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Contemporary Food Issues - Marketplace

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Global food and beverage trends for 2008

In the option strand, Contemporary food issues: Marketplace, students will learn about the social, economic, health and environmental consequences of decisions made by consumers for themselves and their family or decisions that influence a company, a nation or the world.

Mintel GNPD (Global New Products Database) has identified ten innovative and new food and beverage trends for 2008:

1. Bottled water backlash
2. Carbon footprint
3. Fairtrade expansion
4. Ancient and sacred grains
5. Salt: a positive and a negative
6. Junk-free foods
7. Clean labels
8. Transparency throughout the system
9. Faux genomics
10. Experiential shopping

Developed from Mintel (2008) Global food and beverage trends for 2008, Food Australia, Volume 60, Number 3, March, p. 79.

Outcomes

This material addresses aspects of the following syllabus outcomes:

Source: Board of Studies NSW, Stage 6 Food Technology Syllabus, Preliminary and HSC Courses (1999).

Bottled water backlash

Bottled water is one of the fastest growing beverage products in the world. Australia’s consumption of bottled water is rising at a rate of 10 per cent a year. According to the Australian Beverage Council, about 550 million litres were consumed in 2004-2005.

Why choose it?
Some people buy bottled water because it is perceived as fashionable or healthier. Brands are marketed as part of a healthy lifestyle with their products being described as ‘pristine’, ‘premium’, ‘pure’, ‘clean’ and ‘organic’. Consumers consider it is a healthier beverage alternative, it tastes better and the availability of bottled water is a convenience.

Mintel predicts that there will be growth in niche sports, energy and nutraceutical segments of the market with rises in sales of functional waters fortified with added vitamins and minerals. Additionally, waters flavoured with botanical, herbal and fruit ingredients will be marketed as healthy alternatives to carbonated drinks.

What are the disadvantages of bottled water?
Consumers can pay upwards of $2.53 a litre in comparison to 1 cent a litre for tap water. Some customers are prompted to buy bottled water as some entertainment venues and restaurants restrict the availability of tap water.

Nutritionally, bottled water is similar to tap water although there is an increased risk of dental health issues as consumers may miss the benefits of fluoride which is added to many water supplies but is excluded in bottled water.

Even though some consumers regard the refillable bottle as a handy container, they are becoming more concerned at the environmental impact of the packaging and distribution of bottled water. A US study conducted by the Earth Policy Institute found that over 2.7 millions tons of plastic are used to bottle water each year.

Activity

1. Conduct a cradle-to-grave analysis of bottled water to determine the cost/benefit.
2. Develop a range of strategies to reduce the environmental impact of plastic bottles.
3. Investigate and report on the consumption, promotion and health issues of functional water in Australia.

Carbon footprint

Consumers are demonstrating a greater interest about the environmental impact of food miles, the distance food is transported from the stage of production until it reaches the consumer. Along with this, is concern about the method of transportation, production, processing, packaging, and storage which all contribute to the carbon footprint of our food.

Further development of a system for measuring how much CO2 is given off at every stage of production is required to provide information that is understood by consumers.

Manufacturers are aware of the possible impact that this consumer demand may have on sales and profit. At this stage, manufacturers are demonstrating their sensitivity to these issues by presenting their company-wide environmental initiatives on websites. Consumers can also act to reduce the carbon footprint of the shopping process by buying food grown locally and in season.

Activity

Use the following information source to complete the following questions and tasks:
http://www.lifecyclesproject.ca
http://www.foodcarbon.co.uk

1. What is meant by ‘food carbon footprint’ and what level is acceptable?
2. Calculate your own food carbon footprint and investigate ways to reduce your environmental impact.

Fairtrade expansion

The Fairtrade movement was originally established in the fifties to address global poverty and to promote sustainability. The aims include helping developing countries to:

• maintain local sustainability of land use by encouraging varied domestic food production as opposed to monoculture cash crop exports
• develop the export of higher value finished products rather than the export of simple raw materials
• obtain fair prices and terms of trade for exported products
• foster satisfactory working conditions and environmental standards in the production of goods

Fairtrade standards and procedures are set by Fairtrade Labeling Organizations International (FLO International). The Fairtrade Certification Mark is awarded to products that have been inspected and are guaranteed to comply with the aims of FLO. Consumers are assured that they are making a positive difference through the purchase of Fairtrade products.

