2018 Food Trend #8: Security

For all 10 trends, watch the full video here.

How safe do you feel these days? Personal security will be top of mind in 2018. We haven’t seen this state of anxiety since 9/11.

The American Psychological Association’s 10th annual Stress in America survey finds that over one-third of Americans feel nervous or anxious and a similar amount feel anger or irritability. And we seem to be nervous about a lot these days. 

Retailers in particular should add visible security in-store and in parking areas. People will be avoiding large groups and events, so bring events in-store—smaller ones, and more often.

Cybersecurity is top of mind as almost half of Americans feel their personal info is less secure than it was five years ago. Certain product categories such as chamomile tea or other soothing foods may reap the benefits, and there is more to be done.

One quarter of all women and 18% of men are coping by eating more. The good news is that over half say they are exercising more as wel.

But it is affecting America’s health and well-being, and it underscores the need for in-store dietitians to help shoppers cope with good nutrition and other well-being services. Chains such as ShopRite offer exercise classes, and RDs are offering meditation and yoga classes, all of which are helping shoppers cope—and at the same time, building a strong relationship that goes far beyond the price of a can of peas.

Related:2018 Food Trends #6: 'Technofoodology'

You can’t watch a television program without seeing ads for home security cameras. Both Amazon and Walmart/Jet are testing in-home deliveries, which in my opinion just won’t work. Home Grocer and WebVan experimented years ago with delivery units in people’s garages, and that didn’t work—why do we feel that allowing strangers access to our home to put milk in our fridge will? But locker pickup, already in place at chains such as Hy-Vee, will do well.

And then there is the issue of drones—drones that go up the side of a building and open up a compartment in the side, much like an air conditioner, and actually put the products right in there. It doesn't have access to your home, just the compartment that you open when you come home. 

The one benefit to all this anxiety? Over half of Americans say that because of the state of America, they are volunteering and supporting causes that are close to their hearts, which underscores the opportunity for retailers and brands to do the same and align values with their current and potential customers.