Guest post from Maeve Webster, Senior Director -DATASSENTIAL
Fresh produce is playing a key role in changing the American menu and what consumers expect when they dine away from home. The great news for the produce industry is that there has been a fundamental shift - produce is no longer simply a steamed side that languished on the plate but rather an important (and often strategic) element in menu design and consumer messaging.
Both consumers and operators are behind the increased use of produce in foodservice. When surveyed in 2014 by DATASSENTIAL, 94% of consumers believe it’s important for restaurants to feature more fresh fruits and vegetables on the menu. Ninety-one percent (91%) of operators agree, and 40% at that time planned to increase their use of fruits and vegetables.
The most obvious reason for this shift is, of course, the health factor. Studies show that items with a larger amount of fresh fruits and veggies immediately enjoy a healthier perception than items without or with less. This is true even of indulgent items such as burgers, pizza, nachos and desserts. But the role of produce goes well beyond the better-for-you factor: Produce increases visual appeal, imparts a wide variety of textures, augments the perceived value of an item, and lends authenticity to items inspired by international cuisine. And while produce can lend authenticity, it can also create a comforting and familiar base thus allowing consumers to feel safer in experimentation with formats or ingredients that are unfamiliar.
So how does this translate into menu changes and what key trends have we seen emerge as a result?
- In 2014-2015, four of the top five fastest growing ingredients were produce - – kale (+75%), Brussel sprouts (+63%), celery root (+61%) and trumpet mushrooms (+57%).
- The bulk of the top growing ingredients from 2013 – 2014 were grains, fruits, nuts or vegetables, with only a few examples of protein and sauces cracking that list.
- American consumers can’t get enough of Chili peppers and new varieties from regions other than Central and South America are making an impact: ghost peppers from Bangladesh, shishito peppers from Japan, and both piquillo and padron peppers from Spain.
- The need for vegetarian meaty textured ingredients and the continued strength of interest in Asian cuisines has driven attention to mushrooms, from the high end truffle to the exotic black trumpet.
The increased interest in seasonal menus, dishes and flavor profiles has driven growth of root vegetable usage in the winter. These vegetables – from carrots and celery root to parsnips and beets – are being used in several other trends including pickling. Even mixologists are leveraging beets to create unique cocktails.
- Despite this vegetable growth, fruit menu penetration has fallen behind. The fastest growing fruit since 2010 include blood orange (+120%), yuzu (+108%), Meyer lemon (+107%), quince (+100%), and Asian pear (+93%).Unfortunately fruit continue to be relegated to traditional use in salads, desserts and beverages. This is an opportunity for fruit growers to expand the role of fruit on the menu with exciting innovations in unexpected dishes.
Produce will undoubtedly play a role in the morphing ofFoodservice in America in the next several years. Consumers will continue to demand – and operators will strive to satisfy the need for – more better-for-you (or, at the very least, guilt-less) options, more items inspired by ethnic cuisine, and menu items that are vibrant in visual appeal, texture and taste. The question now is not whether produce is important to foodservice, but rather how large can its role ultimately become?
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