Knowledge
Insider
Where business meets opportunity | Consumer trends
50
years /ans
1959-2009
“The great illusion of the marketplace is a
simple one: That it is supply based . . . that
if you build it they will come. The great reality
of the marketplace is simpler still: Nobody who
produces is in control. Nobody who
sells is in control . . . The great reality of
the marketplace is that it is demand-based.
Customers own it lock, stock, and barrel.”
– Jim Taylor and Watts Wacker, The 500-Year Delta1
Business insight
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Consumer trends
in food markets | 3
Consumer trends
in food markets
Whether you produce, process, distribute or sell flavourful. Consumers in developed countries have
food products, the success of your business seemingly endless choice, from low fat to organic,
depends on knowing what products consumers will ready-to-eat to omega-enriched. Even salt comes
buy and which ones they won’t. This edition of with less salt!
Knowledge Insider explores consumer trends in
food markets. The future will bring even more innovation. From
biodegradable packaging and cell phones that scan
The marketplace is quickly changing. World labels for nutrient information to food customized
populations are growing and aging. Wealth is to match personal genetic coding, food production
shifting between developed and developing is evolving to meet the changing needs of
economies. World leaders are questioning the consumers and the planet.
ability of global food systems to feed growing
populations and meet changing consumer About 80 per cent of new food products fail in the
demands. first year. Annual consumer trend forecasts are
available at the click of a mouse. How do you know
The Internet and the media have increased which trends will stick and what is right for your
consumer awareness of issues such as domestic business? Monitoring and understanding what
food security, food safety and traceability. drives long-term trends can guide your strategic
Consumers can see what people are eating around planning.
the world and expect grocery shelves stocked with
affordable food that is convenient, tastes good, and Businesses in agriculture and agri-food are putting
keeps our bodies and the planet healthy. consumer trends on their agendas. As you read
through this edition of Knowledge Insider, look for
To meet consumer demands, scientists are helping opportunities for your business to adapt to
to make food more nutritious, plentiful and consumer trends in food consumption.
Re:
Re: Discussion
Discussion items
items
Management team
Re: Discussion items
Objective:
Develop corporate strategic plan to increase market share of innovative food products.
Discussion items:
1. Existing markets: low population growth in North America and Europe;
niche market opportunities for ethnic and organic foods
2. Market development: South Africa, China, India and Argentina
3. Corporate image and reputation: review awareness, trust and reputation in media
4. Marketing: viral marketing and harvesting blogs
5. Future opportunities: new product lines
4 | Consumer trends
We don’t all have the same choices to take the plunge and risk being eaten, or will you
The topic of food is close to us all, yet not jump too late, after all the fish have been eaten?
everyone in the world has enough to eat, let Are you a trendsetter, or do you prefer to try new
alone an overwhelming choice in food products. markets during the growth or maturity stage?
Over one billion people worldwide live in What information do you need to make the
poverty and many do not know where their next decisions that are right for your business?
meal will come from. Innovators who can find Start by understanding what’s driving trends.
ways to meet nutritional needs in an affordable
way can have a positive impact on people’s lives. Drivers impact trends
What motivates a consumer to purchase one food
Innovations can offer solutions. Nestlé has or beverage product over another?
worked in partnership with farmers in India for
45 years. Their Milk District Model finds cost- DecisionsExternal
are basedmarketplace drivers
on the interplay between
effective ways to secure plentiful supplies of external and individual drivers.
fresh milk. Other companies, like Unilever, are B | Policies and
regulationsdrivers that were at
Figure 1 shows four possible
C | of f ilab
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extending credit to this massive market and
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play when a consumer decided to purchase
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omega-enriched, ready-to-pour eggs in a carton.
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ty
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to build markets in emerging economies of Ideally, every playerConsumer
in the buys
value chain monitors
tomorrow? trends on their own anda product
then communicates with
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This edition of Knowledge Insider focuses on
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an y
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trends in developing and developed countries.
tt
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E | I want it
on: Motivation: It starts with the consumer my way
It’s not just retailers who need to pay attention to Figure 1: Drivers impact trends
consumers. All players in food value chains can Consumer drivers
use consumer trend information to deliver the
right products at the right time.
