Who Would’a Thunk It?
Trends in food and beverage continue to accelerate, and what was a novelty soon becomes everyday. For example:
Bottled Water– It was the stuff you bought when you traveled to countries where the water wasn’t fit to drink. And what you bought in France because Coca-Cola was so expensive. According to the Beverage Marketing Corporation, a research and consulting firm, U.S. bottled water sales were at $9.2 billion in 2004 and grew about 10 percent in 2005, as reported by Forbes. Carbonated soft drink sales in 2005 were flat. The motivation to purchase appears to be for the health attributes especially from the enhanced water category, which promises more benefits than plain tap water.
Pedigreed Foods– We didn’t pay a lot of attention to where our food came from and how it was raised. Now we care. Niman Ranch made a success of branding butchered meat, long considered a commodity item. Some restaurants are growing their own animals and produce to ensure that what they serve meets their exacting specifications. With food safety and food quality big issues, provenance offers reassurance.
Salt– This commodity item has gained distinction as Americans begin to learn that there are differences in taste and performance. From fleur de sel from the Carmague in Provence to Hawaiian red salt, salt is hot. Even Morton’s sells Kosher salt. According to Morton’s, “Kosher salt – the ingredient used solely in restaurant kitchens for decades is now quickly gaining favor with a new generation of food enthusiasts for traditional home cooking. According to a recent poll, 86 percent of certified chefs prefer cooking with Kosher salt to any other kind. Based on the popularity and increased education provided by cooking shows and magazines, average everyday cooks are beginning to experiment with Kosher salt in droves. Within the last five years total Kosher salt category sales have grown by more than 150 percent.”
Salad Greens– Remember when a green salad meant iceberg lettuce? Sales of romaine lettuce has “skyrocketed,” according to the Washington Post (4/05/06), thanks to the enduring popularity of the Caesar Salad. Market research firm Technomic, surveying the top 500 U.S. restaurants, found that three-fourths of all full-service operations now offer this popular dish. Although invented in 1924, it’s only in the last decade or so that the Caesar salad has caught on with mainstream Americans. It’s the ultimate “killer app recipe” for romaine. Also growing in sales is spinach, with per capita consumption at 2.4 pounds a year, according to a January 2004 report by the U.S. Department of Agriculture. Compare that to 5 ounces per capital in 1975. What’s going on? Baby spinach created a new use for spinach as a fresh salad green and prewashed spinach has made it easier than ever to prepare. Add to that the potent nutritional benefits, and it’s no wonder spinach sales are on the rise.
INSIGHT: Health, safety, convenience, novelty — each of these triggers can motivate purchase and consumption. New technology and new thinking can reposition boring foods and make them trendy, satisfying America’s hunger for the next new thing.
