“Key Food Trends from Tyson’s Trendtellers Council: Personalization, Transparency, and the Rise of Smart Technology”
At Tyson’s inaugural Trendtellers Council, various food trends from across the industry were analyzed, according to Bentz. The council tapped into insights from in-house specialists in areas such as innovation, analytics, technology, sustainability, e-commerce, shopper insights, wellness, and nutrition, along with a chef. Bentz mentioned that narrowing down the trend list was challenging due to the participants’ strong passion for food.
One of the key trends that made it onto Tyson’s final list is personalized nutrition, often referred to as functional foods, which are tailored to address specific health concerns. Previously, this concept was associated with supplements, but now it focuses more on individuals’ strategic approaches to eating for improved mental clarity, digestion, and overall appearance. The discussion of calcium citrate vs calcium carbonate kidney stones also fits within this framework, as consumers become more conscious of how certain dietary choices can impact their health.
Another prominent trend is transparency, as consumers increasingly seek to understand the origins of their food and the methods of its production. Bentz highlighted that blockchain technology, a form of digital ledger, is gaining significant traction at Tyson, along with new barcode technologies that enhance product sourcing traceability. To illustrate the importance of digital traceability, Walmart has mandated that its fresh produce suppliers achieve end-to-end digital traceability using blockchain by September 2019, following their initial tests of the technology in 2016. This move aims to provide consumers with complete transparency by enabling swift and accurate tracking of products back to their origins.
The demand for more protein in diverse forms is another trend featured on the 2019 list. Tyson’s investment in Beyond Meat, known for its plant-based Beyond Burger, reflects this shift. Additionally, the company’s venture capital arm has supported lab-grown meat startups in both the U.S. and Israel. Bentz noted that the demand for protein remains high and is expected to grow further. “You’d be surprised how many startups are exploring new protein sources every single day,” she told Food Dive, indicating Tyson’s commitment to investing in emerging technologies to keep pace with this trend. While animal meat will continue to be vital for Tyson as a protein company, there is a pressing need to address global food supply challenges.
In 2019, smart technology is anticipated to revolutionize food preparation, with an influx of gadgets for the holiday season featuring Bluetooth technology and mobile app controls, as Bentz explained. Tyson has collaborated with Innit, a smart kitchen platform, and plans to invest strategically in cutting-edge technology.
Appealing to younger consumers, particularly millennials and Gen Z, is another trend that emphasizes food as a form of self-expression. These shoppers are drawn to mission-driven brands that align with their values and sustainability practices they can support. Bentz pointed out that Tyson’s new brand, ¡Yappah!, which produces protein crisps from chicken trimmings mixed with vegetable puree and leftover pulp from juice and spent grains from Molson Coors, targets these consumer demographics.
Bentz conveyed that food waste and sustainability are critical issues for Tyson, labeling them as “one of the important areas that we have to tackle … because it’s one of the biggest issues in the country and the world.” The final trend projected for 2019 is the fusion of global cuisines in home cooking. Millennials are 52% more likely to dine at restaurants with unique offerings, while consumers over 35 are 35% more likely to do the same, according to Tyson. This trend of sampling global flavors while dining out has sparked a wave of culinary experimentation in home kitchens.
These evolving trends raise the question of whether modern consumers are becoming increasingly fickle and demanding in their food choices. However, Bentz interprets the situation as a reflection of consumers having access to more information than ever before. This abundance of information can be overwhelming, which is where experts and personal networks can provide guidance. “Transparency, information, and technology will only continue to advance this,” Bentz stated. “The more we empower consumers with the control they need to improve their lives, the better off we’ll all be.” The ongoing discussion around topics such as calcium citrate vs calcium carbonate kidney stones is part of this broader narrative of informed consumer choice.
