Last year we predicted how weather conditions around
the globe would affect crop yields and impact food production and
prices; little did we know just how big that impact would be. 2012
brought us the worst drought in 50 years, and created havoc on over
60% of all farmland here in the United States. There is little
doubt that, just as the USDA has predicted, food prices will
continue to rise for many years to come. The average American
spends less than nine percent of their income on food, which is the
lowest percentage of citizens of any other country, and less than
Americans spent back in 1982 (13 percent) Yet even modest food
price increases will affect both retailers and consumers in the
Snackable mini-meals and frozen foods take center
stage in supermarket aisles this year while the "IndieWoman,"
Millennials and dads get more comfortable and powerful in the
kitchen. For 2014, we predict the most dramatic of food
Since 2008 we have worked closely with ConAgra Foods
to develop and publicize our Top Trend Forecast. This year we also
conducted a survey with the SupermarketGuru.com Consumer Panel on behalf
of ConAgra Foods to surface, identify and shine a light on the
latest trends and jointly share these with food retailers and
further explain the impact and opportunities.
For a more in-depth look at each trend check out The
Lempert Report Videos starting tomorrow November 22 - each episode
is a single trend.
Our Top Ten Predictions:
1. The Emergence of the
"IndieWoman": Almost 31 million strong, the "IndieWoman"
is 27 and older, lives alone and has no children and spends $50
billion on food and beverages each year. They have no time, so look
for more brands to offer more semi-homemade meals that use fresh,
2. Better for You Snacking: The NPD
Group found that as snacking increased, so did an individuals'
overall diet quality. Healthy options are on the rise. Look for
supermarkets to replace high-sugar, high-fat snacks at the checkout
with healthier on-the-go offerings.
3. Brands Reach Consumers Locally Through
Cause Initiatives: In 2014, brands will find greater
purpose in serving the larger community. The ConAgra Foods
survey found that 62 percent of consumers appreciate and want to
support companies that donate to important social causes.
4. Click to Cook: People rely more
on their mobile phones when grocery shopping. Next: the
ability to select a recipe, order ingredients and check-out
directly from mobile devices or in-car touch screens and
drive-through windows for quick order pickup.
5. Supermarkets--The New Culinary
Schools: Grocery stores create "community cooking centers"
where shoppers can collaborate and learn from each other, just as
they have been doing in social media - now it's better, and in
6. The Retailer Becomes the Brand:
The ConAgra Foods survey found that 53 percent of consumers shop at
a particular retailer because it has good store brand products. No
longer will private brands just emulate national brand products,
but consumers will see more private label brands creating new
7. Rise and Shine--The New Way to Start Your
Day: Breakfast remains one of the most important meals of
the day. In 2014, consumers will look to add more protein to their
first meal, to live a healthy lifestyle without compromising taste
and indulgence. Look for more protein-rich and convenient breakfast
8. Packaging Evolves to Share More with
Consumers: Consumers want more information, but the area
of the package is limiting. Using a mobile device, shoppers will
learn more about an ingredient or health claim by simply focusing
the device on the label to tell where the ingredients come from,
who prepared the food, the company's history and even offer other
customer reviews and ratings.
9. Millenials Make the Supermarket
Social: 57 percent of Pinterest, is made of food related
content with one-third saying they have purchased food or cooking
items after seeing them on site, according to a survey by
PriceGrabber. Next up: "click to buy" for consumers looking to
purchase ingredients for a recipe on Pinterest and have them
delivered to their homes.
10. International Restaurant Flavors At
Home: From school cafeterias, to the dining room table,
global flavors are sprouting up everywhere. Kids become exposed to
global cuisine flavors much younger so, international flavors will
be more accepted by these, and their palates will be more
sophisticated. Kids influence nearly 80 percent of purchase
decisions by families, so look for all shoppers to be eating more
international inspired foods.
Link to full article: