Food Trends for 2012

Leatherhead Food Research have released their thoughts on likely trends in food consumption during 2012. There seem to be 3 key projections which will have an impact on the organic sector:

1. Health & Wellness, Natural, Locality and Provenance

Organic Products can provide customers with each of these attributes but they are often lost or misunderstood as part of the matrix of understanding that consumers have about organic products. We need to get better at communicating both the specific benefits organic products provide and the breadth of these.

2. Softer Claims

The increasing regulation of claims made about food products makes manufacturers cautious about making specific claims and how they "sell" their products. Instead they seek to infer benefits and though packaging and phasing that is less specific. This is a threat to organic products as it allows for greater "muddying of the water" and so potentially greater consumer confusion.

3. Budget

Continued "tightening of belts" is predicted however there are opportunities despite this. With more meals being eaten in the home the demand is there for "treats" to be bought particularly if these are perceived as good value for money, thereby providing the consumer with plenty of bang for their buck. 

Leatherhead reveals 2012 food and drink trends

Going forward it does not look as if organic food is going to have an easy market but with good products which meet customers demands will find a willing buyer.  The more able these products are to fulfill the aspirations referred to in "1" above perhaps the less they will be restrained by budget.