HUNGRY BUSINESS: THOUGHTS ON FOOD & DRINK FOR 2018

We predict the trends and brands that will accelerate their growth (and others that will slow) for 2018. Food & drink can be great segments to follow for trends, understanding consumer behaviour and as a clue for other segments on whats coming into popular / mainstream culture. We always enjoy the research....

1} If 2016 was the Aperol Spritz. 2017 was the Espresso Martini. The drink of 2018 will be Patron XO Cafe (AKA Cafe Patron). The shot of coffee flavoured tequila has hit the bars and clubs. Tequila kick but drinkable....

2} Gin reached the No.1 tipple in the UK with 47m bottles sold in 2017. Its now a highly cluttered market. Now that many socialisers have adoped the G&T as the go to, next will see the gin lovers looking for something new. Queue flavoured gins. Our friends Daffy's have had great success with their Gooseberry version. Look out for rhubarb gin becoming a big thing in 2018.

3} Plant based foods. Whilst not everyone is turning vegan, the benefits of a plant based diet are clear to all. 2018 you'll see more peope embracing this- maybe not fully into their diet but definitely partially or for say three days out of a week. 2018 is the year of the flexitarian.

4} The Poke Bowl. Already mentioned by numerous restaurant critics so far this year, the food of choice by early adopters at Soho House Group and in their Asian-Pacific restaurant in the NED and now posted alot by fitness influencers on instagram - we are most likely to be sick of them by the end of the year....

5} Michelin restaurants get squeezed... supply costs are going up, rents are high, its hard to retain staff as they look as a stepping stone to their own place, lack of supply of kitchen and support staff with brexit looming, lack of talent supply (everyone wants to work in a tech start up) means we feel its going to be a tough year for many high end restaurants.

6) Spirulina. The superfood plant source of protein, minerals, vitamins and antioxidants. Most will be people adding to shakes.... its popular in the states, its coming to this side of the pond.

7} Leading the charge on nutritionally complete powered food that contains all the proteins, carbs and fats you need in a meal. Its vegan friendly and a source of meal replacement / alternative for those losing weight but also athletes wanting to control intakes... add some spirulina (see 6!).

8} Seasonal becomes mainstream. People are starting to understand the benefits of eating local produce at the time of year its grown / ripe. With technology also allowing us to access seasonal food calendars its never been easier to be more mindful on the timings of what you eat. See Seasonal App for example.

9} It's really a tech / data company that happens to do food delivery... if you look at their growth, they have signalled their intent for 2018 onwards by who they are now looking to recruit: some 250 data scientist, software enginners and cyber security experts.... They have grown so quickly... Globally, Deliveroo has 35,000 partner restaurants and works with 30,000 riders. It directly employs around 2,000 people, around half of which are in the UK. Whilst they focused on high density major cities and signing up major restaurants- watch them start to accelerate their clever supply solutions: 'dark kitchens' known as Rooboxes.

10} We are truly excited by this game changer of a burger. Silicon Valley (including Bill Gates) has invested over $387m over fundraising 7 rounds in the Impossible Food company and their secret lab development: heem... a plant based burger that is as close to meat as can be... including the bloodiness of meat cooked rare. Its the future: the sights, sounds, aromas, textures and flavors of a juicy meaty burger. 0% cows, the Impossible Burger uses a fraction of the Earth’s natural resources. Compared to cows, the Impossible Burger uses 95% less land, 74% less water, and creates 87% less greenhouse gas emissions.

11} Din Tai Fung is a phenomenon in major Asian cities. Originating in Taiwan, it's taken the 'Bao' ie pork steam buns to Michelin star level (two of its restaurants in Hong Kong have been awarded stars). Din Thai Fung is coming to Centre Point in London in mid-2018.

12} It’s seen as a high-performance morning drink that has a massive impact on your energy and cognitive function. In short- Bullet Proof coffee beans, french press, brain octane oil, grass fed unsalted butter or grass-fed ghee (yes in your coffee) blend to a foamy latte. It suppresses hunger so is an alternative to breakfast, more steady energy for longer with no jitters or spikes, mental clarity. A secret weapon for the morning.

ANY MORE TO ADD? EMAIL US ON enquiries@wingmanthinks.com

Bonus} not using the unlucky number... Spoon Guru- a great app that combines nutritional expertise, AI and machine learning to provide accurate food choices tailored to an individual based on the needs (and exclusions) of their diet (life just got easier for those with food intolerances and those choosing lifestyle diets)