Times change, and so do consumers’ tastes. After all, there’s a reason the phrase “flavor of the month” exists. Capturing interest, and the harder job of holding onto it, is a constant challenge for food and beverage producers.
Trends matter. If product developers understand them, they can develop strategies that align with consumers’ current interests — and be well positioned to capitalize on emerging ones. That’s why Glanbia Nutritionals’ researchers and industry experts continually assess not just the flavors and products, but also the art and science of the buying motivation behind them.
A recent webinar showcased Glanbia’s proprietary research and evaluation of such influential platforms as market reports, trade shows and social media by taking a deep dive into 2020’s top MegaTrends. This wasn’t a scattershot approach, but rather a close look through the lens of “nutrition” and what that loaded word means for different generations.
Here’s a look at those MegaTrends and the opportunities they present for food and beverage manufacturers:
When it comes to the perfect mix of great taste, clean labels and a nutritional punch, there’s a lot of common ground among Baby Boomers, Millennials, Gen X and Gen Z.
Still, each of these cohorts has its own style, and that’s reflected in what they like to eat and drink. Each also finds information about new products in different ways — an important factor when it comes to rolling out new or revamped offerings. The trick is to target specific concerns (such as healthy aging for Baby Boomers, and clean, environmentally friendly ingredients for Gen X) to broaden appeal.
Building a Lifestyle
The phrase “social media influencer” didn’t exist a few years ago, and now these women and men can make or break a product overnight. Even so, people have always avidly followed lifestyle advisors, whether through magazines, television programs or websites devoted to creating a new, better you.
Products succeed when they connect with what consumers want. For instance, plant-based protein is very popular right now because it’s seen as part of a larger lifestyle around healthy diet and plenty of exercise. Products (and the ad campaigns that support them) can build on interest with a positive message that drives sales.
Who doesn’t want to feel special? This is another area where social media can come into play around product awareness and marketing. By focusing in on what consumers want, messages can be crafted around why a particular food or beverage is “just right” for that reader or viewer.
By showing awareness, empathy and understanding, manufacturers can build a relationship that not only results in immediate engagement, but can also be built upon to create a brand ambassador.
If there is one trend that stands out among the rest today, it’s clean living. When it comes to food and beverage, that means being able to demonstrate — on the label — a commitment to sustainability.
On a shelf with many similar choices, products that show a willingness to talk about where they come from and how they are made stand out to consumers. A great story will not only serve as a positive marketing tool, it will be shared by consumers and help build brand awareness.
Taste matters. So do smell, color and texture. Consumers, especially Millennials, want food and beverage choices that tell a story to all five of their senses. Providing a richer, fuller experience to forge that connection will result in brand loyalty and buzz, including the highly sought after goal of being “Instagrammable.”
As a global leader in nutritional ingredients, Glanbia Nutritionals strives to bring the market and consumer insights companies need to succeed.
Learn more about these MegaTrends and how Glanbia’s ingredients can help brands meet the needs of consumers today and in the future by accessing a free reference guide with more details about today’s MegaTrends — and how Glanbia can help manufacturers benefit from each of them.