Industry commentators fail to agree about the major trends for 2009, with some anticipating a resurgence in nostalgic foods made with simple ingredients and others predicting a boost in novel functional foods.
As purse strings continue to tighten this year, it is thought that consumers will either revert back to what they know and trust or invest in foods with extra benefits. These include foods with health claims, for example, as the extra function will persuade hard-up consumers to part with their cash.
Market researcher, Datamonitor, singled out brain foods, beauty foods, detox products and relaxing drinks, as launches that will increase in popularity throughout 2009. These foods often contain novel and complex ingredients.
The anti-energy drink Drank, for example, was launched in the US last year and claims to induce a natural calming and soothing effect when consumed. Similarly, Lotte Relax Gum - Apple Tea Mint is a Japanese functional chewing gum with added theanine from green tea, said to have relaxing properties.
Detox Foods will also start to contain liver-friendly ingredients such as dandelion root as active ingredients, added Datamonitor. Recent detox launches include Function Urban Detox Goji Berry Drink (USA) and V Water Detox Vitamin Water.
However, Miriam Williams, trading director at ready meal manufacturers Roberts of Port Dinorwic, said that buyers and consumers have become less adventurous as the credit crunch continues to take hold. As a result, Williams predicted that 2009 will see a resurgence in nostalgic foods made from simple, high quality, more basic ingredients.
She added: “We believe that people are choosing dishes and formats they are familiar with and are safe choices - they can no longer afford to experiment.”
Joan Holleran, director of research at Mintel, added “consumers will trade down to cheaper brands” and cling on to nostalgic brands that they trust.
Only occasionally they will indulge in small, affordable luxuries. For example, she predicted that products specifically designed to enhance a consumer’s mood will become more popular.