- FONA International

Transcription

Twists on Classics
Dessert
Trends
Simplicity
Seasonality
Local
Comfort & Nostalgia
1900 Averill Road, Geneva, IL 60134
630.578.8600 | www.fona.com
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Dessert Series Trend Reports
We embarked on a dessert tour adventure! Click on an individual report below highlighting one of
the five trends we discovered or use the buttons on the right to navigate and explore more exciting
content. From trend reports to downloadable tools, there’s an abundance of information right at your
fingertips. Discover even more by visiting www.fona.com today!
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DESSERT SERIES 1:
SEASONALITY
DESSERT SERIES 2:
COMFORT & NOSTALGIA
DESSERT SERIES 3:
TWISTS ON CLASSICS
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DESSERT SERIES 4:
LOCAL
Click on the cupcake to
find out more about each
dessert shop we visited!
DESSERT SERIES 5:
SIMPLICITY
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20 TREND INSIGHT
14 REPORT
DESSERT TOUR PART ONE: SEASONALITY
Kit Barmann
Marketing Communication Lead
Around the holidays, consumer and trend expert Pamela
Oscarson and I selected a variety of restaurants and
shops in Chicago to explore and scout their sweet flavor
combinations, menu items and unique creations. We
wanted a first-hand look at dessert trends
and flavors, and we were not disappointed.
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Introduction to our Dessert Trends Series
During our tour, we noticed five clear trends:
1. Seasonality
2. Comfort/Nostalgia
3. Local/Sustainability
4. Twist on the Classics
5. Simplicity
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Click here to view
this post on our blog!
Beginning with this report on Seasonality, we will deliver a series covering
each trend over the next several weeks. Reports will look at the trend in
general, and then discuss how we saw it in action from French pastry shops
to ice cream shops and trendy restaurants. Ready? Let’s go!
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SEASONALITY
Each season has flavors associated with it, but fall and winter have several great ones,
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not the least of which is pumpkin. Pumpkin flavor is a terrific example of seasonal flavors in the marketplace.
Consumer anticipation for Starbucks Pumpkin Spice Latte reaches towering heights leading to its annual launch
when the weather turns cool. The flavor is comforting, sentimental and nostalgic, delivering coffee drinkers a
taste that evokes feelings of comfort and memories of things like bonfires, pumpkin carving, special meals with
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families. It is something they look forward to each year. It is a seasonal treat.
Seasonal flavors incorporated into menu items and product launches throughout the year give consumers
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a new reason to engage with the brand and build excitement. Highlighting seasonal flavors has increased,
perhaps tying to the local and sustainable movements, with consumers more interested in the ingredients
available at that time. Regardless of the motivation, consumers are surely having a good time with them, as
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chocolate and beer were the top two sub-categories with seasonal flavors!
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NEW PRODUCT INTRODUCTIONS
Over the past five years, seasonal
food and drink launches have
increased 94% in North America.
In 2009, 812 products carried the
claim, but in 2013 there were more
than 1,500.
Top Sub-Categories with
Seasonal Claims (2009-2013, North America)
1. Seasonal Chocolate
2. Beer
3. Cookies
4. Pastilles, Gums, Jellies & Chews
5. Baking Ingredients & Mixes
Seasonal Chocolate was tops,
accounting for 34% of the launches.
Product flavors included winter
favorites such as Dark Chocolate
Peppermint, Chai White Chocolate,
Eggnog, Hot Toddy and Hot
Buttered Rum.
Beer was the second most popular
seasonal introduction, and it is the
sub-category boasting the greatest
increase of launches since 2009.
There were only 15 seasonal beers
on the market then, but in 2013,
consumers could select from 222
varieties. The largest spike came in
winter 2012/2013 when launches
soared to 136 from 38 the previous
two quarters and from 57 the
previous winter.
Baking Ingredients & Mixes
rounds out the top five, with
an array of flavors commonly
seen on dessert trays and in gift
baskets: Gingerbread, Chocolate
Peppermint, Snickerdoodle,
Red Velvet, Pumpkin Spice, Pink
Lemonade and Lemon Lavender.
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Fall is more than
pumpkins!
Pillsbury launched “back
to school” sugar cookies in
Canada in the Fall of 2012.
The cookies were original
sugar cookie flavor and
featured a smiling school
bus design.
Spaetzl Brewery Shiner
Holiday Cheer Beer is a dark
wheat ale brewed with Texas
peaches and roasted pecans,
and also features malty flavors
enhanced with the use of malted
barley and wheat.
Shipyard Pugsley’s Signature
Series Smashed Pumpkin
Ale has an aroma of pumpkin
and nutmeg, contains pale ale,
wheat and light Munich malts that
combine with the natural tannin in
pumpkin and the delicate spiciness
of Willamette and Hallertau hops to
balance the sweetness of the fruit.
Lazy Mutt Seasonal Shandy
Flavored Beer is a wheat ale with
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natural citrus notes and some
fresh lemons.
