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Beverage Trends: Culinary Trend Mapping Report, Vol. 6, No. 2


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Beverage Trends: Culinary Trend Mapping Report, Vol. 6, No. 2

  1. 1. Get more info on this report!Beverage Trends: Culinary Trend Mapping Report, Vol. 6, No. 2September 24, 2009The beverage market has always been large and competitive. But a scene that 15 yearsago was dominated by soda, juice, milk, coffee and tea is now splintering into numeroussmaller niches, and as a result, consumers are able to find beverages to meet theirspecific needs. This is evidenced by tremendous industry growth.So just what kind of overarching needs are consumers looking to satisfy from beveragestoday? We’ve identified two primary and several secondary benefit drivers propelling thetrends covered in this report: Better-for-you, including functional, nutritional, and holisticwellness, and quality quest, including artisan-made, and retro/nostalgic.With those drivers in mind, we found exciting beverages at all five stages of the TrendMap: Stage 1 o New Cocktails are experiencing a renaissance as they connect to consumer interests in retro experiences. o Exotic Functional Flavors: which superfruit flavors will be the pomegranate and goji berry of tomorrow? Stage 2 o Eastern Wisdom: traditional ingredients from Asia are crossing over from food to drinks, bestowing wellness properties. Stage 3 o Coconut Water: nutrient-packed, it appeals to diverse demographics. o 21st Century Sodas are wowing the market. Stage 4 o Kids’ Functionals promise a host of benefits such as brain development, stress relief, satiety, immunity, and more Stage 5 o Stevia has been approved for use in beverages, and beverage manufacturers have moved swiftly to get stevia-sweetened drinks to market.The potential market for today’s new beverages is a large one, with diverse groupsranging from active Baby Boomers to savvy Gen X parents to youthful Gen Yers lookingfor healthful, exciting and unique drinks. Because of this diversity in demographics and
  2. 2. psychographics, the beverage offerings are expanding, and we believe the varied needsof consumers make it an arena with plenty of room for growth and innovation.••••••The Culinary Trend Mapping Report is an indispensable tool for those whose job it is tostay abreast of whats hot - or what will be - in the food world!Using the Center for Culinary Development’s (CCD) signature Trend Mappingtechnique, a validated method identifying which culinary trends are “gaining traction”and which are simply flashes in the pan, each report concentrates on a theme, or trend,that is affecting the food industry, and then looks at the emerging and establishedingredients, cooking styles and products along the Trend Map that are driving thistheme.Each report is a 75+ page journal packed with trends, data, strategies and insights onthe food industry that simply arent available anywhere else.Each Issue of the Culinary Trends Mapping Report Identifies the maturity level of foods and ingredients according to CCD’s unique, proprietary 5-stage trend mapping process. Concentrates on a theme that is affecting the food industry, and then looks at the emerging and established trends along the Trend Map that affect—or are affected by—this theme. Delves into these trends and what they mean for you and the manufacturing, retailing, and foodservice industries. Gives strategic insight into how consumers are thinking of and reacting to new foods and ingredients. Provides business know-how regarding opportunities, challenges, and ways to implement current trends into foodservice, retail, and packaged goods operations. Presents a feature interview with a member chef from CCD’s exclusive 80+ member Chefs’ Council that offers expert analysis and his or her perspective on a specific trend.Trend MappingTrend Mapping is guided by the premise that major food trends pass through fivedistinct stages on their way to the mainstream: Stage 1: The ingredient, dish and/or cooking technique appears at upscale dining establishments, ethnic and popular independent restaurants. Stage 2: The item is featured in specialty consumer-oriented food magazines, such as Gourmet and Bon Appetit plus retail stores such as Sur La Table that target culinary professionals and serious home cooks.
