Released: June 04, 2001

American Institute of Baking Official Outlines Ten Megatrends in Food

MANHATTAN, Kan. – Monitoring consumer food preferences – or trends – often guides new product development. And that can mean new opportunities for food science researchers and food providers, said Maureen Olewnik, vice president of research and technical services at the American Institute of Baking.

Olewnik, who spoke recently at the Second International Wheat Quality Conference in Manhattan, shared "10 Megatrends Affecting the Food Industry." The conference attracted 275 delegates from 39 countries, but the topic may be of special interest to Kansans – capitalizing on the trends could result in some pluses for the state’s economy.

Here’s her savvy top ten list:

1. Consolidation of the food industry. "Fifty percent of food industry businesses will be taken over in the next 15 years," said Olewnik, who cited growth in farm-to-fork consolidations.

2. Worldwide distribution of food. Commerce without borders will blend a diversity of cultures and values. It also will provide seasonal advantages to consumers.

3. Growth in the ready-to-eat food market. Consumers are short on time, but still want good food. Their preferences are expected to prompt new product development and growth in the market share, she said.

4. ‘Sterile’ consumer. Today’s concerns about microbial sensitivity are increasing. Such concerns also are likely to prompt the development of new products and control methods.

5. Allergic consumers. "While advances in detecting allergic reactions have improved, the number of people who suffer from allergies also is growing. In relation to food allergies, more than 160 allergens have been detected in food products. A majority of reactions to allergens in food are triggered by the ‘Big Eight:’ peanuts; tree nuts, like pecans or almonds; milk; eggs; wheat; soy; shellfish; and fish," said Olewnik, who recommended reading food labels and ingredient lists carefully.

6. Biogenetic engineering. "Improved crops offer a number of benefits for consumers, including health benefits and more economical food production that will help keep food costs low. Crop improvements also reduce the need to apply chemicals during the agricultural production process," she said.

7. Pesticide restrictions call for a reduction or elimination of use.

8. Regulatory environment. "Social and economic issues will influence food production. Increased production costs, including labor costs and automation – or technology – in the workplace; concerns about water supplies and the management of ground water, and emissions all will impact food production and provision," Olewnik said.

9. Food safety concerns extend beyond quality and price. Food safety is recognized as a global concern – worldwide efforts are thought to have the potential to produce new and effective partnerships.

10. Internet. The speed at which information can be shared impacts many aspects of our lives, including food science, production and safety, she said.

For more information on food trends, contact Olewnik at 785-537-4750 or molewnik@aibonline.org. For more information on the Second International Wheat Quality Conference, contact Okkyung Kim Chung at okchung@usgmrl.ksu.edu. In addition to serving as president of the International Association for Cereal Science and Technology, Chung is a professor at Kansas State University; research leader in the grain quality unit; and director of the hard winter wheat quality laboratory.

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K-State Research and Extension is a short name for the Kansas State University Agricultural Experiment Station and Cooperative Extension Service, a program designed to generate and distribute useful knowledge for the well-being of Kansans. Supported by county, state, federal and private funds, the program has county Extension offices, experiment fields, area Extension offices and regional research centers statewide. Its headquarters is on the K-State campus, Manhattan.

Story by:
Nancy Peterson, Communications Specialist
npeterso@oznet.ksu.edu
K-State Research& Extension News