03.11.2009

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Food Trends: Report Excerpt

The world is a very, very different place than it was 12 months ago. So, we consider this an ideal opportunity to give pause and take stock of these changes. To look back at where we’ve been as well as where we are headed, to try to make sense of life in these uncertain economic times. In this spirit we bring you our current trends report on the state of “all things food.”

The following is an excerpt from the Products section of the report: Health, Wellness & Food | Nutrition Trends

Our research suggests consumers are beginning to approach nutrition in critically different ways than in past epochs

1. Consumers are increasingly looking to specific foods — ideally non-packaged versions of those foods — which are considered to provide nutritional benefits originally obtained from supplements
   
   
2. As a direct consequence of the above noted trend, we are already noting precipitous declines in supplement usage in certain critical categories
   
   
3. While consumer interest in “Superfruits” as a meta-category remains quite strong, we are observing a lot of “trading” and “switching” as consumers move from fruit to fruit (flavor to flavor) in search of the ultimate cure
   
   
4. While generalized consumer interest in antioxidants remains high, we are skeptical that such interest will ever translate into any sustained, patterned behavior in the marketplace that will prove lucrative to branders or marketers looking to ride this whirlwind

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