All information coming from those making predictions for the 2018 trends agrees that consumers are becoming “mindful”.
What does this mean?
It is believed that these consumers are no longer predominately driven by price, issues like what is in the food and where did that come from are now important. As is the whole idea of “real” and what the food business is doing to be real and involved. Value is what is now increasingly important.
Consumer want to feel good about the food they are eating – not only from the nutrtion but the company making that food.
Food businesses from factories to cafes have got to include this in their marketing plans or they will lose sales.
This is not just in Australia, but worldwide and shows that we are all becoming aware of how we and what we do and eat impacts on the world around us.
Food businesses have to recognise their part.
So how can they do this;
- Find ways to communicate value and be seen as open and real – in other words a brand they can trust.
- Use your marketing and products to educate consumers about your product and how it was made – they are looking for it to be as clean as possible. Minimal ingredients and processing is the ideal. Tell them about your special ingredients and where they come from.
- Make consumers see you as the leader in your area – great nutrition, sustainability practices, waste practices etc etc
- Reduce sizes but better value to help combat obesity and increased diabetes rates
- Price and discounts are not the future, increased value increases sales. Reducing prices reduces margins and most likely impacts on staff morale – lower productivity and efficiency
So what does this all have to do with food safety – the answer is heaps.
Regardless of what consumers are now looking for, the fundamental concept of every consumer is that the food they buy will be safe for them to eat.
Nothing kills a business quicker than a food poisoning or even the sniff of one.
This change in thinking by food businesses to get and maintain sales cannot come at the cost of reducing the most important requirement of any food business – making and selling safe food.