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Wild food, niche health targeting and customisation identified among ten top trends for 2009
Author: Justin Smith
Source: BI-ME
Published: 09-10-2008

INTERNATIONAL. food&drink towers today publishes its widely anticipated ‘ten top trends’ report. The third annual edition of the trends report will be officially published at the food&drink towers second birthday networking party, to be held in London.

The exclusive new report highlights a wealth of new product development and marketing opportunities for brands in 2009, which is set to be some of the most turbulent and difficult years for the food&drink industry.

Helen Lewis, author of the report and managing director of food&drink towers, said: “The annual trends report always receives the highest number of hits on the website and each year more and more people register to download their free copy. Its popularity is not surprising: staying on top of emerging and future trends is not only imperative in today’s competitive market, but it can be pretty expensive too."The whole ethos behind food&drink towers, which was established two years ago on 9 October 2006, is to make life easier for everyone involved in the industry: PRs, journalists, producers, retailers, suppliers, and even consumers. Reports like this usually come at a premium but we wanted to offer our loyal registered members a chance to thrive during the credit crunch rather than crumble, so it’s completely free.”

Some findings from the report include:
• “With consumers becoming more aware of the negative impact on their health of artificial ingredients such as trans fats and artificial sweeteners, products must be open and honest about the ingredients they choose to use.”
• “Beauty may only be skin deep but the food and drink industry has cottoned on to our desire to be beautiful for longer. Anti-ageing, anti-blemish, anti-this, anti-that products are all appearing on shelves, some making fairly grandiose promises.”
• “As well as making life easier for people on the go, the notion of ‘instant nutrition’ is also predicted to make an impact on NPD in food and drink over the next year. Instant nutrition refers to the idea that people can purchase a product that provides a couple of portions of their five-a-day in one serving, or that is packed with more antioxidants than they’d get eating three platefuls of vegetables.”
• “One in three consumers are becoming more self-sufficient by growing their own fruit and vegetables.”

“In 2009, there will be plenty of opportunities for innovative, fast-thinking, reactive and flexible brands. Despite the credit crunch, the food and drink industry does have options. Consumers are increasingly choosing to stay in and cook a ‘special meal’ rather than pay restaurant prices," said Lewis, also a freelance food and drink journalist.

"We’ve covered many stories about this on the news pages at food&drink towers, and expect plenty more headlines along the same vein in 2009. There is, therefore, room for healthy, ethical, premium and unusual brands, but they must keep their promises and above all, should guarantee high quality and full flavour to avoid losing out to the competition."

The top trends for 2008 are:
• Artificial intelligence
• Beauty foods
• Cost-cutters
• Fast-food nation
• Grow your own
• Meet more unusual meat
• Niche health targeting
• Customisation
• Performance boosters
• The personal touch

Registered members of food&drink towers can download the report, free of charge, at http://www.foodanddrinktowers.com/

Registration is free and once registered you can access the daily news stories, press release archive, features, competitions, events information and much more on the food and beverage industry.
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