External marketplace drivers
Monitoring and understanding consumer trends
and their drivers can help guide innovation,
cl
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in food markets | 5
C
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What drives food choices? Pulse Canada’s Pulse Innovation Project has
F
Income level is the biggest
E driver of food choice. studied the link between pulse consumption and
Other factors like convenience, quality and health since 2005. They are exploring how to turn
B
variety also drive consumer purchases. an inexpensive protein source into value-added
C
A
Canada
1997-99 2015 2030 2050 European Union
30.2 34.4 37.7 40.4 1997-99 2015 2030 2050
375.5 376.8 367.5 339.5
East Asia
U.S. 1997-99 2015 2030 2050
200
180
160
140
120
100
80
60
40
20
0
Vegetable oils Milk and dairy
Cereals Pulses and oilseeds Meat
East Asian vegetable oil and oilseed Latin American and Caribbean meat
consumption (kg/person/year) consumption (kg/person/year)
20 120
18 100
16 80
14 70
12 60
10 50
8 40
6 30
4 20
2 10
0 0
Population growth in North America has slowed. their diets and a wider variety of products that offer
Population in the European Union is projected to convenience and health benefits.
decrease. How can you grow market share where
population growth is slow or in decline? Monitoring trends in demographics, food
consumption and world markets can offer insights
Consider niche products for ethnic markets. Value- that will help you make business decisions today so
added, processed foods for busy families may be that you can be ready for tomorrow.
another opportunity. Aging consumers want more
products that promote longevity and have smaller Trends that have taken hold in developed countries
portion sizes. Mass markets seek lower prices or may emerge next in developing countries. The
increased value in times of recession. European Union and Japan are widely regarded
as trendsetters for food markets.
Global food consumption is changing. Wealthier
consumers will want more meat and protein in
10 | Consumer trends
Chips/crisps Sweet
Eggs Water Dips
(vegetable based) spreads
12% 10% 25% 42% 29%
Source: http://ca.neilsen.com/site/documents/2008WhatsHotinFoodandBeveragesFINAL.pdf
*EEMEA – Eastern Europe, Middle East, Africa
Understanding where Canadian products are more about shifts in global wealth and what they
currently exported can also help you identify mean for Canadian agriculture. Where could your
possible future markets. Figure 5 illustrates the future food markets be? Explore opportunities to
diverse range of products that are currently capitalize on the trend toward value-added exports
exported. How will this picture change in 15 years? and think about your opportunities to combine
imported and domestic ingredients in new food
Check out our Winter 2008 edition, Knowledge products.
Insider: Imagine if your market was global, to learn
The shifting landscape
of food consumption | 11
1 5
9 2
10 8 7
4
6
1.
1 U.S. 4.
5 China 7.
8 Pakistan
1. Fresh boneless beef 1. Canola seeds 1. Canola seed, low eracic acid
2. Frozen fries 2. Canola oil 2. Non-durum wheat
3. Bread, pastry, cakes, biscuits 3. Barley 3. Canola seed, other than
4. Food preparations 4. Peas: dried, shelled low eracic acid
4. Chick peas: dried, shelled
9.
2 Japan 8.
6 Indonesia
1. Canola seeds 1. Non-durum wheat 1.
9 Algeria
2. Frozen pork 2. Malt extract 1. Durum wheat
3. Fresh pork 3. Frozen fries 2. Lentils: dried, shelled
4. Non-durum wheat 4. Peas: dried, shelled 3. Chickpeas: dried, shelled
5. Soybeans 5. Durum wheat 4. Peas: dried, shelled
* Canada is Indonesia’s top
* Canada is Algeria’s top
supplier of non-durum wheat
2.
3 European Union supplier of non-durum wheat
1. Non-durum wheat 5.
7 Hong Kong
2. Durum wheat 6.
10 Saudi Arabia
1. Ginseng roots 1. Barley
3. Soybeans
2. Frozen boneless beef 2. Frozen fries
4. Flax seed
3. Canola oil 3. Ice cream
5. Lentils: dried, shelled
4. Peanut butter
3.
4 Mexico 5. Specialty cheese
1. Canola seeds
2. Non-durum wheat
3. Fresh boneless beef
measures in the meat industry. McDonald’s want next, you could respond to the increasing
influenced changes to animal husbandry in their demand for customized, individualized products.
supply chains and changed their packaging in
response to consumer lobbying efforts. Campbell’s Consumer as engaged participant
has voluntarily lowered salt and fat in product lines Some food retailers engage customers in their
sold in schools. Can you anticipate consumer business. The personal values of Whole Foods
concerns and turn lobbyists into spokespeople? Market’s committed customers mirror their
Will you be ready if your company comes under corporate values. Whole Foods customers trust that
increased public scrutiny? the company’s entire value chain offers healthy
foods that are sustainably produced and they’re
Consumer as product authority willing to pay a premium for their products.