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ON THE MENU
Of course, we see a wide assortment of the usual pumpkin-flavored sweet
treats: pie, bread, muffins, scones, pound cake, tarts, custard and Culver’s
Salted Caramel Pumpkin Concrete Mixer. But, pumpkin appeared in savory
dishes, as well. Interesting menu listings include:
• Pumpkin ravioli with sage sauce
• Pumpkin mashed potatoes
• Butternut Squash, Golden Delicious Apple Purees, and Pumpkin
simmered in a Vegetarian Veloute, with Sweet Cream, Maple Syrup,
and Rosemary
• Caribbean soup with plantains, yucca, corn, pumpkin, and chicken
• Pak Tay Po with tofu, squash, eggplant, jalapeno, pumpkin and a red
curry tamarind sauce
PUMPKIN ON THE
UPSCALE DESSERT MENU
Pears and Maple: Maple Panna
Cotta, Vanilla Compressed Pears,
Pumpkin Granola, Cranberry Air,
Pepita Lace, Pear Sorbet
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OUT ON THE TOWN: HIGHLIGHTS FROM OUR SWEET ADVENTURE
Visiting a variety of sweets shops in the city gave us the opportunity to see an
array of seasonal flavors in sweet, savory and unexpected applications.
Mindy’s Hot Chocolate Restaurant
and Dessert Bar features high-quality,
seasonal and locally-sourced food, drink and
pastry.
Spotted: Seasonal Flavor Inspiration
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Pumpkin Hot Chocolate
Maple Pie
Red Wine Pear Sorbet
Stout & Caramel Milkshake
Brioche Doughnuts with Hot Fudge &
Caramel Corn
Taffy Apple: Granny Smith apple frozen
nougat, cider caramelized apples, cornnut
poppycock, cider consommé
Chocolate & Pears: Tcho chocolate frozen
nougat, chocolate buttermilk cake, port
wine poached pears, pear sorbet, oatmeal
& honey streusel
Apple Brioche Bread Pudding: apple butter,
caramel apple cream, Ida red apple fritters
Vanille is an authentic French patisserie
that creates pastries of “exceptional quality
and artistry in its masterful blend of classic
European traditions with modern flavor
profiles and contemporary palettes.”
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Elodie: Sour cream mousse, cinnamon
apple
compote, cider gelee, brown sugar cake
Royal: Crisp caramel streusel base,
hazelnut
decqoise, chocolate mousse, dark
chocolate glaze
Pierre: Hazelnut Financier, Spice Cremeux,
Pear Mousse, Pear Vanilla Glaze
Apple Tarte with Coconut Streusel
Pear Almond Tarte
Cranberry Orange
Mascarpone Tarte
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Floriole Cafe and Bakery specializes in
French pastries using fresh, local ingredients.
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Butternut Squash Clafoutis
White chocolate Pumpkin Cremeaux
Chocolate Hazelnut Cookie
Milk Chocolate Salted Caramel Hazelnut
Tart
Canelé de Bordeaux/Vanilla Rum Custard
Cake
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OUT ON THE TOWN: HIGHLIGHTS FROM OUR SWEET ADVENTURE [continued]
Katherine Anne Confections creates
Jeni’s Splended Ice Creams “builds
sweets with a focus on local ingredients.
every recipe from the ground up with
Snowville milk and cream from cows that eat
grass.”
I SPY: PASSIONFRUIT
Almost everywhere we went, we saw passionfruitflavored desserts!
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Pecan Pie
Hazelnut
Cranberry Blood Orange
Brown Buttered Rum
Chai Tea
Pumpkin Pie
Grapefruit Pistachio
Bourbon & Ginger Caramel
Brown Butter & Sage Marshmallows
Salted Caramel Marshmallows
Cinnamon Marshmallows
Vanilla Black Pepper Marshmallows
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Sweet Potato with Torched Marshmallow
Whiskey & Pecans
Dark Chocolate Peppermint
Pistachio & Honey
Riesling Poached Pear
Brown Butter Almond
Dark Chocolate Peppermint
Hot Toddy
Whiskey Eggnog
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Katherine Anne Confections —
Passionfruit Ginger Truffle
Floriole —
Passionfruit Tart
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Vanille —
Tarte Maeva featuring Bruleed Passionfruit Curd
Jeni’s Splendid Ice Creams —
Passionfruit Frozen Yogurt
On store shelves in North America since 2009,
Passionfruit flavor has been seen most often in
jellybeans. Next most common were chocolates and
frozen fruit bars. In chocolates, we see flavors like
Chocolate Almond Passionfruit, Chocolate Mango,
and White Chocolate Passionfruit. In frozen fruit bars,
Passionfruit is paired with flavors such as Mango,
Pomegranate, Pineapple and Coconut.
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CONSUMER SURVEY:
SEASONAL FLAVORS
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We conducted an online survey of 380 consumers in January of this year
to gain insight into their preferences of certain seasonal flavors. The
majority of the respondents were between the ages of 25-64. We provided
lists of flavors sorted by season and asked respondents to rank them for
preference during each season. Below are consumers’ five most popular
flavors for each time of year:
Spring Flavors
Fall Flavors
1. Carrot Cake
2. Berry Angel Food Cake
3. Crème de Menthe
4. Lemon Lavender
5. Grapefruit
1. Caramel Apple
2. Apple Cider
3. Pumpkin Pie
4. Pecan Pie
5. Hazelnut
Summer Flavors
Winter Flavors
1. Pink Lemonade
2. Pound Cake
3. Root Beer Float
4. Vanilla Almond
5. S’ mores
1. Snickerdoodle
2. Dark Chocolate Peppermint
3. Red Velvet
4. Gingerbread
5. Chai White Chocolate
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Sources: Mintel GNPD, Mintel Menu Insights. Katherine Anne Confections, Jeni’s
Splendid Ice Creams, Mindy’s Hot Chocolate Restaurant & Dessert Bar, Floriole Cafe &
Bakery, Vanille Patisserie.
