BALANCING ACT IN THE GROCERY AISLES

Set to impact our 2023 shopping are –restricted budgets, the need for balanced health and wellbeing, and the occasional small indulgence, says a report by United Fresh (www.unitedfresh.co.nz) that has been working with the entire value chain, from seed producer and grower to consumer for the last 30 years.

While the triple threat of inflation, international war and global supply chain issues will dominate household decisionmaking for the coming months as the realities of post-lockdown recovery set in, Kiwi shoppers have also started to prioritise investing in their health. In the fruit and vegetable aisle alone, 35 per cent of consumers surveyed towards the end of last year, reported increasing their spend on fresh produce for health reasons.

Almost half of all shoppers (45 per cent) believed their purchase behaviour had changed in the last 12 months.

Supermarkets and small retailers around the country have noticed these consumer behaviour shifts, shaping our pick of the top trends to watch for in 2023.

The Copycat Cook

With budgets tight, eating out is one of the first luxuries likely to be trimmed from weekly household expenses. Yet, Kiwi shoppers still yearn for the unique flavour combinations offered at their favourite restaurants or take-away. Enter the copycat trend – driven by social media channels featuring recipes that mimic the dishes served by famous chefs or easy ‘fake-away’ hits like fried cauliflower. Home cooks are keen to prepare restaurant-quality food without the cost or the added calories and salt. This trend has also been born out of a renewed confidence in the kitchen from spending so much time at home and has seen an increase in adventurous palates.

Recipes for food made ‘the old-fashioned way’ from scratch or ethnic specialties like aromatic curries and fermented vegetables are high on the list for home cooks.

Climate Aware

Extreme weather events that the country’s fruit and vegetable growers have battled with have brought home the impact of our changing climate. Despite the challenges in dialling back our emissions, a recent survey showed that 64 per cent of Kiwi shoppers are unwilling to pay a premium for fruit and vegetables with sustainable practices.

However, consumer expectations for sustainability are rising. Expect demand for food producers and retailers to increase transparency around sustainable food practices and invest more in packaging initiatives to be a key trend this year.

Cultivated or plant-based ‘meat’ will continue to increase in popularity and decrease in price.

Climate campaigners should look to connect the twin goals of personal health and financial wellbeing with climatepositive actions to take advantage of this growing trend.

PLANT-BASED PASTA

Nearly every café in the country now has some sort of ‘plant-based’ dish in the cabinet, but pasta is the latest food category to be conquered by this planet-friendly movement. Overseas supermarket shelves are now home to a growing range of cauliflower gnocchi, chickpea penne and zoodles created with carrots, green banana, hearts of palm, zucchini and spaghetti squash. Kiwi retailers are joining the trend, an effective way to use up excess produce – reduce waste and increase the family’s vegetable consumption.

Easy But Exciting

Meal prep kits continue to be a significant fixture for the grocery industry this year as consumers look for quick solutions to get dinner on the table after a busy day.

Alongside our increasingly global palates, expect kits in your local shops to feature more recipes for specialty food, exciting food combinations, sustainable packaging, and international dishes from around the world.

NICE AND ‘SWICY’

Nuanced heat that offers intense flavour with a spicy kick has been on trend for a few years, particularly as Kiwi cooks embrace the flavours of international cuisine in combination with an increasing focus on vegetables rather than meat-based meals. Bottles of hot sauce are a staple in many Kiwi households as we add a chilli boost to everything from edamame beans to peaches.

This year expect spicy to get sweet. The ‘swicy’ trend sees the hot sauce category expand into honey, spreads, confectionary, drinks and snacks. Natural sweeteners such as maple syrup, dates and coconut sugar feature as a ‘healthy’ sugar hit.

Global inspiration will also hit the condiments market this year with sauces, oils and seasonings featuring West African, Mexican, Spanish and Indian flavours which pair beautifully with seasonal vegetables.

Retro Flavours

The nostalgia trend shifts into the grocery aisle this year as food companies take advantage of our yearning for simpler times. Comfort foods such as cauliflower cheese provide a sense of security in an increasingly disrupted world.

From fruit preserves to ice blocks and vegetable quiche, retro flavours, nostalgiafilled advertising campaigns, and brand collabs will do their best to remind us all of our childhood.

TikTok already has 31.3 million views for #vintagerecipes – though many come with a modern twist, comfort food without the calories.

Tiktok Trending

When asked where they get inspiration to try new recipes, 46 percent of Kiwi shoppers said that apart from cookery books and magazines its online/social media. TikTok is dominating the digital space and is expected to continue to influence over 1 billion users this year.

Cooking hacks and recipes are creating new trends on a daily basis. Upcycling food by-products offers vital alternatives to the world’s ballooning food waste problem.

*5+ A Day Charitable Trust Awareness and Consumption Survey