Trend foods

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Under Trend foods refers to foods whose consumption a fashion-related boom following strong increases in a particular period or at all only newly come onto the market and different from the previous range of foods. Nutrition trends are studied by scientists and market researchers for a variety of reasons. There are only a few globally uniform trends in the food market; dietary preferences in Asia are not the same as in Europe or the United States.

International trends

A study identified global food trends for 2004:

In 2004, Janice Schindeler set up the following “hit list” of trend foods for the United States in the “Houston Chronicle” newspaper:

Nutrition trends 2005–2015 As part of a French food fair, 28 media from all over the world were asked about the top food trends in 2014:

  1. Convenience (high quality ready meals)
  2. Health & Nutrition
  3. Local food
  4. "Magical" ingredients (ingredients that have special properties)
  5. Premium - luxury food
  6. Cook for yourself - emulate the TV chefs
  7. Ready-made spice mixes and convenience with an exotic note
  8. New packaging sizes (small for singles, perfect sizes e.g. for the office)

Trends in the German-speaking area

Nutrition reports appear regularly in Germany, Austria and Switzerland, but these mainly focus on general eating habits and the nutrient supply of the population. They hardly say anything about current trend foods. However, the reports show that the preference for fast food , especially among young people, has persisted for decades.

Current market research and a study by nutritionists from 2005 identify the following nutrition trends in particular:

Ingredients and ingredients

"Healthy food

Functional food and nutritional supplements

Foods that promise particular health benefits can be found in all nutrition trends publications. This particularly includes functional food . These are foods with added ingredients that are often advertised as particularly healthy, such as ACE fruit juices, foods with omega-3 fatty acids or probiotic yoghurt . Functional dairy products are the market leaders here. Not just “eat healthy”, but “eat healthily” is the consumer's motto. Since it is evidently a growth market with a positive image, new products with additives are continuously being introduced. Probiotic ice cream is now also available.

According to a study, Germany ranks at the top in Europe for the consumption of “functional food” with 37% of total European sales. Around 60% of German consumers have a positive view of the fortification of foods with probiotic bacterial cultures (Doris Hayn, 1998), and many also welcome the addition of vitamins . Diet supplements are also trendy; they are legally counted as food.

The background to this trend is the growing interest of part of the population in “healthy eating” and a healthy lifestyle in general. Almost half of all respondents said in a survey by the food newspaper that they pay close attention to healthy eating. Paradoxically, this is in contrast to the nutrition report of the German Nutrition Society (DGE) from 2004, in which u. a. it can be read that two thirds of all deaths can be attributed to improper nutrition and the average still eats too fat, too sweet and too much.

Light and diet products

Regardless of the results of the DGE, according to which 65% of German men and 55% of women are overweight, so-called “light products” and products that are labeled as reduced in fat or calories have also been in trend for years. There are full lines of low-carb products in the United States , as well as low-fat foods. In Germany, however, the keyword “light” is no longer so aggressively advertised because it is no longer in fashion. Terms such as “reduced fat”, “sugar-free” and “low in calories” are associated with doing without and have a less positive image than, for example, the catchphrase “ wellness ”. In contrast to the United States, sales of classic diet products are falling in Germany (Doris Hayn, 2005).

Organic food

Organic food is also seen as a growth market, both in the United States and in Germany. Organic food is considered to be particularly healthy. The market research institute "Datamonitor" expects sales in the United States to double by 2008 and a 54% increase in sales in Germany.

Ready-made and semi-ready meals

Ready meals are often in the form of frozen food. These products are in trend worldwide. Trend researchers assume that in the future cooking will become a pure hobby that will play a role especially on weekends; During the week, meals are then only warmed up or briefly arranged. Globally, the United States and the United Kingdom lead in consumer convenience.

The consumption of frozen food in Germany quadrupled between 1975 and 2005 to a per capita consumption of over 37 kg per year. The sales of frozen pizza alone have more than doubled in the last ten years (source: Deutsches Tiefkühlinstitut ). According to surveys, a quarter of German consumers - especially single people - at least sometimes buy ready-made products. Around 80% of households have soups in a bag, around half have cakes made from baking mixes . The main growth market is chilled food , pre-made food from the refrigerated shelf.

There has been a trend towards hot breakfast porridge since 2015. The flake mixes, the constituents of which are usually finer or more finely ground than conventional muesli mixes, usually only have to be added with hot water. This also distinguishes the breakfast porridge from porridge .

Takeaway food and beverages

Changes in the so-called out-of-home market can be seen in the growth of individual catering chains and their offerings. Innovative products are presented for the first time at catering trade fairs, such as the HOGA or the Internorga .

Fast food

Fast food is not a new trend; the term originated in the United States in the 1950s. Nevertheless, there are also new developments in this area, which in some countries compete with established fast-food dishes such as currywurst , hamburgers , kebab and pizza . The front runner in takeaway food in Germany is still the sandwich. B. Wraps and tacos are playing an increasing role.

