enemy no. 1/media/pma-files/foodservice-2016/...people are paying more attention to what’s in...

July 18, 2016

Fascinating Flavors: Enticing Customers with Tastes and Trends

Presented by Patty JohnsonGlobal Food Analyst, Mintel International

The insights behind your next big idea

Who we are

Consumers Markets Innovation TrendsWe ask 30,000 people for their opinions each

month.

We track consumer spending in 3,000 markets across 34

countries.

We cover 33,000 new product launches from

62 countries each month.

We track more than 70 consumer lifestyle trends

and thousands of observations on a daily

basis.

THE WORLD'S LEADING MARKET INTELLIGENCE AGENCY

Presentation Overview

Key trend drivers

Vegetables move to center of the plate

Vegetable flavor trends on the menu

Preparation techniques

Vegetables star in regional and ethnic cuisines

Vegetable claims emphasize provenance

People are paying more attention to what’s in their food

of US consumers agree “there are probably more harmful or excess ingredients in food than manufacturers are telling us.”

71%of US consumers wish food companies were more transparent about how they manufacturer their products

71%

of US consumers avoid buying processed foods53%of US consumers are looking for “natural” on menus more in 2016, making it the most appealing descriptor.

27%

Artificial: Public Enemy No. 1Consumer demand for natural and “less processed” food and drink is forcing companies to reformulate to remove artificial ingredients.

US companies make pledges to remove artificial ingredients

2015 2016 2017

Consumers struggle to reach fruit and vegetable consumption goals

Most Americans come nowhere near the new ‘7-or-more’ goal for daily fruit

and vegetable consumption.

46% of US consumers report actively trying to

eat more vegetables

29% of consumers say they are ordering fruits and

vegetables more this year compared to a year ago

61% of consumers agree that they enjoy menu items

that heavily feature vegetables.

More vegetarians

“I am a vegetarian”, any agree, US, Spring 2012-15

Source: Experian Marketing Services Spring 2015 Simmons NHCS Adult Study 6-month. Copyright 2015 Experian Information Solutions, Inc.

Special diets are vegetable-friendly

Raw Food Diet118 Degrees (Costa Mesa, Calif.) is one of many

restaurants focused on healthy eating that maintains a foods’ nutrient integrity by not

heating it above 118 degrees.

Anti-inflammatory DietWith 10+ locations, True Food Kitchen is

one of the leading operators that subscribes to a special diet.

• Vegetarian and vegan diets continue to thrive, fed by celebrities who publically weave in and out of these vegetable-friendly diets.

• The Paleo diet also continues to get press. It promotes foods eaten by our ancestors—meat, fish, vegetables, and fruit with no place given to dairy, grain, or processed food.

Top trends for vegetables on the menu

Vegetables make gains on fine dining,

casual dining and QSR restaurant menus

Flavor innovation caters to consumer demand for intense

food experiences while preparation drives health perceptions

Ethnic, regional, local and homestyle attributes make gains

Topline menu incidence for vegetables grows

+5%The menu incidence (menu mentions) of

Vegetables as an ingredient posted growth across most of the commercial

foodservice landscape between Q2 2012-15.

VEGETABLES: TOPLINE TREND

SOURCE: MINTEL MENU INSIGHTS, Q2 2012-15

Vegetables enjoy growth at QSR, Fine Dining and Casual

VEGETABLES: BY SEGMENT

+2%Casual Dining

-4%Family/Midscale

+3%Fine/Upscale/Gourmet

+6%QSR

0%Fast Casual


Top vegetables on US menus


CTG/D = Contribution To Growth (or Decline)

