BY A. ELIZABETH SLOAN BORDER CROSSINGS From intense flavor shots for cooks to pop-up toaster hamburgers and microwaveable cans, global shopping carts are full of innovative product options with excellent potential for adapting to new markets. espite a very tough economy quarterly decline, Asia Pacific economy improves (Nielsen, 2011b). worldwide and regulatory remains the region where consum- But it’s not all doom and gloom. issues affecting the devel- ers demonstrate the most optimism; Global supermarket sales of food Dopment of healthful new Indian consumers are the most pos- and beverage products are pro- foods in the European Union, the itive. Six in 10 global consumers jected to reach $1.74 trillion global food and beverage market- surveyed by Nielsen in 56 countries by 2015; foodservice sales will place remains full of cutting-edge believe they are still in a reces- be $2.2 trillion (GIA, 2010). product concepts and promising sion; more than half (51%) think Because consumers around the ingredients that might successfully they will still be in a recession in world are taking action for health, be adapted for sale in new markets. a year’s time (Nielsen, 2011a). global sales of functional foods are In June 2011, global consumer Food prices now top the list projected to reach $130 billion by confidence fell to its lowest level in of global consumer concerns, fol- 2015, diet foods $200 billion, foods six quarters. Despite a nine point lowed by the economy; increasing for food allergy/intolerance $26 utility/gas bills rank fifth, and billion, and ingestible nutracos- health concerns are sixth (Nielsen, metics $4.2 billion. Other global Morrisons Italian Deli Tortelli Salami & Chianti, 2011a). One-quarter (25%) of food segments, including kids available in the United Kingdom, is restaurant-style consumers in the Middle East/ foods, which are projected to top food packaged for easy home preparation. Africa and 22% of Europeans say $89 billion in sales by 2015, will they have no spare cash vs 31% enjoy strong gains through 2015; of U.S. consumers who make the snacks will reach $334 billion, same claim (Nielsen, 2011a). hot beverages and tea $69 billion, Nearly half (47%) of global pet foods $56 billion, and infant consumers have cut back on away- foods $23 billion (GIA, 2010). from-home eating/entertainment, With 40% of the world’s popu- and 37% have reduced their use lation, the BRIC countries—Brazil, of take-out foods; 24% and 20%, Russia, India, and China—are fast respectively, plan to continue these becoming a lucrative market for behaviors in 2012, causing con- consumer packaged goods includ- sumers to indulge more at home ing food. Innova Market Insights and demand more restaurant-style reports that convenience, “pas- foods such as Morrisons Italian sive health claims” (e.g., “low in”), Deli Tortelli Salami & Chianti fresh pleasure, and active health (e.g., meal in a bag, which is offered functional) are the top product in the UK (Nielsen, 2011a). positionings in BRIC countries. More than half of global con- Vitamin-/mineral-fortified, diges- sumers purchased more private tive health, calcium, immunity, label brands this year; 91% said they DHA, and brain health are the top will continue to do so when the “active claims” (Innova, 2011). »» pg 26 10.11 • www.ift.org Global new product rollouts tracked by Innova Market Insights provide inspiration to product developers and marketers around the world. 10.11 • www.ift.org 27 pg The global network of television and celebrity chefs such as Jamie Oliver will ensure that there’s no end in sight to the foodie movement. Globally, male shoppers offer feeling pressured for time and torta Cubana, bocadillos, tar- new opportunities. In developed 38% feeling stressed/overworked tine, and empanadas are among countries, men and women share (62% and 49%, respectively, in the international sandwiches in food purchase/preparation; 43% emerging countries) food prod- grabbing worldwide attention. do so in emerging nations. In the ucts that make meal preparation Dipping sauces and spreads Netherlands, the positioning for faster and easier remain in high exclusively for sandwiches are a Tons Mustard for Men, which is made demand (Nielsen, 2011c). hot trend in Asia, e.g., Dongwon with extra-strong flavor, could not Tillman’s Toast Me! Beef Burgers Dipping Cheese Sauce in a “dip- be clearer—it’s targeted to males. from a German meat processor able” tray, which is available in And lastly, the global net- are non-drip frozen burgers that South Korea. Nature’s Best Salad work of television and celebrity heat up in the toaster. Samyang Shakers in the UK contain mozza- chefs such as Jamie Oliver will has perfected microwaveable bak- rella, tomato, pesto pasta, and a ensure that there’s no end in sight ing with its brownie mix in South fork—just shake and go. In France, to