A presentation on trends in the world of food by Nusara Chinnaphasaen, VP/Senior Brand Planner at C-K/New York.

1.
2012
Culinary Trends
Cooked & Served by C-K
Any
and
all
ideas,
concepts
and/or
strategies,
including
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or
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descrip6ons
which
are
part
of
this
presenta6on
are
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sole
property
of
Cramer-­‐Krasselt
and
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not
be
used
without
the
express
wri?en
authoriza6on
of
Cramer-­‐Krasselt.
©
2012
Cramer-­‐Krasselt

2. This year’s culinary trends stem
from our unpredictable, ever-
changing world.
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3. Welcome to our topsy-turvy world.
3

4. Big
power
in
Junior
Gender
role
Amateur
is
the
new
the
hands
of
the
is
dynamics
Professional
“Small”
Senior
shiH
rapidly

5. This topsy-turvy world allows for more creativity and
experimentation. Today’s environment sometimes
requires food companies to turn their perspective upside
down…casual can be luxury and big can be small.
5

6. Toda y’s Menu
10 Emerging
Culinary Trends
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7. 1. Food Glue
A
desire
for
more
connec6on
has
mo6vated
people
to
create
in6mate
food
experiences
at
home
versus
ea6ng
out.
Why Now?
• Backlash
against
the
superficiality
of
social
media
“friendships”
• Cooking
skills
showdown
Examples:
• Kinfolk
magazine
• Apples
&
Onions
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8. 2. Straight to the Source
The
word
“professional”
has
been
redefined.
More
and
more
people
opt
to
learn
and
explore
real
ethnic
cuisine
from
na6ves
rather
than
professional
chefs.
Why Now?
• Authen6city
is
greatly
valued
• One-­‐of-a-kind
experiences
vs.
standardized
ones
• Anti-corporate
Examples:
• Culture
Kitchen
• Gidsy
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9. 3. New Twist on the Old Farm
The
culinary
world
aims
to
shed
new
light
on
farming
by
expanding
the
“field”
and
integra6ng
produce
grown
in
unexpected
ways.
Why Now?
• Evolu6on
of
the
“farming”
trend
• Local
farmers
as
the
new
food
heroes
• Locavores
have
become
more
mainstream
• Going
back
to
the
roots
Examples:
• Urban
foraging
• Edible
flowers
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10. 4. Food Curating
Both
chefs
and
diners
are
taking
the
reigns
in
the
food
world
by
cura6ng
their
food
just
the
way
they
want
to
serve
or
eat
it.
Why Now?
• The
ba?le
for
control
in
a
more
unpredictable
world
Examples:
• Torrisi
Italian
Special6es
“There
are
no
menu
subs6tu6ons
available
for
vegetarians,
children
or
dietary
restric6ons."
• STK
Steakhouse
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11. 5. The United States of Food –
Classic Deconstructed
Indigenous
cuisines
are
being
rediscovered,
reimagined
and
reborn.
Not
only
have
Americans
started
to
rediscover
familiar
tradi6onal
dishes,
but
they
have
also
reinvented
the
classics
to
expand
“comfort”
on
our
plates.
Why Now?
• Recession
enhances
na6onalism
• Protec6on
of
the
quintessen6ally
American
Examples:
• America
Eats
Tavern
• Increased
popularity
of
Southern
food
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12. 6. Freaky Friday (For Food)
“Adult
food”
and
“kid
food”
are
gedng
reversed.
Why Now?
• Use
of
healthier
“adult
food”
to
ba?le
childhood
obesity
• “Foodie
na6on”
trickles
down
to
kids
For
Kids
For
Adults
• Nostalgia
for
comfort
fare
takes
hold
of
adults
Examples:
• “Babycinos”
• KraH’s
Adult
PB&J,
Macaroni
&
Cheese
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13. 7. The Sound of Food
Food
has
always
sparked
our
sense
of
taste,
smell,
sight
and
touch.
Now
everyone
from
chefs
to
bloggers
has
added
sound
to
the
mix.
Why Now?
• A
desire
for
full-on
sensory
experiences
• Gradua6on
from
food
visuals
to
food
sound
Examples:
• The
Recipe
Project
• “For
New
York
chefs
like
Eddie
Huang
of
BaoHaus,
one
of
the
most
crucial
ingredients
in
the
kitchen
is
audible,
not
edible.”
–
The
New
York
Times
13

14. The
Hav
8. Food as a Battlefield es
Food
has
now
divided
social
groups
more
than
ever.
• The
haves
vs.
the
have-­‐nots
• “Liberal”
vs.
“conserva6ve”
vs.
“independent”
chefs
• Foodie
vs.
an6-foodie
Why Now?
• Food
as
a
status
symbol
Greater
economic
inequality
The
Ha
• ve-­‐
Nots
Examples:
• Paula
Deen
vs.
Anthony
Bourdain
• There
are
21
million
students
qualifying
for
free
or
low-­‐cost
school
lunches
(up
from
18
million
in
2007)
-­‐
USDA
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15. 9. Waste Not
There
is
an
increased
desire
to
fight
food
waste
for
both
financial
and
ethical
reasons—from
environmentally
friendly
packaging
to
“tongue-to-
tail”
cuisine.
Why Now?
• Social
responsibility
trumps
consumerism
• Frugality
is
in
• Con6nuing
to
push
our
palates
Examples:
• “The
Big
Waste”
TV
show
• Takashi
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16. 10. Big Goes Little
Big
food
companies
and
retailers
are
trying
to
shed
their
corporate
image
to
appear
“small.”
Why Now?
• Occupy
Wall
Street
movement
• Roo6ng
for
an
underdog
• “Small”
connotes
be?er
quality
• The
exposure
of
mass
agriculture
Examples:
• Chipotle
Cul6vate
Founda6on,
“Back
to
the
Start”
Film
• Domino’s
Pizza
“Oh
yes
we
did”
campaign

17. For more information, contact C-K’s Agency PR team:
Kristin Fletcher / kfletcher@c-k.com or
Becky Johns / bjohns@c-k.com.
You can also follow C-K on:
Facebook(www.facebook.com/cramerkrasselt) or
Twitter (www.twitter.com/cramerkrasselt).
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