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Madison—Kale is out and full fat dairy is in for 2017, along with less processed food with clean, natural ingredients, according to various trends forecasters.

Toronto-based creative and communications agency THP named a return to full fat food and dairy products a top trend for the coming year.

“There’s a shift back to fuller, richer foods – think full-fat dairy, butter and ghee – influenced by a more conscious consumer who is looking to include less processed and more clean, natural ingredients into their diet,” said Sabrina Falone, THP director of culinary innovation.

Consumers will also try to consume fewer processed foods and more whole foods like yogurt and cheese, listed number four among the top 10 Superfoods in 2017 according to a recent survey of 1,700 registered dietitians).

The most popular include seeds like chia and hemp, avocado, nuts such as almonds and walnut, fermented foods such as yogurt and cheese, and ancient grains. Former favorite superfood kale dropped to the number six spot for 2017, followed by green tea, coconut products, exotic fruits and salmon.

THP predicts an increase in fancy, fizzy sodas paired with fresh flavors like passion fruit and lavender; activated charcoal is a new ingredient in everything from burger buns to pizza crust; artisanal jerky; and traditional Jewish cuisine with modern twists like matzo ball ramen.

Compared to last year, consumers are less concerned with food trends of previous years like foods that are GMO-free, sustainable or gluten-free, according to the survey of registered dietitians.

GMO-free and sustainable foods have experienced on average a 20 percent decrease in terms of what concerns consumers.

Overall, the registered dietitians survey finds a decline in consumers’ interest in dieting. Instead, results showed that many consumers are choosing clean and mindful eating to achieve a healthier lifestyle.

“Clean Supreme” and “Disruptive Green” lead the Innova Market Insights Top 10 Trends for 2017.

In 2008, “Go Natural” led the trends list and since then, has featured each year in different forms – “Processed is Out” in 2011, “From Clean to Clear Label” in 2015 and “Organic Growth for Clear Label” in 2016.

This year, clean and clear is a theme weaving throughout the entire list, but is specifically the case for the number one trend for 2017, Williams said.

Plant-Based ‘Milks’ Innova’s second-biggest trend for the coming year is Disruptive Green – plant-based milks, meat alternatives and vegan offerings moving into the mainstream. Dairy companies are now leveraging the functional and technical benefits of plants in new product development.

The third-largest trend is Sweeter Balance – in an effort to combine good taste and health, the food industry faces the challenge of balancing public demand to reduce added sugars and create indulgent experiences, while also presenting clean label products.

Kitchen Symphony – a growing demand for greater choice and higher levels of authenticity in ethnic cuisines – is the number four trend, followed by Body in Tune – consumers personalizing their own nutrition intake.

More shoppers are experimenting with free-from products and specific diets like paleo, while at the same time continuing to increase their intake of foods and beverages with ingredients they consider to be healthy, like protein and probiotics.

Supermarket Guru Predictions Supermarket Guru Phil Lempert released his 2017 Trend Forecast, highlighting how Gen Z is about to take the food scene by storm, food companies jumping on the “transparelocalicious” bandwagon, and the rise of cellular agriculture – where animal-free proteins are produced that are molecularly identical to dairy, meat and eggs. Lempert’s top 10 trends for the coming year include:

Silicon Valley & Food – Over $1 billion has been invested in food startups and projects in 2016 alone. Investors demand the following criteria: having a social conscience, being health driven, solving a problem, and most importantly – a mass-market orientation with no niche brands.

The Wild West – The new food retailers are stealing customers with a different approach and understanding of shoppers. Aldi, Lidl and Amazon GO are the future as high quality, low prices and convenience set the stage for food retailing.

Enhanced Foods: Beyond Brownies – Look for the next big trends coming from Matcha, butter, beets, botanicals and even cannabis. There is already cannabis-cured lox, shrimp stew, deviled eggs, brittle bars, chocolate, cannaoils, and brownies on menus.

Generation Z – Gen Z is more likely to eat fresh home cooked meals and healthier QSR offerings and think that cooking is cool. They are financially cautious, demand good value from the foods they consume in and out of home, and hate corporate greed.

Sustainability10 – Food ideologies will become more important as people realize the foods like avocado, coffee and lobster could disappear over the next decades.

Digital Foodscape – Look for the new foodscape to be simple, stand out, engage and be multi sensational – and all that comes through the next generation of food communication through gamification, edu-tainment and AVA triggered content.

Microbrands to Megabrands – Smaller, nimble brands are growing and using the new media to connect and build trust and authenticity with their customers. As they grow, and possibly are acquired by larger food companies, their loyalists question whether or not these brands become bastardized and lose what made them special.

Augmented Transparency – This technology will allow for multi-panel deep dives into the nutritional information.

Cellular Agriculture – Medical science and food production are producing foods that are better for the environment, have a longer shelf life, better food safety and can personalize nutritional attributes all while changing the landscape of animal welfare.

The New Administration – How will the food industry deal in the uncertainty of non-resident farm workers, increased tariffs on exports and imports to certain countries and possible deregulation of the FDA and EPA?

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