SUBSCRIBE

Breaking News on Supplements, Health & Nutrition - North America EU edition | APAC edition

News > Markets

Read more breaking news

 

 

Nutrition experts predict sustainability ‘most important’ trend for 2017

Post a comment

By Elizabeth Crawford

09-Jan-2017
Last updated on 09-Jan-2017 at 20:45 GMT2017-01-09T20:45:32Z

Source: iStock
Source: iStock

Sustainability wins another vote for the “most important” trend to watch in 2017, followed closely by plant-based protein, according to a small, but well-educated group of nutrition experts, surveyed by Ketchum’s Global Food and Beverage Practice and supported by Ketchum Global Research and Analytics.

Based on feedback from 114 nutrition professionals around the world, Ketchum says sustainability issues related to food will “take center stage” in 2017.

“The term ‘nutrition’ continues to be redefined from nutrients to sourcing, ingredients and how and where food is made,” Ketchum explains in the report released this month. As such, it says, 67% of survey respondents believe more consumers will look for locally sourced ingredients and 56% say organic will be more important in part  because they are perceived as more environmentally friendly.

The respondents also suggest interest in sustainable foods could lead to more zero-waste grocery stores, where shoppers bring reusable containers and bags and select the amount of food they need. In addition, survey respondents suggest food waste prevention at home, restaurants and retail will become more important.

Plant-based protein continues to reign

Plant- and insect-based protein, which is closely “hitched” to sustainability for many survey respondents, also will continue to increase in popularity in 2017, according to Ketchum.

It explains that nearly three-quarters of respondents expect plant-based proteins will continue to rise in popularity in 2017. In particular, 60% expect to see plant-based proteins from pulses escalate in the coming year, thanks in part to the United Nations declaring 2016 the Year of the Pulse.

“In many ways, pulses embody many of the trends identified throughout the survey – they can be sustainably cultivated, are nutrient-dense, plant-based protein and have functional health benefits,” the report notes.

Health concerns influence eating

Health concerns are another driver in plant-based protein, and they also play a role in Ketchum’s third and fourth predictions for 2017: growing awareness about the microbiome and demand for fast but healthy food.

“The microbiome, the interactive ecosystem of our gut, is a term consumers are getting to know, and the gut-brain axis (the biochemical signaling that takes place between the gastrointestinal tract and the central nervous system) is an area of research that most excites the global nutrition community,” Ketchum said.

Members of that community also think the microbiome will excite more consumers in the coming year. More than half of respondents predict increased consumer interests in prebiotics, fermented food and beverages rich in probiotics and low FODMAP products, according to the survey.

More broadly speaking, they also predict consumers will want healthier options in general at home and in fast casual outlets. This will playout as a sustained interest in meal delivery kits, according to 65% of respondents, and as a rise in Buddha and poke bowls, which are filled either with grains, pulses and veggies or sushi and rice, according to 60% of the respondents.

The smoothie and acai bowls, however, will not continue to grow in the coming year, they predict.

Spreading the word

Not all aspects of 2017 are positive for the nutrition experts surveyed. Rather, a significant challenge they predict will grow in 2017 will be fake food news and misguided nutrition guidance from bloggers and social media influencers who are not credentialed.

Nearly two-thirds predict the influence of food bloggers will increase in 2017, forcing the nutrition community to try harder to “break through the crowded social and digital platforms full of fake food news to deliver nutrition guidance that is both science-based and attention-grabbing,” the report concludes. 

Post a comment

Comment title *
Your comment *
Your name *
Your email *

We will not publish your email on the site

I agree to Terms and Conditions

These comments have not been moderated. You are encouraged to participate with comments that are relevant to our news stories. You should not post comments that are abusive, threatening, defamatory, misleading or invasive of privacy. For the full terms and conditions for commenting see clause 7 of our Terms and Conditions ‘Participating in Online Communities’. These terms may be updated from time to time, so please read them before posting a comment. Any comment that violates these terms may be removed in its entirety as we do not edit comments. If you wish to complain about a comment please use the "REPORT ABUSE" button or contact the editors.

Key Industry Events

 

Access all events listing

Our events, Shows & Conferences...