2014 Ideas in Food Final PDF

Ideas in Food 2014
At the Intersection of Food and Culture
Introduction
Welcome to 2014.
Looking back on a year that brought us cronut madness, burgers grown in
a lab to those sandwiched between ramen noodles, were excited to go
beyond these fads and bring you more meaningful trends that are rooted
in todays Food Culture and provide insight into where our Food Culture is
headed.
Ideas in Food offers an insightful perspective by examining the underlying
force behind how consumers eat, shop and live. We look forward to
continuing to explore and distill how Food Culture will shape 2014 and
beyond.
How does Hartman analyze trends?

In parallel with our syndicated studies, we analyze market data, monitor
the cultural apparatus, including blogs, magazines, menus from QSR and
Fast Casual to independent eateries across the US and abroad as well as
retail audits from coast to coast.
Ideas in Food 2014 | 2013 The Hartman Group, Inc
Content
The Trends:
Food Culture 2014
The New Healthy
Retail
Food Service
Product & Packaging
Top Ten Ideas to Watch
Food Culture 2014
Food & beverage has become the backbone of broader

entertainment culture
Americas entertainment space is changing and food is the common thread weaving
connectivity in todays culture
From tapas and a movie to bespoke adventure, there is something for every budget and segment of
consumer
Consumers today are less interested in acquiring more things. They desire experiences they can share
Bottom Line: Authenticity has replaced gourmet/luxury as a culinary turn of phrase
Media disruption: how YouTube changes everything

With over 50% growth in 2013, Googles YouTube is significantly altering
how we interact with media content
Media giants are taking notice,
investing and picking up shows that
were born on YouTube. An example is
Recipe Rehab, now airing on hundreds
of ABC affiliates
With 5.2 million subscribers,

Epic Meal Time is known as the
anti-cooking show and generates
income from shows, a cookbook
and a branded cooking set
With audiences sharing, commenting and posting their own

videos, could this interactive medium be the next Food Network
with Millennials in mind?
TRENDING
More searches are
conducted on
YouTube than any
search engine other
than Google*
*Fortune Magazine, 2013
Transparent protein sourcing is on the rise

If the animal is stressed, its not going to taste delicious
Chef David Chang
NEAR TERM: Convenient and Clean
Cleaner proteins, such as nuts, seeds, legumes and cultured dairy in convenient
formats continues to drive snack and mini meal consumption
Meat as an entre is less appealing than meat as a condiment
Protein gram call-outs on front of packaging provide a short term solution while
ingredient origin and narrative is the future of protein labeling
LONG TERM: Rethinking the Protein Trinity
It has been argued that our consumption of beef, pork and chicken is not particularly
sustainable. Yet in many cultures, insects are a nutritious and sustainable delicacy
The potential of insects has been noted by the Clinton Global Initiative who is funding
research on mass producing grass hoppers for nutritious and sustainable flour
While micro livestock may be on the distant horizon, forward leaning consumers
(and Paleo dieters) are looking to diversify their diets with wild and lean meats such as
pheasant, duck, boar, venison and bison
We are beginning to question our devotion to the banal chicken breast

and realize turning our noses at other cultures dishes is nothing short of
a value judgment
Chef Rene Redzepi

is introducing
insect cuisine at his
restaurant in
Denmark
Diversity: the antidote to soul crushing mediocrity

The secret to delicious food is good dirt and plant varieties
Chef Sean Brock, evangelist for the Southern pantry and owner of Husk and McCradys
Beyond Natural, Organic and Local is the Rise of Seed Preservation
Heirloom and heritage symbolize taste and transparency to the forward leaning consumer concerned with
GMOs
Reviving old foodways is a reaction to the narrow variety of commodity crops that are perceived as less
delicious and not as nutritious as heirloom and heritage foods
Renegade Microbakers
are growing and freshly
milling unique grain
varieties to produce
character-driven breads.
Fresh milling is thought
to preserve enzymes
and promote proper
digestion
Bringing Terroir to Beer

Micro malt houses are making
truly local beer possible all
while bringing back long-lost
heirloom crops
Farmer Chef
Connection
Chef Dan Barber is
crossbreeding
varieties of vegetables
for superior nutritional
value, farmer
profitability and great
taste
Culturally, uniformity is no longer a marker of quality but signifies the plague of sameness
The Everyday Foodie Looks to the Authentic