There is an increasing awareness and consumer recognition of the Fairtrade Label. At present, there are over twenty different labeling initiatives with certification of products such as coffee, tea, rice, bananas, mangoes, cocoa, sugar, honey, fruit and fruit juices, nuts, herbs and spices.

Activity

Use the following information source to complete the following questions and tasks:
http://www.fairtrade.com.au

1. Independently investigate and report on the production and sale of a specific food product that is certified as a Fairtrade item available in the Australian Marketplace.
2. Create a case study of the benefits of the Fairtrade program for a specific community.

Back to the future: Ancient and sacred grains

Part of a trend of looking back at the way food was produced, is the developing interest in a range of grain crops known as ‘ancient grains’. These crops include faro, amaranth, kamut, quinoa, teff and millet and are being investigated for future food product development. Mintel predict that some ancient grains will become more readily available, being incorporated in a range of common leading products.

Ancient grains include the following:

• Farro is a type of wheat that is also known asemmer. It is easily digested and low in gluten. People who suffer fromallergies may use this grain. Currently, it is a popular grain in Italywhere it is often eaten in soup and is imported as a gourmet specialtyfood as both a wholegrain and flour.
• Amaranth is a nutritious grain that is highprotein and low gluten. It also has a very high source of fibre and isreputed to lower cholesterol with regular consumption. Amaranth can betoasted like popcorn and added for texture and crunchiness to breads,salads, soups and breakfast cereals.
• Kamut is a grain that is 2-3 times the size of awheat grain. It is highly nutritious with 20-40% more protein and highamounts of lipids which means that the grain produces more energy. Peoplewho suffer from allergies may use this grain.
• Quinoa (pronounced keenwa) is grown in the Andesand used as a staple in Peru and Bolivia. Quinoa has high levels of theamino acid lycine which when mixed with wheat such as in breads, willprovide a food product with complete proteins.
• Teff is a native grain to Ethiopia, with a nuttyflavour and so small that it is used whole. Yeast is naturally found onthe surface of the grain and so, does not need to be added when makingbread. Teff is low in gluten and high in fibre and reputed to bebeneficial in dealing with diabetes by controlling blood sugar levels.
• Millet is a grain that grows in hot dry climatesthat are not conducive to growing other grains such as wheat and rice.This grain is a staple food of a number of cultures and is used inmany diverse ways such as the Hunza’s that use millet as a cereal, insoups, and for making a dense, whole grain flatbread called chapatti.

Currently, these grains are available in health food shops for consumer niche markets but manufacturers are progressively promoting these cereals as good sources of wholegrain cereals and gluten-free food product alternatives.

Activity

Use the following information source to complete the following questions and tasks:
Choice, September (2008)

1. Research the production of one of these cereals.
2. Plan and prepare a menu using one of these cereal products.

Salt

Salt is a condiment that has historically been a valuable commodity. Despite health criticisms of salt contributing to elevated blood pressure levels and hypertension, some food companies are now using sea salt and other ‘gourmet’ salts in food products such as canned soup.

As a way to cut the salt content of its products by 45%, Campbell Soup manufacturer is adding natural, low-sodium salts to their food product range. This is a significant step in its salt-reduction efforts as there is continued development of flavour-acceptable salt substitutes.

Gourmet salts are not refined, treated or washed and include examples such as: Alaea, a traditional Hawaiian salt that is red in colour, Smoked Fleur de Sel, a rare French naturally smoked salt used to age the oak barrels for chardonnay wines and the Australian Murray River pink salt that produces delicate flakes which dissolve quickly on food. They have achieved a high status and attract a premium price because they have complex, unique flavours and textures.