Ingredient

% Change Q2

2012-15

CTGQ2

2012-15

SHAREINGRED

Q22015

Tomato -1% --- 10%Onion 2% 2% 9%Lettuce 9% 7% 7%Fries 13% 7% 5%Potato 4% 2% 5%Vegetable 3% 1% 3%Romaine Lettuce 3% 1% 3%Mushroom -3% --- 3%Jalapeno Pepper 21% 6% 3%Cabbage 16% 4% 3%Cucumber 16% 4% 3%Red Onion 2% 1% 3%Green Bell Pepper -3% --- 2%Broccoli 9% 2% 2%Spinach 13% 3% 2%Carrot 8% 2% 2%Celery 12% 2% 2%Pickle 15% 3% 2%Sweet Potato 20% 3% 2%Green Onion 23% 3% 1%Top 20 Ingredients 6% 53% 71%Total Ingredients 6% 100% 100%

Potatoes and cabbage come on strong


VEGETABLES: BY INGREDIENT

+17%(Contribution to Growth Q2 2012-15)

POTATO

Potatoes are the fourth most menued vegetable, but they

contributed the most to the 5% growth of vegetables as ingredients

on menus between Q2 2012-15.


CABBAGE

Cabbage is the eighth most menued vegetable, but it had the

second highest contribution to the growth of vegetables on menus in

the past three years.

Cruciferous vegetables are finding more play on the menu


VEGETABLES: BY INGREDIENT

+82%(incidence % Change-compound annual

growth rate between Q2 2012-15)

KALE

+21%(incidence % Change-compound

annual growth rate between Q2 2012-15)

BRUSSELS SPROUTS

Cruciferous vegetables have benefitted from positive publicity.The incidence of cabbage, kale, and Brussels sprouts have increased dramatically over the past three years. Other cruciferous vegetables experiencing growth include bok choy, broccoli, collard greens, and radishes.

Cauliflower stands apart as the vegetable with decreased incidence, down 34% between Q2 2012-15.

Menu Examples: Cruciferous vegetables

Bad Daddy’s Burger BarPark City Pastrami Burger

$13.50 A beef patty topped with

crisped pastrami, coleslaw and Thousand Island dressing.

BJ’s Restaurant and BreweryKale and Roasted Brussels Sprouts

Salad$9.95/440 calories

Baby kale, herb-roasted Brussels sprouts, romaine, blueberries, red

grapes, dried cranberries, goat cheese, cucumber, candied pecans,

toasted pepitas and red onions tossed in strawberry vinaigrette.

Rockit Bar & GrillCrispy Pork and Broccoli

$16Hook's five year cheddar, Brussels sprouts, walnuts, medjool dates, sherry vinaigrette. Add chicken

breast, pork belly nuggets, salmon, grilled prawns.


Vegetables move to the center of the plate

“AL’s Place and other restaurants are using the whole vegetable. What used to go in the compost heap is now fermented, roasted or smoked and used in other dishes. The stem-to-leaf approach follows the example of nose-to-tail eating.” Vegetables Likely To Take More Of Your Plate In 2016~NPR The SaltJanuary 11, 2016

Bowls bring vegetables to the center

ShopHouse Southeast Asian Kitchen The expanding brand, developed by the founder of Chipotle, presents “Asian food

in a single bowl.”

SweetgreensBuild your own bowl--guests can create their own, starting with two vegetable base ingredients and

adding up to four other ingredients, many of which are vegetables.

Veggie Grill Superfoods take center

The Bombay Bowl at features herb-roasted veggies, supergrains, steamed kale, cannellini beans, cilantro/green

curry sauce with coconut milk, almonds and hemp seeds.

• Bowls are fast casual favorites allowing guests to customize and watch the dish assembled in front of them. • Bowls satisfy health or ethnic sensibilities and are increasing on menus, often featuring vegetables. • Menu incidence of vegetables associated with bowls increased 55% between Q2 2012-15.

Pizza and stir-fry contributed significantly to the growth of vegetables on menus


VEGETABLES: BY MENU ITEM DISH

14%(Contribution to Growth Q2 2012-15)

PIZZA

The sixth most-mention dish with vegetables, but it represents the highest contribution to growth of

menu item dishes that list vegetables.

13%(Contribution to Growth Q2 2012-15)

STIR-FRY

Stir-fry rounds out the top ten menu item dishes that list

vegetables as an ingredient. Flatbread pizza with vegetables has shown

strong growth in the past three years, with incidence

(menu mentions) up a compound annual growth

rate of 31%.

