Mediterranean fare – pleasure without regret

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Mediterranean fare – pleasure without regret

The Mediterranean diet is a centuries-old tradition which contributes to an excellent state of health, provides well-being and eating pleasure and represents an integral part of our world cultural heritage." This is the international consensus statement 2000 on the Mediterranean diet. Mediterranean fare promises health and well-being without giving up culinary pleasures and having to do tedious calorie counting. At this point, Mediterranean foods can be found in ambient food shelves as well as at the deli counters and freezer sections. Especially prepared refrigerated foods, a new dynamic market, registers high growth rates.

The traditional Mediterranean diet

Generally “traditional Mediterranean diet“ describes food choices and food preparation in several Mediterranean countries as it was common in the 50s and 60s of the previous century. Crete and the diet that’s named after it, is particularly popular. Today there no longer is standardized Mediterranean fare as such. The climate conditions, the growing of different types of fruits, vegetables and grains as well as regional taste preferences and ways of food preparation in the 15 Mediterranean neighboring countries are simply too varied. Characteristic of the “Mediterranean diet" are vegetables, legumes, fruits and nuts, some milk products, fish and poultry, small amounts of red meats and let’s not forget olive oil as the main source of fat and of course everything is fresh.

One role that should not be underestimated in this is played by the Mediterranean lifestyle. This primarily means to not being rushed and to enjoy meals unhurriedly and in a social environment with a glass of red wine in your hand. This is a diet that today can only be found in rural areas anymore. Stress, fast food chains and increased meat consumption with all their negative manifestations have also found their way into Mediterranean countries. That’s reason enough to remember traditional eating habits again.

Mediterranean fare is healthy

Olives, tomatoes and fish are the embodiment of Mediterranean food, the diet that promises a long life and to keep you healthy. The Greeks are way ahead in this area. By forgoing spaghetti and Bolognese sauce, they live healthier than the Italians. This has already been documented in the past by several studies and most recently by a major Greek study in 2011, presented in the US journal "Journal of The American College of Cardiology". It shows that Mediterranean food particularly well protects against lifestyle diseases and tends to reduce excess weight, high blood pressure, blood fats and blood sugar. The authors of the study view this diet as an easy, inexpensive way to prevent cardiovascular diseases. It consists of many non-saturated fatty acids found in olives and olive oil, fruits, vegetables, whole grains and low-fat milk produce, lots of fish and small amounts of red meats. This scientifically substantiates the nutritional value of Mediterranean fare.

Antipasto to go

As a hand-held food for on the go or as a small bite instead of sweet or salty snacks to eat at home are in great demand. Chilled and without any oil they are perfectly suited for quick consumption. Small, delicious and light they wet your appetite for more. The sandwich is considered the successful pioneer in this area. As evidenced in a study by the European Business School http://www.ebs.edu/3994.html?&L=0 the joy and pleasure of food on the go play the most important role. The light Mediterranean fare precisely fits this concept.

In terms of non-chilled antipasti, the trend clearly goes away from cans and towards refrigerated products. Retail accommodates this development by a multitude of new choices: deli counters with or without service offer the customers something that’s a feast for the eyes and pleasing to the taste buds.

Greek snack olives in convenient, re-sealable bags are an example of the creativity of retailers and could prove to be fast sellers on the market. Mushrooms, mini peppers and jalapeño peppers, stuffed with any kind of cream cheese or even pineapple arouse consumer curiosity. Let’s not forget the vendors from the Middle East who storm the German market with new recipes and handy sizes. Vegetarian mini falafels and hummus balls can be found under the term “ethnic food“.

Redefining the center of the plate

Chilled convenience food is also a trend in this area. The number of single households is rising and more and more women have less time to cook. The frozen food industry responds to this development with new ready-to-serve meals, which offer individual components of Mediterranean fare or entire dishes. Aside from pure frozen foods, there are increasingly refrigerated food items such as salads in convenient, reclosable salad containers, Mediterranean-style fish or Spanish tortilla in transparent packaging. The quality standards for these foods are high; they should contain as few additives as possible and should also be sustainable. One example is fresh pasta: according to a Nielsen study that spanned three years, the group of buyers for fresh pasta is continuously growing. The consumed amount per household increased during this period of time by 6 percent in total. To look at other areas, there is a trend towards natural foods and gluten-free, casein-free pasta. That’s one trend that different vendors on the German market meet with new products in their line of goods. Convenience foods in the chill and cook-chill area dominate the market. Innovation and creativity are needed here if you want to be successful.

Taste is King

According to the new Consumers’ Choice Survey by the BVE (German Federation of Food and Drink Industries) and GfK (German Society for Consumer Research), food primarily has to taste good. Mediterranean products have the advantage of already enjoying a positive image. Retail utilizes this selling image to fill the still new industry sector of chilled foods in a positive way. Mediterranean food fits the new trends in eating habits: quick-tasty-easy. Convenience food will be the market with the highest growth rates, but quality and price need to be right. Great marketing strategies and products probably have a greater impact than appealing to somebody’s health. And in any case it is better if the customer grabs the prepared vegetables (whether that’s the fresh or frozen kind) than if he completely passes on vegetables.

Ingrid Spicker, InterMopro.de