Culinology - September 2015 - (Page 6)

EMERGING trends Consumers shifting from sweet to sour Kombucha, kimchi and other fermented flavors are gaining favor as consumers shift from sweet to sour. A combination of health concerns and an interest in exotic cuisines is influencing the trend, said Stephanie Mattucci, global food science analyst for Mintel, Chicago. "It's not surprising to see that consumers are really looking to avoid eating too much sugar," Ms. Mattucci said during a presentation at the Institute of Food Technologists' annual meeting and food exposition, held July 11-14 in Chicago. "In fact, 70% of U.S. consumers say they're concerned with how much sugar overall affects their health, but only about a third are looking to lower sugar in their diets as a way to decrease their calories, suggesting that this opinion about sugar causing more effects than just adding weight are really affecting consumers' perception." Recent recommendations about sugar intake from health organizations and proposed labeling changes in the United States and Canada are pushing sugar concerns to the top of consumers' minds. "As we continue to see more media on added sugar and how much it's affecting our overall health, it's going to change an entire generation's relationship with sugar, as we saw with the low-fat trend in the '80s and '90s," Ms. Mattucci said. Many are shunning sugar-laden products, as 6 | Culinology | SEPTEMBER 2015 A Vermont company called Up Mountain Switchel is billing the apple cider vinegar-based drink as an "American heritage beverage" made with roots, fruits and sap. seen in the recent decline of carbonated soft drinks, driving a shift toward less sweet flavors, such as Greek yogurt. More than half of U.S. yogurt consumers perceive Greek yogurt is healthier than traditional products, Mintel found. "Not only does Greek yogurt have a higher protein content, but it's also richer in texture, aiding that satiety," Ms. Mattucci said. "Another advantage is the sour flavor, kind of giving you that perception that it's less sweet than some of the other spoonable yogurt products out there." Nearly a fourth of U.S. consumers are looking for less sweet flavors in carbonated soft drinks, and 57% believe carbonated soft drinks made with natural ingredients are healthier. "This has given rise to products like kombucha, which is a healthy alternative to carbonated soft drinks," she said. Kombucha has grown fivefold in the United States between 2013 and 2014. In the past year, 25% of U.S. consumers said they have purchased a readyto-drink kombucha beverage. That number skews higher for millennial males, 48% of whom have consumed kombucha.

Table of Contents for the Digital Edition of Culinology - September 2015

Culinology - September 2015
Table of Contents
President's Letter - It all started with eggs
Emerging Trends - Consumers shifting from sweet to sour
Meeting consumer demand for local
Ingredient Applications - Pulses take off
Plant proteins offer egg replacement options
Flavor Trends - Mixology on the menu
Member Profile - 'Easy' does it
10 years later — Remembering Hurricane Katrina
Industry News
Petits Fours - Nestle USA putting a fresh spin on frozen
Five ingredients to watch

Culinology - September 2015