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Trends Report
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With the global health pandemic profoundly impacting consumer behaviour, Innova Market Insights unveil the key food trends that could be here to stay
While it’s too early to understand the full impact of the health pandemic on life as we know it, many of the changes to consumer food and drink behaviours resulting from life under lockdown could be here to stay for some time.
Lu Ann Williams, Director of Innovation at Innova Market Insights discusses some of these key changes, the resulting trends and the products already responding: “The combination of not ‘physically’ going to the shops as often, a desire to stay healthy but still indulge from time to time, as well as a heightened awareness of the vulnerability of the planet and food safety has impacted how and what we eat. It has also emphasised the importance of a reliable food supply and healthy, shelf-stable, sustainable ingredients.”
Innova Market Insights identifies three key trends:
RESTORING PERSONAL HEALTH: The health pandemic has caused consumers to think about the importance of keeping healthy, and the primary concern for most consumers is for their personal health and that of family and friends.[1]
Williams comments: “Consumers want to nourish their gut and look after their heart and respiratory systems and are willing to reflect that focus in their food choices. With one-third of consumers claiming to be eating healthier, there’s a real opportunity for manufacturers to formulate accordingly. *”
New products playing into this trend include[2]:
• Kelloggs’ Special K Immune Support Cherry, Dark Chocolate and Almond
Multigrain Flakes (UK, Jan 2020). • Iswari Buddha Protein Amandes Grilles: Cacao Roasted Almond Organic
Vegan Bar (ITALY, Feb 2020). • Les Fruits Detendus’ Granola Coco-Amande: Coconut Almond Granola (FRANCE, Mar 2020).
BACK TO BASICS: As people learn to appreciate life’s simple pleasures, and cost a concern for some, consumers are turning back to basics. Williams adds: “As lifestyles have adapted to new restrictions, two in five European consumers are buying more food, drink and household goods,[3] looking to stock up for 1-2 weeks. As well as looking at the health properties, consumers are considering the shelf-life of goods, with over 43% of Europeans placing more importance here* suggesting a shift away from more indulgent categories as well as some fresh foods.
“This has manifested itself in a few different ways; stocking up on favourite staple items that can be stored for longer, a return to processed foods and a new appreciation for frozen, dried and canned goods. Manufacturers have the opportunity to tap into shelf-stable ingredients like nuts and seeds to provide the nutrition and flavour consumers are looking for, with the convenience of product stability.”
New products playing into this trend include:
• Crazy Jack Organic’s On The Go Mixed Almonds (UK, Apr 2020). • Seeberger’s Snack 2 Go Unsalted Almond Cranberry mix (GERMANY, Apr 2020). • Biscuiterie de Reims Les Coquettes Madeleines a l’amande: Madeleines
Made With Almond (FRANCE, Feb 2020). INDULGENCE: Although there is a focus on healthy eating across Europe, consumers continue to look for a release from the day to day and treats and indulgences play an even larger role.
“With limitations placed on restaurants and coffee shops, there is a desire to still enjoy food, have some fun and recreate outside indulgent experiences at home. Over a quarter (28%) of European consumers are experimenting more with new recipes* and people are sharing what they’ve created on social media – spreading inspiration and encouragement.”
New products playing into this trend include:
• Haagen Dazs’ Chocolate Choc Almond Ice Cream (GERMANY, Apr 2020). • Planet Organic’s Dark Chocolate Covered Almonds (UK, Jan 2020). • Alesto: Roasted and Caramelized Almonds with Honey and Cinnamon (FRANCE, Feb 2020).
Footnotes
[1] * INNOVA COVID 19 consumer survey 2020. Country: UK, France, Germany, Spain and Netherlands. % of respondents who are very concerned about the overall impact COVID-19 will have on their lives. 42% of UK consumers are most concerned for their own health and that of family and friends, 43% in DE and 41% in FR 2 INNOVA Database 2020 3 * INNOVA COVID 19 consumer survey 2020. Country: UK, France, Germany, Spain and Netherlands Average of UK, FR, Spain, Germany and Netherlands
California
RAISINS: The original growers
ABOVE: California Raisins are proving to fit perfectly into a healthy lifestyle, being a great source of natural energy and satisfy the daily fruit requirements. Raisins are highly utilised for the bakery and confectionery markets, particularly for their health benefits, versatility and being a great source of natural energy and while they are grown in various different parts of the world, California is still seen as the world’s foremost raisin producing region...we find out why
Our increasing desire to live more healthily, everyone involved in producing these foods to lower our sugar consumption and take a fresh look at raisins, and California raisins tackle childhood obesity is probably the in particular, as a natural sweetener and all-round single biggest challenge facing the UK enhancer of their products.” confectionery and bakery industry. However, this Raisins grow in many countries, but California mega-trend also presents a sweet opportunity for is the only ‘Origin’ investing in the quality of the forward thinking manufacturers to replace processed fruit they produce and getting the message across sugars with California raisins as a natural added about raisins’ health benefits and other attributes. sweetener and all-round quality ingredient. California Raisins consistently produce a clean, safe,
As reported on by Kennedy’s Confection, the UK rich tasting product from the world’s foremost raisin confectionery industry covers sugar confectionery, producing region. chocolate and related snack products, including In the UK, the Raisin Administrative Committee sweet bakery and related snacks. supports the trade with product development and
“That adds up to a serious amount of sugar!” new product ideas featuring California raisins, says Peter Meadows, UK Trade Representative of which explore the opportunities offered by the Raisin Administrative Committee (RAC), the consumers’ increasingly health-conscious attitudes organisation responsible for banging the drum and are working on developing range new products around the world about California Raisins. “With featuring California raisins with some leading everyone trying to watch their intake it’s time for companies.