Foodie for Inspiration
The Authentic Foodie
The Everyday Foodie
1. Is devoted to Extreme Eating and Taste Tripping
1. Is interested in exploring ingredients outside what

they grew up with
2. Is obsessed with obscurity

3. Is all about experts and sees food experiences as live art
4. Is more attracted to squishy than swanky (e.g. tripe over
truffles)
5. Asks for nothing on the side, admits to no food
sensitivities
6. Seeks forbidden and rare foods cloaked in preciousness
(e.g. seasonal, local, wild)
7. Would not call themselves a Foodie
2. Is a follower of the latest food trends

3. Prefers to blend novelty with health and convenience
4. Enjoys discovering new flavors at QSR, Fast Casual
eateries and their local supermarket
5. Easily describes themselves and others who enjoy
eating out as Foodies
6. The Everyday Foodie is carving out a space in Food
Culture where better flavor and better nutrition go
hand in hand
Not a foodie
Defining The New Healthy
The decline of natural

Food and beverage products labeled as natural are being called into question by many
consumers
Natural has no clear definition
The inclusion of GMOs, high fructose corn syrup and

chemically processed vitamins call natural into question
Since it is the attributes of natural that consumers are

seeking, expect to see terms such as simple,
wholesome, nutritious, home style and minimally
processed in lieu of natural in 2014
Despite calling out all

natural on its label,
Whole Foods will not carry
Chobani in 2014 due to
GMO derived ingredients
Sign of things to come? The desire for increased transparency is

calling everything from animal welfare, fair worker compensation
and now natural into question.
11
Waist management
The New Healthy is not about counting calories.
Nor is it about checking cholesterol or monitoring sodium intake.
While diet "has become a loaded word, notions of fitness and
movement communicate calorie control without compromise
New food and beverage launches in
the US that make low or no
calorie claims shows a declining
trend*
2012: 6.6%
2011: 7.6%
2010: 9.1%
2009: 10.8%
In his book The Culture Code, author Clotaire Rapaille defines the
code for Health & Wellness in the US as Movement. It is fitting then,
for fit, go and strength to resonate with weight managers more
accurately than diet and low calorie
*SOURCE: Datamonitor 2013
TRENDING
Farm-to-Gym Movement
The Crossfit craze goes
beyond core fitness and
encourages a diet that
eschews grains and
processed foods, in favor of
veggies, eggs and a lot of
pastured meat, all
supported by sustainable
farming
12
The power of fat

No other nutrient satisfies like quality fat, but with trans fats expected to be banned in 2014,
fat sourcing is becoming ever more paramount for health and sustainability
Key Terms
Driver
Benefit
Fat Type
Non Hydrogenated
Health
Less processed
Use Coconut Oil Instead
Trans Fat Free
Health
Cardiovascular
Extra Virgin Olive Oil
Palm Oil Free
Sustainability
Save Endangered Species
Use Canola Oil Instead
Essential Fatty Acids
Health
Reduce Inflammation
Walnut Oil
Conjugated Linoleic Acids
Health
Weight Management
Grass Fed Butter
Omega 3s
Health
Cardiovascular
Hemp Oil
High Smoking Point
Health
Less Carcinogenic
Duck Fat
Non GMO
Health +
Sustainability
Diversity and Flavor
Swap Soy Oil for

Schmaltz from Free
Range Chickens
13
The evolution of fats and oils for cooking

ADOPTED
ADOPTING
TO BE ADOPTED
Vegetable Shortening
Hazelnut Oil
Avocado Oil
Canola oil
VEGETABLE FAT
Cottonseed oil
Cold-pressed Extra Virgin Olive Oil
Olive oil
Peanut oil
Cocoa Butter
Extra Virgin Olive Oil
Palm Oil / Leaf Lard
Pecan Oil
Walnut Oil
Coconut oil
Olestra
ANIMAL FAT
Grapeseed Oil
Safflower/Sunflower
Vegetable Oil
Margarine/
Trans Fats
Flax Oil
Soybean oil
Hemp Oil
Sesame Oil
Corn Oil
Pumpkin Seed Oil

Rice Bran Oil
Goose Fat
Duck Fat
Butter
Lard / Bacon Fat
Schmaltz
Clarified Butter
TRENDING DOWNWARD
TRENDING NEUTRAL
Beef Tallow/Suet
Ghee
Grass-fed butter
TRENDING UPWARD
14
Smarter snacking: nutrient density

