burcon blog

Written by Sarah M.

On December 15, 2011

With the new year rounding the corner, it’s time to talk about the food and beverage trends to look forward to for 2012. Some trends stuck around from 2011 while some are newcomers on the top ten list. As you can imagine, the demand for health and wellness products is still going strong and is predicted to remain the biggest market pull of 2012. Food and beverage makers are looking for ways to either 1) improve the nutritional profile of their existing products; and/or 2) launch healthier, better-for-you products.

We will likely see ingredients and products stretched to their full potential for 2012 as both industry and consumers tighten their development dollars and spending habits. With an uncertain economic future, companies are seeking ways to cut costs, increase efficiency, up the margins and get the best bang-for-their-buck. Food and beverage makers are likely to focus on high-growth areas and provide what budget-conscious consumers really want. The industry is also seeing more hurdles to obtaining approved health claims from regulatory authorities. This will be a challenge for industry looking to market healthier products.

Here’s a look at the top ten food and beverage trends for 2012:

1. Health and Wellness. The focus for industry has shifted slightly from reducing salt, sugar and fat in products to increasing the nutritional profile of products. Companies are finding a larger impact marketing the added benefits of a product rather than what has been reduced.

2. Sustainability. It is just good business to be sustainable and consumers are finding that attractive. Companies are looking for ways to make step-changes to their sourcing, supply chain, packaging, marketing and selling and turning them into a more sustainable operation.

3. Convenience. We always say convenience is key and taste is king. Our busy chaotic lifestyles don’t always allow for hours of slaving over the kitchen counter. Anything quick, easy, nutritious and tasty will be big sellers.

4. Flavor Solutions. Reducing salt, sugar and/or fat will require flavor systems to compensate for the change in taste. Functional ingredients that not only add to the taste but to the texture of the food will play a big role.

5. “Free From” Foods Market. This is a growing market where consumers aren’t allergic but believe it to be healthier to be “free from” certain food and food ingredients in their diet.

6. Natural. A segment of consumers are seeking all natural food and food ingredients. Companies often weigh the cost/benefits of switching over to all natural ingredients.

7. Budget-Conscious Consumers. Poor economic conditions continue to pressure household budgets and consumers want more value for their money. Consumers are willing to purchase a product that is slightly more expensive but has more nutritional value.

8. Sourcing. Consumers are growing more aware of where their foods are produced, leaning in favour of locally-produced sustainable sources.

9. Over 55 Market. The aging baby boomers are a large market for functional products. Longevity and the desire to maintain a healthy active lifestyle will fuel the health foods market for years to come.

10. Health Claims. The regulatory authorities are tightening the ropes and health claims are increasingly difficult to obtain. The industry struggles with the cost/benefits of years of petitioning for a health claim only to realize it may not have as much value as expected. We are seeing a shift towards softer claims to deliver messages of health benefits to the consumers.

2012 will be another exciting year for the food and beverage industry, and especially for Burcon who continues to discover and develop innovative plant-based protein ingredients from sustainable sources. We look forward to the coming year.

From everybody at Burcon, Happy Holidays and see you in 2012!

Source: Leatherhead reveals 2012 food and drink trends.