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Food Trends foodtrendsreport@google.com
2016

U.S. Report
Intro

With every query typed into a search bar, we are given a glimpse
into user considerations or intentions. By compiling top searches,
we are able to render a strong representation of the United States’
population and gain insight into this population’s behavior.

In our Google Food Trends Report, we are excited to bring forth the
power of data into the hands of the marketers, product
developers, restaurateurs, chefs, and foodies. The goal of this report
is to share useful data for planning purposes accompanied by
curated styles of what we believe can make for impactful trends.

We are proud to share this iteration and look forward
to hearing back from you.

Jon Lorenzini | Senior Analytics Lead, Food & Beverage
Lisa Lovallo | Global Insights Manager, Food & Beverage
Olivier Zimmer | Trends Data Scientist
Yarden Horwitz | Trends Brand Strategist
Methodology

To compile a list of accurate trends within the food industry,
we pulled top volume queries related to the food category
and looked at their monthly volume from January 2014 to
February 2016. We first removed any seasonal effect, and
then measured the year-over-year growth, velocity, and
acceleration for each search query. Based on these metrics,
we were able to classify the queries into similar trend
patterns. We then curated the most significant trends to
illustrate interesting shifts in behavior.

Query De-seasonalized Trend

2004 2006 2008 2010 2012 2014 Query 2016 Characteristics
Part One Part Two Part Three

top risers a spotlight on an extensive list of
and decliners top trending the top volume
themes food searches
Trend Categories Sustained Seasonal Rising
Risers Risers Stars
To identify top trends, we
categorized past data into six
different clusters based on
similar behaviors. This section
distinguishes between the trends
to watch and the trends to forget.

Sustained Seasonal Falling
Decliners Decliners Stars
Risers

Sustained Seasonal Rising
Risers Risers Stars

Steady growth over the Seasonal trends that are Sudden growth within
past years, these trends likely to come back even the past months, these
are safe bets. stronger. trends might not last.
Risers

Ranked by volume of searches

Sustained Risers Seasonal Risers Rising Stars

Ramen Pho Turmeric
Rigatoni Overnight Oats Jackfruit
Bibimbap Bitter Melon Cauliflower Rice
Linguine Cheese Curds Sourdough Bread
Empanada Pork Shoulder Funfetti
Uncured Bacon Smash Cake Vegan Donuts
Bundt Cakes Gender Reveal Cake

Source: Google internal data, January 2014 – February 2016, United States.
Decliners

Sustained Seasonal Falling
Decliners Decliners Stars

Steady decline over the Seasonal trends that Fads that have reached
past years, these trends are likely to decrease in their peak and have
are fading out. demand every year. already started to
decline rapidly.
Decliners

Ranked by volume of searches

Sustained Decliners Seasonal Decliners Falling Stars

Gluten Free Cupcakes Quinoa Rainbow Bagel
Evaporated Cane Juice Wedding Cakes Vanilla Bean Paste
Wheat Free Bread Kale Chips Dutch Baby Pancake
Bacon Cupcakes Red Velvet Cake Mulligan Stew
Bacon Cinnamon Rolls Agave Nectar Buffalo Chicken Fries
Marshmallow Fondant Chocolate Slices

Source: Google internal data, January 2014 – February 2016, United States.
Part Two


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