Snacking Wisely
Forward-leaning consumers are growing concerned over excess

food processing and stripping of nutrients
WHAT: There is a sizeable shift away from traditional meals and

toward increased snack consumption
With that, consumers are looking to more natural, fresher,

nutrient-rich foods and beverages on everyday occasions
WHY: Counting calories is becoming less important than the

quality of calories
As supplement usage plateaus, Health & Wellness consumers are

looking to less processed, nutrient dense snacks to meet
nutritional needs
Just trimming sodium, eliminating trans-fat, or adding omega 3s to hyperprocessed products will not guarantee a health halo with consumers.
Leverage whole, fresher, global ingredients that bridge
the gap between snacking and meal occasions
What does it mean to be

nutrient dense?
Implicit nutritional attributes
rather than explicit nutrition
claims
Functionality is inherent
Protein: nuts, seeds, lean meats,
eggs and high quality dairy
Novel whole grains: quinoa, rye,
barley, spelt, freekeh, millet
Good fats: butter, duck fat, chicken
fat, olive oil, coconut oil, avocado
Alternative sweeteners: raw
honey, pure maple syrup, yacon
syrup, sorghum, maguey syrup
Produce: kale, sea vegetables,
berries, winter squash,
mushrooms
15
Time to toss our vitamins?

According to new research, money spent on vitamin
supplements may have been useless, since there is scant
evidence of their effectiveness
There is a seismic shift happening where consumers are looking to

real food as a source for health, rather than the fragmented versions
found in supplements and fortification.
The news media has currently been reporting on findings that

taking vitamins is a waste of money according to study results.
This shift has consumers looking to foods that cue whole, real, fresh
and even more distinctive varieties that are purported to be richer
in nutrients, such as heirloom and heritage produce and grains.
Weight managers echo this sentiment as well, saying less processed

foods are more satisfying and help them stay on a weight
management plan more easily.
The money on
supplements can be better
off spent on food such as
wholesome fruits and
vegetables that pack
vitamins, minerals and
nutrients
-Roberta Anding, American
Dietetic Association
Consumers today are less inclined to believe supplements can

compensate for poor eating habits. With the exception of Vitamin D3
and B Vitamins, consumers aim to incorporate nutritionally dense foods
and limit processed foods as a form of health insurance
16
The quantified self

As health-tracking gadgets get less expensive and better looking, more people are jumping on board
Jawbone and Fitbit Flex track

everyday fitness and sleep
patterns that marries self
help with data
Apps to help you forget

youre exercising and
fine tune your progress
A drop of blood and an instant

diagnosis coming to a Walgreens
near you. Theranos aims to
redefine healthcare with a faster,
cheaper and more accurate
method than conventional tests
Health technologies are bringing about disruptive innovations that cut costs while
improving quality of life
17
Aging well: from belly to brain

Gut bacteria and weight management
Studies suggest systemic low-grade inflammation can
contribute to weight gain and obesity over time
Antibiotics, highly processed foods, including sugar can
upset digestive flora
Increasingly, fermented foods rich in probiotics are
seen as a tool in good digestion and managing a healthy
weight
The brain and elevated blood sugar

There is growing evidence linking high blood sugar to
cognition problems
Higher glucose may be a risk factor for dementia, even
among people without Type 2 diabetes
With aging Baby Boomers and rising health care costs, expect
inflammation and sugar to take center-stage in the near future
TRENDING
Sweeteners Category in
the Midst of Change
According to Nielsen, Stevia
products were found in 47% of
all U.S. households in 2013*
Beyond Stevia, expect to see
more naturally derived, low
calorie sweeteners in product
formulation such as:
Monk Fruit (Asia)

Brazzein (Africa)
Monatin(Africa)
Miracle Berries (Africa)
*Functional Ingredients June 2013
18
Pop cultures latest punch line: is this gluten free?

Gluten frees massive success has been largely built on the premise that gluten is evil and you can lose
weight through abstinence. But when eggs and bottled water are labeled as gluten free and sitcoms
make light of gluten avoidance, its clear the category has reached a tipping point
A burger cook off
where a faux foodie
burger with black
truffle oil on a glutenfree ciabatta bun
loses to a plain
traditional burger
A gluten free Santa

takes all the fun out
of Christmas
Vampire Elenas
sadness is
attributed to eating
gluten-free
Seth Rogen's glutenfree cleanse ending in

a burger fest at Carl's
Jr highlights the
fascination with this
demonized ingredient
While there is generally no evidence that following a gluten-free diet is going to make a non-celiac healthier or
lighter- in fact the opposite may be true (gluten-free diets are often higher in calories and fat and lower in vitamin
B12, zinc, iron and folate) this perception appears to be what is driving a large chunk of purchases
19
Real bread revival

