Trends forecasting, if done well, is neither opinion nor guesswork. That's the mantra of Suzy Badaracco, president of Culinary Tides Inc. (www.culinarytides.com), Portland, Ore. Done correctly, it is based on predictive analysis and allows forecasting to move from art to science.
Her latest report, "Top 10 Trends Analysis — Shifting Sands 2012," is a cross-analysis of 143 trend reports across government, technology, health, consumer, travel, beverage and food & flavor trends — all relating to or influencing the food industry. It offers a three dimensional look at not only which trends have the best chance to move forward in 2012 through early 2013, but it examines their origins and why they are standouts against the fabric of what Badaracco calls chaos in white space.
Multiply those 143 trend reports by a top 10 each and she starts with 1,430 predictions published by respected prognosticators in those seven categories. Then she looks for repetition and common threads. Ultimately this is a quantitative assessment of trends agreed upon unknowingly by different observers in different markets.
Some are short lived, others exhibit a longer lifecycle. Many are holdovers from previous years but remain strong in 2012, while some are new to the food world. Trends are broken down by macro and micro categories, establishing their strengths and links to other trends. Gap analysis identifies missing trends from the lists considered critical by Badaracco.
"Forecasters this year were braver, more confident and bold, and that's where consumers are too," she says. "But some predicted that everything was going backwards, more conservative, back to comfort food. Last year was kind of a free-for-all, compared to this year when a good number of them said, 'Let's put the brakes on and hold back a bit.'
"More predictions were incorporated in the report, but there was a wilder swing, presenting more opportunities for manufacturers," she says. "It's not American comfort food; there's no macaroni and cheese. What's coming is more global comfort food, say from a particular island in Thailand. A wider swing gives a manufacturer more room to play. If your company makes family-oriented comfort food, you play at one end of the spectrum. If more at the edge, you can play at the opposite end of the report."
The government and technology lists tend to focus on health, which encompasses health issues important to aging baby boomers and performance issues for younger generations, as well as food safety issues. The travel trends remain extreme, indicating continued confidence.
Food and Flavors cuts a wider path with more extreme offerings. Overall trends indicate consumers and food continue to move toward experimentation. There is strong evidence we are moving out of the economic crisis both emotionally and behaviorally.
Food and Flavors, Consumer, Travel and Beverage sections all note more extreme behaviors and activities: risk taking, playfulness, courage and vulnerability. Swings in behavior and desire in all sections are simultaneously wider, more unfocused, actually a normal transition when coming out of recession and into recovery, and therefore a good sign that the consumer's mood is improving.