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As specialists in the food and drink industry we know the importance of keeping in touch with emerging trends to help ensure success in the market. Gone are the days when food was a necessity, increasingly we are living to eat rather than eating to live. Here is our round up of the top 10 most signi cant food trends for 2013 - from the practical to the outrageous.

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Food and drink as an experience

In 2013 we can expect a focus placed on food and drink as a full experience by both independent and chain restaurants. In March this year Steam a calorie neutral restaurant where diners burn off the same number of calories, throughout the course of the meal which they consume, was launched as a pop-up by Miele. This month Harrods created a luxurious pop-up Dior theme caf with designer cupcakes and afternoon tea as part of their Dior exhibition. More mainstream examples of this trend include McDonalds global restaurant Des refurbishments which has seen wireless cup igner cak internet installed into all chains and e even upgrades to china plates, real cutlery and table services in some outlets.

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Vegetables as Mains
The vegetarian option no longer means a baked mushroom or a limp salad. Grounded in both health and environmental concerns more chefs than ever before are embracing rather than frowning on vegetarian and vegan cuisine. Increasingly restaurants are offering their customers exciting, avoursome dishes using seasonal vegetables. Vegetarian takes on traditional dishes are also gathering popularity, from the vegetarian pub -The Coach and Horses - battered Tofu and Chips, to meat-free Wellingtons and pies.
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Gourmet Diner Food

The trend for a gourmet take on American diner-style food which emerged last year is set to become a fully- edged food revolution in 2013. Gone are the days when foodies would turn their noses up at a hamburger and shake instead they are frequenting emerging chains such as Hache who describes themselves as burger connoisseurs. Hawkesmoore and Bubbledog a champagne bar in London have run with the trend offering their customers hotdogs to go with their bubbly. So for the rest of 2013 we can look forward to more lovingly-glazed, hand-made burger buns, medium rare burger patties, skin-on fries and creamy chocolate milkshakes no complaining there.

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Regional Flavours
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These days consumers know what they want and what they like which has given rise to the trend for geographically speci c avours. Kit Kat have created a range of avours to suit their Japanese customer which include wasabi, green tea, purple sweet potato and edamame soybean. So far this year McDonalds have also catered speci cally to different markets -introducing baguettes in their French outlets and Starbucks have developed green tea tiramisu and ginger pork paninis for their coffee shops in China.

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Tea Party
Black tea, white tea, green tea, pink tea...Tea has become trendy, and, with more awareness than ever before about the health bene ts of tea the nation has even more of an excuse to drink its favourite beverage (just dont mention the full fat milk and two teaspoons of sugar). Other varieties of tea which have recently gained popularity in the western world include novelty owering tea bulbs from China as well as traditional English afternoon tea becoming the new catch-up coffee or lunch out.

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Sweet and savoury shake up

Consumers are increasingly searching for different avour combinations and food experiences. Food brands are meeting this need with ever more combinations and creations that combine or blur the boundaries between sweet and savoury. Salted caramel, for example, has become an incredibly popular latte, ice-cream, fudge you name it - avour. Other more unusual examples of the shake-up between sweet and savoury include ox-tail doughnuts from Duck and Waf e of London and Vosges bacon avour chocolate.

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Mass-tige
In tough nancial times you are unlikely to spend thousands on a brand new car or designer handbag but you might be willing to part with a few pounds for a little taste of luxury or at least that is what food and beverage brands are hoping. From Starbucks controversial $7 cup of coffee to Burger Kings 95, Kobi beef bling burger food and drink outlets are banking on the mass-tige trend for publicity and sales. More recent examples of the trend include Harvey Nichols 24 karat gold, champagne- avour lollipop and Bourdain and Ripons Good and Evil $18-a-bar chocolate.
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A more unusual food and drink trend for 2013 is food and drink as a different sensory experience. Food mists which can be inhaled rather than eaten are an emerging dining experience as well as an alcoholic take on this called Vaportini. Vaportini gives the consumer the advantage of being able to control the effects of the alcohol more easily because it wares off in a more predictable manner. Vaportini and food mists also mean no calories or carbs are consumed inevitably a good selling point among image and health conscious consumers. Pizza Hut have also responded to demand from their social network followers and their take on this trend is an unconventional, pizza scented perfume.

Food that isnt Food

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Drinks are Desserts

Recently cocktails have evolved into more than just a beverage with creamy, sweet varieties taking on the role of dessert. From cocktails which are named after popular pudding dishes such as Tulio Restaurante in Seattles tiramisu cocktail to celebrity chef Kathy Caseys lemon puff meringue cocktail. This trend has also been seen in the form of sorbet-style frozen strawberry daiquiris at Vodka Revolution Bars and tequila snow cones at Zengo and Biblioteca.
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Functional Food
The trend for Functional Food describes food and drink products that may be natural or processed but ultimately their appeal for consumers lies in their health bene ts. In The United States consumers are spending more than $10 billion every year on Functional Food. From natural so-called Super Foods such as Blueberries, Quinoa and Goji Berries to foods with manufactured health bene ts including lollies and cereals forti ed with vitamins or probiotic yoghurts this trend is set to continue to grow driven by the time-poor consumer desire for convenience and health bene ts in one.

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Overall, it is clear to see that while a couple of the key emerging food and drink trends are driven by real consumer needs and true functional bene ts much of the evolution of the food and drink markets is a result of food becoming more than just nutrition. In times when there are more brands than ever before a point of difference is a core selling point to consumers and the food and drink industry has embraced this to bring us exciting and innovative products and experiences.
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Food & Drink PR and marketing specialists

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