Looking to 2004 trends

The burgeoning low-carb trend - over 30 million Americans are taking their daily low -carb fix according to recent polls - has spread over the Atlantic and into the UK. Differing from the US, Mintel writes that low-carb dieters over there appear to be opting for regimes that are naturally low in carbohydrates, rather than buying special 'low-carb promoted' foods - an emerging force in the US.

'We will inevitably see more low-carb foods being introduced into key European markets, but recent negative media coverage is likely to limit future growth,'​ writes Mintel.

Rather than looking to the US, observers in Europe should perhaps consider an alternative trend that has developed in Australia, said the group.

Glycemic Index (or GI) labelling measures the effect that carbohydrates have on blood glucose levels, and has become commonplace there on a range of packaged products.

While some products in Europe have begun to carry prominent GI labelling, these are mostly specialised health foods. Mintel predicts that as the issue gets more coverage and awareness of it grows among health-conscious European consumers, we are likely to see 'GI' cropping up on more mainstream food and beverage packages.

Beauty Foods​ Collagen, ceramide, silk protein - all ingredients that we are used to seeing in skincare and haircare products, will increasingly be found in food, beverages and healthcare products, claims the report.

Japan has a sophisticated market for 'beauty foods', including biscuits, confectionery and beverages from major players. And while success on the Japanese market by no means guarantees success in the West, writes Mintel, this is one area that we think is likely to be popular over here as well.

Customised convenience​ 'Mass-market customisation' could be the next 'big thing' with food products - such as meal and soup kits - catering to the individual, rather than the mass. 'We expect to see developments in products that can be customised by the consumer - where a regular product can be easily adapted or enhanced at the point of preparation, rather than the consumer putting up with what comes straight out of the pack,'​ writes Mintel.

The market resesarch company predicts that all that is Greek will find favour with the consumer as the Olympic Games draws closer and food outlets - restaurants and bars - start to run Greek-themed evenings and weeks. 'This will rub off onto the retail trade,'​ predicts the report, suggesting that Greek food formulations could be a focussed move for 2004.

The ongoing issue of food allergies will swing into 2004 as the reported prevalence of food intolerance and food allergy creeps higher and higher.

'Foods for allergy and intolerance sufferers represent a niche but growing market,'​ writes Mintel. In the past they fell into the health shop domaine, but retailers and producers can expect to see plenty of scope for development in this area. A clear area to watch in 2004.

Moving to packaging, tipped for growth are more products in pouches, both for food and non-food - because they are convenient for both producers and consumers, especially for use on-the-go.

Launching a possible link up with the 'customisation' trend, Mintel​ claims that we are likely to see more products in dual-compartment packaging - food products on the market that have two elements to mix or combine.