How has advertising impacted who you choose to purchase your deliveries from?

Scandi-foods and African ingredients top the food trend lists as supermarkets look beyond Europe for 2021.

Taking food picture with mobile phone

Fancy some skrei with your chips? Or maybe some teff with your salad? These might not be familiar food stuffs to you now, but according to those who keep their eyes – and stomachs – on such things, these will be among the trendy ingredients in 2021.

Surveying the food trend lists published at the turn of the year, it seems African and Scandinavian cuisine is going to be the next in thing.

The Guardian believes include the Norwegian fish Skrei will hook forward-thinking eaters this year, while Waitrose suggests Icelandic Skyr, a fresh sour milk cheese meant to be consumed as yoghurt, will be the must-have fridge item.

Other lists dig up the Ethiopian grain of teff, as well as the African country’s flatbread known as injera. Eringii mushrooms, native to North Africa and the Middle East but widely cultivated in Asia, could replace steaks thanks to the fungi’s thickness.

The Chinese condiment of Lao Gan Ma, a chilli sauce made with crispy fried onion, has been earmarked as the new-must have item for hipster restaurants.

“The sriracha years were John the Baptist compared to the coming of the One True Condiment,” Richard Storer, chef at Sheffield’s Rutland Arms, tweeted about the sauce.

All this comes as people are rediscovering the joys of cooking after nearly a year of various lockdown restrictions. A Tesco survey reported that 40% of the people during the first lockdown had experienced a renewed passion for cooking and, since then, a further 86% said they would continue to cook even more at home. Jamie Robinson, @Tesco executive chef stated: “The popularity of Scandinavian ways of cooking and eating are spreading quickly around the world. While the cuisine has mostly been enjoyed at restaurants, we predict that this culinary trend will continue to grow in popularity and be seen more in our homes in 2021. What sets this cuisine apart is that it focuses on the way of cooking rather than specific ingredients.”

How has advertising impacted who you choose to purchase your deliveries from? The general message tends towards kindness.

See Tesco’s #FoodLoveStories celebrating the unifying power of food during lockdown.

Have any of the messages relayed through advertising changed who you decide to shop with over the course of lockdown?

It remains to be seen whether any of these foods will achieve the ultimate hipster goal of being smashed up, served on toast, and sold for £5.99.

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