Your customer may know as much about your Engaged customers often provide word of mouth
products as you do. In some cases, customers may referrals. In an era where customer and brand
be your best salespeople. Customer testimonials loyalty is fading, engaged consumers may help to
can influence others to buy your products. sustain your business.
Viral marketing and social networking are
redefining the world of customer influence. The Making it work –
Zagat hotel and restaurant guide highlights the The Farm House Natural Cheeses
opinions of diners and hotel patrons, not expert “Life is about relationships, don’t forget that.”
reviewers. This trend is already strong in the film, Debra Amrein-Boyes took her father’s words to
theatre, music and book industries. Restaurants heart and into her cheese business in Agassiz,
and foods are following suit. British Columbia. In addition to the on-farm retail
shop, events like cheese-making workshops and
Collaborative filtering software allows consumers “Brunch on the Farm” provide an experience for
to view millions of customer reviews online. In customers, and at the same time build brand
awareness and customer loyalty. Hundreds of
2008, Google had a patent pending on technology cycling enthusiasts came out for a Slow Food
to rank the most influential people on social Bike Tour hosted by Slow Food Vancouver,
networking sites like MySpace and Facebook. The visiting the farm and sampling the cheeses and
technology could rate how successful someone is in other local farm products. A spin-off benefit of
influencing friends to read a news story or watch a customer and community involvement is that
video clip. Can your customers help you develop Farm House is often featured in the media,
your reputation and influence product sales? making promotion a breeze.
www.farmhousecheeses.com
Consumer as individual
Many people want to stand out in a crowd. Some
consumers define themselves through their Food is changing
purchases. From personal doodles on credit cards Scientific advances in plant breeding and animal
to customized cell phones, the trend toward husbandry are adding functional attributes to
personalization is strong in many industries. Time common foods and untapping nutraceutical
magazine recognized this trend and declared “you” attributes in long-standing varieties. The push and
as the person of the year in 2006. Nutritional pull of science responds to and prepares for future
boosters offering benefits like a brain boost or an consumer needs. Innovations in food technology
energy fix are increasingly popular with juice offer improved food safety. Inland, urban fish
outlets and health product lines. What Canadian farms are supplying delicacy fish to growing
agriculture products could be the next healthy populations and scientists are experimenting with
energy boost? By understanding what consumers growing in vitro meat in laboratories.4
14 | Consumer trends
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Motivation: my way
Consumer drivers
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External marketplace drivers
D
E F
A. Information push cases, the messages are simple. Food author
B Consumers are inundated with Michael Pollan coined the expression, “Eat food.
A
information about food. Whether Not too much. Mostly plants.” Minute Maid’s top
reporting on food-borne illness or grossing Simply Orange Juice and Simply Apple
D
E
questioning the world’s ability to feed Juice are just that, simply juice.
B
growing populations, the media influences
C
A
information
E campaigns suggest what foods to eat or
avoid. How can you help consumers make sense of Aramark has introduced its Just4You program
B
competing and sometimes contradictory for vending, identifying over 150 better-for-you
C
A
E programs.
Helping consumers make sense
B
Some companies post detailed product
C
A
Did
E
you know? Standards Agency uses signpost labels with green,
Forty-five
B per cent of processed foods launched
yellow and red stoplight images. Green indicates
low concern while red suggests higher levels of
C
A
E
University of Washington and Yale University are
developing new food ranking systems based on
product on their website, citing facts on everything
nutrient density or overall nutritional quality8
from expected shelf life to ingredients and data
(see Figure 7).
derived from chemical, physical and
microbiological analysis of each product. In other Some companies use colour to simplify things.
Unilever’s “Eat in Colour” Knorr soup campaign
Figure 7: A nutritional scoring system features orange, green or yellow soup. Each colour
corresponds with specific health claims, offering
the simple message that brightly coloured foods
Eating for the experience are good for you. Parmalat in Italy features a line of
LOW FAT products that offer five colours of health. Juices
7.7 g per serving
from Japan’s Kayome come with a colour wheel to
Luxury highlight functional benefits. Quebec-based
foods
Packaged SATURATES
foodsLOW 2.0 g per serving Did you know?
