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Here 's a link to an interesting article based on research conducted by The Food Channel in conjunction with CultureWaves, a consumer insights firm. From the continued popularity of private label brands to the need to cater to an aging population, in coming years grocery shopping will be seen as less of a chore and more of a way to look for fresh ingredients and personalized experiences.

A couple of highlights from the study:

* Consumers will focus on buying pure, simple, clean and sustainable basic ingredients. The shift will be away from convenience foods to scratch cooking.
 

* Restaurant concepts will get more creative.
 

* This is a merging of flavors that rethinks what “ethnic” is all about.
 

* People will want to know from where their food comes.
 

* Mainstreaming sustainability. Forget greenwashing. Companies will become sustainable for real in 2010.
 

* People will love food, not food snobbery.
 

* People will use social networks to barter for food.
 

* More than portion size, the trend is about food that reflects personality.