Seattle-based chain Metropolitan Market reduces their gluten free pies,
cake selection and installs an old school self-service bread slicer in their
place amidst naturally leavened sourdough and 100% rye loaves. Signs
clearly suggest that gluten free vanity products are on the wane and real
bread, sliced to order, is on the rise.
TRENDING
The revival of highly
nutritious low or no gluten
grains such as barley, rye
and sorghum holds great
potential in baked goods,
cereals and snacks
Consumers are coming to realize they dont need to be gluten-free to avoid

processed carbs. In the meantime, be sure gluten-free offerings consist of real
foods from authentic gluten free traditions (e.g. Vietnamese rice noodles, Italian
polenta). Long-term, the effects of gluten-free eating will be more about over
processing of ingredients in general, and not just gluten.
20
Eat your vitamins:

foods that pack a nutritional punch
Ingredient
Benefits
Aronia Berry
Insanely tart, it packs twice as many antioxidants

as cranberries
Juice chain Juice Generation

offers Aronia All-Star
smoothie
Mulberry
A fruit with a floral sweetness, mulberries are

fiber-rich and help regulate blood sugar
Gone Nuts! Has a blend of

brazil nuts, mulberries,
hemp and date clusters
Lucuma
The flavor of maple meets butterscotch. Lucuma

boasts protein and iron, a rarity in a fruit. Also a
potent anti-inflammatory
Los Angeles Moon Juice

offers a Sesame Ginger
Lucuma Moon Milk
Also known as samphire, these briny and crunchy

greens are superstars of the mineral world
Following the pickling

movement, sea beans are
finding their way on to
charcuterie plates at
progressive eateries
Sea Beans
Pichuberry
Tastes like a cross between a passion fruit and a

tomato. Rich in Vitamin D and B12
Artifacts
Picuberry Infusion juice at

Whole Foods CA & AZ
21
Retail
More than a transaction: collective experiences and

the telling of food
Its not by coincidence that when you go to a farmer's market people are engaged with telling and
listening to stories. Its based on a conviviality and a collective experience over food and the people
behind it. There is something primitive within us that responds to the narrative, whether were
shopping at Whole Foods or Grocery Outlet.
WAYGO
TRANSLATE
HARVEST
DATE
Designed to help
navigate aisles and
menus at Asian
markets and
eateries, the
Chinese translator
app unlocks a
universe of flavors
Invites the
consumer along as
an active
participant on the
journey of fresh
discovery
Retailers today, from brick and mortar to online, are embracing innovative
ways to engage consumers in the telling of food
23
Retail landscape: the end of one stop shopping

Mirroring todays approach to fashion where a $12 H&M t-shirt is easily paired with $100 jeans, food
procurement has become a proposition of discovery meets value and quality
Low Discovery
High Discovery
24
Rethinking food waste

Attaining Affordable Nutrition with the Urban Food Initiative
Ex-Trader Joes head aims to tackle food waste by offering

groceries and creating meals for low-income customers at
the Daily Table in greater Boston
What: The shop will sell pre-pack chopped vegetables and
milk at or past its sell-by date for as low as $1 a gallon a
price that makes it competitive with soda
The idea is to take food waste perishables at, near, or
past their expiration date that supermarkets throw out
daily and turn it into healthy meals priced like a
McDonalds Big Mac.
Saving Ugly Vegetables From

Rejection
Starting a conversation about accurate sell-by-dates and less-than-beautiful produce will

encourage consumers to rethink the issue of value and food waste
25
Grocerant- where grocery and restaurant collide

On-the-go meal sourcing is changing
Consumers are turning to ready-to-eat or heat-and-eat foods from grocers
and convenience stores as a healthier alternative to QSR and fast casual;
grocery stores are becoming our de facto home kitchens
Well prepared vegetables eliminate the daunting chore of home

preparation and allows for discovery with new flavors and cuisines
Gas Station Cuisine

