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Food Report 2015

Modern consumers enjoy cooking and aim to prepare healthy, tasty food. They’re interested in new food combinations, but also value grandma’s cooking skills such as preserving jams. These are some of the conclusions reached by the Food Report 2015. It identifies four different developments in the food sector – Hybrid Food, Soft Health, Food Pairing and Do It Yourself. These trends are shaping the eating culture and affecting our daily routines and the foodstuffs on offer on the store shelves, says author Hanni Rützler.

Hybrid Food

Hybrid Food is the mixing, blending and hybridising of foodstuffs. Kitchen traditions from all over the world are mingled and merged. Anything goes: fruit can be combined with vegetables, fish with meat, sweet things with salty ones, warm food with cold, Asiatic spices with European specialities. This also results in new branded products such as the ‘cronut’, a mixture of a croissant and a donut. Moreover, the boundaries between restaurants and supermarkets become blurred and the shopping experience is combined with eating out and cooking courses.

Soft Health

The awareness of a healthy diet has changed in recent years: Food should be healthy, but above all it should be tasty (Soft Health). Instead of prohibiting individual "unhealthy" products, the idea, according to Hanni Rützler, is to focus on a balanced menu with lots of fruit, vegetables and cereal products. The boom of vegan and vegetarian cooking is an outcome of this development which has generated some totally new products. One example is Valess, a meat substitute made of milk and natural plant fibres.

Food Pairing

The pairing of different foodstuffs and aromas is based on scientific taste analyses. One important result: the closer the match of key aromas, the better the foodstuffs go together in a prepared dish. An example of an ideal combination is a bitter-sweet dessert consisting of sorrel, pistachio nuts, green tea and basil.

Do It Yourself

Growing fruit and vegetables in your own garden, baking bread and making jam – more and more people set great store by homegrown and homemade foods. Consumers yearn for taste experiences free of additives and artificial aromas. They enjoy producing their own foodstuffs and see this as a counterpoint to the daily routine. The DIY trend can also be seen as a loss of trust in the food industry and the desire to be self-sufficient.


Source: Heike Kreutz, www.aid.de