Foodnavigator-usa Podcast

Once restricted to a handful of products, such as yogurt, probiotics are enjoying unprecedented popularity and are popping up in unexpected places with many bold health claims, but not everything consumers or manufacturers hear about probiotics is true.

Home shopping television easily might be overshadowed by food and beverage companies’ growing interest in online grocery shopping, but industry veterans say the venue offers compelling marketing opportunities – especially for startups or legacy brands that need a boost.

In today’s highly competitive landscape, many food and beverage manufacturers try to set their brands apart by tapping into consumers’ desire for products that not only are better for them but also better for the planet or for society. 

While Americans are becoming more adventurous in what they eat, they often still need a lot of convincing to try something new – especially if they haven’t heard of it before and don’t know what it will taste like, how it will impact their health, how to prepare it or even, as we have seen with many rising superfoods in the past few years, how to pronounce it.

Despite a rising nationalism in the US born out of the contentious presidential election cycle, Americans remain open to global cuisine and as such, in 2017, international flavors and cultures will continue to heavily influence what’s hot and what’s not in the US food and beverage, predicts a globe-trotting nutrition communication expert.

There is no denying that vegan is on the rise with consumers looking for more plant-based options, and manufacturers eager to meet that demand with a wide variety of new products -- some of which even are aimed at and winning over carnivores and omnivores.

The predictable upcoming onslaught of annual New Year’s resolutions to “eat better” could lead to surge of consumer interest in products with short ingredient decks and “clean labels” that they perceive as healthier.

For most Americans cranberry sauce is a Thanksgiving staple, but it isn’t the dish everyone clamors for -- which the fruit’s industry stakeholders hope to change with aggressive marketing campaigns, innovative product launches and science-backed claims.

Soy may be best known in America as a source of high-quality protein, but as more trendy and allergen-friendly sources of plant-based protein enter the market, the bean may need to evolve its marketing to better highlight some of its other health attributes to remain relevant to consumers.

For the 45 million Americans who suffer from irritable bowel syndrome, identifying food that they can safely eat without triggering a flare up is a source of deep frustration that also could be a sizable market opportunity for innovative food and beverage companies that can provide an easy solution.

Most Americans are trained from a very young age to believe that beautiful is better – even when it comes to food – but as most people also know, this isn’t always true.

With a collective spending power of $1.5 trillion, the Hispanic and Latino population in the US is a highly coveted group of shoppers who represent a significant growth opportunity for food and beverage brands that earn their trust and loyalty.

In the past few years, Americans’ growing demand for protein and desire for on-the-go food opened the door for meat jerky to re-position itself as a healthy, convenient snack, which eventually lead to a full-blown love affair with all types of meat snacks – including sticks, bars and even pork rinds.

As US consumers embrace a healthier lifestyle focused on prevention rather than treatment, they increasingly are turning to the natural and organic channel for products that are clean, natural and have added health benefits.

As recently as 15 years ago, most Americans had never heard of hummus, or even its base ingredients of chickpeas and tahini. But now the dip is a staple in many US homes and makes common appearances in lunchboxes, at picnics and on many restaurant menus. 

Consumer demand for local food and beverages is no longer a niche market – rather it is fully mainstream. But an outgrowth of this trend that is just starting to peek over the horizon is a “do-it-yourself” food and beverage movement, according to market analysts.

Grass-fed claims on products are a beacon for consumers who are health-conscious, want minimally processed food and care about animal welfare, and as such manufacturers increasingly are using them on products across categories and channels to drive up sales sharply.

Seafood checks many of today’s on-trend boxes, including being high in lean protein and omega-3 fatty acids, sustainable, natural and minimally processed – yet consumption of it in the US continues to fall, prompting manufacturers and public health advocates to become more creative in how they market and package fish.

Trends may come and go, but they often don't stay gone forever -- rather most eventually cycle back in vogue, as is the case with the current focus on “ancient wisdom,” and time-tested, traditional cooking techniques and ingredients that are influencing today’s food and beverage industry.

Finding solutions to reduce sodium, sugar and calories in finished products is essential as regulators and consumers demand healthier products – but the increasing desire for “clean labels” adds a complicating twist to the process of sourcing suitable replacement ingredients.