NEWS bites 1. Mindful choices Making responsible food choices "People don't buy what you do.They buy why you do it." Gina Asoudegan, senior director of mission, Applegate Farms, Bridgewater Township, NJ 2. Lighter enjoyment Lighter take on alcohol, sugar, flavor and portion 3. Positively processed Naturalness and minimal processing Innova's Top Trends for 2018 4. Going full circle Greater expectation for companies and brands Source: Innova Market Insights 5. Beyond the coffeehouse Coffee and tea as ingredients and flavors Trust funding Trust has become one of the strongest drivers in how consumers choose products. Source: Mintel's 2018 North American Consumer Trends 57% Belief-driven buyers Rising interest in probiotics, prebiotics More than half of consumers (57%) are buying or boycotting brands based on the brand's position on a social or political issue. A quarter of US adults seek foods and beverages with high amounts of probiotics or prebiotics. Source: Edelman's 2017 Earned Brand study 48% of consumers are willing to pay more for desserts made from scratch. Source: Packaged Facts From-scratch desserts Source: Technomic's 2017 Dessert Consumer Trend Report DECEMBER 2017 | Culinology | 49