We’re halfway through 2021, and while we’ve already seen some food trends come and go and some that are here to stay as a result of COVID (i.e. to-go alcohol drinks from restaurants), there are still a few more lingering trends that we expect to see take shape later this year. 

During our 2021 Food & Floral Trends Marketing Matters webinar in January, we aimed to educate fresh produce professionals on the food trends predicted for 2021 and share how marketers can capitalize on them to grow their brands. In a previous CORE post we summarized this and rounded-up the food trends to expect in 2021 – now we’re back to reveal which are still to come this year.

Food Trends You’re Still Going To See In 2021

Trend: Benefits-Based Marketing

The first trend we’re still seeing take off this year and continuing to rise is “benefits based marketing.” If you aren’t familiar with the term, it essentially just means marketing the “benefit” rather than the “feature.” In a year when consumers are craving immune-boosting and healthy foods, fresh produce marketers have a layup for reaching their audience. 

Some of the “benefits based marketing trends” we’re seeing are promoting: 

• Food for Sleep – With all the stress and anxiety brought on by a pandemic, a new market has opened up for foods and drinks that promote sleep and relaxation. 
• Mood Boosters – What features does your product have that can boost people’s moods? 
• De-stressing in a healthy way – De-stressing is also remarkably beneficial for our immune health and something we could all use a dose of! 
• Well-Being – How can your product promote consumers’ well being? This trend makes me grateful we work in the type of industry we do. We get to promote the health benefits of our products without stretching to fit into a specific trend.

What this means for your marketing:

Use this trend to help you rethink how you position and share information about the benefit differentiators of your products. For example, Ocean Mist Farms has done a great job of this by highlighting what eating an artichoke can do for you rather than what is inside of an artichoke. For example, understanding consumers tend to care more about what the product does for them rather than what it actually is.  Ocean Mist claims “Artichokes Help You Sleep” rather than “Artichokes Contain Magnesium” to grab consumers attention. 

Trend: Spicing it up!

With consumers continuing to spend more time in their kitchen, Americans have become more adventurous with home cooking by introducing exotic flavors and spices. 

• There was a 725% increase in Piri Piri sauce sales
  • Piri-Piri (a Swahili word that means “pepper-pepper”) chilis are very hard to come by here in the states, so after some extensive research we found that the closest chili to match the flavor and heat is the piquín pepper. If you like a hot seasoning with great flavor, this one’s for you!
• Lao Gan Ma Chili Sauce sales saw a 227% increase in 2020. Lao Gan Ma (Old Godmother) is the most popular brand of chili sauce in China.

What this means for your marketing:

This is a great opportunity to tap into influencer marketing. By partnering with diverse influencers you’re not only reaching a new audience, you’re also incorporating some of their culture into your traditional recipes with new flavors and taste profiles.

Trend: Mushrooms, Mushrooms, Mushrooms!

Mushrooms are also having their time in the sun right now. The Today Show, The Packer, Kroger and others have called 2021 The Year of Mushrooms! The Mushroom Council noted that consumers are buying mushrooms at a record pace. In fact, according to grocery data, “mushrooms have been in the top three produce items realizing the highest sales compared to the same period the previous year.”

Between all the new plant-based and flexitarian diets on the rise and consumers caring more and more about products that are good for the environment. Mushrooms have become the answer! 

What this means for your marketing:

Even if you don’t grow or sell mushrooms, this trend can still apply to you! Try incorporating more mushrooms into your recipes or social content as a compliment to your product while consumers are on the hunt.  

Consumer Behavior Trends to Continue to Watch for in 2021

Consumer behaviors changed as result of 2020 and our February “Consumer Shopping Behaviors” Marketing Matters webinar dove into this topic more in-depth.

Trend: Goodbye Michelin, Hello Kitchen!

Another great trend our industry can capitalize on is to promote more elaborate meals at home. Because people are continuing to eat out less, home cooks are looking to recreate the restaurant experience at home. Chef-inspired meals, food plating techniques and garnishes have all been trending searches on Pinterest this past year.

Throughout 2020, we helped Pure Flavor coordinate influencer recipe development. Over the span of the year, we assisted in the shift from “20 minute dinner” pasta recipes to more complex dishes, like swordfish. 

What this means for your marketing:

Brands don’t have to play it safe with recipe content anymore! We’re used to touting “5 minute recipes” or “Quick and Easy” meals, but with more time on our hands, and less dining out, people are looking to create more elaborate meals in their own kitchen. It’s time to let your recipe developer or influencer loose to broaden the content for your audiences throughout the rest of 2021.

2021 Grocery Store Trends Still To Come