Super Market News has just released a list of trends for 2012. There are a few trends on the list that vegetable and small fruit growers maybe able to take advantage of - especially the recurring "trend" of buying locally. (What do you think? Is buying local still a trend?)
2012 Food Trends to WatchBy Phil Lempert
Dec 6, 2011
2011 brought us higher food prices at unprecedented levels, crops and livestock destroyed by global weather catastrophes, nations at war over the lack of food supplies, and more food recalls from unique points of origin. Americans love their foods – in supermarkets, on television, at restaurants and now even on their mobile phones – we are a nation obsessed with food trucks, molecular gastronomy and struggling to eat as local as we can. All of which has built a foundation for what may be one of the most exciting – and game-changing years in the food world: Welcome to Food 2012.Trend #1: Food Prices
...The costs of fuel, feed, packaging, food safety coupled with a higher demand for export all will factor into the retail price on the shelf. Many of the savings tactics most shoppers deployed in 2007 as the recession began are still being used each time they shop for groceries – using coupons, frequent shopper cards, shopping lists, shopping at non-traditional foods stores and even trading down their choices to less expensive brands are part of the regular routine...
Trend #2: Never Shop or Eat Alone AgainThe rise of food blogs has set a foundation for group food experiences. Food trucks tweet their locations and flash food raves assemble underground at midnight. And it is not about the food. It is about connection, conversation and a sense of community. It is estimated that 30% of today’s U.S. workforce is made up of independents – as a result they have a greater desire to be in a shared food experience — “let’s meet and eat” if you will...
Trend #3: The Baby Boomers Keep Right on Truckin’The generation of 76 million who started turning 65 years old last year will control 52% of the total $706 billion spend on groceries by 2015 – making them the largest food influencers and purchasers...
Trend #4: Increased Emphasis on the ‘Farm to Fork’ Journey Shoppers have become increasingly interested in knowing where their food comes from, which is why 2012 will bring an added emphasis to a different kind of food celebrity — the farmer. Last year we saw sales flourish among grocery retailers who jumped on the movement among consumers to “buy local.” In this age of transparency, interest in the farm-to-fork journey has grown considerably, inspired in part by food-safety scares and more importantly a desire to know how the food we are serving our families is being produced.
This year, we’re seeing more farmers get in on the action. A growing number of farmers are leading the conversation by using blogs and social media sites to bring the story of the American farmer to consumers. According to the American Farm Bureau’s 2010 Young Farmers and Ranchers Survey, nearly 99% of farmers and ranchers aged 18 to 35 have access to and use the Internet and nearly three quarters of those surveyed have a Facebook page. Additionally, 10% use Twitter and 12% post YouTube videos. In fact, 77% of those surveyed view this type of communication as an important part of their jobs as farmers and ranchers. In September of this year, the U.S. Farmers and Ranchers Alliance (USFRA) launched an annual $11 million program designed to open the dialogue with consumers. Expect to see more advertising and television programs starring these real food experts (vs. actors pretending to know their food).
Trend #5: The End of the Checkout Lane...For many shoppers high-tech adds to personalization with suggested purchases and targeted offers based on their histories in the store, which is typically delivered in a functional way. A change is about to happen where high-tech meets high-touch in a warm and friendly way that reinforces the central community nature and feel of the local supermarket. If you are hesitant to believe, just think back to the last time you saw a phone booth.
Trend #6: The Ethnic Food Revolution
Food trucks are replacing gourmet and specialty stores as the channel to experiment and discover new food experiences — especially when it comes to ethnic foods. More often than not, these ethnic food trucks are actually manned by descendants of the actual cuisines and cultures being offered; with the ability and knowledge to share the heritage and romance of the food — a benefit many shoppers have come to enjoy and expect from shopping at Farmers’ Markets for produce. They’ve opened access to these foods they feel passionate about, and they have removed intimidation and expense from the experience of consumer trial, paving the way for food companies and retailers to bring to market authentic ethnic cuisines, recipes and ingredients in a more convenient and affordable way...
Trend #7: The New Role of the Male ShopperThis time it is not about the metrosexual — it is all about “dad” and family. After surveying 1,000 professional fathers from Fortune 500 companies in four different industries, Boston College Center for Work and Family learned that, “Today’s dads associate being a good father just as much with the role of effective caregiver as the traditional role of breadwinner. These men want to be engaged parents and successful professionals, yet find conflicts as they try to achieve both objectives.” Because of the economy, more men are at home. The good news for them is that studies suggest a link between husbands who help out at home and happier relationships...
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