Mobile Living and Social Technology to Shape America's Food Culture in 2013

MSLGROUP Spots 10 Trends to Watch

Dec 20, 2012, 16:12 ET from MSLGROUP North America

SEATTLE, Dec. 20, 2012 /PRNewswire/ -- As American lifestyles becomes ever more mobile, foods will go along for the ride, according to industry experts on the Food & Beverage Specialty Team of MSLGROUP North America.  In an annual list of 10 top food predictions, the MSLGROUP food experts expect that favorite foods will be made handy, portioned and personalized to mobile life in North America. 

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"Products like single-serve coffee pods, one-liter boxed wine and high-protein snack packs will come on stronger to add more portability and accommodate our snacking mania," said Steve Bryant, Director, Food & Beverage, MSLGROUP North America. "In many cases, these innovations will also prove more sustainable, thanks to less food spoilage and lower energy demands for transportation."

Experts on MSLGROUP North America's specialized food PR and marketing team watch trends, follow industry research, and counsel America's food industry from farm to fork. They also lead the industry in tracking how social media influences food and beverage choices. 

According to Joy Blakeslee, the Registered Dietitian who directs the MSLGROUP North America Culinary & Nutrition Center, the agency's Clicks & Cravings study earlier this year showed just how dramatically social media is shifting the food landscape.  "We see social media as a food trend accelerator, permitting new foods and food ideas or issues to be quickly popularized," said Blakeslee.

MSLGROUP's Top 10 Food Trend Predictions for 2013 are:

1)   Coffee: Stronger Than Ever.  As the #1 source of antioxidants in the U.S. diet, coffee is still buzz-worthy.  Coffee is noteworthy for a wealth of recent positive health research, near ubiquitous demographic appeal, and greater than 100% recent growth in the single-serve coffee category.

2)   Trendy Preservation.  Cured, brined, pickled and fermented items are popping up on restaurant menus and in upscale groceries. Look for Korean kimchi, brined Moroccan lemons, citrus cured Peruvian ceviche, and pickled Mexican carrots. Turns out "fresh" isn't the "be all, end all." Can a revival of frozen foods be far behind?

3)   Stealthy Healthy.   Food scientists and chefs are stirring up palate pleasing salt alternatives, healthier types of fats and new natural no-calorie sweeteners like monk fruit. These ingredients will create better-for-you packaged foods that taste-sensitive consumers won't even notice.

4)   Wine-In-A-Box Gone Wild.  Boxed wine offers savings thanks to lower shipping costs, and it eliminates the risk of oxidation found in "corked" wine.  Expect higher quality wine producers to join the pack and single-serve options to multiply in order to cater to Millennials and the vast solo household market.

5)   Fantasy Food Sharing.  "Here, have a bite" once meant sharing food.  Now we're sharing bytes by the billions as food photo sharing skyrockets on social media sites like Pinterest (where food pins trump all other categories), Taste Spotting and Food Gawker. The "connected table" trend of 2012 continues to grow in 2013.

6)   No-Facts-Barred Food Labeling.  Food and politics will continue to collide as consumers advocate for right-to-know food labeling transparency and ingredient disclosure around issues such as biotechnology and origin.

7)   Protein on the Go.  With snacks now accounting for half of all meal occasions, look for an explosion of protein-fortified bars, beverages and salty snacks (such as bean chips). Next up: High-protein products specially formulated for men and women.

8)   Bitter Flavors.  Bitterness adds balance, complexity and sophistication to foods and beverages. It's a grown-up taste that's often a mark of antioxidants. Find it naturally present in whole foods such as endive and salad greens or in beverages such as coffee, cocktail bitters or liquors. A bellwether: Sales of famously bitter Campari liquor are already up by 16 percent since last year!

9)   Off with the White Table Cloth!  The casualization of dining will expand as gourmet street food and food truck fare influence sit-down dining menus. People want more casual experiences, even at higher price points.

10) Coconut Crazy.   Work-out junkies love the natural electrolytes found in coconut water, while dairy avoiders are taking to creamy coconut milk beverages. Natural foods retailers are now even stocking up on coconut oil -- it's highly saturated but proponents claim it somehow "burns fat."  And that's why we call it a craze.

About MSLGROUP North America: Food & Beverage

A category leader, the Food & Beverage team of MSLGROUP North America is devoted to creating economic value for the nation's food and beverage industry. It houses our Culinary & Nutrition Center and operates in offices throughout North America representing leading food and beverage brands.


MSLGROUP is Publicis Groupe's strategic communications and engagement group, advisors in all aspects of communication strategy: from consumer PR to financial communications, from public affairs to reputation management and from crisis communications to event management. With more than 3,700 people, its offices span 22 countries. Adding affiliates and partners into the equation, MSLGROUP's reach increases to 4,000 employees in 83 countries. Today the largest PR network in EMEA, Greater China and India, the group offers strategic planning and counsel, insight-guided thinking and big, compelling ideas – followed by thorough execution. Learn more about us at:  +  + Twitter + YouTube.

About Publicis Groupe

Publicis Groupe [Euronext Paris FR0000130577, part of the CAC 40 index] is the third largest communications group in the world, offering the full range of services and skills: digital and traditional advertising, public affairs and events, media buying and specialized communication. Its major networks are Leo Burnett, MSLGROUP, PHCG (Publicis Healthcare Communications Group), Publicis Worldwide, Rosetta and Saatchi & Saatchi. VivaKi, the Groupe's media and digital accelerator, includes Digitas, Razorfish, Starcom MediaVest Group and ZenithOptimedia. Present in 104 countries, the Groupe employs 56,000 professionals. | Twitter:@PublicisGroupe | Facebook:

According to Joy Blakeslee, RD, Director, MSLGROUP North America Culinary & Nutrition Center, social media is a food trend accelerator, permitting new foods and food ideas or issues to be quickly popularized.

Steve Bryant, Director, Food and Beverage, MSLGROUP North America

With more than 100 awards to his name, Steve Bryant is a legend in food communications. His three decades of experience are full of notable achievements from the launch of Jared Fogel for Subway to popularizing the veggie burger. Steve is also a crisis authority in the category, having helped manage the Diet Pepsi syringe crisis among others.  

Joy Blakeslee, RD, Director, MSLGROUP North America Culinary & Nutrition Center

A registered dietitian and food and culinary expert with 17 years of experience, Joy directs the Publicis Culinary and Nutrition Center and stays abreast of nutrition and food trends, develops nutrition communication pieces, videos and educational programs (both on-site and online) for the health professional audience. Joy also develops simple, delicious and nutritious recipes, highlighting clients' ingredients.


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