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C-K Food Trends 2012

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A presentation on trends in the world of food by Nusara Chinnaphasaen, VP/Senior Brand Planner at C-K/New York.

A presentation on trends in the world of food by Nusara Chinnaphasaen, VP/Senior Brand Planner at C-K/New York.

Published in: Self Improvement, Business

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  • 1.   2012 Culinary Trends Cooked & Served by C-KAny  and  all  ideas,  concepts  and/or  strategies,  including  trademarks  or  trade  descrip6ons  which  are  part  of  this  presenta6on  are  the  sole  property  of  Cramer-­‐Krasselt    and  shall  not  be  used  without  the  express  wri?en  authoriza6on  of  Cramer-­‐Krasselt.                    ©  2012  Cramer-­‐Krasselt  
  • 2. This year’s culinary trends stemfrom our unpredictable, ever-changing world. 2  
  • 3. Welcome to our topsy-turvy world. 3  
  • 4. Big  power  in   Junior   Gender  role     Amateur  is  the  new  the  hands  of  the     is   dynamics   Professional   “Small”   Senior    shiH  rapidly  
  • 5. This topsy-turvy world allows for more creativity andexperimentation. Today’s environment sometimesrequires food companies to turn their perspective upsidedown…casual can be luxury and big can be small. 5  
  • 6. Toda y’s Menu 10 EmergingCulinary Trends 6  
  • 7. 1. Food Glue A  desire  for  more  connec6on  has  mo6vated   people  to  create  in6mate  food  experiences  at   home  versus  ea6ng  out.     Why Now?•  Backlash  against  the  superficiality  of  social  media   “friendships”  •  Cooking  skills  showdown     Examples:•  Kinfolk  magazine  •  Apples  &  Onions   7  
  • 8. 2. Straight to the Source The  word  “professional”  has  been  redefined.  More   and  more  people  opt  to  learn  and  explore  real   ethnic  cuisine  from  na6ves  rather  than  professional   chefs.     Why Now?•  Authen6city  is  greatly  valued  •  One-­‐of-a-kind  experiences  vs.  standardized  ones  •  Anti-corporate   Examples:•  Culture  Kitchen  •  Gidsy   8  
  • 9. 3. New Twist on the Old Farm The  culinary  world  aims  to  shed  new  light  on     farming  by  expanding  the  “field”  and  integra6ng   produce  grown  in  unexpected  ways.     Why Now?•  Evolu6on  of  the  “farming”  trend  •  Local  farmers  as  the  new  food  heroes  •  Locavores  have  become  more  mainstream  •  Going  back  to  the  roots   Examples:•  Urban  foraging  •  Edible  flowers   9  
  • 10. 4. Food Curating Both  chefs  and  diners  are  taking  the  reigns  in  the   food  world  by  cura6ng  their  food  just  the  way  they   want  to  serve  or  eat  it.       Why Now?•  The  ba?le  for  control  in  a  more  unpredictable  world   Examples:•  Torrisi  Italian  Special6es  “There  are  no  menu   subs6tu6ons  available  for  vegetarians,  children  or   dietary  restric6ons."    •  STK  Steakhouse     10  
  • 11. 5. The United States of Food – Classic Deconstructed Indigenous  cuisines  are  being  rediscovered,   reimagined  and  reborn.  Not  only  have  Americans   started  to  rediscover  familiar  tradi6onal  dishes,  but   they  have  also  reinvented  the  classics  to  expand   “comfort”  on  our  plates.     Why Now?•  Recession  enhances  na6onalism  •  Protec6on  of  the  quintessen6ally  American   Examples:•  America  Eats  Tavern  •  Increased  popularity  of  Southern  food   11  
  • 12. 6. Freaky Friday (For Food) “Adult  food”  and  “kid  food”  are  gedng  reversed.     Why Now?•  Use  of  healthier  “adult  food”  to  ba?le  childhood   obesity  •  “Foodie  na6on”  trickles  down  to  kids   For  Kids   For  Adults  •  Nostalgia  for  comfort  fare  takes  hold  of  adults   Examples:•  “Babycinos”  •  KraH’s  Adult  PB&J,  Macaroni  &  Cheese   12  
  • 13. 7. The Sound of Food Food  has  always  sparked  our  sense  of  taste,  smell,   sight  and  touch.  Now  everyone  from  chefs  to   bloggers  has  added  sound  to  the  mix.       Why Now?•  A  desire  for  full-on  sensory  experiences  •  Gradua6on  from  food  visuals  to  food  sound   Examples:•  The  Recipe  Project  •  “For  New  York  chefs  like  Eddie  Huang  of  BaoHaus,   one  of  the  most  crucial  ingredients  in  the  kitchen  is   audible,  not  edible.”  –  The  New  York  Times   13  
  • 14. The  Hav8. Food as a Battlefield es   Food  has  now  divided  social  groups  more  than  ever.    •  The  haves  vs.  the  have-­‐nots  •  “Liberal”  vs.  “conserva6ve”  vs.  “independent”  chefs  •  Foodie  vs.  an6-foodie     Why Now?•  Food  as  a  status  symbol   Greater  economic  inequality   The  Ha•  ve-­‐   Nots   Examples:•  Paula  Deen  vs.  Anthony  Bourdain  •  There  are  21  million  students  qualifying  for  free  or   low-­‐cost  school  lunches  (up  from  18  million  in  2007)   -­‐  USDA   14  
  • 15. 9. Waste Not There  is  an  increased  desire  to  fight  food  waste  for   both  financial  and  ethical  reasons—from   environmentally  friendly  packaging  to  “tongue-to- tail”  cuisine.     Why Now?•  Social  responsibility  trumps  consumerism  •  Frugality  is  in  •  Con6nuing  to  push  our  palates   Examples:•  “The  Big  Waste”  TV  show  •  Takashi   15  
  • 16. 10. Big Goes Little Big  food  companies  and  retailers  are  trying  to  shed   their  corporate  image  to  appear  “small.”     Why Now?•  Occupy  Wall  Street  movement  •  Roo6ng  for  an  underdog  •  “Small”  connotes  be?er  quality  •  The  exposure  of  mass  agriculture   Examples:•  Chipotle  Cul6vate  Founda6on,  “Back  to  the  Start”   Film  •  Domino’s  Pizza  “Oh  yes  we  did”  campaign  
  • 17. For more information, contact C-K’s Agency PR team: Kristin Fletcher / kfletcher@c-k.com or Becky Johns / bjohns@c-k.com. You can also follow C-K on: Facebook(www.facebook.com/cramerkrasselt) or Twitter (www.twitter.com/cramerkrasselt). 17