Flavor caters to Millennials’ intensity demands



Flavor of Ingredient

% ChangeQ2

2012-15

CTGQ2

2012-15

SHAREFLAVOR

Q22015

Seasoned 7% 8% 25%Garlic -1% --- 19%Spicy -3% --- 6%Parmesan Cheese 84% 9% 4%Dill 13% 2% 3%Sweet 39% 4% 3%Smoked 54% 4% 2%Butter 473% 9% 2%Tangy 28% 2% 2%Chili 34% 2% 2%Pepper (Spice) 93% 3% 1%Salt 68% 3% 1%Cheese 41% 2% 1%Cajun -14% --- 1%White Cheddar Cheese -48% --- 1%Rosemary 111% 3% 1%Lightly-Seasoned 12% 0% 1%Savory -42% --- 1%Mild 27% 1% 1%Herb 30% 1% 1%Top 20 Flavors 12% 52% 79%

Total Flavors 12% 100% 100%

Vegetables: By Flavor of Ingredient

In US foodservice hot spices go mainstreamOver 70% of US diners agree they are interested in meals with spicy chillies, Ingredients such as paprika or chipotle interested almost half of all diners

Preparation drives health perceptions50% of US consumers consider preparation an important factor for deciding if a meal is healthy



Preparation of Ingredient

% ChangeQ2

2012-15

CTGQ2

2012-15

SHARE PREPQ2

2015Cut (All) 13% 27% 25%Fried (All) 17% 22% 16%Shredded (All) 9% 5% 6%Mashed (All) 0% 0% 5%Baked (All) -12% --- 5%Roasted (All) 10% 4% 4%Sauteed (All) -13% --- 4%Grilled (All) 29% 8% 4%Battered (All) 1% 0% 3%Rings 3% 1% 3%Steamed (All) 0% --- 2%Boiled (All) 7% 2% 2%Puree (All) 37% 5% 2%Dried (All) -12% --- 1%Meat Cut (All) 9% 1% 1%Filled (All) 8% 1% 1%Caramelized (All) 21% 1% 1%Rolled (All) -23% --- 1%Pickled (All) 50% 2% 1%Cake -7% --- 1%Top 20 Preparations 8% 78% 88%

Total Prep 7% 100% 100%

Vegetables: By Preparation (Physical and Cooking)

Fried and grilled vegetable preparations increase


VEGETABLES: BY PREPARATION


FRIED

Fried is the second leading vegetable preparation noted on menus and was the second highest contributor to the

growth of vegetable preparations between Q2 2012-15.


GRILLED

Incidences of grilled vegetables on menus increased significantly in the past three

years and was one of the highest contributors to the growth in named

vegetable preparations.

Cooking and coating preparations show growth


VEGETABLES: BY PREPARATION

(Incidence % increase Q2 2012-15)

+50%PICKLED

+25%BRAISED

+100%CHARRED


+44%GLAZED

+15%BREADED

+39%CRUSTED

Several other preparations are

mentioned far less on menus but increased in incidence between

Q2 2012-15.

These are cooking and coating

preparations to watch going forward.

Prep/Cooking Coating

25

Vegetablesby cuisine type

Italian, Chinese, and Mexican remain the “Big Three”

Base: 1,904 internet users 18+ who have visited a restaurant in the past three monthsSource: Lightspeed GMI/Mintel - Innovation on the Menu - US - October 2015

Consumers express the most interest in seeing more Italian, Chinese, and Mexican food on menus when dining out.

Ethnic cuisine demand varies by regionDemand for different ethnic cuisines and seasonings is impacted by ethnic population distribution.

Source: Mintel Consumer Insights Reports- Innovation on the Menu: Flavour Trends US 2014

Menu mentions of vegetables on Mexican and Southwestern/Tex-Mex show strong grown


VEGETABLES: BY CUISINE TYPE


MEXICAN

Mexican is the third leading cuisine type with menu incidences of

vegetables, but it contributed the most to the growth of vegetables by cuisine

type between Q2 2012-15.


