Grease Pirates

Some trends are not necessarily a good thing. One of the newest rising trends in the food industry is grease piracy. Have you heard of this one? People are stealing used cooking oil or grease from restaurants and selling it to biodesiel companies to be recycled into fuel. Apparently there is profits to be had in the used cooking oil (and to think most of us home cooks probably just think of used cooking oil as a messy hassle rather than a potential profit center).

According to April issue of Gourmet Magazine, the average restaurant can produce 35-50 gallons of used cooking oil per week and they can sell it for about $1.50 per gallon to refineries who recycle the grease into gasoline alternatives. That represents a potential income of $3,000-$4,000 per year per restaurant. Of course if grease pirates start raiding multiple restaurants their potential profit stream goes up substantially. One man was arrested last year in California with more than 2,000 gallons of stolen oil in his tanker that he had siphoned off from various restaurants. I guess people can turn anything into a black market commodity. The best thing I can say about this trend is at least this waste product gets recycled in the end.

Foodie 2.0

If you are looking for food and cooking trends you have come to the right place - just let your fingers do the walking on the world wide web! Consumers are looking for a communities that centers around food. Websites, blogs, iPhone applications even twitter exchanges are rushing to fill this need. And there are places for everyone no matter what their particular food interests or level of engagement maybe.


So where are people going on line? Well that totally depends of course. There are the big dedicated food websites like FoodNetwork or Epicurious for people looking for general information and recipes. These monster sites get more than a million hits a month! There are tons of branded food recipe sites like Kraft that can help you with all kinds of semi-homemade recipes...using their products as a base. There are site dedicated to improving your diet like HungryGirl even specialty diet sites like GluttenFreeGirl. There are niche sites for moms like FoodForTots or upcoming sites for the semi-homemade cooks like FunnySpoon. Of course there are more food blogs than you can shake a stick at. (A couple I like are BecomingAFoodie and FoodMayhem.) You don't even have to go looking for food information just down load a recipe widget that can live on your desktop.

So if you want to be on trend for 2009 jump on-line and go searching for like-minded food souls to connect with. There really is something for eveyone out there.

McCormick's 2009 Flavor Forecast

It is out - the 2009 McCormick® Flavor Forecast™. Every year McCormick makes its prediction on the top flavor pairings that will influence food trends for the year. So take a look at the list and see what you think.

Toasted Sesame and Root Beer

Cayenne and Tart Cherry

Tarragon and Beetroot

Peppercorn Mélange and Sake

Chinese Five Spice and Artisan-cured Pork

Dill and Avocado Oil

Rosemary and Fruit Preserves

Garam Masala and Pepitas

Mint and Quinoa

Smoked Paprika and Agave Nectar

Finding Comfort

No doubt you have heard (or felt) that these are not the best of economic times. In fact things are not predicted to get better until sometime in 2010. This has most of us tightening our wallets, hunkering down and staying home to ride out this economic down turn. Some trend watchers have called this behavior "hiving" (which is tendency to stay home and invite friends and family over) but I think it is actually a return to "cocooning" (which is more staying home and bonding with your close family). Either way we are staying home more and eating out less.

So as a brand manager or cookbook author or food writer how can you tailor your offerings based on the mood of the typical consumer these days? Think comfort foods! Things like soups, meatloaf with mashed potatoes, casseroles and desserts. Of course it will depend on your target consumers' age as to what types of comfort foods provide the most appeal. According to a study conducted by the Cornell University Food and Brand Lab, Young adults tend to prefer cookies and ice cream. The 35-54 crowd will tend to favor pizza, pasta and soup. While the 55+ group will want mashed potatoes and soup to take them to their happy place.

But don't think you have to be totally predictable with your comfort food offerings. Today consumers often look for traditional comfort foods with a modern twist. For example a simple ice cream dessert with an exotic fruit compote or beef stew made with gourmet blend of mushrooms. Consumers like to try the modern interpretations of their favorite childhood foods.

