the future of food: top trends driving consumer food choices...

Lucia Weiler & Sue Mah, Co-Founders, N4NN www.NutritionForNonNutritionists.com

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TheFutureofFood:TopTrendsDrivingConsumerFoodChoices

&MarketInnovationsMay30,2018

SueMah,MHSc,RD,PHEc&LuciaWeiler,BSc,RD,PHEc

@Nutrition4NonN @SueMahRD @LuciaWeilerRDNutritionForNON-Nutritionists

©2018NutritionforNON-Nutritionists

Disclosure- someofourclients


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Disclosure– someofourclients

NutritionforNON-Nutritionists™(N4NN)isanevidence-basednutritionconsultingagency

Alltrademarks,servicemarks,andindividualnamesmentionedhereinarethepropertyoftheirrespectiveowners.Referencestotheseindividualsortrademarks

aresolelyforthepurposeofprovidingillustrativeexamplesoffood/nutritiontrendsandcasestudies.

ReferencesarenotintendedtosuggestthatN4NNoritsCo-Foundersareaffiliatedwithorhavebeenauthorizedorendorsedbythetrademarkownersorindividuals.


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TopTrends&Drivers

1. Canadians’HealthAttitudes&Behaviours

2. Demographics3. Plant-basedEating

4. Food&NutritionLabelling5. LowGlycemicIndex6. Restaurant,Foodservice&

GroceryTrends

1.Canadians’HealthAttitudes&Behaviours


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PearlHealth&WellnessinCanadaSurvey,Nov2017

BoomersGen x

WomenEveryone! Men Millennials

CanadianHealthSurvey

WhatMakesaFoodHealthy?


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IFIC2017

Definitions(CanadianFoodInspectionAgency)

referstothehealthyeatingpatternsrecommendedbyCanada’sFoodGuide

Afoodisnutritiousifitcontainsatleasta“source”ofonenutrientpermittedontheNutritionFactstable(about5%DVformostnutrients)


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Canadians’HealthBehaviours

PearlHealth&WellnessinCanadaSurvey,Nov2017

- Balancetaste&healthwhenchoosingfood(67%)- Manageweighttoimprovehealth(66%)- Choosefoodsthatprovidelongtermbenefits(62%)

HealthCanada2017


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Canadians’HealthSatisfaction

PearlHealth&WellnessinCanadaSurvey,Nov2017(n=1000)

WomenGen X (37-51 yrs)

ConsumersareConfused!

IFIC2017


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• Balancehealthywithtasteandpriceinfoodinnovations

• Supportconsumersintheirhealthjourney(agewell,eathealthier,avoidillness)

• Partnerwithdietitianstoshareaccuratefood/nutritioninfo&dispelmisinformation

LookingtotheFuture- Canadians’Health

2.Demographics


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OurChangingPopulation

StatisticsCanada,Census2016

Seniors– Nutrition&HealthyAging

80% of all strokes happen to seniors

aged 60+89% of new cancer cases are seen in

age 50+


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Nutrition&HealthyAging

LookingtotheFuture- Seniors

Diet-relatedconditionsHearthealth(omega-3,fibre)

Eyehealth(lutein,vit C,vit E)Diabetes(fibre,lowGI)Cancer(fruit/vegs)Osteoporosis (calcium,vit D)

Musclemass(protein)Bodyweight(appetite,social)Brainhealth(MindDiet)

SeniorsneedEasySmallerMore


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TheMINDDiet

Mediterranean-DASHInterventionforNeurodegenerativeDelay

Topreventdementiaandlossofbrain

functionasyouage

HuffPost

53% lower risk of Alzheimer’s when diet is followed rigorously35% lower risk when diet is followed modestly

10BrainHealthyFoodsGreenleafyvegs

OthervegsWholegrains

NutsBeansBerriesFish

PoultryOliveoilWine

5FoodstoAvoidRedmeat

Butter,margarineCheese

Pastries,sweetsFried,fastfood


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Millennials– GrowingInfluencers• Born 1981-2000• 9.5 million in Canada • Connected, tech savvy• Environmentally conscious• Fashion, music• Largest generation in the

Canadian workforce (37%)

MeettheYEMMie

v Value honesty, transparencyv Connected – trust other moms

more than brands v Eat 5-6 smaller meals / dayv 80% of food budget is spent

on fresh foods to prepare meals at home

v 3x more likely to be vegetarianthan those aged 50+


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LookingtotheFuture- Millennials

Curated content, Healthy snacks, Mobile is everything

HowOldisthei-Phone?

