Food guru reveals likely trends for 2010

Posted by Daniel Palmer on 22nd December 2009

There is a new reality when it comes to grocery shopping – more consumers want simple, cost-efficient foods they can prepare at home and that don’t compromise on quality. The shift remains in force at a time when recessionary fears are fading, according to Phil Lempert – the ‘Supermarket Guru’, who works closely with American food manufacturers like ConAgra Foods and retailers to analyze trends in the industry.

Mother shopping with child

Lately, he has seen many brands go back to their roots for inspiration or slim down their ingredient labels to provide the utmost quality to customers.

“Americans are taking a hard look at every aspect of their food, from where it comes from to what’s on the ingredient label,” Mr Lempert said. “Major brands are responding in positive ways to ensure they meet these consumer demands in 2010.”

Lempert has compiled his observations into seven trends that one can expect to see in 2010:

* Less is More – Food brands will continue to use “real foods” on ingredient labels while also shortening the label’s length – less is more in the eye of the shopper.

* The Changing Face of Private Label – In the wake of the recession, many shoppers switched to private label or store brands because they offer better prices. In 2010, major food brands will develop co-branded private label foods with retailers that will feature brands’ key ingredients. This will fuel industry innovation while putting major food companies back in grocery carts.

* Getting Back to Basics – In 2009, the economy sent millions back into the kitchen to prepare meals for their families. Couple that with the success of cooking shows like MasterChef and home cooking is likely to remain in vogue. The purer the ingredients and the less complex the ingredient label, the better.

* The Butcher’s Back – Now more than ever, people want to know where their food is coming from, especially in the meat case where the labels can often list multiple countries of origin. Expect a renewed interest in local butchers, long viewed as a figment of the past, who often sell local produce. Not only that, but at the butcher’s counter, shoppers can select the cuts of meat they prefer and have them ground or sliced on demand.

* Power of the Collective – The 2009 Women and Social Media Study by, and Compass Partners reports that 75 per cent of women visit social networks such as Facebook and MySpace, a world that is expanding to include husbands and grandparents. Expect that more shoppers will depend less on advertising and more on social networking and word-of-mouth to help them make decisions on what foods to buy.

* Relaxation Foods – More brands will focus on positioning their products as “relaxation” foods rather than “comfort,” with the message of helping people relax and unwind. Look for this trend to quickly move to other categories, including “anti-energy” bars and snack foods, and it may even spawn a resurgence of calming after-dinner beverages.

For more information about Phil Lempert’s predictions, please visit