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20 TREND INSIGHT
14 REPORT
DESSERT TOUR PART TWO: COMFORT & NOSTALGIA
Pamela Oscarson
Market & Consumer Insights Lead
“After a bad day or even a long week, I find myself reaching for
things that I find comforting with a little taste of home. The
trends of comfort & nostalgia were clearly present in our tour
and even taken up a notch. I love finding new ways to enjoy
simple pleasures that work in tandem to satisfy your taste buds
and make you feel good at the same time.”
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1. Seasonality
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5. Simplicity
Click here to view
Part Two of our Dessert Tour covers Comfort & Nostalgia. In this report, we will take
a look at the trend in general, and then discuss how we saw it in action from French
pastry shops to chocolate shops and trendy restaurants. Ready? Let’s go!
630.578.8600 | www.fona.com
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COMFORT &
NOSTALGIA
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Comfort & nostalgia foods can be defined as a food or drink to which one habitually turns for
temporary relief, security, or special reward while tying in memories of days past. A substantial
majority of comfort & nostalgia foods are composed largely of simple or complex carbohydrates. It
has been suggested that such foods induce an opiate-like effect in the brain, which may account for
their relaxing nature.
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Any foods or beverages could be a comfort& nostalgia food depending on a person’s taste, and they
may not be any foods that are “universally” accepted comfort & nostalgia foods. However, no matter
how you define it, all of us have something that we eat or drink to comfort us when things aren’t
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Searching for products with a “comfort” or “nostalgia” tagline or claim is a little more challenging since this idea of
“comfort” or “nostalgia” is a matter of perspective based on the overall consumer experience. We took a deeper
look into specific attributes of the products and what the company promises to provide the consumer in regards to
overall product attributes, flavor or a deeper connection to the brand.
COMFORT
Within the past year there have been several item introductions touting some level
of comfort in the product description creating overall expectations for the consumer.
These products range from frozen meals, whiskey, spice rubs and coffee. See the
comforting products descriptions below.
• H5 Iced Single Grain Scotch Whiskey: “comfort on the palate.”
• Hampton House Country Style Fried Chicken: “can be enjoyed at the comfort
of home.”
• Stubb’s Pork Spice Rub: “comfort food mix of spices.”
• Tazo Calm Chamomile Herbal Tea: “comforting herbal infusion.”
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NOSTALGIA
For Nostalgia, we had to dig a little deeper since most products do not have “nostalgia”
in the products descriptions and only one product has been launched in the past year.
Nostalgia is a little more difficult especially since this type of experience varies with
time and overall memories and consumer experiences. Since 2001, there have been
26 products with a nostalgic description and vary from butters, wines and cookies. See
the nostalgic product descriptions below.
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• Williams-Sonoma Vanilla Wafer Butter: “sweet nostalgia in a jar.”
• Minnestalgia Raspberry Honeywine: “nostalgia by the glass.”
• Wythe Will Fine Cookies: “capture the nostalgia of warm, homemade cookies
baking in the oven.”
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• World Market Cinnamon Bun Coffee: “sweet, comforting taste of warm.”
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Marie Callender’s Comfort Bakes
Nosh & Co. Snacks
Williams-Sonoma Wafer Butter
Minnestalgia Honeywine
Cheddar & Bacon Potato Bake is comprised
of oven roasted red potatoes smothered in a
bacon cheddar cheese sauce with scallions,
sprinkled with shredded cheddar cheese.
Nutty Buddy Kettle Cooked Sea Salt & Black
Pepper Peanuts are said to be inspired
by comfort foods the world over and are
described as super yummy and deliciously
A sweet spreadable version of the classic
vanilla wafer cookies. It can be spread on
sandwiches and toasts, used as a dessert
topping for ice cream and yogurt, blended
into milkshakes, enjoyed as a dip for fresh
fruit or straight from the jar.
Raspberry Honeywine, which consists
in a blend of raspberry wine (24%), and
honeywine (76%). This semi-sweet product
is described as to be smooth and pleasant
to drink.
affordable.
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COMFORT & NOSTALGIA ON THE MENU
A variety of items are appearing on the menu that represent the comfort and nostalgia
trends in their product names and descriptions. From breakfast and main dishes to
desserts, these items convey comfort and past memories for consumers with mentions
of “grandma’s kitchen” and “put-your-feet-up” comfort food.
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BREAKFAST ITEMS
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Denver Omelette, Village Inn
“A comfort classic with a trio of ham, green peppers and onions, topped with melted cheese.”
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Farmhouse Biscuit Breakfast, Shari’s Restaurant
“Breakfast comfort food at its best.”
MAIN DISHES
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Chicken, Broccoli, Macaroni & Cheese, Ninety Nine Restaurant & Pub
“A comforting combintation of macaroni, over roasted chicken and fesh broccoli”
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Southern Fried Chicken Strips, Shari’s Restaurant
“Your favorite comfort food: seasoned and crispy on the outside, yet tender and moist on the inside.”
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Homemade Brunswick Stew, Smokey Bones Bar and Fire Pit
“This slow-smoked stew is pure, put-your-feet-up comfort food.”