A. 9 years oldB. 10 years oldC. 11 years oldD. 12 years old


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GenZ– “Screenagers”Ø Born1993-2012Ø Firsttotallydigitalgeneration

Healthy Futures: 2014 Toronto Student Survey

LookingtotheFuture– GenZ

Food Business News, 2018


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Kids- StopM2K(MarketingtoKids)

Heart and Stroke 2017Report on the Health of Canadians

- Food and beverage marketing targeted at Canadians kids

- Analysis of digital food and beverage advertising to Canadian kids / teens

ReportFindings


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HealthCanada’sM2KPolicy

• AGE – undertheageof13yrs• WHATISCHILDDIRECTEDADVERTISING• SCOPE– sodium,sugars,saturatedfat• WHICHFOODS – defining“unhealthy”

FoodsWITHOUTmarketingrestrictions

• Vegetablesorfruitswithoutsodium,sugarse.g. lowsodiumFrenchfries

• Peanut/nutbutter,nuts,seeds– natural/plain

• Plain milk/plant-basedbevs• Lowsodiumcrackers/bread• Snacks(plain popcorn,low

sodiumchips)• Lean cutsofmeatandpoultry• Plain fishandseafood

FoodsWITHmarketingrestrictions

• Vegetablesorfruitswithaddedsodium,sugare.g.regular FrenchFries

• Peanut/nutbutter,nuts,seedswithfat,orsaltorsugaradded

• Flavoured milk/sweetenedplant-basedbevs

• Mostcrackers,mostbreadsSoftdrinks,regular

• Condiments• Fruit&vegetablejuices• Breaded meat,poultry,fish


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LookingtotheFuture– Kids

Watchfornextroundofconsultations2018

Reformulateproductstomeetsodium,sugarsandsaturatedfatthresholds

Aglobalissue#AdEnough

3.Plant-basedEating


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Raiseyourhandifyou’veeatenaplant-basedmealthisweek

Plant-basedEatingStatistics(Canada)

RestaurantsCanada2018

“Pant-based diet” one of the top searches by

Canadians 2017

1/3Canadians currently

eating plant-based

proteins

43%Canadians trying to eat more plant-based foods


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Whyareconsumerseatingmoreplant-basedfoods?

NewNutritionBusiness2018

ü Addvarietyandnoveltyü Eatmoreveggiesforhealthü Avoid/reducemeatü Supportweightwellnessü Havemoreproteinfor

health

CFGGuidingPrincipleA variety of nutritious foods and beverages

are the foundation for healthy eating

Regular intake of vegs, fruit, whole grains and protein-rich

foods* – especially plant-based sources of protein

*Protein-rich foods: legumes, nuts, seeds, soy products, eggs, fish/seafood, poultry, lean red

meats, lower fat milk and yogurt, cheeses lower in sodium and fat; do not restrict 3.25%

MF milk for young children


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Plant-basedInnovationsBiggestinnovationsaredairysubstitutes

Veggemo3-4 g pea protein

fortified Ca, D, B12

Milked Peanuts 31 peanuts8 g proteinnot fortified

Plant Milk Protein 10 g pea protein

fortified Ca, D, B12

Chickpea Beverage10 g protein fortified Ca

Plant-basedInnovationsSnacksusingbeanbasedingredients

PeatosPeas, lentils fava beans

130 cals4 g pro, 3 g fibre

Qunioa PuffsPea protein


CrunchstersSprouted mung bean


Cruncha-ma-meFreeze dried



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Plant-basedinnovationsJACKFRUIT

Meaty textureOnly 1-3 g protein/serving

Largest fruit to grow on trees; South Asia; 10-25 lbs; savoury unripe, sweet ripe

Plant-basedinnovations

AVOCADOFirst avocado ice cream

Available USAChoc, Lemon, Mint Choc ChipPer ½ cup: 170 cals, 12 g fat

1 g protein, 12 g sugar


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Plant-basedInnovations

MORINGAIndia, Pakistan

Low fatProteinCalcium

PotassiumB vitamins

LookingtotheFuture– Plant-based

− Flexitarianeating,meatlessMondays−Plant-basedandplant-forwardinnovations/menus−Bean/peaprotein(gluten-free,allergy-free)−Acquisitionsofplant-basedcompanies(2016-2018)

10% annual growth in demand for plant-based proteins(Baum & Whiteman 2018)


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4.Food&NutritionLabelling

FoodLabellingUpdate

FOCUS:

Transfat– eliminateSaturatedfat– reduceSalt– reduceinprocessedfoodsSugars – moreinforeADDEDsugarsArtificialDyes– moreinfoonlabelsLabels– (ultra)processedfoodsmoreinformation

A:Morethan2/3Canadians readfoodlabelstohelpthemdecidewhichfoodstobuyandeat“highlycredible&prominentinformation”

Q: Who reads food labels anyway?


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NutritionFactsTable

Source & more info: http://www.nutritionfornonnutritionists.com

Sugars 100% DV = 100g

%DV!

Implement by 2021

Proposed FOP alert symbols for high inSat Fat, Sugars, Salt

IngredientsList

Ingredients List for SUGARSIngredients List for ALLERGENS


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CalorieCountsonRestaurant*Menus

*NEWinONTARIOforrestaurantswithmorethan20locations;USANational

As of May 7, 2018 all across USA

−CFIA/ONTPublicHealth• Donotofferlabelcomplianceservices• “Lookforinformationonline”or• “SeekanexperiencedFoodLabellingConsultant”

−HowtogetFood&MenuLabelling• EstablishyourIngredients/Formulation/Recipe• Useaccrediteddatabasefirst(laboratory2nd ifneeded)

▫ NFTNEWformat- HealthCanada&CFIAcompliant▫ Allergenlabelling- keyliability!