No longer just convenience stores with withered hot dogs. Across the US,
theres a Shell station with pan seared diver scallops on its menu and
corned beef thats slow-cured in-house by an Exxon stations deli master
TRENDING
Wegmans takes vegetable
preparation very
seriously, having sent a
team for vegetable
training at the
eponymous Haus Hiltl in
Zurich. Wegmans now
offers 40 vegetable-based
dishes on their hot bar
Retailers fall short on breakfast and snack occasions. Offering

more ready-to-eat and on-the-go portioned options with
expedient check-out is paramount to the consumer
26
Convenience without sacrificing quality
Fresh Convenience
What: Farmers Fridge, an automated kiosk
for salads, snacks and breakfast foods in
resealable plastic jars that are competitively
priced by cutting out counter service
Where: Garvey Food Court, Chicago
Freezer Envy
What: Picard, Frances leading frozen food retailer has
captured 20% market share* by focusing exclusively
on its own store brand. Picard offers an unbelievable
array of products: washed morels, peeled fava beans,
wild boar, organic beef, prepped herbs (portioned in
cubes to prevent waste), all purported to be GMO free
Where: Over 700 stores throughout France, operating
through retail and home delivery
*Source: Plstorebrands.com
Smart and sustainable innovation is paving the way for convenience foods while
maintaining value, both in price and quality, that consumers appreciate
27
Virtual retail: transform any environment into retail

space
Weve seen Elastic Environments in action with the
turning of parking garages into yoga studios and back
again. Now, were seeing the repurposing of urban
space as virtual pop-up grocery retailers
Peapods Virtual Grocery shelves on subway platforms
invite smartphone users to scan and grocery shop,
arranging for home delivery all while waiting for the next
train
PayPal is leveraging QR codes allowing consumers to
point and purchase from a rotating cast of retailers for
the ultimate in Limited Time Offers (LTOs)
As with digital menu boards, we can expect virtual

offerings to reflect the various eating occasions
throughout the day and season
28
Special delivery: leveraging anticipation

Todays consumer is fully on board with discovering new products and replenishing the basics
without leaving home
Fancy Food Box
Urban Cargo
A Box From
Small-batch assortment of
cookies, tea, and sauces from
artisanal favorites like Salt of
the Earth Bakery and
Brooklyn Salsa Company
A mix of mainstream and up-andcoming indie brands including

Evolution Man moisturizer and
Wash With Joe body wash
Elin Arams well-curated box tells

the untold stories of global cities
via artifacts of local flavor
Most physical stores and e-retailers respond to consumer needs. But these style-minded
companies anticipate what we will celebrate when we open the box
29
The future of shopping: creating conversation

through story telling
Retail Reconceived
STORY is a retail concept that takes the point of view of a
magazine, changes like a gallery and sells things like a store
Every four to eight weeks, STORY completely reinvents itself
from merchandise and store design to floor plan and fixtures
to bring to light a new theme, trend, or issue
One night an Italian grandmother gives pasta-making lessons; on
another you'll find installations sponsored by the likes of
General Electric, PepsiCo and HP
CMOs of Fortune 500 companies have been checking it out to

get founder Rachel Shechtmans take on where retail is headed
Consider it a dating service using story telling as the match-maker between

brands and consumers
30
Food Service
Americas hungry eaters

Restaurants more than movies, or music or literature- are this generations arbiters of taste.
They define and reflect our times
Adam Rapport, editor in Chief, Bon Appetit
Authenticity Rebooted: The American palate has evolved tremendously in the last two decades
Gonzo Fusion: disciplined culinary technique married with diverse cuisines
Kogi Taco Truck Korean

Mexican: (LA)
King Noodle Korean

Italian-American
(Queens, NY)
Shalom Japan Jewish

Japanese (Brooklyn,
NY)
Innovative chefs are not bound by the constraints of tradition. They take inspiration from flavors and eating
experiences high and low as long as they are delicious
32
And the next emerging food culture is

Peruvian cuisine, the result of a nearly 500-year melting pot of Spanish, African, Japanese and
Chinese immigrations and native Incan culture, is drawing attention from top chefs worldwide
Elements of Peruvian cuisine
Nikkei Cuisine - a term used

to describe the
juxtaposition of Peruvian
and Japanese techniques is
the source of inspiration at
the following eateries:
Seafood abounds as ceviche
Lime juice
Red onion
Aji amarillo/ chili pepper
3,000 potato varieties
Mo-Chica: Los Angeles
Quinoa
Bocanova: Oakland, CA
Saltados- stir-fries
Seviche: Louisiville, KY
Tiraditos-peruvian sashimi
Anticuchos- meat skewers
Pica Peruvian Cantina:

Los Angeles
Choclo- giant corn kernels
La Mar: Miami
Causas- potato-based
protein-topped appetizers
Mixto Ceviche Pop-up:

Oakland, Ca
The use of acid and

spice is very different
in Peruvian cuisine
Chef Diego Oka of La Mar
With Peru as inspiration, we can expect to see a mainstreaming of South American-style

grilled meats, beverages and ingredients from the Amazon in the coming year
33
Beyond Cinnabon: tasty airport eats

