Vox Pop

Mintel has reported a 35 per cent growth in sales of organic foods during 2001 (DW 10 January). What do you think will be the next eating fad, fuelling new ideas in retail and pack design, and why?

‘New Year’s resolutions. Who needs them? We will soon have had enough of organic food, health-conscious food, food that is boring to eat. We live in an absurd, unpredictable world where no-one has a guaranteed future beyond the next meal. I see a return to sensual eating, self-indulgence and buying and eating the best food available, as the idea of carpe diem becomes ever more entrenched.’

Martin Lee, Pathfinder, The Fourth Room

‘Organics reminded everyone of the old adage “you are what you eat”. The next eating trends are likely to continue along this vein, becoming more sophisticated and hopefully less worthy, focusing on holistic consumer health. We’re about to launch a range of products with The Food Doctor, which will be perfect for anyone who longs for a healthy diet, but hasn’t the time or the degree in food science to create it themselves. The new identity is purely typographic and the tone deliberately approachable and friendly.’

Beverley Churchill, Head of design, Tesco

‘Perhaps the next trend is not to have a new food trend. We are all far more aware of the quality and nutritional content of the food we eat. From all the food scares we are also well aware of the shortcomings of the quality and nutritional standards of many food products. The challenge for the multinationals will be to smarten up their act, or make way for better products made by companies with a real passion for the quality of what they do. Interesting new products will create intriguing design problems to solve, great creative opportunities that in turn will create a stimulating retail environment and a healthier population.’

Bruce Duckworth, Managing director, Turner


‘The growth in demand for processed foods will continue, alongside the growth in organic products, and, at the same time, the food market will become increasingly fragmented. Manufacturers that have previously concentrated on cutting out preparation time of consumers in the kitchen will now move on to removing the need for cooking altogether. Recent new product development, such as genuinely “instant coffee”, are the first (ominous) signs of things to come.’

Mike Horseman, Director, The Open Agency

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