Global consumers are passionate about health like never before. They’ve become vigorous about looking and feeling good, convinced that food and beverages can be tools for boosting quality of life. From Scandinavian women eating yogurt to boost digestion to Japanese businessmen snacking on mood-sharpening GABA chocolates to stay at the top of their game, health and wellness has a deliciously edible dimension. Consumers abroad are eating and drinking their way to a brighter future.

But what about U.S. consumers? Will we buy into this new world of beauty chocolates and smart waters the way they have with energy drinks? You bet we will! Even with the health and wellness market just emerging, the average American spends $90 a year on functional foods and beverages, for a total of more than $27 billion in 2007. Look at what’s happened with antioxidants, the best-known health and wellness functionals in the U.S., showing all the signs of a Stage 5 trend.

In Emerging Global Health and Wellness Trends: Culinary Trend Mapping Report, we explore a number of emerging health and wellness trends in this report, key areas we think will prepare CPG manufacturers and foodservice operators for the mainstream blockbusters to come:

• the exciting proliferation of digestive health and immunity products
• a new awareness about using foods and beverages to influence mood and fight memory loss
• the new fill-you-up foods (satiety foods) that can help you stave off cravings and keep off weight..
• edible wrinkle resistors and the early-stage concept of nutrition by color, a trend we call “huetrition.”

Emerging Global Health and Wellness Trends: Culinary Trend Mapping Report, examines the ingredients, cooking styles and ethnic influences that the Center for Culinary Development (CCD) has identified as about to hit, or have established themselves, in the U.S.

Key Strategies

• Where these foods and ingredients are appearing along the trend map
• How new uses and applications of these foods and ingredients may suggest a food or drink that will grow into the next big thing.
• Actual menu items where these emerging health and wellness trends are appearing
• Applications for the packaged foods/retail side of the business
• New product and menu-item introductions inspired by emerging health and wellness trends
• CCD translation tips - how to turn these trends into actionable menu, product and retail developments
• Future impact of global health and wellness trends on the industry

Market Assessment: Consumers, Professionals, Business
Strategic Implications: What are, in CCD’s words, the “strategic levers” food marketers, foodservice operators and food retailers should pull to identify opportunities for new product development based on emerging health and wellness trends? Kimberly Egan, CCD’s managing partner, invites us to consider how packaged goods manufacturers and restaurant operators can integrate these emerging health and wellness trends into menu items and off the shelf products for health-conscious consumers.

With extensive profiles of each ingredient/food emerging within the five stages of the trend map, this emerging global health and wellness trends issue of the Culinary Trend Mapping Report provides you with the most up-to-date, insider’s look at what’s hot and what’s not in the world of food. Top food marketers rely on trend mapping to keep them on the pulse of what’s happening and what’s about to happen as far as consumer tastes are concerned.

• • • The Culinary Trend Mapping Report is an indispensable tool for those whose job it is to stay abreast of what's hot - or what will be - in the food world!

Using the Center for Culinary Development’s (CCD) signature Trend Mapping technique, a validated method identifying which culinary trends are “gaining traction” and which are simply flashes in the pan, each report concentrates on a theme, or trend, that is affecting the food industry, and then looks at the emerging and established ingredients, cooking styles and products along the Trend Map that are driving this theme.

Each report is a 75+ page journal packed with trends, data, strategies and insights on the food industry that simply aren't available anywhere else.

Each Issue of the Culinary Trends Mapping Report

• Identifies the maturity level of foods and ingredients according to CCD’s unique, proprietary 5-stage trend mapping process.
• Concentrates on a theme that is affecting the food industry, and then looks at the emerging and established trends along the Trend Map that affect—or are affected by—this theme.
• Delves into these trends and what they mean for you and the manufacturing, retailing, and foodservice industries.
• Gives strategic insight into how consumers are thinking of and reacting to new foods and ingredients.
• Provides business know-how regarding opportunities, challenges, and ways to implement current trends into foodservice, retail, and packaged goods operations.
• Presents a feature interview with a member chef from CCD’s exclusive 80+ member Chefs’ Council® that offers expert analysis and his or her perspective on a specific trend.

Additional features include:

• Menu Tracking: Menu mentions of our featured Trend Map items. Within the trend profiles, we will offer a summary of how often the trend has appeared on menus in restaurants ranging from 75 white tablecloth restaurants to the top 200 chains.
• Trend Dishes: Actual descriptions of all dishes for top restaurant chains for each of the trends appear in the report Appendices to provide a comprehensive overview of how the trends are being served.
• Industry Veterans Speak: Points of view from an industry perspective on what each trend means—whether positive or negative—to the food industry at large, including consumers, professionals and businesses.

Trend Mapping
Trend Mapping is guided by the premise that major food trends pass through five distinct stages on their way to the mainstream:

• Stage 1: The ingredient, dish and/or cooking technique appears at upscale dining establishments, ethnic and popular independent restaurants.
• Stage 2: The item is featured in specialty consumer-oriented food magazines, such as Gourmet and Bon Appetit plus retail stores such as Sur La Table that target culinary professionals and serious home cooks.
• Stage 3: The item begins to appear in mainstream chain restaurants -- Applebee's or Chili's -- as well as retail stores such as Williams-Sonoma that target recreational cooks.
• Stage 4: Publications such as Family Circle and Better Homes and Gardens pick up the buzz.
• Stage 5: Finally, the trend makes its way to quick service restaurant menus and is either starting to appear or is having increased presence on grocery store shelves.

Availability
Published bimonthly, the Culinary Trend Mapping Report is available for purchase as a single issue or a six-issue subscription.

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