Food Trucks in parking lots and terminals
Tampa International Airport
Austin International Airport
Los Angeles International Airport
Deltas Terminal 4 at JFK

Shake Shack
La Brea Bakery
Shiso
Blue Smoke
In-flight British Airways

Ups the umami instead of salt for tastier food at 38,000 feet
Unconventional locations such as airports are no longer deemed as places to settle for fastfood to hold over the stomach. Circumstances do not limit the opportunities to enjoy food.
34
Healthier kid cuisine offerings

An across the board effort by QSR and manufacturers for healthier kid options
HIGH
San Francisco United School District

Revolution Foods serves fresh meals with no preservatives, hormones
and the meats are nitrate-free
JambaGo program in cafeterias

Offers 4 ounce smoothies as a substitute for whole fruit. Thought to be
better than soda
KFCs Lil Bucket

A small version of the family bucket
LOW
Picture-heavy menus at kid level speed ordering times
Watch as Revolution Foods Meal Kits take on Kraft Lunchables in the ultimate
High to Low smack down at select retailers this year
35
Ramen invasion
Noodleheads are rejoicing over the increasing availability of quality ramen across the U.S. Once
relegated to big cities and hip enclaves, great ramen is now more readily available. New York
Times How to Eat Ramen guide created considerable buzz this year
NOODLE VARIETIES:
RAMEN
SOBA
UDON
RICE
CELLOPHANE
From Oklahoma to a counter at New Yorks Bowery Whole Foods, fragrant ramen speaks to a
crowd that likes food with a story. Expect a Chipotle-esque ramen house to sprout in your
neighborhood before long
36
Fermentation nation: chefs love fermented foods for

their tart, sour and funky flavors
Grains
Root Vegetables
Corn
Meat
Condiment
Scott Anderson
makes his own
rejuvelac-fermented
sprouted grain
liquid- to use in
Thai-style soup at
Elements in
Princeton, NJ
Carl Shelton cranks

up the flavor of
pickled carrots and
turnips by roasting
them in their own
fermented juices at
Chicagos Boka
Sean Brock of Husk

has inoculated
everything from
Mountain Dew to
popcorn. His latest
experiment: whole
ears of corn,
fermented in whey
To create a smoky
pork version of
dashi, Momofukus
David Chang
smokes, dries and
ferments heritage
pork loin for three
months
Nose-to-tail
enthusiast Chris
Cosentino of Incanto
ages anchovies for a
year to make garum,
the super pungent
Roman-era fish
sauce
CPG example: raw milk

cheese
CPG example: miso paste
CPG example: tamari soy

sauce
CPG example: sourdough

bread
CPG example: kimchi
Lightly Funky
Super Funky
Photo Source: Foodandwine.com
37
Product
Snack mashup : retro artisan and totally crave-worthy

What todays food innovators are snacking on might surprise you. Lowbrow CPG favorites are
being incorporated into sophisticated fare to create modern DIY versions of old classics
Cheetos Macarons
Pastry Chef Christina Ha of
NYCs Macaron Parlour
combines the cheesy puffs
with white chocolate for a
sweet n savory hit
Duck-Fat Chex Mix

Jake Godby of San
Franciscos hip scoop shop
Humphrey Slocombe is a
master of balancing high and
low
Hot Crab Dip with Ritz

Crackers
Stephanie Izard of Chicagos
Little Goat kicks up a classic
by spiking carb dip with
harissa, garlic confit and
locally buttered Ritz crackers
House-Cured Crispy Pickle

Chips with Hidden Valley
Ranch Dip
Moxy, Matt Louiss New
Hampshire tapas place offers
fried pickle chips with the classic
all-American dip
Millennials, in particular, are more inclined to leverage retro CPG products with pedigreed
artisan ingredients for a tasty, ironic twist that is thought to be healthier than the original
39
Skip the Skippy: the appeal of new nut butters

The everyman spread has been upgraded. Snack healthy consumers are gravitating to new nut
and seed butters for flavor, processing methods, protein, fiber and antioxidant content
Big Spoon Roasters
Small-batch, well-sourced peanuts, almonds and cashews
On-trend flavors: cardamom-clove, stone-ground chocolate
Manna Butter
Made from soaked and sprouted organic nuts
On-trend flavors: coconut-cashew butter
Brooklyn Sesame
Toasting seeds with honey mimics authentic Israeli halva
On-trend flavors: halva spiked with pistachios and toasted

coconut
Justins squeeze-pack nut butters paved the way for small-craft artisans to capitalize on the
demand for convenient and sustainable sources of high quality protein and fats
40
Less sweet more savory: vegetables trumping fruit