Main pic: California raisins have a lower water activity due to their intact skin and fructose and glucose content, so are ideal for use in low moisture confectionery treats.
“The bakers and confectioners are all looking for healthier options,” Peter adds. “Bread is under fire for having added salt, so bakers are incorporating fruit into their products for a heightened nutritional profile. The confectionery companies are putting more cacao into their ranges, so we’re now seeing products with a 60% or 70% cacao content.”
But it’s not that simple: “The great British public is very staid,” says Peter Meadows. “After all these years they still love Garibaldi biscuits, Fruit & Nut and anything with chocolate covered raisins. Glisten in Blackburn are a very big producer of pan-covered raisins and are close behind Maltesers in Tesco in chocolate bagged snacks.”
Other options being explored by RAC UK include raisin purees, giving different viscosities, and including 10% raisin juice content to products to extend shelf life without preservatives or stabilisers.
Brand power
The Raisin Administrative Committee (RAC) has been promoting the California Raisins brand to the trade and consumer in the UK for over 25 years via a wide range of marketing activities. RAC UK supports the trade with product development and new product ideas to explore the opportunities offered by the increasingly health-conscious attitudes of today’s consumers.
The Raisin Administrative Committee (RAC) is a long-established federal marketing order, led by 47 growers, packers and a member of the public. Directly overseen by the United States Department of Agriculture, the RAC was created in 1949 as a result of the Agricultural Marketing Agreement Act of 1937.
The UK is the world’s largest importer of dried fruit and California Raisins is actively involved with the industry body, the National Dried Fruit Trade Association, which promotes consumption of dried fruit. A key part of the supply chain, the UK dried fruit traders buy California raisins and supply them to manufacturers. This arrangement leads to beneficial working relationships - Robert Morley, for example, has strong links with the Kellogg’s brand.
Make it healthy
Around 60% of dried vine fruit imported into the UK is used in bakery and food manufacturing with hundreds of different baked goods and confectionery items using California raisins. Low in fat and high in fibre, they can act as a natural sweetener or flavour enhancer and contain a natural preservative as to extend the shelf life of baked goods in the form of the organic fruit acids tartaric, propionic and glutamic acids. These serve to enhance flavours as well as inhibiting mould growth.
Whatever the confectionery or bakery product, raisins are an excellent way of confirming a healthy proposition. They have a moderate glycaemic Index, providing a slow release of energy throughout the day, so won’t cause a spike in blood sugar levels.
A further plus for marketers’ product labels, raisins are a good source of iron, helping muscle development and playing an essential role in producing healthy white blood cells. Raisins are also rich in calcium, copper, magnesium, potassium, phosphorus and zinc as well as vitamins A, B1, B6, C and E. They also contain flavonoids which are good for blood pressure and gout.
Technical advantages of California Raisins
Not all raisin-growing countries produce fruit to the same exacting standards but from their consistent colour and flavour to extending products’ shelf life, there are many advantages from using California Raisins in finished products: Flavour stability: California Raisins’ sweet and fruity flavour develops during three weeks of sun drying and is stable for up to 15 months. It’s a natural flavour that consumers recognise and value in food products and is not affected by manufacturing processes.
Natural colour: California Raisins are naturally blue-black due to the intense sun drying that occurs after picking. Their dark colour is fixed and will not bleed or discolour food products. No artificial food colourants or additives are used in production.
Soft to chew: California Raisins have a soft ‘chew’ that mimics fat and richness. Raisins act as a fat-replacer in baked goods without the addition of significant amounts of water and offer pleasant chewiness in a wide range of products. They are not gritty, typically free from large sugar crystals and function well in fat-free baked goods, cookies and cakes.
Succulent appearance: Natural wax platelets help the skins of California raisins to remain intact and preserve a succulent texture and plump appearance.
Raisin’ awareness....
The California Raisin industry produces an annual total of approximately 300,000 tons, in an area within a 60-mile radius of Fresno, California, known as the central San Joaquin Valley. Japan and the United Kingdom are the top two export markets. The growers and packers in the Valley have invested heavily in sophisticated equipment and state of the art computer technology to ensure that California Raisins are the cleanest and safest raisins in the world. California Raisins are produced from the Thompson seedless grape. The California raisin was ‘invented’ by William Thompson in 1876 when he crossed the Lady de Coverley grape with other varieties to produce a seedless grape, perfect for producing raisins. Sun dried California Raisins use natural sunlight to produce raisins and take up to three weeks in the hot California sun to produce what is commonly referred to as a Maillard effect. During sun drying the skin of the raisin acts as a ‘cooking vessel,’ retaining the juices inside and helps convert some of the sugars to primary elements. This effect also produces a rich, caramel flavour and gives California Raisins their characteristic dark, rich taste.
