Boost for Regional Producers

Consumer trends for authenticity, provenance and "localness" will give regional producers a boost next year, according to the food&drink towers Ten Top Trends for 2012 Survey.

The sixth annual edition of the Ten Top Trends Report identified that authenticity, provenance and "localness" will be very important (19%) or important (51%) next year.

Closely aligned to the sustainability benefits of "going local", reducing the environmental footprint and increasing sustainability will be important to more than half of respondents.

Despite this, ethical consumption, including organics, is expected to decline in importance in 2012, according to the food&drink towers survey.

According to the survey, NPD will also be important as consumers demand more uplifting food and drink to improve their mood.

Meanwhile, as costs are being cut across the supply chain, packaging will become a focus for brand owners keen to improve margins from production to market.

Reducing packaging weight/size, also known as "lightweighting", is not only an environmentally-friendly move, but it can result in cost savings over the long term.

How much influence do cookery programmes such as MasterChef and Nigel Slater’s Simple Suppers have on consumer shopping habits in general? According to food&drink towers’ Ten Top Trends for 2012 Survey, 23% say they’re hugely influential, 66% believe them to be influential and just 11% say they are not influential.

The survey also predicts that at-home dining occasions will become more regular with people investing a little more time and effort (but not necessarily money) into meal times to cheer themselves up, entertain and add some fun to "just another working week".

Original recipes and unusual ingredients will be the focus for home cooks who will be influenced by television programmes, foodie magazines, websites, social networks such as Twitter and Facebook, and smartphone apps.

The survey also forecasts that 2012 will be known as "the year of austerity". In 2012, people are expected to return to their cookery books (and other resources) to get a return on the investment they have made in purchasing cookery books over the years, get more out of their kitchen gadgets and become more creative with their cooking.

With impulse sales forecast to continue to rise in 2012 (albeit not into double figures), brands must work harder for their share of the "grab and go" market. Convenience will remain a priority, but health is also becoming an influential factor.

Says the report: "People are looking for quick fixes for specific lifestyle issues such as fatigue and concentration. People are also looking to top up their vitamin, mineral, antioxidant and omega-3 intake in a convenient format."

In addition, the food&drink towers Ten Top Trends for 2012 Survey showed that health on a budget will be hugely important (47%) followed by indulgence on a budget, convenience on a budget and premium indulgence.

Original food and drink pairing: inspiration for the nationCompanies such as French Bubbles operate Champagne pairing events, matching bubbly with sushi, chocolate and cheese. Restaurants are showing greater interest in providing wine, beer, cocktail and spirit matches to certain items on their menus.

The report, published last week, is available free of charge to all members of www.foodanddrinktowers.com.

Helen Lewis, managing editor/founder of www.foodanddrinktowers.com, says: "This ‘Ten Top Trends’ report provides a timely insight into the state of the UK food and drink market and makes predictions for the year ahead.

"At a time when investment in NPD, marketing, branding and advertising continues to be restricted by global economic turmoil, the food and drink business must now, more than ever, carefully consider its next moves to the advantage of the shareholders, the consumers and the retailers.

"Next steps in terms of new product launches, line extensions, packaging changes, marketing campaigns and expansion into new markets must all be carefully considered in line with the cost of development to the company, the brand’s integrity and image, loyal consumers and the environment.

"There are so many points to consider in today’s food and drink market, and the voice of the industry must be heard clearly amidst the fog and confusion of recent years."

The full results will be made available for members of food&drink towers and upon request from Helen Lewis in January 2012.

More information:

food&drink towers.

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