Chefs as thought leaders, reimagining junk food, inhalable cocktails and byproduct brands are set to be some of the key trends in 2016, according to the Future 100 Trends report from JWT Innovation.
On chefs becoming thought leaders, the company said: “Food, previously considered a satellite subject at thought leadership conferences, is starting to become a central topic and something that innovators across the board are addressing.”
On natural junk it said that at a time when consumers are becoming distrustful of major food companies, brands are taking the bold step of reimagining junk food with a focus on natural ingredients.
It said: “This summer PepsiCo announced the launch of a naturally flavored line of sodas, to be called Stubborn.
We’re also seeing a wave of new confectionery brands that champion natural ingredients. Consumers will still expect the same taste and satisfaction, but are demanding healthier substitutes.”
The company said that consumers are rethinking their relationship with meat, eating less of it and familiarizing themselves with other options.
It said: “Amid these cultural shifts, a startup called Impossible Foods hopes to upend the meat industry with a product that founder Pat Brown calls a “shock and awe” plant-based burger indistinguishable in taste from real beef. Currently in beta testing and expected to reach the market in 2016, the product is made from proteins and nutrients extracted from greens, seeds and grains, recomposed to replicate the flavor and texture of beef—patties even “bleed” like meat.”
The report said that conscious consumerism is reaching new levels as people start to become educated about responsible reuse. Simultaneously, brands are finding ways to use this behaviour to create desirable products.
It said: “Restaurants such as Silo in Brighton, UK, have already championed the idea of closed-loop living as not just responsible, but aspirational. Now some innovators are using formerly discarded byproducts to create entirely new products.”
Other trends highlighted by the report include the use of algae; the growth of microbe-based cocktails; and the inclusion of ancient ingredients.
