The first week of January wouldn’t be complete without considering the predictions of what we’ll be eating and where we’ll be dining over the next 12 months.
Passions for food, and an appetite for new experiences, reached new levels in 2011 with the arrival of dozens of pop-up ventures, new restaurants and destinations, so how can trends keep emerging in a market where now almost anything goes as long as it tastes good? Ironically, it could be argued that the predictions drive the trends rather than the other way round. Take for instance the predicted trend for pickling. Would we really be rushing out to buy herring and vinegar, or vats of pickled walnuts at the farmers market, if we hadn’t been told that we would? It will inevitably become a trend, big or small, if the media says it will.
Had Noma not been named World’s Best Restaurant – originally a successful marketing initiative from Restaurant Magazine - two years running, it is unlikely the media would have paid any attention to Scandinavian cuisine. However, a 12-page feature on Nordic cuisine in this month’s Delicious magazine shows there’s no doubt the media believe in this trend.
Take sustainability in 2011 as the prime example. Hugh brought us the second instalment of Fish Fight on Channel 4 and we showed concern about the fish we were eating. But are consumers still concerned now or was it simply a trend that came and went alongside the media coverage?
We may well see a rise in demand in 2012 for salt beef, English veal meatballs and salted caramel but who’s to say it’ll consumer demand rather than the presence in the media?
Posted by Liz Lock