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Riblets and Mac ‘N’ Cheese, Red Robin
“If you like comfort food, consider this a recliner. A meal you can really sink into.”
DESSERTS
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Granny’s Apple Pie, Shari’s Restaurant
“This apple pie wasn’t made in grandma’s kitchen, but your taste buds won’t know that. This apple pie is the ultimate comfort food.”
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Southern Comfort Pumpkin Ginger, Limestone Restaurant
“Roasted spice pumpkin seeds, cream fraiche.”
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Visiting a variety of sweets shops in the city gave us the opportunity to see an array of comfort & nostalgia flavors in sweet, savory and
unexpected applications.
Mindy’s Hot Chocolate Restaurant and Dessert Bar
Floriole Cafe and Bakery
My favorite part of this stop was watching those that came in on a dessert tour
and left with steaming mugs of hot chocolate, topped with huge, fresh-made
marshmallows.
I wish we would have hit this spot later in the tour and could have been our lunch
stop. There were so many items to choose between. From grilled cheese and
beautiful green salads, it’s probably good we didn’t eat there, it would have been
too hard to choose!
Spotted: Comfort & Nostalgia Flavor Inspiration
• Peanut Butter & Jelly: peanut butter & graham cracker cream pie, preserved
strawberry and port broth, Spanish peanut candy bar.
• Dreamsicle vanilla bean ice cream & citrus olive oil cake baked Alaska,
rainbow sherbet, marmalade tapioca.
• Chocolate “Souffled” Tart: salted caramel ice cream, house made pretzels.
• Doughnuts: brioche doughnuts with hot fudge and caramel corn.
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• Coffee Cake: This is a very moist coffee cake with a brown sugar and cinnamon
crumble topping. You are gonna want some coffee with this.
• Oatmeal: Steel-cut oats cooked in Apple Cider, Bananas, Ginger Crumble and
Maple Syrup.
• Brownie: Fudgy, with Valrhona triple chocolate.
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• Shortbread: Rich, buttery cookie.
Katherine Anne Confections
This was one of the most interesting spots for flavor inspiration, especially when
looking for unexpected flavor combinations. Their marshmallows were flavored
with the more traditional cinnamon and sugar to the more unexpected sage and
black pepper. A little unique for my liking, but definitely worth a try.
• Hot Chocolate Marshmallow
• Vanilla Caramels
• Crème de Menthe Truffle
• Peanut Butter & Jelly Cookies: Flourless peanut butter cookie filled with
house-made jam.
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Vanille
This was my favorite spot of the entire tour. Believe it or not, I have never had a
macaron before and instantly fell in love with them. (I can still taste them!)
• Macaron Flavors include: chocolate, vanilla, coffee, caramel, red velvet,
coconut, lemon and peanut butter and jelly.
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CONSUMER SURVEY:
COMFORT & NOSTALGIA FLAVORS
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We conducted an online survey of 264 consumers in February of this year to gain
insight into their preferences of certain comfort & nostalgic flavors. The majority of
the respondents were between the ages of 25-64. We provided a list of flavors sorted
by season and asked respondents to rank them for preference during each season.
Take a peek below to see what our consumers have to say about comfort & nostalgia.
FAMILIAR
MEMORIES
is the word that best
describes comfort for
consumers
is the word that best
describes nostalgia
for consumers
OF DAYS PAST
Top Comfort Consumer Rated
Food & Beverage Products
Top Nostalgia Consumer Rated
Food & Beverage Products
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
Hot Chocolate
Tea
Soup
Cheese
Ice Cream
Hot Chocolate
Tea
Soup
Cheese
Ice Cream
Comfort Flavors
Nostalgia Flavors
1.
2.
3.
4.
5.
1.
2.
3.
4.
5.
Cinnamon Roll
Peanut Butter & Chocolate
Oatmeal Cookie
Cheesecake
Birthday Cake
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Birthday Cake
Peanut Butter & Jelly
Cinnamon Roll
Oatmeal Cookie
Caramel Apple
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Sources: Mintel GNPD, Mintel Menu Insights. Vanille Patisserie, Mindy’s Hot Chocolate
Restaurant & Dessert Bar, Floriole Cafe and Bakery, Katherine Anne Confections.
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20 TREND INSIGHT
14 REPORT
DESSERT TOUR PART THREE:
TWISTS ON CLASSIC FLAVORS & DESSERTS
Kit Barmann
Marketing Communication Lead
Pamela and I selected a variety of trendy restaurants
and shops in Chicago to explore and scout their
sweet flavor combinations, menu items and unique
creations. We wanted a first-hand look at dessert
trends and flavors, and we were not disappointed!
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1. Seasonality
5. Simplicity
Click here to view
You can find the first two reports posted in our blog on February 3 and
March 3. Today let’s look at flavor creations that put a twist on a classic.
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Ready? Let’s go!
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TWISTS ON
THE CLASSICS
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Classic flavors provide people with a sense of security because they know what to expect.
Now, when they want to step out and try something new, a flavor or dish that builds on
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a classic can provide enough security to persuade them to take the plunge. Twists also
bring new life and interest to offerings that perhaps are a bit tired or just don’t jump off
the menu at customers because they’ve seen it so many times before. Adding a twist can
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elevate it from ordinary to interesting.
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These were menu items we saw that took classic desserts like pumpkin pie
and then shook them up a bit, adding character and flavor interest.
