Breads that keep you calm? Fruits that give you a hormone boost? Years ago, these concepts would be completely off the wall, but in the future, they're not going to seem so far-fetched. Supermarkets will have to constantly update new products, changing shopping needs and evolving attitudes toward food, to maintain a competitive edge. From catering to children and senior citizens to offering "foodaceuticals" (foods combined with drugs to enhance body and mind) and other contemporary products, the concept of food shopping will take on a whole new meaning in years to come.
             In the '80s, the "superstore" concept gave consumers a new perspective on grocery shopping. Consumers could fill prescriptions, rent videos, and drop off dry cleaning, which helped with busy schedules and gave the term supermarket a whole new meaning. Although this is still the case, the superstore concept can be further expanded. The shopping experience of tomorrow's shoppers will offer more new and exciting products and services than ever before. Hand in hand with this increase in products and services comes the consumer's expectation that supermarkets know and communicate how food should be used to improve life. Stores must become "trusted information agents," according to many trend forecasters. As a result, food packaging, point of purchase information, and in-store communications programs will become more important than ever before.
             Trend forecaster and columnist Phil Lempert says organic foods and "nutraceuticals" (healthy foods offering claims as cures or disease preventives) will get an increasing amount of shelf space in the coming decade. Everything from Quaker Oats to replacements for sugar will give the supermarket industry the opportunity to become the educational tool we've envisioned for 20 years. Baby Boomers will welcome and advance this new era in therapeutic food retailing. While getting older as they seek to stay younger, this generation loves...