SOUTHWESTERN/TEX-MEX

Southwestern/Tex-Mex is the fourth leading cuisine type with menu

incidences of vegetables. It contributed 19% to cuisine type

growth.

Regional and global cuisines showcasing vegetables grow




+6%NORTH AMERICAN BBQ

+25%SOUTHERN


+27%THAI

+34%FRENCH

Regional and global cuisines are

showing up more on menus with

increased incidence between

Q2 2012-15.

Regional Global

Vegetables on high growth cuisines are the ones to watch



ONES TO WATCH

➢ Cuban (+17%)➢ Spanish tapas (+25%)➢ Moroccan (+63%)➢ Middle Eastern (48%)

31

Vegetablesby ingredient claim

Marketing claims are the most common on vegetables



Ingredient ClaimQ2

2012Q2

2015

% Change

Q22012-15

CTGQ2

2012-15

SHAREINGRED

CLAIMQ2

2015

Marketing Claims (All) 8,122 8,333 3% 39% 87%

Geographical Claims (All) 521 802 54% 52% 8%

Ethical Claim (All) 246 283 15% 7% 3%

Nutritional Claims (All) 202 210 4% 1% 2%

Number of Items 34,081 34,608 2% 100% 100%

Total Ingred Claims 9,091 9,628 6% 100% 100%

Topline ingredient claims on menu items with vegetables Q2 2012-15

Geographic claims show the most growth


+54%(Incidence % Change)

GEOGRAPHIC CLAIMS

Geographic claims posted the most growth across the commercial foodservice landscape between

Q2 2012-15.

VEGETABLES: INGREDIENT CLAIM CONSIDERING GEOGRAPHY

Calling out geography plays to the sense of place and underscores the prevalence of farm-to-table positioning in food and

menu marketing. Consider the increase in the use of these

locales between Q2 2012-15.

o Texas (+27%)o Asian (+51%)o Local (+20%)

o Southwestern (37%)o Southern (75%)o Northwest (10%)o San Antonio (53%)

(Incidence % change presented as compound annual growth rate)

Human touch adds value to vegetables



Ingredient Claim

% ChangeQ2

2012-15

CTGQ2

2012-15

SHAREINGRED CLAIM

Q22015

Fresh -2% --- 33%Crisp -4% --- 13%Crispy 5% 3% 7%House 18% 9% 6%Seasonal 9% 4% 6%Vine-Ripened 77% 10% 3%Golden 23% 4% 2%Ripe 1% 0% 2%Signature 41% 5% 2%Homestyle 19% 3% 2%Garden-Fresh -56% --- 1%Organic -17% --- 1%Kosher 78% 4% 1%Golden Brown -17% --- 1%Italian -17% --- 1%Creamy -22% --- 1%Crunchy 8% 1% 1%Housemade 121% 4% 1%Made From Scratch 227% 5% 1%Classic 52% 2% 1%Top 20 Ingredient Claims 3% 54% 85%

Total Ingred Claims 5% 100% 100%

Ingredient claims on vegetables Q2 2012-15

What it means• Trend toward healthy lifestyles shows no signs of waning • Keep things natural• Go for nutrient density• Explore plant-based proteins

Veg-up

• Cater to indulgence and to health-seekers• Spicy /hot foods continue to rise• Explore prep, cooking and coatings to augment flavor delivery

Flavor build

• Regional specialties offer opportunities for showcasing veggies• Global cuisines often use animal proteins as a sidenote, making

veggies the star

Rising cuisines

• Provenance rises in importance• Seasonal signifies maximum flavor• Scratch, handmade or housemade provides a reason to buy

Claims matter

© 2016 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel. mintel.com

Thank You, Get In ContactPatricia JohnsonGlobal Food [email protected]

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enemy no. 1/media/pma-files/foodservice-2016/...people are paying more attention to what’s in...

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