Mindy’s Hot Chocolate
Sweet Mandy B’s
Pumpkin Pie with Meringue:
Food & Wine features their version of
this dessert on their website and calls
the meringue topping a “retro yet
elegant” twist to a classic.
Pumpkin Cabinet Pudding (bread
pudding with yellow cake
and pumpkin):
We were made at Sweet Mandy B’s
by Applications Technologist Jenna
Grigalauski from FONA’s Confections
team. She ordered the pudding —
they were pulling a fresh batch from
the oven right before our eyes — and
was so smitten with the flavors and
textures, she went home and baked
her own!
Brioche Doughnuts with Hot Fudge and Caramel Corn:
This creation is a combination of classics, put together to
create a sweet, salty, warm and chocolaty temptation that
surely isn’t your typical doughnut.
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Taffy Apple:
Granny Smith apple frozen nougat, cider caramelized apples,
cornnut poppycock, cider consommé: This one is interesting,
as the traditional taffy apple has been deconstructed — and
rebuilt with decidedly more upscale elements — creating an
entirely new way to think about the classic apple treat from
your childhood.
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Snickerdoodle Cake:
This past winter huffingtonpost.com
introduced readers to snickerdoodle
cake in an article on family recipes.
The author, Rebecca Orchant, explains
why the humble, tried-and-true
snickerdoodle causes great hub-bub
in her family, bringing grown men to
their knees. It’s not the classic cookie
you’re imagining, dear reader: “This
snickerdoodle is a cake.
Snickerdoodle cake.”
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Pumpkin Cabinet Pudding (left),
Apple Pie, Peanut Butter Cookie
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OUT ON THE TOWN: HIGHLIGHTS FROM OUR SWEET ADVENTURE (continued)
Peanut Butter, Banana, Bacon Truffle (the “Fat Elvis!”):
PB, banana and bacon make for an Elvis-favorite sandwich we’re all familiar
with, but what if those flavors were in a truffle? Deliciousness, that’s what.
Spring Season Flavors
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Truffles: Fig Newton, Margarita, Lemon
Caramels: 7 Layer Bar
Marshmallows: Pink Lemonade, Lady Grey (tea)
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Bourbon and Ginger Caramel:
Classic caramel gets all sorts of flavor twists at Katherine Anne, including
bourbon & ginger and rosemary & sea salt, as well as their new 7 Layer
Bar caramel containing cacao nibs, graham streusel, toasted coconut and
peanut butter.
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Sources: Mintel GNPD, Mintel Menu Insights. Mindy’s Hot Chocolate Restaurant &
Dessert Bar, Sweet Many B’s, Katherine Anne Confections.
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20 TREND INSIGHT
14 REPORT
DESSERT TOUR PART FOUR: LOCAL
Pamela Oscarson
“Transparency into where foods come from has always
been top of mind for me. It was exciting to see so many
ingredients within the tour sourced from local farms. The
whole trend of farm to table and farm to bar brings a
whole new perspective on fresh flavors and how we can
incorporate them into our everyday.”
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1. Seasonality
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3. Twists on Classics
4. Local
Click here to view this
post on our blog!
5. Simplicity
Part four of our Dessert Tour covers local ingredients. In this report, we will take a
look at the trend in general, and then discuss how we saw it in action from French
pastry shops to chocolate shops and trendy restaurants. Ready? Let’s go!
630.578.8600 | www.fona.com
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LOCAL
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More than just food.
It’s a lifestyle.
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In the summer of 2005, four San Francisco women drew
a circle with a 100-mile radius and the city at the center. Their
mission: to buy, cook and eat only that from within that ‘food shed’.
Thus the locavore movement was born.
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Sure, farmers’ markets and mom-and-pop shops have been around
for decades, but consumers have come to expect and demand
visibility into the foods stocked in their pantries. Though the
locavore movement began with its focus primarily on food, it has
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evolved to be about much more than just edible goods. Today, true
locavores strive only to wear, buy or even bank locally because
they feel it bolsters their community, not just themselves. Indeed,
local pride has emerged as one of the most important reasons for
consumers to ‘go local’.
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LOCAL AT A GLANCE
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100 MILES
FRESHER
PRODUCTS IS ONE OF THE KEY
REASONS THAT CONSUMERS
PURCHASE LOCALLY
53%
OF CONSUMERS PURCHASE
LOCAL FOODS WEEKLY
IS HOW THE MAJORITY OF
CONSUMERS DEFINE LOCAL
LOWER
PRICES
ARE THE #1 FACTOR THAT MAY
ENCOURAGE INCREASED LOCAL
FOOD PURCHASES
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SUPPORTS
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THE LOCAL
ECONOMY
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New product introductions with a “local” or “locally” product description are definitely
on the rise. Since 2009, there has been a 172% increase in ‘local’ new product
introductions with food products accounting for 70% of all local products launched.
The top five local food categories are desserts and ice cream, dairy, bakery, sauces
and seasonings, and snacks. Alcoholic beverages, hot beverages, juice drinks, water,
and other beverages (including beverage concentrates, beverage mixes, and meal
replacements) comprise the leading local drinks categories.
