Top trends for 2021 are named by the Specialty Food Association.
How people eat and drink in 2021 will be significantly influenced by the events of 2020. According to the Specialty Food Association, which represents a $158.4 billion sector of the industry, brands and products promoting an elevated experience, positive social impact, and immunity benefits will become even more relevant as Americans continue to deal with the ongoing pandemic, racial unrest, political unrest, and economic turmoil.
In order to determine the major trends for the upcoming year, the New York-based organization brought together its Trendspotter Panel, which consists of experts from different culinary fields. The panel was given examples from the most recent Specialty Food Live! virtual marketplace. Themes that are popular right now include purpose-driven shopping, restaurant-inspired home cooking, and functional foods that promote both mental and physical health.
According to Denise Purcell, director of content for the Specialty Food Association, “COVID-19 has a massive impact on trend predictions heading into 2021, as consumers cook and eat at home more, turning to everyday meals and special treats to comfort and support their mental and physical well-being.” “To prevent menu fatigue, there are a number of trends that revolve around experimenting with flavors and ingredients, as well as embracing plant-based or functional foods and unique takes on traditional products.”
Starting a home kitchen
Anticipate seeing an increase in gourmet condiments, cooking sauces, and cocktail mixes as customers try to recreate restaurant experiences in their homes. Examples from the Specialty Food Live! event include an old-fashioned cocktail mixer with smoked maple flavor, smoked watermelon salt, and a condiment inspired by Chicago hot dogs that combines seven toppings. Additionally, meal kits and components are available for customers to use at home from restaurants.
“In 2021, eating at home will be the new normal,” predicted Melanie Zanoza Bartelme, a Trendspotter Panelist and global food expert at Mintel. “We anticipate that customers will want to add some color and excitement to the routine of cooking so many meals at once.”
Reimagined classics, like chocolate made from sheep’s milk, could help beat meal monotony. At the Specialty Food Live! event, a number of manufacturers showcased items like unicorn s’mores skillet set, flavored edible spoons, pretzel bread mix, and glittering maple syrup to add a whimsical touch to kitchens.
“We are looking to have fun at home because these are serious times and some areas still have theaters, stadiums, concert halls, and other entertainment venues closed,” stated Jonathan Deutsch, Drexel University’s head of Drexel Food Lab and a Trendspotter Panelist.
Similarly, even when travel abroad is out of the question, homebound consumers will be more interested in products that offer global flavors and gastronomic adventures. Examples found at Specialty Food Live! include herbs and spices indigenous to West Africa, Latin America, and Southeast Asia, as well as flavors and ingredients from Scandinavia, Cambodia, and Senegal, such as fonio and sea buckthorn.
According to Dawn Padmore, vice president of culinary marketing and events at Karlitz & Company, “I’m seeing more prominence and appreciation of regional ingredients from parts of the world that are often overlooked —specifically, an interest in West African ingredients and cuisine.”
A delicacy from the Middle East that was recently hailed as a healthy source of iron is making a comeback. Sesame seed-based treats called halva first came as halva butter and shelf-stable halva slices with flavors like triple chocolate and toasted coconut. Growing interest in tahini sauce and black sesame taste in ice cream and lattes has recently contributed to its appeal.
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Buying with intention
In recent years, consumers have become more interested in supporting brands that share their beliefs. The significance of mindful consumption has increased as a result of the events of the previous year. Customers are becoming more selective about firms and focusing more attention on women- and minority-owned enterprises by looking for companies that promote equity, diversity, justice, and inclusion in the sector.
Chef and Trendspotter Panel member Tu David Phu stated, “For me, 2020 highlighted topics amongst all brands: cultural appropriation, community impact, and ethical practices.” Brands are concentrating on these three groups more than ever and attempting to match their messaging with them. Social media movements such as #metoo and #blacklivesmatter have given consumers the ability to express their expectations of their favorite brands. The primary cause of this turn or shift is the adult entry of Generation Z into the consumer market. Given the rise of this new population in the market, food brands must change immediately.
Consume, hydrate, and maintain good health
Next year, the focus will still be on health and wellness, which will propel the development of plant-based diets, functional ingredients, and low-sugar formulations. Products at Specialty Food Live! include clarified butter flavored with herbs to support women’s health, peaceful sleep, and cardiovascular health, as well as fermented honey sauce and prebiotic snacks to aid in digestion. Medium-chain triglycerides, cannabidiol, and powdered mushrooms like reishi or lion’s mane are also becoming more popular.
The Specialty Food Association has released a state-of-the-industry study that projects a 10% to 20% yearly growth in plant-based meals and beverages through 2024. Plant-based tzatziki sauce, dairy-free queso produced with aquafaba, vegetarian ingredients for home cooking, and oat milk chocolate are some of the new uses for this product.
Goods with natural or low-sugar sweeteners will be another popular trend in the upcoming year. The gathering featured a variety of sweetened condiments, including dates, peaches, carrots, and jaggery, an Asian cane sugar.
The phrase “sugar as the devil will become more prominent in 2021,” according to Clara Park, corporate chef at Chelten House Products’ Culinary Innovation. “The amount of sugar in foods and beverages will continue to drop, while the availability and use of substitute sweeteners like monk fruit, keto-friendly sugars, and coconut sugar will rise.”