the foodie movement as these Korea. Ye Olde Oak Beef Bolognese Bjorg Chili Con Quinoa in a cup chefs create a new global cate- spaghetti, available in the United gets a new twist with white qui- gory of healthy gourmet foods. Kingdom, can be microwaved in its noa. Also in France, Panzani Food It is the intent of this world- own can. Wok-specific sauces have Service offers the Lunch Box line of wide expedition to share some of become commonplace in the UK. cold “cup” pasta salads. Sodebo, the most interesting concepts and Dried spice blends with lids which enjoyed success with its market directions. This global that double as measuring cups, Pastabox grab-and-go line, has review of new products was made marinades/stocks sold in six-pack introduced a Chinese Wok lunch- possible by Innova Market Insights tubs, and cooking sauce pouches cup line and an individual Giant and its Food & Beverage Database. that pour easily from a recloseable Pizza slice in a triangle box, which side spout are designed to prevent is microwaveable in 2½ minutes. Pronto Prep mess and keep foods fresher longer. Pasta and macaroni/cheese With more than half (54%) of Fresh meal starters such as kits are being infused with women in developed countries Tesco’s Simply Add line allow chili, herbs, and spices. Barilla’s home chefs to make easy addi- Piccolini contains 25% vege- tions such as a pastry topping for table puree, and sausage and a pie or a noodle base to “create a broccoli are now included in tasty meal of your own choice.” some dinner sauces in Italy. Fresh, natural/organic, low- Some French, Italian, and fat, and vegetarian options are Indian oils are now enhanced with top positionings in the ready meal omega-3s, vitamins A, D, E, and category (Innova, 2011). More B-6. Avocado, sea buckthorn, sophisticated Indian, Spanish, and and pumpkin seed are among the North African recipes now com- trendy oils. Prebiotics and fiber Nature’s Best Salad Shakers pete with more established flavors, have entered the noodle category. from the United Kingdom e.g., Italian and Thai. Expect make lunch on the go a more authentic regional ethnic The Next Course simple proposition. dishes (e.g., paella and bouilla- Fish is fast gaining in popular- baisse), aromatic components ity as a main dish around the (e.g., jasmine rice and sweet and world—from premium prod- sour sauces), stuffed items (e.g., ucts such as Schwartz for Fish, a Chicken Cordon Bleu), and wine/ prepared sauce in varieties such liquor to provide upscale pizzazz. as French White Wine & Tarragon, Sandwich fillers (e.g., which is available in Ireland, to Australia’s Always Fresh Sandwich Wow! Pinoy Fiesta Fish Kebab Spicy Fillers in Classic Curried Egg or Grilled Garlic Flavor in the Philippines. Vegetables & Feta varieties), make And breaded fish nuggets seem restaurant-style sandwiches and to be available in every conceiv- wraps a snap. Samosas, pupusas, able form—even zoo animals. »» pg 28 10.11 • www.ift.org or spicy chili cheese). Look for Figure 1. Top 10 Ethnic Flavors in Global Product Launches Tracked from January–June more skewered meats and sauce 2011. From Innova Market Insights packets in fresh meat packages. Tomato, honey, and exotic 42 Chinese are among the chic flavors for meat marinades. 35 34.22 Traditional flavors for 28 pasta sauces such as car- bonara and Bolognese 21 are being upstaged by 14.38 more sophisticated offer- 14 12.34 ings, such as arrabiata, 9.89 7 boscaiola, and puttanesca. 5.57 5.06 % of Products Featuring Ethnic Flavors New pasta styles include orec- 0 chiette and panzerotto. Thai Italian Indian Greek Cholesterol-free fried potato Chinese Japanese Canada’s McCain offers sweet potatoes in French sides (e.g., Israel’s Bisball Crispy fry form. Flavor Subcategory Mashed Potato Balls with Vegetables) and gluten-, lactose-, and choles- Watch for fish from spe- terol-free waffle-fried potatoes cific regions (e.g., Tasmanian in Finland are among the excit- salmon), less known individual ing international potato trends. mint are being added for flavor. species (e.g., Blue-Eyed Cod), Super-crunch fried options, Tropical flavors including and The Marine Stewardship upgraded potato fillings with coconut, mango, and mandarin Council seal to get more atten- herbs/spices, and mini-potato con- and combination fruit/vegetable tion. A new twist for breaded fish coctions of all kinds are among flavors are gaining in popular- (and chicken, too) is to include a the new directions that product ity. Gooseberry, cloudberry, and layer of vegetables under the crust developers are taking with pota- loganberry are among the new (e.g., Findus Capitan Croccole Agli toes. Canada’s McCain Crinkle Cut berries. The African marula Spinaci Breaded Alaska Pollock Fillets Sweet Potato Superfries tout the fruit and mangosteen are strong with Spinach Filling from Italy.