PRODUCTS FOR A LOCAL CAUSE
These claims include not only products that have been made from local ingredients,
but also include products that provide support to their local communities. For
example, General Mills’ products now include a promotion on the product package
that supports Outnumber Hunger. If the consumer enters the code on the package,
General Mills will donate 55 cents to Feeding America—which secures 5 meals on
behalf of local food banks. Another example includes Anheuser-Busch’s Keep America
Beautiful project, which launched the “Do Good. Have Fun.” series, a program that will
engage consumers coast-to-coast in community refreshment projects. Bud Light will
bring people together all summer long for various hands-on projects in their local
areas.
TILLAMOOK OREGON RASPBERRY
YOGURT
This yogurt is made
with sweet local Oregon
raspberries.
SIERRA NEVADA OVILA BELGIAN
STYLE ABBEY SAISON ALE
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This beer is made with locally
grown mandarin oranges.
BARE FRUIT CRUNCHY CINNAMON
APPLE CHIPS
Each bag of apple chips
contains 4 locally grown
apples.
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BOULDER FAMOUS SWEET CREAM
FLAVORED ORGANIC ICE CREAM
This ice cream is made with
is made with local farm fresh
milk and cream.
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LOCAL ON THE MENU
932
MENTIONS
FOOD NETWORK KITCHEN SERVES LOCAL INGREDIENTS
IN ATLANTA AIRPORT
Food Network Kitchen Atlanta, a grab-and-go market, is
now open at Terminal D in the Hartsfield–Jackson Atlanta
International Airport. Serving up classic dishes with a local
Georgia twist, this new venture from Food Network will
feature a fresh selection of salads, soups, and cold and toasted
sandwiches made with local and organic ingredients. The
Kitchens have also utilized local products like jams, jellies and
relishes. The market will also serve signature items like the
Big Peach Ham and Brie sandwich made with local honey and
thyme on an H&F Bread Co. ciabatta roll.
FINE
DINING
IS TOP
RESTAURANT
SEGMENT
LOCAL ON THE MENU
Q1 2013-Q1 2014
• Northwest Berry Trio at Shari’s Restaurant: locally
grown marionberries, raspberries and blueberries
make this pie pop with flavor. These fresh Northwest
grown berries are known for their vibrant flavors.
• Pumpkin Cheesecake at Hot Chocolate: locally spiced
pumpkin, graham crackers, toasted marshmallows,
hot buttered rum, cranberry, rum raisin ice cream.
• Chicken and Waffles at the Boathouse Restaurant:
sweet Belgian Waffle with local honey butter
• Homemade Buttermilk Pancakes at Anzu: local honey,
orange bellwether farms ricotta cheese
• Petunia at Evan Street Station: bacon infused Jim
Beam local apple cider and cream soda, and kapnick
apple garnish
• Big Wood Grilled Tacos al Carbon Trio at Frontera Grill:
grass fed skirt steak, Gunthorp chicken, pork, roasted
poblano, guacamole, grilled knob onions and local
shishito peppers
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LOCAL CLAIM ON THE MENU: TOP MENU SECTIONS
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Bakery
Specialties
Soups
Sides
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Dessert
Sandwiches
Beverage
Salad
Appetizer
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Entree
0
50
100
150
200
250
300
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Visiting a variety of sweets shops in the city gave us the opportunity to see an array of items sourced with local ingredients. Almost all of
the places that we stopped were using at least one ingredient sourced from a local farm.
and Dessert Bar
Pastry creator and mastermind chef behind
Mindy’s Hot Chocolate, Mindy Segal,
specializes in contemporary American cuisine
with a focus on quality, local ingredients
and technique. According to Mindy, they
incorporate local ingredients into their
desserts by using, “What’s available or in
season—or what feels like the season—is
what I focus my pastry menu around. Often
we preserve fruits in the high season, so then
we can use them later on or in another season
Some of the locally sourced items on the
menu include:
• Hamburger: house-ground Slagel Farms
beef, organic bacon and Carr Valley
4-year-aged cheddar, house-made pickle
on a garlic-toasted sesame bun served
with chips.
• Crab Cake: New England crab cake, Werp
Farms’ Bibb lettuce, and house-made
roasted giardiniera tartar sauce on a
house buttered bun served with chips.
Baked Tuesday and Friday.
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Floriole’s menu changes daily based on
the availability of the produce. According
to their website, “Most produce, meats,
dairy and cheeses are sourced directly from
sustainable farms in the region.” Floriole also
has a Sunday Supper Series with a menu
that changes seasonally to reflect what they
find at the local farmers’ markets. I’m looking
forward to August 17th which is “An Ode to
Sweet Corn” and features a seared flank steak,
corn pudding and tomato-corn salad as the
2nd course.
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menu include:
• Ricotta Toast: toasted Sourdough with
Bellwether Farm Ricotta, toasted almonds
and honey
• Yeasted Corn Bread: our first bread. Light
like a sandwich bread, instead of the
traditional “Southern cornbread” we’re
all accustomed to. The natural sweetness
of the Three Sisters Garden cornmeal is
brought out by honey from Ellis Farms.
Baked Tuesday and Friday.
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Focusing on delicious artisan treats by using
local and organic ingredients gives Katherine
Anne a leg up and the ability to create
unparalleled, intense flavors. In the store that
is a chalkboard note thanking their suppliers
including Kilgus Farms, Hillside Orchards and
May’s Honey Farms.
menu include:
• Caramels: made with local wildflower
honey and agave nectar.
