Progressive Grocer - June 2018 - 16

MENU TRENDS

Research & Analysis

Healthy 3.0 at the Grocer
WHAT CONSUMERS ARE E ATING AT HOME OR IN-STORE.
Did you know that the definition of healthy has evolved? At one time, consumers
sought foods with descriptors like low-calorie, sugar-free and low fat. Today,
consumers are seeking functional foods that provide sustained energy, superfoods,
plant-based options, and more - it's what Datassential calls "healthy 3.0."

Bringing healthy 3.0 to grocers

The following are four functional foods - one from
each stage of Datassential's Menu Adoption Cycle
(MAC) on Superfoods, which tracks flavor trends
through their lifecycle.

1

Kefir
MAC stage:
Inception - Ethnic
markets, ethnic
independents,
and fine dining. Trends start
here and exemplify originality
in flavor, preparation and
presentation.
Sometimes known as "yogurt's
cousin," kefir is a fermented
dairy beverage recognized for
its probiotic content, and part
of a recent wave in popularity in
beverages perceived as healthy.
It can be found in everything
from blended smoothies to
savory ethnic dishes.
On 1% of U.S. restaurant
menus
+101% on U.S. restaurant
menus
31% of consumers know it
14% have tried it
Menu Example
Huitlacoche and Chorizo
Quesadilla - Caravan of
Dreams, New York, N.Y.
House cultured cashew kefir
cheese, corn, chorizo (vegan,
soy-based), in a whole wheat
tortilla served with watercress,
and mango salad topped with
lemon, salt, olive oil and chile
de arbol sauce.

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2

Prickly Pear
MAC stage:
Adoption -
Ethnic aisle at
supermarkets, casual
independents, fast-casual.
Adoption-stage trends grow
their base via lower price points
and simpler prep methods.
Still differentiated, these trends
often feature premium and/or
generally authentic ingredients.
Best known in the American
Southwest, prickly pears -
also known as "tunas" - are
unique fruits. The fleshy fruit,
covered in sharp spines,
comes in shades of green, red
and orange. It can be added to
salads, syrups for beverages,
or eaten whole.
On 2% of U.S. restaurant
menus
+88% over the past four years
61% of consumers know it
23% have tried it
Menu Example
Poe's Hangover Smoothie -
Rush Bowls, Nashville, Tenn.
Orange juice, apple juice,
prickly pear juice, fat-free frozen
yogurt, oat bran, multivitamin
supplement, antioxidant supplement, hangover supplement,
banana and strawberry.

3

4

AcaĆ­
MAC stage:
Proliferation -
Grocery deli, casual
chains, QSRs.
Proliferation-stage trends are
adjusted for mainstream appeal.
Often combined with popular
applications (on a burger, pasta,
etc.), these trends have become
familiar to many.

Brussels Sprouts
MAC stage:
Ubiquity -
Available
everywhere -
convenience stores, cafeterias,
family restaurants, etc.
Ubiquity-stage trends have
reached maturity and can be
found across all sectors of the
food industry.

This small purple berry grows
on palm trees and has many
purported health benefits,
including potential anti-aging
properties. It's commonly used
in smoothies, smoothie bowls
and beverages. It could also be
used in desserts, thanks to its
striking color and sweetness.

Thanks to the rise in
popularity in kale, this leafy
green vegetable has become
trendy in recent years. It's
also a versatile option for
many dishes and can be
prepared in different ways,
from grilled and charred to
pan-fried and beyond.

On 3% of U.S. restaurant
menus
+6% over the past four years

On 13% of U.S. restaurant
menus
+154% over the past four years

59% of consumers know it
33% have tried it

92% of consumers know it
68% have tried it

Menu Example
Superfood Salad - Kings
Food Markets, Parsippany,
N.J. (HQ)
Kale, cabbage, blueberries,
cranberries, walnuts and
sunflower seeds, tossed in a
pomegranate
acaĆ­ dressing.

Menu Example
Brussels Sprouts with
Butternut and Chorizo
- New Seasons Market,
Portland, Ore. (HQ)
This dish blends roasted
Brussels sprouts with thinly
sliced Spanish-style chorizo
and tender chunks of
butternut squash.


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