The reality of the economic crisis will provoke US market trends for the benefit of both consumers and the environment, according to a new report published by the Fresh Ideas Group (FIG).
A new sense of pragmatism will shape purchasing habits during 2010, FIG said, with many set to positively affect the produce industry.
In 2010, eating for health will take priority, according to FIG, with consumers seeking ‘health assurance’ solutions as the national healthcare reform remains undefined.
In addition, organic demand will remain strong, especially for produce (such as fresh greens and berries), dairy and kids’ food, with more organic options featuring on school cafeteria menus, college dining halls and convenience stores.
Consumers will also be looking to the past for comfort and savings, FIG said, by rediscovering their home kitchen and focusing more on traditional recipes which require common ingredients.
As a result, the agency predicts a revival of lower cost staple items such as potatoes, carrots, bulk bin items, private label brands, baking staples, and budget meat cuts.
And as we look to live more within our means, FIG predicts that shoppers will reevaluate their spending and core values.
“The idea of ‘value’ will not merely be relevant for price,” the agency said. “Value will also address what’s weighing on consumer’s minds. Fairly traded? Made in China? Food miles? Carbon imprint? High fructose corn syrup? Safe from E Coli? Consumers are no longer just shopping, they’re voting for change.”
A natural by-product of this new pragmatism will be the benefits for the environment.
“As people trade in cars for scooters or bicycle commuting, emissions also get the boot,” FIG said. “Consuming less means less packaging, less product transport and less trash. With increased gardening and cooking, these new home stewards will learn to compost, the next revolution to recycling.”
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