A return to the tastes and pleasures of taste
The new trend in the food sector in 2011, are still influenced by the events of recent years, the financial crisis, soaring commodity prices but also the strong push for innovation. It is innovation the lever on which companies seem to point to exit out of the crisis, but it is an innovation in most cases and sudden research, innovate to stay in business without much conviction. The sectors most affected by innovation by food and dairy foods (24%), beverages (18%), ready meals (13%) supply special child (12%). Every year we launched on the international market more than 10,000 new food half disappears within two years, 75 percent within three years and 99% within 4 years. A quick, short product cycle, this is due to the inability to turn an innovative idea into a commercial success.
But how to turn innovative ideas into commercial success? Innovate to innovate does not make sense any innovation must meet a market demand and should mainly contain and meet consumer expectations, we see what are the trends in the sector over the next few years, what are the innovations in some modo rispondono alle domande dei consumatori ma anche con qualche difetto e molte anzi moltissime riserve.
Trend del naturale (trasparenza e semplicità)
Naturale è una parola molto abusata quando si parla di prodotti industriali, questo genera diffidenza più che compliance, deve essere accompagnata dalla trasparenza e dalla sicurezza alimentare . Una nuova applicazione per iPhone, permetterà di visionare la lista ingredienti e la tabella nutrizionale attraverso la scansione del codice a barre, si chiama Guid'alim , . Il consumatore va alla ricerca dell’ingrediente sospetto, una nuova awareness dictated by new problems by 2020 is expected to 1 / 3 consumers could develop allergies and intolerances. Here is anticipating the timing and nature together, transparency, and security with simplicity Häagen Dazs , has just released the line 5 only five ingredients to make ice cream, it will be fun see how the ice cream because the labels typically have long lists that take up the whole package! As consumers pay more attention because it is in vogue in recent years "clean label" that is how you clean the label, nascondendo gli ingredienti o camuffandoli in una sola voce! Meno ce ne è, meglio è? I termini "meno" e "senza" sostituiscono i "più" e "con"
Se fino a qualche tempo fa, notavamo solo i prodotti "con" "più" o "addizionati", oggi invece sono i "Senza” e “Meno” le parole a cui porre più attenzione, saranno le più usate sulle confezione e nelle pubblicità, le aziende pensano di valorizzare i nuovi prodotti includendo i claims "senza acidi grassi trans" “senza olio di palma” "sugar free" "without salt" "no additives" , hope that, as usual, do not take the imagination with "milk-free cheese "," bread without flour, "" orange juice without orange. " Innovation leads to new ingredients such as yogurt made from buffalo milk with "less cholesterol" (but something else if I may say). And without the least attention must be true for the substitution a different name and the name will be easily identifiable. The flop of the promises of health
Health is a sensitive issue, but there is a clear rejection to the healthy aspect of food, too many errors in reporting of sick companies have consumers who are looking to escape the cacophony food and reject all those type of communication campaigns "I love you" , the consumer now has realized that they are merely the result of the interest of those who practice them. Another example of nutrikid Nestle, the schools program, in contrast Instead, with Nestle products with fat, sugar, salt, corn syrup, fructose, glucose, palm oil, the consumer does not feel the consistency , feels mocked and allows the brand to enter the school, shame! . Beware those who are testimonial if the same type of risk is unnecessary mistrust and bullshitting as a scientist of Nobel Prize, all health professionals should remember if a bit 'more often.
So if you want to develop a product for health properties must contain a 'natural' ingredients, safe and benefits are easily understood and shared, otherwise it will become a product easily questionable, likely to be a boomerang strategy that requires a high investment in communication and research that is worth only real benefit and not for dimostare improbable virtues.
Stevia replace the synthetic sweeteners such as aspartame?
Sugar is one of the ingredients discussed, almost as much salt, too much sugar in the diet of developed countries. The action to be replaced as synthetic sweeteners was very controversial, some years after the approval of the FDA the stevia sweetener "natural" that can sweeten 300 times as much sugar has many difficulties to place it in different preparations, looks like sugar, but not its taste . Therefore it is used in combination with other sweeteners. For now, I have found in chocolate , in, yogurt in Vitamin Water and Fanta Still . when his fate is tied to the impact of consumer tastes (personally all products with stevia I've tried I have left a good taste in your mouth!). coconut water, the innovative ingredient in the beverage industry
coconut water will be the new innovative ingredient, whose properties have become "legend" in a short time, which will be combined with the new superfruits that have come to know over the past years fruit from South America as acai , or additions such as citrus fruits from Asia yuzu in the world in recent months have been about 4000 new drinks coconut water, as Vita Coco the drink with the best known brand (but what's around coconut water? be the whole coconut water? I smell di bruciato Mah!). Packaging ecologico
Via gli imballaggi ecologici come abbiamo già parlato della bottiglia del latte ASda , innovativo e divertente invece Ananda è il cioccolato olandese avvolto in carta stampata con inchiostro vegetale completamente biodegradabile. Un progresso lo dovrebbero fare anche le acque minerali per ridurre la plastica Lalitro di Levissima con il 25% dal riciclaggio della plastica. Personalizzare il prodotto alimentare per il piacere del gusto
Sia detto, il cibo è soprattutto una questione di piacere, come more and more proposals to enhance and customize the products. Danone will launch a new yogurt called Fantasia, and it takes a lot for considering an innovative product, is in the form of a jar with two compartments that allow versarte in the yogurt, mix fruit, sugar and chocolate. New proposal to be presented March 7 million in the U.S. is a flavoring for perosnalizzare the taste of water. The proposal is instead to customize the yogurt is Recreasun , a range of preparations in individual portions that can add flavor and texture of natural yogurt. In summary there a great desire for customization by the consumer. 
snack box in
It 's a new mode of consumption, size box, fast and maneuverable, it also warms the microwave. Ready at any time at a glance convenience taste better not say.
chef at home
jet Everyone wants to be chef for at least one evening a week, apprentice chef, proud to say: "I've been doing it." Here jumps emulation of chefs to meet these demands, large industry and semi-prepared to make available to the apprentice chef herbs spray which we have already spoken .
One thing is certain, with all these innovations, the consumer will never go hungry ... But we will not know the pocket money to buy them as the raw material prices rising more and more and then will have to use imagination .
The price of these innovative products is too high if they have no hope of overcoming the two-year life of the product that easily translates into an investment for the wrong company.
Sources: lefigaro.fr, lemonde.fr, El pais, e-marketing.fr, frankfurter allegemeinde, Migros,
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