Savory Vegetables Yogurts
Blue Hill at Stone Barns brightly hued grass-fed yogurt spiked with fresh purees of beets, carrots,
tomatoes, sweet potato, or butternut squash
Offers endless culinary possibilities from dressings to smoothies
Beets on Trend from Beverages to Snacking

Changing things up with vegetable juice instead of fruit. Beet juice lends an earthy depth to margaritas
Provides a cardiovascular boost
Offers endless culinary possibilities from dressings to smoothies
For the mainstream consumer, vegetables were once only attributed to savory meals. However,
vegetables have triumphed, allowing all varieties to creep into non-traditional food and beverage
types
41
Ice cream revolution

Thanks to high-end scoop shops and innovative chefs creating genre-bending flavors, theres
a cool culinary revolution afoot
Who is Raising the Bar in Frozen Novelties?
Sprinkles, the Cupcakery that started it all, is offering ice cream sandwiches between cupcake tops and red
velvet cones (Los Angeles)
Smitten Ice Cream uses liquid nitrogen to produce smaller ice crystals and a super-creamy product. Also, smoke
billows when each batch is spun for the ultimate in food theatre (San Francisco)
Farm-to-cone at Salt and Straw in Portland, Oregon and Jenis (nationwide) uses small batch cream for its
culinary creations that include pear with blue cheese and sweet potato with torched marshmallows
Mexican paletas (popsicles) are the star at Huahuas Taqueria where the take on elote (roasted corn and
queso) delights Miami diners
Whether its ice cream, cupcakes or doughnuts, traditional classics will continue to be modernized
with culinary values, global flavors and unique formats
42
Banking on craft tea

Will Starbucks do for tea what it has done for the coffee category?
Many people believe Starbucks decision to buy Teavana for $620 million
will change the world tea industry by bringing an experience to the
consumer that does not currently exist outside of specialty shops in the U.S.
In order for tea to interest consumers, Teavana and independent tea shops
are reimagining the category as a bit bolder and more full flavored for the
American palate.
Just like the burgeoning

local craft coffee and beer
scenes, tea is undergoing
an artisanal shift.
Tea is seen as a high
quality coffee alternative
to a growing number of
consumers as its easier on
the stomach and nerves
Espresso machines tweaked to
produce super-strong tea shots
Full-flavored
smoky teas
Fizzy teas
As with coffee, the key is to convince consumers we cant live

without it
43
Less plastic with edible packaging in our future

Wikicells technology wraps your food up in film you can eat
enabling new types of cool new edibles and potentially reducing
plastic and Ziploc baggies.
According to inventor David Edwards is to get out of the plastic
era.
TRENDING
Edible Tableware
Loliware: finish your drink
and eat the cup
Goal: reduce disposable
container use
Companies are responding to the era of increasing sustainability

with inventive methods that gives new meaning to minimal
packaging
Result: A year after launch,

high demand has brought
the company national
44
Beverage Culture: inherently functional libations

Ingredient
Driver
Ginger
A potent inflammation reducer and

digestive aid. Ginger brews of
today are less sweet and super
pungent for maximum taste and
health benefits
Turmeric
Emerging as star component of

healthy elixirs, turmeric is an ageold remedy for detox and brain
function showing up in mylks,
tonics and Indian spiced lassis
Tiger Nut
Rich in fiber and potassium but

with half the fat of other nuts, tiger
nuts were used in the original
horchata made by Spanish
colonists. Quite possibly the next
almond milk
Artifacts
45
Botanical mixology: fun with medicinal ingredients

With supplement use in question and a growing interest in herbs and spices on the incline, we bring you
a stress reliever to toast to your health. Cheers!
THE DRINK: Bees Knees from, Apothke, New York City
THE CURE: A healthy dose of amino acids, essential fatty acids, and vitamins, the
bee pollen in this beverage may suppress the appetite, increase energy, and help
with decompressing
THE INGEDIENTS
2oz vodka
2 dashes astragalus tincture
tsp bee pollen
1 oz guava juice
oz freshly squeezed lime juice
oz simple syrup
Combine ingredients in a shaker and add ice. Shake vigorously and strain into a
cocktail glass. Garnish with a pinch of bee pollen
Inclusion of botanicals is increasingly seen as a marker of quality via discovery, flavor and potential
health benefits. From snacks and confectionary to RTD beverages, use of herbs is a growing part of
our Food Culture.
46
Top Ten Ideas to Watch (in no particular order)