− Leveragethepowerofthelabelinmarketing▫ Youcandoit!WecanhelpJ

LookingtotheFuture–Food&MenuLabelling


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5.LowGlycemicIndex

WhenyouhearthewordCARBOHYDRATE,

whatFOODS&ATTRIBUTEScometomind?


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Carbohydrates(Carbs)

Plants make carbs= Food Energy!

People eat carbs= Body Energy!

Carbs&GlycemicIndex(GI)GImeasureshowafoodimpactsbloodsugar.


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GlycemicIndexofSomefoodsHIGHGI

(70ormore)MEDIUMGI(56-69)

LOW GI(55orless)

WhitebreadWhite bagel

CheeriosShortgrainriceFrenchfriesRicecakes

SodacrackersMashedpotato

Watermelon

Whole wheatbreadRyebread

OatmealBasmatiriceBrownriceCouscous

OvercookedpastaWhitepotato

boiledSweetcornPopcorn

100% stonegroundwholewheatbread

RolledoatsBarley,bulgur

PastaaldenteParboiled,converted

riceSweetpotatoLentils,beans,chickpeas

Pear,plum,peach

AdaptedfromTheGlycemicIndex,CanadianDiabetesAssociation,2008


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LookingtotheFuture– LowGI“LowGI”−Maybecomethe“goodforme”Carbs

− Opportunitytoinformpeopleaboutthe“glycemicindex”

− Reclaimcarb’sbenefits:• Sustainedenergy• Feelfulllonger• Helpburnfat

Diabetes Canada (2017) ; CFIA Nutrient Function Claims (2018)

6.Restaurant,Foodservice&GroceryTrends


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Abovealltrends…NEWFoodSafetyRegulations!

1. Preventivecontrols(HACCP)2. Traceability3. Licensing

Doyouknow?


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Restaurant,Foodservice&GroceryTrends

TopCulinaryConcepts

1. Naturalingredients/cleanmenus

2. Veggie– centric/vegetableforwardcuisine

3. Environmentalsustainability4. Hyper-local

growninthecommunity5. Locallysourced

meat,seafood,cheese,eggs

KeyRestaurantTrends

1. BreakfastinnovationsAnytime…grainbowlorsmoothie.Brunchanyone?

2. Tapas- Smallshareableportions(alldaysnacking)

3. Hand-heldstreetfood4. Hotpotdishes

(DIYcookinginhotbroth)5. Uniquedessertofferings

(experimentalflavours)

RestaurantTrendsPEOPLE:Self-care,WellnessCuisine- Foodthatnourishesandpampers

thebody&soul(deliveryservice)- CollegeCampusRestaurant

‘smallchangeschallenge’- #halfyourplate

PLANET:CreativeUseofWaste- Salt&StrawinSanFranciscosells

popcorn-spikedgourmeticecreamusingleftoverpopcornfromtheatre

- ‘Roottostem’&‘Snouttotail’

PROFIT!RestaurantHospitality2018


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BeverageTrends– “WellnessTonics”

Baking&DessertTrends

SweetStreetManifestotobakecleaner,morewholesomedesserts

RubyChocolateNocolouring orflavouring

Berry,fruityflavourFormousse,truffles

Other trends: Novel textures – familiar ingredients with new textures e.g. peanut butter powder

Gluten-free and vegan desserts

FloralsinRoyalWeddingCakelemon-elderflower from Queen’s own garden


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GrandDesign&FoodHallTrends!

Loblaws (Maple Leaf Gardens) Longo’s (Leaside), Toronto

GROCERANTS - 2 / 25 “MUST SEE” by Canadian Grocer are in TO

‘Grab’n Go’ ‘DYI & bowls’‘Cooking on Display’

Lookingtothefuture- Eatingout

• Personalized– mealkits &DYI’s

• Interactive&Technofood– voiceactivatedorderingApple,Amazon,Google

– “Denny’sonDemand”digitalorderingthroughAmazonAlexa– over1.3mill.ordersin10months

• Foodwastereduction– trend=>businessstrategy

• Veggie-centricmenuitems– McVegan burger

Online petition to bring McVegan Burger to Canada (only on trial now in Finland)

looking for veg options at


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Areyoureadytoleverageyourpassionforfood?Wecanhelp!

Workwithus!• TRENDS,INSIGHTS&MARKETINGSTRATEGIES

• NUTRITIONPRESENTATIONS&TRAINING

• WORKPLACEWELLNESS• NUTRITIONCOMMUNICATIONS,BRANDACTIVATIONS

• KEYINFLUENCERS&MEDIASPOKESPERSONS

• FOODINNOVATION&MENUDEVELOPMENT

• NUTRIENTANALYSIS&LABELLING


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trends,researchandregulatorychanges!

Sue Mah, MHSc, RD, PHEc – Co-Founder & Managing [email protected] @SueMahRD

Lucia Weiler, BSc, RD, PHEc – Co-Founder & Managing [email protected] @LuciaWeilerRD

the future of food: top trends driving consumer food choices...

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