• Strawberry & Goat Cheese Salad: arugula,
market strawberries, local goat cheese,
fennel, almonds, candied coriander,
balsamic vinaigrette
• Ham & Asparagus Sandwich: lemony
market asparagus, ham, parmesan
artichoke spread, arugula.
Sources: Mintel GNPD, Mintel Menu Insights. Mindy’s Hot Chocolate Restaurant
& Dessert Bar, Floriole Cafe and Baker, Katherine Anne Confections.
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20 TREND INSIGHT
14 REPORT
DESSERT TOUR PART FIVE: SIMPLICITY
Pamela Oscarson
“As I think back to our trip, the phrase “simple elegance”
keeps popping in my mind! Each stop had its own unique
way of including simplicity into their brands and products.
The #1 item for me that displayed simplicity, were the
macarons! A small little delicate bite, with a burst of flavor—
you can’t beat that! The macarons were by far my favorite
part of the trip.”
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1. Seasonality
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3. Twists on Classics
4. Local
Click here to view
5. Simplicity
Part five of our Dessert Tour covers simplicity. In this report, we will take a look at
the trend in general, and then discuss how we saw it in action from French pastry
shops to chocolate shops and trendy restaurants. Ready? Let’s go!
630.578.8600 | www.fona.com
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SIMPLICITY
No surprises.
No hidden agendas.
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Simplicity is the no-hype return to a less complicated lifestyle. It’s
the antidote to the myriad of complexities that greet people each
day. With life’s hectic pace increasing and confidence in the honesty
of companies decreasing, consumers are looking for ways to make
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things easier: They want simple and straight-forward.
This quest for simplicity and honesty has consumers scaling back,
looking for products they perceive as real, authentic and natural,
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and looking for companies they feel they can trust. Their back-to
basics approach includes reaching for unadorned items where it’s
clear what they’re getting. No surprises. No hidden agendas.
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SIMPLICITY AT A GLANCE
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550
global new products with
“simple” or “simply”
in the products’ name.
NO
ADDITIVES
is the top claim of all global
new products launched.
125%
increase in US new product
introductions with “simple” or “simply”
in the products’ name since 2009.
SIMPLICITY
ranked #23 on the NRA’s
2014 Culinary Forecast as
a Hot Food Trend.
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38%
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of consumers consider all natural
ingredients when making food
purchasing decisions.
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Taking a look at the simplicity trend on a global scale, shows that this trend is very
relevant in North America accounting for 57% of all products launched with the
“simple” or “simply” claim. Second is Europe with 21% of all products. Food is the top
super category in North America and Europe. Asia Pacific, Middle East, Africa and Latin
America have more beverage products with this claim.
In North America, new product introductions with “simple” or “simply” in the products’
name are definitely on the rise. Since 2009, there has been a 125% increase in “simple”
or “simply” new product introductions. The leading food and beverage categories
with those claims are corn based snacks, cold cereal, bread and dairy based frozen
products.
NORTH AMERICA NEW PRODUCT INTRODUCTIONS BY SUPER CATEGORY
40
Simply
Sprouted Way
Better Snacks
SALTED
is the top global flavor with the
“simple” or “simply” product claim.
is the top North American brand
with the “simple” or “simply”
product claim.
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GLOBAL NEW PRODUCT INTRODUCTIONS BY REGION
3.05%
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2.29%
35
30
North America
16.79%
25
20
15
Drink
Europe
Food
Asia Pacific
20.99%
10
56.87%
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Middle East & Africa
Latin America
5
0
2009
2010
2011
2012
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2013
Source: Mintel GNPD
Source: Mintel GNPD
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PRODUCTS OF NOTE
The “simple” or “simply” claim is included in products names and descriptions to convey a variety of different trends. The simplicity of the language on product packaging is
helping consumers cut through the clutter, via simple language and clear and easy to understand packaging. Here are a couple of examples of this trend.
“SIMPLE” FLAVOR COMBOS
Happy Baby’s Organic Spinach, Mango & Pear
Simple Combo. It is made from a combination of
vegetables and fruits, with no added sugar or salt.
SIMPLICITY OF INGREDIENTS
I Can’t Believe It’s Not Butter! Deliciously
Simple Vegetable Oil Spread is made with 79%
vegetable oil spread. The spread is made with
simple ingredients like canola oil, creamy yogurt,
and a pinch of salt.
LACK OF INGREDIENTS
CLEAN LABELS
G.H.Cretors Organic Simply Salted Popcorn : “It is
made from purely organic ingredients, is skinny
in calories, contains no artificial colors or flavors.”
“SIMPLY” WHOLESOME
Appleways Chocolate Flavored Simply
Wholesome Oatmeal Bar is soft baked and
wholegrain rich. The cereal bar is made with all
natural flavors and contains no preservatives.
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Beech-Nut baby food—they describe their
product as “a simple ingredient list means
you know exactly what’s in each jar.” It is also
described as real food for babies. “Just real,
whole fruits and vegetables are inside our jars.
And nothing else.”
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HEALTHY INGREDIENTS
Simply Sprouted Way Better Snacks: “Every
chip in here is bursting with goodness, because
we’ve unlocked the powerful nutrients found in
perfect, unprocessed ingredients. So when you
share these deliciously sprouted.”