  3. 3. Stage 3: The item begins to appear in mainstream chain restaurants -- Applebees or Chilis --as well as retail stores such as Williams-Sonoma that target recreational cooks. Stage 4: Publications such as Family Circle and Better Homes and Gardens pick up the buzz. Stage 5: Finally, the trend makes its way to quick service restaurant menus and is either starting to appear or is having increased presence on grocery store shelves.AvailabilityPublished bimonthly, the Culinary Trend Mapping Report is available for purchase as asingle issue or a six-issue subscription.Additional InformationIn the News Niche Products, Novel Benefits Propel Beverage MarketNew York, October 5, 2009 - The sweet spot in the U.S. beverage market, longdominated by a handful of major brand lines, has shifted to niche products that target adiverse set of consumer needs, occasions, and benefits.So what consumer needs can today’s beverages profitably quench? According to theBeverage Trends: Culinary Trend Mapping Report just released by the Center forCulinary Development (San Francisco, CA) and Packaged Facts (Rockville, MD), twodrivers are spurring sales in the beverage market: Better-for-you, the number-one driver in the new beverage landscape, including functional, nutritional boost, and holistic wellness beverages Quality quest, including organic, local, artisan-made, and retro/nostalgic beveragesThese drivers are strong wind in the sails of various new product trends that the Centerfor Culinary Development situates along its proprietary Trend Map®.Cocktails, for example, are shaking it up again at the earliest stage of the Trend Map®. Fueled in part by the passion of creative bartenders and artisan spirit-makers, cocktailsare experiencing a renaissance as they connect to consumer interest in retroexperiences. Having struck such a powerful chord among consumers, the mysteries ofmixology will spill over to inspire new versions of non-alcoholic packaged beverages.
  4. 4. At the middle stage of the Trend Map® is coconut water, a refreshing and electrolyte-packed tropical treat. Thanks to recent advances in technology and packaging, coconutwater has drifted from beachside to store shelf, where single-serve packages boast animpressive range of health benefits. Coconut water is a rich source of potassium,calcium, and magnesium, has no fat or cholesterol, is relatively low in sugar, andpurportedly can help regulate blood pressure and maintain heart health.At the final stage of the Trend Map® is stevia, which the Food and Drug Administrationapproved in late 2008 for use in foods and beverages. Stevia has been called the “holygrail” of sweeteners: it comes from a natural source, and has all of the sweetness ofsugar but none of the calories. The FDA announcement caused immediate commotionin the beverage world; within days, stevia-sweetened drinks that had been waiting in thewings were rushed to market, in part by soft drink manufacturers hoping to reverse thedeclining fortunes of that category.Other beverage trends profiled in this report include exotic functional flavors such asacerola and yumberry; kombucha, drinking vinegars, and “Ayurveda in a bottle” drinksredolent of Eastern wisdom, holistic health, and longevity; 21st century sodas made withcane sugar and exotic natural flavors; and functional kids’ beverages that promise ahost of benefits for developing bodies.The market potential for on-trend new beverages remains significant, with diversesegments ranging from Gen Y teens to savvy Gen X parents and sporty Boomerslooking for what’s next in healthful and premium new drinks. “Because of this diversity inconsumer demographics and psychographics,” emphasizes Kimberly Egan, CEO of theCenter for Culinary Development, “the beverage market is an arena with plenty of roomfor growth and innovation.”The Culinary Trend Mapping Report is co-published by the Center for CulinaryDevelopment and Packaged Facts.About the Center for Culinary Development - CCD is a full-service food andbeverage strategic innovation company that successfully blends culinary creativity withconsumer insights, trends and marketing expertise.About Packaged Facts - Packaged Facts, a division of,publishes market intelligence on a wide range of consumer market topics, includingconsumer goods and retailing, foods and beverages, demographics, pet products andservices, and financial products. Packaged Facts also offers a full range of customresearch services.
  5. 5. TABLE OF CONTENTSExecutive Summary Why Beverages? — Kimberly Egan Executive SummaryTrend Summary Stage 1 - Exotic Functional Flavors Stage 2 - Eastern Wisdom Stage 3 - Coconut Water 21st Century Sodas Stage 4 - Kids’ Functionals Stage 5 - SteviaChef Speak: CCD Chefs’ Council Voices Yanni Kehagiaras: The Gospel of CocktailsStrategic Implications Strategic Opportunities for Beverage TrendsSources Source ListAvailable immediately for Online Download at 800.298.5699UK + +1.240.747.3093Fax: 240.747.3004