Professionals from a wide range of disciplines in the food industry gathered for this annual conference in Chicago that attracts the best and brightest in food science and product development. This is a show that celebrates science with robust and often controversial discussions of issues related to processed food, sustainability and nutrition.  The show boasted over 1,000 exhibitors and 85 companies in the Startup Pavilion.

Customized Flavor Exploration 

Requests for customization in campus foodservice operations are nothing new, yet that desire for customization is extending to consumer package goods. Show-goers lined up at the Kraft Heinz booth to get a personalized bottle of ketchup. Mondelez International reported that 74% of consumers say they would like to have snacks tailored specifically to their personal health and nutritional needs.  

According to research from Y-Pulse® 86% of 18-34 year olds said they would be likely to order menu items that they can customize, and 83% say they are willing to wait for a customized sandwich rather than buy a packaged one. Young consumers value their time, but when an item is customizable, this individualistic generation is willing to put their fast-paced lives on pause.

Disruption Disenchantment

There was a noticeable shift in attention away from disruptive technologies like plant-based meats attempting to revolutionize food production to a focus on incremental innovation to well established products and brands. Look for continued attention to simplified ingredient statements, enhanced nutrition and sustainability.

Playful Products and Packaging  

Natural ingredients for a kaleidoscope of eye-catching colors for food were featured in a number of exhibits. Food has become fashion with one exhibitor presenting samples in color families that included elevated earth, nature lab and wholesome nostalgia.

Notable packaging concepts included unexpected upcycling opportunities and earth-friendly options for widely used products. Royal Coffee introduced an alternative coffee capsule that is 100% compostable and 1% of purchases go to support a Zero Waste fund. Tajin seasoning demonstrated that packaging can just be fun. The package lid doubles as a juicer and spice holder, which is the perfect size to rim a cocktail glass. 

Ingredient Scrutiny 

In the interest of health, consumers are adding and deleting ingredients from the foods they choose with equal enthusiasm. Research presented by Innova notes protein and fiber are the top two ingredients consumers are interested in adding to their diets.  

Y-Pulse® research found that young consumers are interested in ingredient statements and want know what ingredients are in their food and where they come from.

Implications for Food Marketers

Altruism Adds Appeal   

More new products and packaging introductions are accompanied by a promise to share the profits with organizations supporting a complimentary cause. 

Beyond Better for You 

Young consumers want more functional benefits from everything they consume.

Nutrition Equity 

USDA’s Food and Nutrition Service focused attention on the changes needed to address structural issues that make it difficult for many Americans to eat healthy.

Conscious Consumption

Interest in sustainability is shifting to regenerative agriculture and there is talk of a formal regenerative certification on the horizon.

Contact info@ypulse.org or 312-280-9061 to learn more about understanding tomorrow’s tastemakers today.

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