The trend towards upscale fast food for more demanding customers, who are also health-conscious but have little time to eat, has been observed in recent years. B. in the lunch break. Sushi , among others, is benefiting from this development . The healthier type of fast food is also called fast casual . Several hospitality chains in the United States have specialized in this. In Europe, the first restaurant of its kind called Wagamama was in London a few years ago ; there are now 60 branches worldwide. There are now also vegetarian fast food menus. McDonald’s has expanded its range to include salads and wraps.

According to trend researchers, the fact that fast food is generally popular with younger people has to do with the fact that you can eat it quickly without cutlery, even while walking. Most of these dishes are soft and hardly need to be chewed. Fat and sugar - usually in abundance - are good flavor carriers and sugar is quickly filling, even if only for a short time. Often, flavor enhancers such as sodium glutamate are also added.

"Coffee to go"

According to a press release from Internorga 2007, there is a growing demand in Germany for take-away coffee and so-called “flavored coffee”, ie coffee with added aromas in various flavors such as B. vanilla, cinnamon or nut. According to a report in the weekly newspaper “DIE ZEIT”, a boom in coffee shops in Germany began in 2007. In Germany, 2.8 billion disposable coffee cups are used annually , which corresponds to a waste volume of 40,000 t.

Meals from the delivery service

Since the 1980s there have been companies in Germany that deliver pizza to your home on phone call. There is now a range of delivery services in every major city. B. Bringing Asian dishes to your home, office, recreational area, etc. Orders are placed over the phone, through websites or apps.

Exotic foods and ethnic foods

Throughout history, exotic foods brought in from other countries have often become “trendy foods”. Examples are potatoes or spices and luxury foods such as coffee and cocoa , but also chewing gum .

Particularly since the 20th century, certain nutrition trends have also been linked to popular holiday destinations. For example, the preparation of pizza became fashionable in West Germany in the 1950s and 1960s . The distribution of certain foreign foods and types of preparation is promoted by retailers and restaurants through the organization of so-called country weeks.

Renaissance of forgotten foods

Occasionally, well-known but forgotten foods come back into fashion. Sometimes the introduction of a new name also plays a role. The rocket was already grown in Central Europe in the Middle Ages, but has experienced a new boom since the 1980s under the Italian name rocket . In kale A similar trend can be observed. Traditionally, cultivation and consumption of kale rather northern Germany, the Netherlands and parts of Scandinavia are limited, where fixed customs such as the grünkohlessen or typical recipes like cabbage and Pinkel exist. Since the cabbage variety experienced a comeback in the United States in 2012, kale has also been found in countless foods on the German market, often under the American name "Kale".

Introduction of new types of preparation

Not only food, but also how it is prepared is subject to fashion. These include B. low-temperature cooking , roasting (instead of boiling) asparagus , cooking pasta “ al dente ” or alternately pouring Italian espresso and hot milk into a thick-walled glass, which leads to the drink “ latte macchiato ”.

In the second half of the 20th century, the consumption of ready meals increased sharply. Frozen food is increasingly replacing cans . In the case of frozen snacks, sales increased by almost 300% between 1995 and 2005.

Since the 1960s, universal kitchen appliances have been developed that combine conventional kitchen appliance functions such as mixing, chopping or stirring with cooking and frying functions.

literature

  • Trend study food: social change and its effect on the food sector, publisher: Zentrale Markt- und Preisberichtstelle GmbH Bonn (ZMP) in cooperation with CMA, Bonn, 2006.

Web links

Individual evidence

  1. ↑ ACNielsen: What's hot - Food and Beverages 2004 (PDF; 1.6 MB)
  2. ↑ What will new year put on table? 2004 trends
  3. ↑ Doris Hayn et al.: Turning nutrition. Trends and development of nutrition in everyday life ( Memento of the original from September 27, 2007 in the Internet Archive ) Info: The archive link was automatically inserted and not yet checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / isoe.de
  4. ↑ http://www.foodbusinessnews.net/articles/news_home/Consumer_Trends/2015/12/Gourmet_porridge_trend_has_anc.aspx?ID=%7BD731F90A-978F-4210-A785-AC0427A9497F%7D
  5. ↑ Nina Pauer: Nutrition: The pureing of the world . In: The time . No. 19/2016 ( online ).
  6. ↑ http://stern.de/lifestyle/mode/:Genuss-Trend-Edel-Fast-Food-Fritten-Burger/554939.html
  7. ↑ http://www.zeit.de/news/artikel/2007/02/27/93784.xml
  8. ↑ Tobias Quast: Coffee to go mug - a real curse for the environment. In: Garbage and Garbage. 48, No. 8, 2016, ISSN  0027-2957 , pp. 410-415.
  9. ↑ https://www.mindbodygreen.com/0-22984/the-strange-mystery-of-who-made-kale-famous-and-why.html
  10. ↑ http://www.fuersie.de/kochen/koch-ratgeber/artikel/kalechips-tipps-zum-gesunden-knabberspass
  11. ↑ Statistics of the German Frozen Institute