Food-trend predictions are like the weather: No one expects meteorologists to be right all the time. Still, a few common themes for the produce retail industry emerged from studying more than a dozen food and retail trends lists for 2022. Let’s jump right in. And if we're wrong, feel free to send us a laughing emoji in 2023.
#1 Branded produce
This is a biggie. We're hearing and seeing this trend all over the place, from our own interviews and polls of industry members, to all those trend lists created by experts at companies such as Instacart grocery delivery service, FoodMix marketing agency and the Specialty Foods Association.
Consumers trust branded produce more, and the brand is poised to share its story, which is important with the other trends.
Apples did it. And grapes are on their way already. This kind of change takes a while, as breeding programs can’t produce new mass-market varieties overnight.
“Grape varietals are going crazy. There are retailers selling grapes by variety, and growers are focusing more on proprietary, or club, varieties of grapes,” Mimmo Franzone of Longo’s said. Franzone is the senior director of produce, floral and merchandising services at the Vaughan, Ontario-based grocery retailer.
FoodMix research showed that 68% of consumers were willing to pay a premium for their preferred branded produce, FoodMix CEO Dan O’Connell said. “That’s pretty remarkable,” he said. “They’re willing to pay more for brands.”
But unlike other categories, there aren’t any big numbers behind produce brands, besides big legacy brands such as Sunkist, Dole and Del Monte. It’s an opportunity for growth that companies are recognizing as we dig into 2022. There’s an interest, willingness to pay more and a halo around branded produce. Consumers trust their preferred produce brands to be fresher, safer and of higher quality than nonbranded.
#2 Sustainable practices (and effective sharing about it)
The key to the sustainability movement is not just for companies to make these changes. Companies need to effectively share about it to consumers. And it can’t be lip service. Consumers have wised up to “sustainability washing.” While they want the story of how a company or brand is working toward improving their practices to better sustain the life of the planet and its people, they also want to know how it’s going to benefit them. That means health and environmental benefits, supporting local economy and social responsibility.
In a Fairtrade America 2021 survey, 73% of Fairtrade shoppers were willing to pay more for a product to ensure farmers and producers were paid a fair price.
#3 The influence of social media
About 44% of Americans tried making a social media food trend in 2021, according to a December Instacart survey among more than 2,000 U.S. adults. And 36% of those surveyed said social media has changed how they approach cooking at home.
Demand skyrocketed for tomatoes, berries and other ingredients found in Baked Feta Pasta (106%) and Nature’s Cereal (94%), the week after those recipes went viral on TikTok and Instagram.
Not surprisingly, the numbers are much higher for younger shoppers. Almost three quarters of Gen Z’ers, ages 18-24, and millennials, ages 25-40, tried making a social media food trend in 2021, compared to 35% of Gen X’ers, ages 41-56, and 24% of boomers, ages 57-75.
Many retailers know this and are finding ways to capitalize on the influence social media has on shoppers. On Jan. 10, West Des Moines, Iowa-based Hy-Vee sent a blog post, “13 TikTok-Inspired Recipes,” including shoppable links to the ingredients each recipe requires.
#4 Mushrooms
Mushrooms are … mushrooming. It’s been an ongoing trend the last few years, and we expect it to continue through 2022. The fungus features the trend trifecta: eating to improve immune health, plant-based eating and sustainability.
The New York Times and Specialty Food Association are two big organizations to call out how this foodie-favorited fungus is blooming in popularity.
Bonus: QR Codes
American consumers didn’t take too well to QR codes a few years ago, but two things changed that reluctance.
First, QR codes are easier now. Smartphone users no longer have to download a QR code app. The cameras in phones now have a built-in QR code-detecting feature that requires a lot less know-how.
Secondly, the pandemic happened, and restaurants started placing QR codes on dining tables for contactless menu-browsing and ordering. Retail brands are using QR codes on packaging to share farmer and sustainability stories, plus recipes, contests and food-preparation tips.
We’ve finally all caught on, and pandemic or not, it looks like “QR codes aren’t going anywhere,” Franzone said.
- Related news: Listen to Episode 68 of the Tip of the Iceberg Podcast for a deep dive into four produce industry trends for 2022, explained by FoodMix Marketing Communications CEO Dan O’Connell.