1. Authenticity has replaced gourmet/luxury as a culinary turn of phrase, but must be used judiciously
2. Embracing uniqueness: the next step beyond natural, organic and local is the rise of seed preservation
3. Beyond obscurity: the mass wave of foodies are emphasizing that better flavor and better nutrition
go hand in hand
4. Look for the term natural to be replaced by simple, wholesome, nutritious, home style and
minimally processed in the coming year
5. While diet has become a loaded word, notions of fit and movement communicate calorie
control without compromise
6. No other nutrient satisfies like quality fat, but with trans fats expected to be banned in 2014,
fat sourcing is becoming ever more paramount for health and sustainability
7. Increasingly, fermented foods rich in probiotics are seen as a tool in good digestion and managing a
healthy weight
8. Long-term, the effects of gluten-free eating will be more about over processing of ingredients, and not
just gluten
9. The future of shopping is about creating conversation through story telling
10. With Peru as inspiration, we can expect to see a mainstreaming of South American-style grilled
meats, beverages and ingredients from the Amazon in the coming year
47
ABOUT THE HARTMAN GROUP

The Hartman Group, located in Bellevue, Washington, blends
leading-edge customized research and consulting to understand
the subtle complexities of consumer and shopper behavior. Since
1989, Hartman Group has provided unique perspectives on the
underlying motivations and behaviors that move the needle for
our clients. To learn more about how Hartman Group stays sharply
focused on how consumers live, shop and use brands and products
visit:
www.hartman-group.com
THE HARTMAN GROUP, INC
3150 RICHARDS ROAD, STE 200 BELLEVUE, WA 98005
TEL (425) 452 0818 FAX (425) 452 9092
Sign up for our consumer insights briefing:

www.hartman-group.com/hartbeat
48

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Ideas in Food 2014

At the Intersection of Food and Culture

How does Hartman analyze trends?

Ideas in Food 2014 | 2013 The Hartman Group, Inc

Ideas in Food 2014 | 2013 The Hartman Group, Inc

Food Culture 2014

Food & beverage has become the backbone of broader

Bottom Line: Authenticity has replaced gourmet/luxury as a culinary turn of phrase

Ideas in Food 2014 | 2013 The Hartman Group, Inc

Media disruption: how YouTube changes everything

With 5.2 million subscribers,

With audiences sharing, commenting and posting their own

*Fortune Magazine, 2013

Transparent protein sourcing is on the rise

Meat as an entre is less appealing than meat as a condiment

LONG TERM: Rethinking the Protein Trinity

We are beginning to question our devotion to the banal chicken breast

Chef Rene Redzepi

Diversity: the antidote to soul crushing mediocrity

Beyond Natural, Organic and Local is the Rise of Seed Preservation

Bringing Terroir to Beer

The Everyday Foodie Looks to the Authentic

The Everyday Foodie

1. Is devoted to Extreme Eating and Taste Tripping

1. Is interested in exploring ingredients outside what

2. Is obsessed with obscurity

2. Is a follower of the latest food trends

Defining The New Healthy

The decline of natural

Natural has no clear definition

The inclusion of GMOs, high fructose corn syrup and

Since it is the attributes of natural that consumers are

Despite calling out all

Sign of things to come? The desire for increased transparency is

*SOURCE: Datamonitor 2013

The power of fat

Use Coconut Oil Instead

Trans Fat Free

Extra Virgin Olive Oil

Palm Oil Free

Save Endangered Species

Use Canola Oil Instead

Essential Fatty Acids

Conjugated Linoleic Acids

Grass Fed Butter

High Smoking Point

Diversity and Flavor

Swap Soy Oil for

Ideas in Food 2014 | 2013 The Hartman Group, Inc

The evolution of fats and oils for cooking

Cold-pressed Extra Virgin Olive Oil

Extra Virgin Olive Oil

Palm Oil / Leaf Lard

Pumpkin Seed Oil

Lard / Bacon Fat

Ideas in Food 2014 | 2013 The Hartman Group, Inc

Smarter snacking: nutrient density

Forward-leaning consumers are growing concerned over excess

WHAT: There is a sizeable shift away from traditional meals and

With that, consumers are looking to more natural, fresher,

WHY: Counting calories is becoming less important than the

As supplement usage plateaus, Health & Wellness consumers are