We caught up with Maeve Webster of Menu Matters now a few months past her preso at MUFSO on “Reaching a Changed Consumer” to see what she sees coming in the months ahead into 2021 with consumers, sustainability and wellness.
Q: What do you see happening with consumers and sustainability in 2021?
A: There are lots of factors converging that will have sustainability in food in the forefront for consumers, building slowly but reaching a high pitch by the middle of next year. The administration coming into the White House will have climate change on the agenda for starters, and particularly once COVID vaccines and distribution have been established. Add to that all the images of food waste, of nature’s recovery when humans went into lockdown, and there are just so many things about the planet and the food system that we can’t now un-see. We learned things about our broken food supply chains that will now be taken seriously that never would have been on consumers’ radar a year ago.
Even with single use plastics, which are seemingly everywhere today – there’s a sense of “we know this is bad, but we have to do it for safety!” Expect innovation in sustainable packaging for takeout in a serious way. Off-premise isn’t going away, and the need to have high-functioning products that are better on the environment has R&D humming.
Q: Looking at wellness, where’s a smart place to focus for menu R&D?
A: Consumers are so focused on wellness right now, and are very much in a “what is my food doing for me” mindset. They’re thinking about foods and ingredients as having functional and specific benefits. And while they’re hearing about buzzy things like pitaya, sea buckthorn, ashwaganda and koji, there are lots of everyday, seasonal ingredients that are probably already in the stockroom that are recognized as helpful and healthy, especially in combination. And you don’t need to blow up your SKUs with esoteric ingredients to lean into this.
Q: What are some examples?
A: For example, grassfed beef or lamb for iron and zinc along with dark greens, citrus and garlic. Pre- and pro-biotics are fertile ground too, along with all manner of spices – yes turmeric but also cinnamon, ginger and chilies. When these ingredients also have an element of sustainability and “good for me, good for the planet” to them, that’s a double win. (Looking at you Aussie Beef & Lamb!) A key element with these is that you don’t have to educate the guest about why they’re good choices, it’s already built into the proposition.