Firm texture: California Raisins’ sugars create a firm texture that helps bind dry ingredients, making them a perfect base ingredient in bars, snacks, cookies and other products where firmness counts.
Naturally dry: California Raisins perform well as a natural drying agent (humectant), reducing loss of natural moisture and extending product freshness. California raisins have a lower water activity than other dried vine fruits due to their intact skin and fructose and glucose content, so are ideal for use in low moisture snacks, confectionery and bakery.
Consistency: Careful harvesting and state-ofthe-art processing ensure a consistent product, crop year to crop year, meaty and firm with consistent colour, flavour and chewiness.
Quality control: Quality backed by strict inspection procedures makes California Raisins the best in the world.
Benefits for specific industry sectors
Bakery – The propionic acid in California raisins acts as a natural preservative, extending the shelf life of baked goods and delaying staling. California raisins can also be used in paste form to replace fat in a variety of products by adding bulk, sweetness and texture.
Confectionery fillings - Chocolate covered granola bars and fruit and nut clusters showcase the exceptional taste and function of California Raisins. Their low water activity and pH make them a stable ingredient, with high sweetening properties. California raisins are all-natural and compatible with a wide variety of confectionery flavours.
Premixes - With the wide variety of premixes available and the high quality and reliability they offer, premixes offer a cost-effective solution to many of the problems bakers face every daily. California Raisins are a low cost, high quality fruit ingredient that can be added to bakery premixes to extend the shelf life with naturally occurring propionic acids or sweeten and colour the final baked goods naturally. Used in premixes California Raisins also help maintain their structural integrity and are a natural way to simplify your ingredient label and add value.
A sweet success story…
California raisin growers have been working closely with the confectionery industry worldwide for many years and have developed customised specifications for panning and other confectionery processes to benefit the industry. Confectioners around the world, even those in other raisin growing countries, source raisins from California because of the firm skins and consistent quality. The firm skin, a result of sun drying, holds up to the panning process and will not break or cause uneven distribution of coatings on chocolate. The natural process in which raisins’ skins are dried makes the skins wrinkly, enabling the chocolate to cling to them, a crucial factor in confectionery production. To give an idea of raisins’ historical importance in confectionery, Cadbury’s Fruit & Nut, the first chocolate bar containing raisins, along with almonds, was launched by Cadbury back in 1926. The Blumenthal Chocolate Company first introduced Raisinettes, chocolate covered raisins to the United States a year later in 1927 and today chocolate covered raisins are America’s third largest selling candy.
Supporting consumers
“We’re committed to supporting everyone in the trade who uses California raisins,” says Peter Meadows, “and giving consumers access to the best possible products. It’s a trying time for everyone, with our determination to make everything healthier.”
“Covering dried fruit in chocolate offsets the raisins’ naturally healthy qualities, but the fact is, sales of those products are so strong, why would you change it? There’s NPD under way in many areas, geared to being healthier, so we’ll see changes in what’s offered but you can be sure the next generation of products will remain high quality.”
Some examples of recent UK promotions by California Raisins include:
Consumer, retail: The Raisins Advisory Committee produced a media campaign with Waitrose in their instore magazine and the Waitrose online app. This directed consumers to visit Waitrose stores and “We’re committed to supporting everyone in the trade who uses California raisins and giving consumers access to the best possible products. It’s a trying time for everyone, with our determination to make everything healthier.”
Peter Meadows, UK Trade Representative of the Raisin Administrative Committee (RAC)
Main pic: The raisins are either dried on paper trays on the ground between vineyard rows or dried on the vine (DOV) and mechanically harvested once the desired level of dryness has been achieved.
encouraged them to buy California Raisins. There was also a section whereby they had to visit the website and enter a free prize draw.
Trade, foodservice: The Raisins Advisory Committee partnered BAKO UK’s open day for their major customers. BAKO provides bakery ingredients, food ingredients and food service products to a wide spectrum of customers, including around 1.800 tons of raisins and sultanas annually. Attendees at BAKO’s trade days include key buyers from wholesale, food manufacturing and retail. Enquiries received at the event resulted in orders totalling 26 metric tonnes of California raisins after the event. During the day the RAC staged a display of baked items made by BAKO and RAC representatives were on hand to talk through the benefits California raisins can bring to these products. The RAC also organised a free prize draw asking visitors specific questions about the raisin industry.
Consumer, cafes: Regional café chain in the Midlands with 62 teashops, serving 6.8 million customers a year. Together with California Raisins, this chain developed an afternoon tea promotion producing bespoke teacakes containing California Raisins and rolled the concept into all 62 stores, proving an instant success. California Raisins produced a range of items to support the activity including POS materials, recipe cards, posters and updateable, digital POS for the screens behind the counters.
Visit the California Raisins website to find out more
