Barbara Collins
2020 was the strangest year. Hospitality took a real battering with stop start lockdowns and circuit breakers which have caused real headaches for suppliers, too. That said, some food and drink producers have never been busier. We can’t ignore Brexit and the impact on supply chains, so what does all of this mean for the food industry in 2021? Barbara Collins lists her Top 5 Predictions for the Food Industry in 2021.
- THE GROWTH OF E-COMMERCE
E-Commerce was something that wasn’t even on the radar of many farms, farm shops and small producers, but one of the benefits of Covid has been a seismic shift in how we do our shopping – and not just in supermarkets. Selling online and harnessing traction on social media means that fresh produce can be sold before the shelf-life expires. A simple post on Facebook in the morning can lead to a glut of vegetables being sold by evening either through delivery or click and collect. Couriers are being used for chilled and heavy packages, while the Post Office is a good option for ambient products provided all of them are packaged well. For those with more produce to shift, the van on the road has become a vehicle for delivery to households as well as to distribution centres. The fact that most people are still working from home means that sales teams are relying on Zoom calls and sending samples instead of face to face meetings which has led to individual producers taking the initiative and talking to customers directly whether on Facebook, Instagram or on the phone. This shift in the way they do business means that in future when it comes to e-commerce, Food and Beverage may well give toys, tech, books and clothes a run for their money.
- PLANT-BASED FOOD
The trend for healthy eating is not new but it certainly becoming more mainstream. What used to be a niche located in the health foods aisle of supermarkets and in health food stores has now taken centre stage. It is not unusual to find vegan nuggets made to look like chicken in the fridges of multiple chains such as Sainsburys, SuperValu and Tesco. They are aimed at children but in the same space will be Quorn chunks for adult “chicken” sandwiches and cauliflower pizza bases. It comes in tandem with another growing trend, that of paying more for higher-welfare meat which is eaten less often. It is no coincidence. Increasing concerns about the potential health implications of eating intensively-reared meat have made the public question the price of cheap chicken, pork and beef.
Alongside the demand for free-from, plant-based foods with health benefits, there is a growing market for convenient, tasty and healthy snack foods and drinks. The mooted health benefits of CBD has been in the news for many years. Adding the infused hemp oil to food is something that NPD teams have struggled with because of the unpleasant taste. Adding natural sugar and botanicals into drinks as InTune Drinks have done is one way to address that.
Protein-rich energy bites are another way to fuel up at any time of the day. They usually come as a blend of dried fruits, nuts, seeds and protein powder. Price doesn’t seem to be an option. It is not unusual to see energy balls like those from Bounce and Deliciously Ella costing a pound each.
- PROVENANCE
Consumers are really connecting with where their food comes from. If they are going to eat meat, they want to know the name of the farmer. The big supermarkets are careful to namecheck farmers on their labels. Customers are more aware, though of misleading claims. A product may claim to be Irish, but the meat may have originated in Holland or Argentina and just be processed in Ireland. Social media call outs have led to this practice becoming increasingly unacceptable.
Lockdown also led to a new appreciation of the local. One rapeseed oil producer told me they are busier than ever because people “want to buy local and have no problem paying a little extra for a premium product. They appreciate that we are keeping going in tough times”.
Uncertainty over Brexit and potential price increases and supply chain issues mean this hyper local trend is likely to continue.
- LOWER SUGAR
You know a trend is here to stay when mainstream chocolate companies are producing reduced sugar versions of their bestsellers, but there is also a move towards lower sugar in general. Natural sweeteners such as agave, stevia and even are being used instead of white cane sugar
The environmental accreditations of ingredients are becoming more of a concern to consumers given the increasing evidence of climate change. Palm oil is a no-no and the carbon footprint of almond and soya milks have also been in the news. I predict a swing towards oat milk in future.
Lower sugar is also a concern for the alcohol and alcohol-free sectors. A third of millennials are teetotal but they don’t want to replace alcohol with sugar-laden soft drinks. They are teetotal for health reasons and when they want a change from water, they are opting for kefir, cold brew coffees and sparkling teas.
Spirits which are naturally low in sugar such a vodka and gin continue to be popular but when they are flavoured, it is telling that multi-award winning producers like Shortcross Gin’s Rosie’s Garden has no added sugar. Canned cocktails in the form of hard vodka seltzers have hit the market with a bang. More varieties are sure to come containing tequila and whiskey.
Low and zero alcohol beers also have to deliver on the lower sugar front. I have long argued that the craft beer sector needs to come up with an alcohol-free version but I suspect the challenge is how to create a great taste that is lower in sugar than the big players like Heineken and Coors.
- HEALTHY CONVENIENCE
Lockdown meant that cooking at home became a thrice-daily challenge. Denied the option of eating out, many asked their favourite restaurants to provide a “Heat at Home” option. This became a weekly treat for many, but with see-saw restrictions, chefs decided to pivot into filling chiller cabinets with daily take-away versions of crowd-pleasing dinners for weary cooks to take the night or lunchtime off. While there is no doubt that fat and sugar equal flavour, consumers are asking for healthier versions of restaurant food that they can eat guilt-free, hence the rise in virtuous take-away and convenience food. My local restaurant has done just that and one of their biggest sellers is a vegan Dahl. One such example of healthy convenience food is Mash Direct who have always championed steamed vegetables from their farm but have added to their vast range with many gluten-free options such as Cabbage Bake and Beer Battered Oven Chips. The Happy Pear’s vegan curries and Shepherd’s pies are another example. The fear of eating out for many coupled with a desire to take a break from cooking means that until a vaccine is widespread, this trend will continue.
Barbara Collins is an ex BBC News Reporter and Producer who has been working as a food writer, broadcaster and agri-food consultant since 2011. In 2015 she left the BBC in Belfast after 16 years to set up her company The Good China Set. She is a member of the UK and Irish Guilds of Food Writers. She writes the Taste of Ulster Guidebooks and is the Producer/Presenter of the Chef’s Table on Galway Bay FM. You will always see her on stage at the Food NI Pavillion at Balmoral Show. She is an Armagh native who moved to Galway for love. Since 2014 she has worked as an InterTrade Ireland Elevate, E-Merge and Acumen Consultant. Previous clients include Burren Balsamics, Glastry Farm Ice-Cream, Long Meadow Cider, Mount Mills, Longbridge Drinks, Papas Mineral Company and Mourne Dew Distillery. Her favourite food changes all the time but she will always work better after a great Americano first thing.