Foodie Subculture - How Small Trends Have Become Mainstream

As we've discussed in several classes this semester, food is a key part of culture and can have a cost associated to that. I've had the chance to explore culture in other classes at the business school and was very intrigued at the idea of subculture influencing mainstream culture. I think the food industry is a prime example of that right now.

15 years ago, organic, non-GMO, and gluten free food would have been words spoken at small health-food stores or co-ops. Today those are household terms. With increased use of the internet and social media, food bloggers and wellness experts are not limited to interacting with co-op shoppers but can spread messages globally within seconds. On the flip side, consumers have access to much more information about food than in the past. This knowledge transfer has resulted in generations that are much more conscious about their eating habits.

Google's 2016 Food Trends report definitely credits the digital space for the increased focus on "functional foods" - foods that have some health benefit. People are searching for foods that may bring a certain benefit (i.e. what foods should I eat for shiny hair?) or once they have food are searching for ways to cook that item. PwC reported that in 2014 alone, 47% of people 18-34 started eating healthier as opposed to just 23% of people over 55. As Generations Y and Z continue to grow their purchasing power, trends with those group will continue to start to dominate popular culture.