{"id":55342,"date":"2022-02-09T08:00:51","date_gmt":"2022-02-09T07:00:51","guid":{"rendered":"https:\/\/www.bioecoactual.com\/?p=55342"},"modified":"2022-02-09T10:28:17","modified_gmt":"2022-02-09T09:28:17","slug":"2022-food-trends-the-future-of-organic","status":"publish","type":"post","link":"https:\/\/www.bioecoactual.com\/en\/2022\/02\/09\/2022-food-trends-the-future-of-organic\/","title":{"rendered":"The 2022 food trends that will shape the future of organic"},"content":{"rendered":"

Around this time of year consumer research companies and marketing analysts unleash a barrage of predictions about food industry and health trends. In fact, there are so many predictions ricocheting around, it\u2019s a real task separating genuinely significant food trends<\/strong> \u2013 those with the power to disrupt business as usual \u2013 from the fanciful. So, let\u2019s see if we can help here.
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Understanding trends<\/h2>\n

First, a question: Do you know your micro-trends from your anti-trends, your mega-trends from your phenomena? You’ll need to if you’re serious about understanding the forces that will shape the future of the organic market. So says the Danish futurologist Birthe Linddal, one of the most widely quoted experts in the field of \u2018food futures\u2019.<\/p>\n

She explains: \u201cThe most important trend for futurologists is the mega-trend because it changes the whole dynamic. Sustainability is a mega trend. But we also need to be aware of the anti-trends. Much less secure, much less stable, these are where the new ideas are coming from\u201d. Plant\u2014based, like sustainability, is now firmly established as mega-trend. But both were once anti-trends, says Linddal. \u201cAnti-trends act as a critique of the mega-trends, so as an example localism acts as a critique of globalisation\u201d.<\/p>\n

Ethics have moved centre stage, shifting from a focus on specific concerns to a more holistic approach<\/p><\/blockquote>\n

As a futurologist, Linddal is looking further ahead in time than we are here. Her job is to predict how the world will look in ten or twenty years\u2019 time. But all trends are part of a continuum. And with the right tools and information we can chart their progress and influences on the organic sector \u2013 and how they impact our personal choices.<\/p>\n

Power to disrupt<\/h3>\n

Hanni R\u00fctzler’s Food Report 2022 contains a fascinating food trends \u2018map\u2019 that bundles different strands of trends into thematic clusters. It offers a powerful visual overview for food producers, retailers and restaurants to help them decide \u2013 in line with their brand philosophy \u2013 which trends they should address in the future.<\/p>\n

Resembling a city metro map, R\u00fctzler\u2019 schematic features a series of \u2018destinations\u2019 \u2013 Health, Beyond Food, Sustainability, Enjoyment and Glocal<\/strong> among them. On the route to Beyond Health we pass through through Plant-based Food (major stop), Real Omnivores and Veganmania<\/strong>. Heading to Glocal we encounter Urban Farming, Seasonal Food and Brutal Local<\/strong>. The trip to Enjoyment meanwhile takes us through Sensual Food, Meet Food and Healthy Hedonism<\/strong>.<\/p>\n

R\u00fctzler, a high profile German food and nutrition expert, may have designed her map as a fun way to spot new food trends, but she insists that trend-spotting itself is a serious business. Food trends are important to follow, she says, because they \u201care both disruptors for business as usual and strategic orientation aides for companies\u201d. Taking note of the micro-trends on her destination routes will help brands guide and refine their marketing and new product development.<\/p>\n

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Rule of ten<\/h4>\n

One way of looking at trend-spotting is as a kind of intersection of markets and cultures. And it was one of the most culturally attuned retail brands in the world, Whole Foods Market, that was first out of the blocks with its 2022 trends predictions. The retailer tasked a team of global buyers to come up with their Top 10 Anticipated Food Trends for 2022. Step forward Ultra-urban Farming<\/strong> (think hyper local crops, and short-supply chains serving city communities), Reducetarianism<\/strong> (where those cutting down on meat and dairy move over to high welfare, pasture-raised alternatives), Sober curious<\/strong> (as Millennials and Gen Z-ers are dialling down their alcohol intake, the market is growing for sparkling tonics fortified with botanicals and prebiotics), Turn up the Yuzu<\/strong> (the lesser known citrus is the hero ingredient of a growing range of vinaigrettes, hard seltzers and mayos), Moringa\u2019s Moment, Omnipresent Hibiscus<\/strong> and others.<\/p>\n

Global food ideas agency The Food People has also compiled a Top 10 Food Trends for 2022. Among them, it identifies Comfort<\/strong> (and predicts a \u201ccomeback for carbs\u201d), Thrift Rules<\/strong> (in which the throwaway culture is rejected in favour of ‘upcycling’ surplus food into new products), Power of the Gut<\/strong> (the growing importance of foods that nurture gut microflora) and Head Space<\/strong> (food and botanicals for good mental health, including CBD, maca and cordyceps).<\/p>\n

With the right tools and information we can chart their progress and influences on the organic sector<\/p><\/blockquote>\n

Departing from the trend-spotters\u2019 rule of ten, Global market research specialist Kadence takes a more slimline approach, offering four emerging trends \u2013 Plant-based Foods<\/strong>, Immunity-boosting Ingredients<\/strong>, Tastes of Home and Transparency<\/strong>, Safety <\/strong>and Sustainability<\/strong>.<\/p>\n

It\u2019a useful to place these food trend predictions into the context of wider consumer trends for 2022, where Mintel highlights In Control<\/strong> (meeting the needs that consumers have for greater control in their lives in times of uncertainty), Ethics Check<\/strong> (requiring brands to show evidence of ethical claims) and Enjoyment Everywhere<\/strong> (blurring the lines between the real and the virtual, and the behavioural changes it leads to).<\/p>\n

Common themes<\/h4>\n

While these reports approach their subject from slightly different angles, common themes quickly start to emerge. For example, we can see the continuing impact of the pandemic on consumer behaviour, which expresses itself as a need for comfort and familiarity (traditional food and social eating) or reassurance (more information and transparency). The pandemic\u2019s effect on our attitudes to wellbeing and its amplification of concerns about mental health, is also increasingly evident \u2013 and may be encouraging new relationships with food and eating. At the same time, ethics have moved centre stage, shifting from a focus on specific concerns \u2013 for example, cruelty-free – to a more holistic approach, leading to more responsible consumption and use of resources. Hence growing interest in upcycling, climate-friendly food production and social justice.<\/p>\n

Learnings (and opportunities) for organic<\/h4>\n

How should the organic sector interpret these predictions, and what lessons \u2013 and opportunities \u2013 are there for our own industry? Broadly, many of these trends naturally advantage organic: Organic already commands high trust levels, has fairness built into its standards. It is perceived as \u2018cleaner\u2019 and healthier in an era of health anxiety. But let\u2019s pull some of these different strands together and close with a few organic-specific trends to watch out for in 2022 and beyond.<\/p>\n