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SIMPLICITY ON THE MENU
The simplicity trend is also present in restaurants and on the menu. From the simplicity of the operations, menu offerings and ingredients, consumers are
intrigued by this concept. It translates to purity and safety. With today’s consumers being more label conscious than ever, there is a growing market for foods
with simple labels and visibility into calorie counts as well. Some examples of simplicity at its best on the menu are below.
Panera Bread
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Announced it will remove all artificial ingredients from its menu by 2016, and this
includes artificial colors, sweeteners, preservatives and colors; this will simplify its
ingredients list. Also, Panera will be removing fats from its bakery items.
Omni Hotels & Resorts
Reported a 20% rise in cocktail sales, due to the concept simplifying its menu.
Management realized that a long list of specialty cocktails was hard on the
bartenders, so offering a limited number of drinks, along with detailed explanations
of the ingredients chosen and how they are made, helped consumers focus on just
a few, well-crafted drinks. This also ensured bartenders to be more likely to offer the
mixed drinks.
Super Chix—Chicken and Fries
In April 2014, KFC’s parent company, Yum Brands, announced its latest chicken
restaurant prototype: Super Chix—Chicken and Fries. The current menu, which is
being tested in Arlington, Texas, leans towards “simple”: a chicken sandwich (with
customizable toppings); chicken tenders with sauces including smoky honey pepper
and Sriracha sweet and sour; fries; cole slaw; Caesar and club salads; and frozen
custard are offered at the new test restaurant. This is the second fast casual-esque
restaurant experiment from the Yum Brands; KFC Eleven, which borrows a Chipotlelike assembly line, is still in the testing phase.
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Dickey’s Barbeque Pit
Launched new dough products nationwide, starting in September 2013. The
artisanal breads are modeled after Dickey’s signature rolls, which features a touch
of Southern sweetness and fresh, simple ingredients, the company said. The items
included handcrafted buns, hoagies, and dinner rolls baked daily in all restaurants.
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Visiting a variety of sweets shops in the city gave us the opportunity to see an array of items sourced touting simplicty. This ranges from
simple flavors to simplicity seen in the product packaging and branding.
and Dessert Bar
Bold simplicity and sophistication with
a touch of rustic flair best describe the
feeling you get when you walk into Mindy’s
Hot Chocolate. From their handcrafted
marshmallows, rich and decadent hot
chocolate—which are so special it makes
you feel like you definitely deserve to
indulge. According to their website, “From
the moment you walk through the front
door, it is our goal to provide you with an
atmosphere that is comfortable and relaxed
with exemplary service and an evolving array
of high-quality, seasonal and locally-sourced
food, drink and pastry.” I definitely agree!
Transparency and simplicity were a key
trend at Floriole—you could see right into
their kitchen and see all of the delicious
items being made through a glass window.
They are also transparent about the types of
ingredients being used. According to their
website, “We remain committed to using the
best possible ingredients available.” They
also use organic sugar and flour as well as
Valrhona chocolate, European-style butter
and cage-free eggs.
Some of the “simple” but delicious menu
items are below:
• Warm Donuts: cinnamon sugar with
house made raspberry preserves.
• House Infused Milks: flavors available:
cinnamon, malt cocoa nib, vanilla bean
and burnt honey.
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items are below:
• Croissants: a traditional buttery, flaky
and light pastry. Available in plain,
almond, chocolate, chocolate-almond
and pistachio.
• BLT: you can’t get more simple than
a BLT—the ingredients are right in
the name! Their BLT includes: Bacon,
Mixed Greens, Tomato, Aioli on toasted
Sourdough.
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Vanille Patisserie
All I have to say about Vanille is one word….
MACARONS! According to their website Vanille
describes macarons as, “the famed Parisian
confectionery delivers the essence of a dessert
in a single bite.” They are exactly right about
that. The simplicity of the macaron delivering
a burst of flavor in one bite was worth the trip
for me. Other areas of simplicity at Vanille were
their butter caramels that melt in your mouth
and their individual fruit tarts.
items are below:
• Macaron: a rainbow of flavors including:
chocolate, nutella, pistachio, vanilla,
raspberry, rose, coffee, caramel, cassis,
lavender, green tea, red velvet, mango
passion, lychee, coconut and hazelnut.
• Fresh Fruit Tart: luscious fresh fruit
tarts and the signature Tart Vanille,
a combination of a delicate vanilla
bean ganache, vanilla pound cake
and mascarpone mousse with a crispy
handmade tart shell. Other selections
include the indulgent bittersweet
chocolate, exquisite bruleed passion fruit
and rustic pear almond tarts.
Sources: Mintel GNPD, Mintel Menu Insights. Vanille Patisserie, Mindy’s Hot Chocolate
Restaurant & Dessert Bar, Floriole Cafe and Bakery
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FONA Can Help!
Let FONA’s market insight and research experts
translate these trends into product category ideas
for your brand. They can help you with concept and
flavor pipeline development, ideation, consumer
studies and white space analysis to pinpoint
opportunities in the market.
Our flavor and product development experts are also
at your service to help meet the labeling and flavor
profile needs for your products to capitalize on this
consumer trend. We understand how to mesh the
complexities of flavor with your brand development,
technical requirements and regulatory needs to
deliver a complete taste solution.
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From concept to manufacturing, we’re here every
step of the way.
Contact our Sales Service Department at
630.578.8600 to request a flavor sample or visit
www.fona.com.
630.578.8600 | www.fona.com
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- FONA International

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