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Food Trends: November/December 2010

This month we look at the rising popularity of coconut, the sales power of food gifts, star chefs heading to D.C. and more.

By Denise Shoukas

Hong Kong Express

Hong Kong is a great destination point—and not just for vacation. Research shows that U.S. exports of high value foods and seafood to Hong Kong are expected to reach a record level of more than $2 billion in 2010, making it the fourth largest market for these products after Canada, Mexico and Japan. Hong Kong is anticipated to remain one of the top five markets for U.S. consumer-ready food products in 2011, particularly because Hong Kong relies on imports for more than 95 percent of its food supply. U.S. products are expected to continue to fare better than their counterparts due to competitive prices and consumer confidence in the quality and safety of American products.

Fair Trade Impact Increasing

Close to 1.2 million farmers and workers around the world are estimated to have benefited from Fair Trade certification and labeling partnerships in 2009, up from 1 million in 2008, says the Fairtrade Labeling Organization (FLO). Fair Trade’s greatest presence is in East Africa, with increasing partnerships in the Caribbean, Central America, Middle Africa and Southern Asia. The most popular Fair Trade product remains coffee, with almost half a million farmers around the world now receiving Fair Trade prices and premiums, but honey and bananas are also strong contenders.

Fair Trade principles include a fair price for goods, fair labor conditions, direct trade opportunities, community development and environmental sustainability.

Coconut Surges

Coconut has made a comeback, exploding in popularity in the natural and organic segment. According to Mary Jo Marks, natural and organic category specialist at UNFI, the largest distributor of natural, organic and specialty food products in the U.S., “Coconut is unbelievable. If you put it in anything, it will succeed.” Items like So Delicious Coconut Milk yogurt, ice cream, milk and creamer are dominating the category because they’re dairy-, soy- and gluten-free. In addition, the milk is now shelf stable and contains antioxidants and loads of nutritional value. Other products like Artisana Coconut Butter are made from whole coconut flesh, with the fat and solids included, forming a creamy texture that spreads well.

More Star Chefs Heading to D.C.

Perfect timing. With the Summer Fancy Food Show slated to take place in Washington, D.C., in less than a year, it’s exciting to hear that some of New York City’s top restaurateurs have their sights set on opening outposts in the nation’s capital. With less expensive rent and equally enthusiastic diners, D.C. is a great bet for these culinary trendsetters. Restaurants that may be open by the Show include Michael Wang’s Luke’s Lobsters, Bobby Flay’s Bobby’s Burger Palace, Danny Meyer’s Shake Shack, P.J. Clarke’s, Hill Country and Carmine’s. The popular Greek restaurant Kellari Taverna has already opened.

Food Leads Holiday Gifts

Make an extra push to promote your specialty foods as the ideal gifts this holiday season. According to Packaged Facts, specialty foods have become the foundation of the U.S. market for food gifting, even during this challenging economy. Data shows that people want to give gifts that are personal, indulgent, convenient and fun—the definition of specialty foods. In addition, for many consumers, buying specialty foods during a recession is an affordable luxury for others and themselves. According to Packaged Facts, the total market for food gift-giving in the U.S. grew from $16 billion in 2007 to $18 billion in 2009. Packaged Facts projects that healthy growth across all food gifting channels will propel the market past $21 billion by 2014. In addition, continuing consumer interest in all foods organic, natural and gourmet is making healthy food gift baskets even more popular.

Gum With Less Litter

Gone are the days when finding gum on the bottom of your shoe was just an annoyance—now it’s considered a public menace. In Ireland, chewing gum manufacturers are being told to switch to biodegradable alternatives or be subject to a tax to tackle the costly issue of littered chewing gum. Manufacturers are figuring out solutions. The Benson Group—a U.K.-based printed carton supplier—has manufactured a carton board “shell & slide” packaging for gum that includes a fifth-side on the shell that acts as a dispenser for wrap-and-throw sheets, making it easy for consumers to dispose of chewed gum properly. The dispenser was designed by Peppersmith Gum. Meanwhile, last year a consortium of Mexican co-operatives introduced Chicza, an organic, biodegradable gum that can dissolve in your mouth. It’s made from chicle, which is taken from the chicozapote trees found in south-eastern Mexico.

High-Dose Omega Medical Foods

Omegas are a catch phrase for heart and brain health, making products packed with them highly desirable, particularly for aging consumers. Omega-3 specialist Smartfish, a Norwegian company that produces some of the highest-dose Omega-3 foods in the world, is launching an Omega-3 drink with more than 1,000 milligrams of DHA and EPA. It stands apart not only for its high level of Omegas but because it’s a juice-based product, rather than milk-based. Smartfish Medical will be sold in pharmacies, hospitals and rest homes as a medical food targeting the malnourished elderly, and will also target those suffering from cancer or cardiovascular problems. It joins products like Danone-owned Nutricia and Nestlé, but to date, has only sold at niche levels in Norway.

Kefir is a Baker’s Gem

Kefir—a popular dairy alternative—has been singled out as an ingredient that can increase the shelf life and flavor of sourdough bread, according to new research published in the journal, Food Chemistry. The researchers noted that kefir degrades at lower rates than conventional baker’s yeast breads and seems to extend the aroma of the bread as well. In the study, the aroma volatile compositions of sourdough breads containing kefir grains were monitored during a five-day ambient storage period. Those breads made with 20 percent and 10 percent kefir sourdough were compared with breads made with commercial sourdough and sourdough prepared in the laboratory without the addition of a starter culture. All of the breads degraded but the kefir sourdough bread degraded less during storage.