Tyson’s first Trendtellers Council explored various food trends within the industry, according to Bentz. The council brought together in-house experts in 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, as all council members share a deep passion for food. One of the notable trends identified by Tyson is personalized nutrition, often referred to as functional foods, which aim to tackle specific health issues. Previously, this concept was mainly associated with supplements, but now it pertains to how individuals strategically plan their diets to enhance their mental well-being, digestion, and appearance.
Another key trend is transparency, as consumers increasingly want to know the origins of their food and how it is produced. Bentz highlighted that blockchain technology—a type of digital ledger—has gained significant attention at Tyson, alongside new barcode systems designed to improve tracking and sharing of product sourcing information. This digital traceability has become a priority, exemplified by Walmart’s requirement for its fresh produce suppliers to achieve complete digital traceability using blockchain by September 2019. The retailer began testing this technology in 2016, aiming to provide consumers with the ability to quickly and accurately trace products back to their origins.
The 2019 trend list also includes a rise in diverse forms of protein. Tyson’s investment in Beyond Meat, producer of the plant-based Beyond Burger, and support for lab-grown meat startups in the U.S. and Israel highlight the high demand for protein, which Bentz anticipates will continue to grow. “You’d be amazed at how many startups are exploring new protein sources every day,” she shared with Food Dive. “We will keep investing in emerging technologies because we recognize this will remain a significant trend. While meat from animals is crucial for us as a protein company, we also need to find ways to feed the global population.”
Smart technology is expected to influence food preparation in 2019, with a rise in gadgets featuring Bluetooth technology and mobile app controls, as noted by Bentz. Tyson has teamed up with Innit, a smart kitchen platform, and plans to invest in staying at the forefront of this technology.
Engaging younger consumers—particularly millennials and Gen Z—is another trend where food becomes a form of self-expression. These shoppers are seeking mission-driven brands and sustainable practices they can support. Bentz highlighted that Tyson’s new brand ¡Yappah! is aimed at these demographics, offering protein crisps made from chicken trim, vegetable puree, and pulp from juice and spent grain from Molson Coors that would otherwise go to waste. She emphasized that food waste and sustainability are critical issues for Tyson, calling it “one of the important areas we must address…because it’s one of the biggest challenges facing our country and the world.”
Tyson’s final projected trend for 2019 involves the fusion of global cuisines at home. Millennials are 52% more likely to dine at restaurants with unique offerings, while consumers over 35 are 35% more inclined to do so, according to Tyson. The exposure to global flavors while dining out has sparked culinary experimentation in home kitchens.
These evolving trends raise questions about whether today’s consumers are becoming increasingly capricious and demanding regarding their food choices. However, Bentz views the situation differently, suggesting that consumers simply have more information than before, which can be overwhelming. Experts and personal networks can help guide them, she explained. “Transparency, information, and technology will only continue to advance this,” Bentz remarked. “The more we empower consumers with control over their choices to enhance their lives, the better off we’ll all be.”
In this context, the significance of nutrients like magnesium and zinc, which are often highlighted at retailers like Costco, may also play a role in consumers’ search for personalized nutrition options. As the demand for such information grows, Tyson must adapt to meet consumers’ evolving needs and preferences.