Nutrition Trends

Now here is a refreshing trend - the move towards healthier eating. The American Dietetic Association recently released the results of their "Nutrition and You: Trends 2008" which was conducted earlier this year. The study separated people into 3 groups based on their attitudes on maintaining a healthy diet and regular exercise routine. The groups were "I am Already Doing It" (people who believe in maintaining healthy eating habits and regular exercise and trying to life that lifestyle); "I Know I Should" (people who believe in maintaining healthy eating habits and getting regular exercise are very important, but may not have taken steps to achieve this lifestyle), and "Don't Bother Me" (people who are least concerned with healthy nutrition and regular exercise and are not making an effort to life a healthy lifestyle). Since 2002 there has been a definite decrease in the latter group. There is a shift towards taking more interest and even action towards a healthier nutrition and exercise routine. 40% of people now report that they actively seek information about nutrition and healthy eating, which is up from 19% in 2000.

Why is this important to you? Because your consumer wants knowledge and they want help as they try to feed their families healthier foods. They want to know how to fit the products they love into a healthier lifestyle. You can talk about the nutritional benefits of your product on pack, on the web or in your advertisements. You can show consumers how to incorporate your products into a healthier diet for their families by featuring nutritionally balanced recipes on pack or on your product website (don't forget to include that nutritional information at the bottom of your recipes!).

Now don't get me wrong. I am not saying you should totally change your brand positioning to be a health brand if that is not who your brand is. What I am just advocating is that your brand keep up the the healthier lifestyle trends that consumers - find ways to fit in. Help educate your consumers on how your products can fit. You can also keep nutritional benefits in mind as you develop new products to launch. Give consumers lots of reasons to believe in your brand.

Home Entertaining

One trend that is definitely here to stay is home entertaining. It started back at 9/11 when folks just wanted to stay home and be with their families. It has since expanded to more of a home entertaining trend. People are no longer just nesting with their closest family members, they are enjoying hosting friends and extended family members in their homes. And whether is family game night, a formal sit down meal with neighbors or a gathering of the boys for a Sunday football game, you know there will be food and drinks there. (Americans rarely get together without sharing food!) Now this poses an interesting dilemma for most people. People love hosting other people in their homes, there needs to be food and drinks to share with guests, but most people have plain gotten out of the habit of cooking (unless you count microwavable meals and popcorn or course!) and don't know how to put together a spread for their guests to enjoy.

Luckily for us, for ever consumer dilemma there is an awesome opportunity for someone to come in with a solution. For this particular dilemma the opportunity goes to branded food products to come in and save the day by providing super simple semi-homemade recipes, tips and tricks. Now if make those recipes and ideas seasonally relevant you have really created something of value for consumers! Let me give you an example. Suppose you make slice and bake sugar cookie dough. This holiday season you could feature a recipe for Stain Glass Sugar Cookie Ornaments. (So super simple - use the premade sugar cookie dough and hard candies to make the stain glass cookies. While the cookies are still warm use a straw to make a hole at top then just add some ribbon and your consumers have created something they can proudly call their own at their next holiday party!) Let me give you another example. Suppose you make salsa. Why not wish everyone a Feliz Navidad with a simple microwave queso dip recipe? The recipe could be a simple as your branded salsa, a melting cheese and a can of chopped little green chilies melted together in the microwave safe bowl!

It is really easy to do but is does take just a little planning a head of the season to come up with recipes and appetizing photos you want to feature. So think ahead - what is the next season people might want to enjoy a dish made with your product - Superbowl, Easter dinner, 4th of July picnic....the possiblities are endless! Then decide how are you going to communicate your fabulous recipe idea - on pack, website, POS materials, etc? Just make sure you get your recipe ideas out there - consumers are hungry for easy entertaining ideas!

Eating What's Fresh

Just because summer is coming to an end that doesn't have to mean the end of fresh foods on your table. Every month of the year brings its own special foods into season. This month look for lots of yummy fall fruits and veggie appearing at market like apples, broccoli, pumpkins, pears and mushrooms.

No matter what type of food you are marketing, think of ways to use these seasonal fruits and vegetables to add excitement and new news to your recipes library. For example if you were marketing raisins think about a nice Back-to-School Apple Raisin Salad to feature on your carton. Or if you are marketing baking mix you could feature an inviting Warm Autumn Pear Cobbler on the home page of your website. Consumers love seasonally relevant recipes....especially when the recipes are simple and use ingredients they can easily find.