SOURCE: www.schoolnutrition.org

April 13, 2006 – Demeter Solutions Group, a food and agricultural marketing firm, released its report on five trends that may shape the future of foodservice.

The next phase of revolution is upon the food world, according to Demeter Solutions Group, a firm specializing in food and agricultural marketing. The group has identified five consumer trends that may influence foodservice significantly:

1. Bi-Polar Ages: By 2025, the U.S. population will have the most youth and retired members in American history. Today, kids get what they want in the marketplace and have increasing influence in food choices–imagine their power in two more decades!
2. Ethnic Diversity: The U.S. is attracting immigrants, especially Hispanics and, to a lesser extent, Asians. With them, they bring cultural food connections. In response, marketers are offering new or reformulated products, and casual dining establishments are introducing new flavor profiles. The next wave of cultural influence in foods will likely be Middle Eastern.
3. Value-Plus Branding: Having a brand that people want and trust is now a cost of entry–not the sure road to success. Companies are learning that the experience of buying and using the product is as important as the product itself. Watch for ‘mass personalizationî in foods. An example is the 5% growth in commercial foodservice sandwich sales during 2004.
4. Less in a Global Economy: There is less competition, that is. Companies around the world have turned to mergers and acquisitions to drive efficiencies, resulting in reduced costs demanded by shareholders and consumers. What used to be national or regional brands are turning to global markets to find new customers.
5. Lifestyles of Health and Sustainability (LOHAS): This is a big one! It is influenced somewhat by Bi-Polar Ages, because the oldest and youngest generations care about stewardship of natural resources. LOHAS is manifested in product descriptions such as ‘fresh,’ ‘local,’ ‘authentic,’ ‘natural,’ ‘free range’ and ‘fair trade.’

Demeter Solutions Group says these trends are layered upon consumer “realities” that were identified as trends not so long ago: time starvation, demand for convenience products and weight concerns. For more information, contact Sharlet Teigen, Demeter senior partner, at sharletteigen@demetercommunications.com.