The Growing Popularity of Molecular Gastronomy

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					The Growing Popularity of Molecular Gastronomy

CERTIFICATE STUDENTS HTMI SOERENBERG SWITZERLAND

Introduction
Have you ever eaten fruit juice caviar? Or tried tomato sauce in foamed form? If you have heard about these in the last years, you would think that this is impossible. As technology advances, everything imaginable is now possible. Molecular gastronomy is now becoming more and more popular and universal.

The growing popularity of molecular gastronomy
Molecular gastronomy is a way of separating the structure of food and turning it into another form for eating. The presentation of the original ingredient is changed but its taste is preserved. French scientist Herve and physicist Nicolas Kurti first introduced this concept in 1980. It was further improved and developed by a famous Spanish chef Ferran Adria. By combining scientific methods within physics and chemistry to denature the molecules of food, the best process and temperature for cooking this type of cuisine is derived. Thus, the food is turned into different unexpected forms, for example caviar-like carrot juice and foamed lobster.

There are mainly three reasons for molecular gastronomy’s gaining popularity. Firstly, molecular cuisine has become famous because it gives people a new experience of eating. As different methods of cooking are used, many of the food have their tastes improved. Meat no longer becomes tough after a long time of boiling and vegetables can have their freshness kept. Secondly, the living standard of people is rising rapidly. The increased spending power of some social groups, has resulted in them demanding better food. Although molecular cuisine has become more common over the years, it is still usually served in high-class restaurants and is prepared by well-known chefs, e.g. El Bulli, an award-winning Spanish restaurant. As this has become a symbol of wealth, these wealthy groups have displayed it as such and not only do they go to try innovative things, they also go there to show of their wealth through mingling with others of the same social class. As a result, molecular cuisine has become more popular. Last but not least, the advance of technology has sped up the development and spread of molecular cuisine. More techniques and equipment are used to prepare the food.

For instance, calcic is used to fix the shape and citrus is used to prevent the colour of food from changing. With the help of these new processes, the development of molecular gastronomy surges. Through well-developed marketing and communication systems, it has enabled people from all over the world to become aware of this cuisine; it is no wonder that it has become so popular in so many places.

Conclusion
Although the development of molecular cuisine has rapidly increased in the past two decades, it is still ‘young’ compared to the old-styled cuisine. It still has lots of room for development, becoming more common and at a more affordable price for everyone. Molecular cuisine is one example where chefs spend lots of time and money developing it and this has contributed to its success. This could be a model for other developments in food and beverage.

Recommendations
It may be interesting to see how this market segment may develop in the future and with it, the development of other techniques of molecular cuisine production. Despite economic thwarts in current times an area of research should be aimed at the consumers of this cuisine and their predispositions towards molecular nutrition, its quality and price. After-all, no demand means no supply and vice versa, and to stay abreast of current trends in molecular gastronomy would mean research into the fields of consumer behaviour, socio-demographics and marketing segmentation to establish a base and pattern of consumption, with possible data indicating its future trend.

References:
Get Jetso 2009 [online forum 227861] Available from

http://getjetso.com/forum/thread-227861-1.html [accessed on 19.10.2009] Yahoo Knowledge Forum 2009 [online] Available from

http://hk.knowledge.yahoo.com/question?qid=7009053102209 [accessed on 23.10.2009]


				
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posted:11/17/2009
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