Traditional factors such as price, convenience and taste, while still important, are no longer the driving forces behind consumers’ eating habits. Today, consumers care about nutrition, social impact, safety, and experience. The natural and organic foods industry is responding to these evolving “tastes,” and it’s working. According to New Hope Network, food and beverage sales in this sector surged by almost 11% last year up to $67.2 billion. The strength and innovation seen in this industry is going to impact mainstream grocery stores more than ever in 2017. Here’s what you can expect to see on the shelves in the coming year.
1. Powerful Plant-based Proteins
Protein is actually growing in demand, but consumers are being more selective about the source. Today, people want their food to be healthy for their bodies, and also for their planet. Traditional sources of protein, like chicken and pork, take a lot of resources to produce, so consumers are looking for more sustainable choices. Food manufacturers are responding with protein-rich, gluten-free foods made from pulses such as chickpeas, lentils, peas and beans. Be prepared to see more plant-based protein snacks like Biena Snacks, roasted chick peas, Brami Snacking Lupini Beans and Beanitos Baked Bean Chips as well as bean-based pastas like Banza, made from chickpeas, and Explore Cuisine, made from a variety of pulses.
Not only are plant-based proteins nutritious, they are also often cheaper than animal-based proteins. In addition, plant-based products are in line with the recommendations included in the 2015 Dietary Guidelines for Americans. According to the guidelines, Americans aren’t eating enough legumes - which are a great source of dietary fiber, potassium and folate - but are eating more than the recommended amounts of animal-based proteins. These new products give Americans an opportunity to shift that trend and start eating the recommended amount of legumes.
2. Sneaky Vegetables in Disguise
It’s no surprise that Americans aren’t eating enough fruits and vegetables. But it’s unrealistic to think that people are going to change their behavior overnight and start eating kale with reckless abandon. That’s why some brands, like MadeGood granola bites and Good Health veggie pretzels, are sneaking an extra helping of veggies into their packaged snacks. While these products aren’t substitutions for fresh vegetables, they are a great way to make the healthy choice when you’re craving snack foods. They can also be a great way to introduce new flavors and varieties of fruits and vegetables to your child’s diet. One great example is Veggie Fries, a kid-approved, line of frozen french fries blended with broccoli, carrots, kale, beans and chickpeas. This is a great opportunity for Americans to start getting more vegetables into their diets whenever possible. So whether you’re looking to increase your vegetable intake or you’re dealing with a family of picky eaters, your prayers may be answered in 2017 with more and more brands incorporating vegetables into their products.
3. Waste Not!
It is astounding to learn that 40 percent of the American food supply goes to waste - that’s $165 billion dollars in the trash can every year. Companies committed to sustainability are finding unique ways to use byproducts that would normally go to waste in both food and food packaging. For example, a company called Alter Eco is launching a compostable packaging for their truffles and quinoa. Another interesting product in this category is KonaRed. KonaRed utilizes the previously unused fruit portion of the coffee plant to make coffee berry juice. Another favorite is Sir Kensington’s Fabanaise vegan mayo, the first and only mayonnaise made with aquafaba, the water left over after cooking chickpeas.
Consumer packaged goods aimed at reducing food waste will impact the consumer in two ways: 1.) It will boost awareness of the food waste problem that our country is currently facing; and 2.) It will give consumers a way to take action toward reducing food waste by purchasing these products. It’s up to the brands to make sure they are using education in their marketing strategies to help consumers see the value in these products beyond nutrition.
4. Goodbye to the Fear of Fat
Thanks to a growing body of research and to the popularity of the Paleo Diet, people are growing far less fearful of fat. And that’s a good thing, because fat is an important part of the diet and there are many delicious, healthy choices that should be celebrated. Healthy fats found in nuts, avocados, olive oil, and fatty fish like salmon, are great for your heart, skin, and help your body absorb vitamins and minerals. Consumers can also expect to see an increase in the varieties of healthy fats on the market. Avocado oil is growing in popularity as an alternative to canola oil. In fact, this year, Kettle Brand potato chips introduced a chip baked in 100% avocado oil. Whole dairy is also making a comeback with the recent research showing that whole milk has health benefits. In fact, a recent study shows that whole dairy consumption may protect against Type II Diabetes. Gone are the days when low-fat was synonymous with good health.
5. Feed your Brain
2017 is going to be the year of the brain. We’ve seen an increased interest in gut health, and now people are starting to shift that focus onto the brain. With an aging population and increased amounts of stress in our lives, people are looking for more energy and mental sharpness. Not only are more brands taking notice, but health professionals are paying attention too. What’s most interesting perhaps, is the connection between gut health and cognitive health, and that’s what many food and supplement brands coming into the market today are aiming to capitalize on. Some of those brands include Steaz Organic Energy sparkling beverages, made with green tea extract thought to reduce inflammation and boost alertness, and BrainGear, a dietary supplement made with brain boosting B vitamins.
Whether it’s getting more essential nutrients into your diet, reducing food waste, or solving a picky eating problem, these brands offer solutions to many challenges Americans face today.
Stephanie Ferrari, MS, RDN is a Boston-based registered dietitian and co-founder of FRESH Communications.