The results of the food trends surveys are in – and it’s healthy-eating and convenience that food and drink marketing campaigns are going to be playing up next year.
Pinterest and Whole Foods, among others, have been gazing into their crystal balls to predict the 2019 food trends.
It seems drinks will be getting more boosting additives, people are looking for quick-and-easy home-cooked meals through the week, and the weekends are for home-made jam and bread.
Pinterest’s predictions are based on the foodstuffs with the biggest leap in searches. And where the people are grazing, you can bet the food and drink marketing campaigns will follow. Whole Foods, meanwhile, are renowned for spotting emerging trends and taking them mainstream.
And those campaigns can be based on one of the most simple and long-lasting of marketing tricks – the recipe card. Whether online, in magazines and newspapers, or on supermarket shelves, recipes are a resource that home cooks have a huge appetite for, return to time and again, and are keen to share.
So just what food trends can we expect to be at the centre of food and drink marketing campaigns over the next 12 months?
It’s no surprise that there has been a jump in searches for mushroom recipes on Pinterest. The rise of meat-free diets means people are looking for tasty sources of protein … so step forward the flavoursome fungi. It’s another tip for the top from Pinterest. Besides being a savoury favourite, there’s a trend emerging which sees mushies turning up in unexpected places – think mushroom chocolate or mushroom coffee. But remember, too, that salted caramel once sounded outlandish.
We mentioned the veggies – now something for the carnivores. Oxtail recipes were in high demand on Pinterest. There’s a clear reason for this: slow cookers and crockpots have become kitchen favourites with a generation that wants to eat something tasty but doesn’t have time to faff about in the kitchen after work. So bung in something that will cook low and slow for some melt-in-the-mouth comfort food that’s ready when you are.
Another one for the time-pressed family. This is the quick-and-easy version of the French favourite cooking “en papillote” – cooking wrapped in paper. You slice and dice your veg so it will cook in the same time as your protein – be that fish or chicken – and make a pouch using silver foil. Add your herbs and seasoning, pour in some liquid (go on, try a little wine if you must) then seal up your package and bung it in the oven. Serve your puffed-up package on the plate, pierce, savour the steamy aroma and tuck in. Tastes great and (most importantly) saves on washing-up!
Whether you’re a foil manufacturer or a supermarket, there’s a ready-made food and drink marketing campaign wrapped up and ready to go right there.
At the other end of the timescale is homemade bread – all that kneading, proving, kneading, proving and baking eats into your time. But the payoff, in these times when carbs are increasingly seen as criminals, is top-quality, fresh-from-the-oven, delectable-smelling, bready goodness. And, by goodness, does a homemade loaf look good on social media.
Another from the Pinterest list of trending searches. People are keen to be more sensible about sugar consumption, but there’s still that craving for jam – especially if you’ve just baked your own bread. Making your own jam gives you control of the fruit-to-sugar ratio, plus the choice of what soft fruits to use.
Specifically ginger water. Ginger’s anti-inflammatory properties are making it a favourite, with searches for “ginger water” on Pinterest more than quadrupling. It boils down to hot water and slices of ginger, and follows on from the trend for turmeric lattes. Look out for more of these healthy teas.
This supplement is proving popular with people looking for better skin, healthier nails or to reduce joint pain. They’ve been slipping collagen powder (derived from animal bones) into smoothies, coffees and whatever on the basis of small studies that show it may help. More research is required to back it up, so it’s an area that needs to be handled with sensitive health-based food PR and marketing.
CBD oil in foods
The rise of CBD oil in the past few years has been stratospheric in recent years. It’s claimed that it can ease pain, reduce seizures and anxiety, fight cancer, cut the risk of diabetes and help with sleep issues. And all that without the high of cannabis. Expect to see it creeping into health food snacks. Also expect a crossover between health marketing and food and drink marketing campaigns.
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