are wired in technically and are looking for something different to eat, especially if it also has something to do with their mobile phones or tablets.

Set meal times are not what they used to be

Even though many families still sit down to a meal together, this is becoming less and less common, with snacking rising in popularity.

At least healthy snacks like fruit are still the preferred option (according to an article in Australian Food News in November 2014), although chocolate is coming a close second.

Good foods or parts

Good fats, good carbohydrates and sugars are now becoming sought after by consumers. So expect to see more foods appearing with naturally occurring sugar substitutes like Stevia and Omega 3 on our supermarket shelves.

Do you want protein with that?

Protein adds flavour and nutritional benefits to foods and is popular with food producers and consumers. Soy protein was the go, but is losing popularity to be replaced with that from pulses. The undisputed king of added protein is still whey powder but there is a prediction that protein from insect sources may be the preference by the industry in the long term.

Fruit in any form

If there is fruit in a product, according to Innova, consumers perceive that it is healthier than a similar one that doesn’t. Fruit can also be added to improve colour and flavour – so expect to see more added fruit products appearing in 2015.

The frozen food myth

Frozen vegetables are picked and snap frozen, this ensures that they have a high nutritional content – contrary to popular myth.

The idea that frozen foods can be fresh is going to be seen a lot in 2015, as producers try to increase market share. There will also be other varieties of vegetables and fruits appearing in the freezer this coming year.

Brands and labels

The discount supermarkets are no longer seen only as cheap stores but are now recognised as having good quality food. Watch this segment grow in 2015.

The store and private brand labels are also increasing. Consumers are seeing them as quality, and often cheaper than the known big brands. This is going to continue to have a significant effect on the food industry in 2015.

Texture is becoming king.

Although the flavour of a food will always be the final decider on whether a food is repurchased, texture is becoming the big thing.

According to Innova, expect to see texture becoming a focus on packaging as well.

Written by Rachelle Williams, The Green Food Safety Coach.