Activity

Use the following information source to complete the following questions and tasks:
http://www.heartfoundation.org.au/SiteCollectionDocuments/Tick%20Media%20Release%20Foodservice.pdf
http://www.choice.com.au/

1. As 80% of the salt we eat comes from everyday foods rather than salt added to meals, it means that consumers do not have absolute control over their salt intake. Plan and prepare a menu using salt-reduced food products.
2. Describe the relationship between salt intake and dietary disorders.
3. What is iodised salt?
4. Create a table of common foods and give their salt levels.

Junk free foods

Research shows that consumers are concerned about additives and preservatives in food. Consumers believe that they are unsafe and should be avoided and choose natural food products.

Some food companies are responding by trying to inform consumers about the relevant use of additives and preservatives in the manufacture of their products – to prevent food poisoning or to extend the shelf life of a food product.

Many other food companies are expanding their range of foods that have had them removed. Research and development teams are searching for alternative recipe formulations that maintain the sensory quality aspects of a product that consumers expect.

The reality is that additives and processing are necessary in processed foods. The simplest way to avoid them is to eat fresh and only lightly processed foods such as canned tomatoes and frozen vegetables.

Activity

Use the following information source to complete the following questions and tasks:
http://www.choice.com.au/

1. List the functional properties of a range of additives and preservatives.
2. How are additives and preservatives regulated?
3. Investigate and report on the health issues of individuals suffering food sensitivity/intolerance/allergies to specific additives and preservatives.

Clean labels

The term ‘clean label’ is an informal description for processed foods that resemble the types of foods produced in the home. Increasing numbers of consumers are demanding food products without additives and preservatives.

Foods that are labelled as ‘all-natural’ or organic help to make a product standout because of perceived wholesomeness.

Activity

Use the following information source to complete the following questions and tasks:
http://www.choice.com.au/

1. Debate the use of additives and preservatives in manufactured food products. Identify benefits and potential risks of changing manufacturing processes.
2. Examine the food labelling techniques that food manufacturers use to persuade consumers to buy their products.

Transparency throughout the system

Food labelling will provide consumers with more information than ever before with regards to where ingredients come from, how they are manufactured and how they are packaged. This reflects the trend for consumers to source ingredients locally.

Activity

Re-design a label of a food product currently in the marketplace, to show the source of the ingredients, the manufacturing and packaging processes.

Faux genomics

Scientists believe that they will eventually be able to scan an individual’s DNA and that will enable them to determine the correct diet and exercise for that person’s optimal health and wellbeing. Food products may be consumed in one shot, just like a medicine to deliver specific health and beauty benefits. One example is to be able to consume a small bottle of drink that controls blood sugar levels for 24 hours. There is also a growing group of beverage products containing ingredients such as collagen or anti-aging substances which blur the line between food and beauty care and may be considered the latest type of line extensions.

Activity

Use the following information source to complete the following questions and tasks:
http://nano.foe.org.au/node/198

Following on from genetic engineering, nanotechnology research in food products is predicted to revolutionise the food industry by adjusting and enhancing the colour, flavour or nutrient content of food to suit each consumers taste or health needs.
Discuss the potential risks and benefits of using this technology in food production and manufacture.

Experiential shopping

Traditional supermarkets and other culinary experiences will be designed to engage customers and gives them opportunities to interact with products and services to assist with and encourage purchase. It’s a way of enhancing food products and services so that customers can better understand or appreciate them through interactivity, sampling, information or by creating appealing settings.

Experiential shopping is about creating a mood or feeling in the store that enhances the shopper environment. It is not themed shopping but an environment that allows the shopper to understand and experience the product better.

Traditionally this form of shopping could often be seen in fruit and vegetables markets where a grower would slice off some fruit or snap a pea for customers to try. Supermarkets will offer taste-testing samples with foods like chocolate that are part of an in-store dining experience.

For consumers who prefer to shop online, a business will offer virtual storefronts where websites provide online catalogues to established customers and new markets.

Activity

Use the following information source to complete the following task:
http://www.dynamicbusiness.com/articles/articles-general/experiential-shopping.html

Select a food product and design an experiential shopping opportunity.