Beech Nut offers a “No Junk Promise” on some
Income Meat
labels, making it easier for consumers to trust
that the ingredients are healthy.
HIGH SUGAR
Eggs, dairy 42.2 g per serving
Colarôme Inc. manufactures natural food colorants
Staple foods and flavours from beets and red cabbage for use in
MED SALT nutraceuticals or candy coatings. Smarties brought
2.0 g per serving back its blue candies offering functional benefits
Eating for survival by colouring them with blue-green algae.
B
olicies and
C
A
ulations Drivers and trends
in food consumption | 21
C | of f ilab
F
Va oo le
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umer buys E E
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B. Policies
E and regulations C. Vast
E variety of foods options
d
C
A
C
A
my way policies and regulations within the advances in food science have created
food system until a news story a system where the boundaries
F
D
E E
highlights gaps or concerns. Recent appear limitless. Products range from
mer drivers incidents
B of food-borne illness have prompted B
C
A
C
A
F
SomeE companies have already tightened up their
D
Woolwich
E
Dairy Inc.
rketplace drivers standards before anticipated regulatory changes
comeB into effect. Tony
B Dutra believes healthy eating has moved
from a trend to a way of being. As CEO of
C
C
A
A
To counter problems related to trans fat, Cargill Woolwich Dairy Inc., Canada’s largest producer
cl
D
D
F
F
ai
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of Egoat cheese products, Tony is growing
Re n
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B
or trans-fat
B free, high-stability canola oil decades products. Tony uses consumer trends to move
al ct
C
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C
th la
before legislative changes were made. What could D goat cheese products from niche markets to
F
D
E mainstream.
E He reads food magazines, attends
l
E
en ki d
EggSolutions, Aaron Kwinter has seen the program because Dutra understands
pp ov n
su ds rs e
egg industry weather the ups and downs consumers want brands they can trust. The
o fe
Packaged
strong corporate values.
in 2007 than in 2000, representing an increase
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foods ofEggs,
1,344 per cent. As you develop new products
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sta d i foo
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Staple foods
d
I want it
my way
Eating for survival
mer drivers
E
C
22 | Consumer trends
F
E
C
A
D
F
E
C
A
Consumer drivers
D
E
D. I want F
to be healthy
B Health is a leading driver in global Did you know?
C
A
food markets and a daily topic of Since 2000, the health food industry worldwide
debate and dialogue. Many has increased by over $US 50 billion.
D
E
consumers expect more health
benefits
B from food products than ever before. diet. WHO predicts that 700 million adults will be
obese by 2015.10
C
A
cardiovascular
E disease widespread. Over the past
decade, the number of overweight people in the Related trends we’re watching:
B
world has often been equal to the number of Healthy oils
C
A
undernourished people. It is predicted that by Knowledge about the health benefits of oil is
D
20
15
10
0
Near East and Latin America and Industrial
South Asia East Asia countries
North Africa Caribbean
Canadian researchers are developing new food Agriculture (USDA) approved a health claim that
products. Some, like the University of Guelph, are barley may reduce the risk of coronary heart
developing omega-enriched milk. Others are disease.
finding new ways to optimize nutrition from whole
grains. To help consumers reach Health Canada and
USDA-recommended pulse consumption levels,
Barley, rarely used as a food ingredient in North Canadian researchers are incorporating pulses
America, is being processed into flour for use in into common food products like muffins, breads,
baked goods, pasta, snack foods, nutrition bars and pasta, cookies and noodles. They’re also
noodles. The Canadian International Grains
Institute and the Food Processing Development
Making it Work –
Bioriginal Food & Science Corp.
Did you know? In 2000, after developing an innovative line
Attribute-rich foods can be consumed directly of flax-based products for functional food
by humans for enhanced health benefits and applications, Bioriginal opened offices in the
fed to animals to produce enriched products for Netherlands and China, and an oilseed
humans. A diet fortified in flax can be fed to processing facility in northern China.
poultry to produce omega-3 enriched eggs. The
Canola Council of Canada says feeding canola More recently, the company worked with
meal to dairy cows will increase milk production Agriculture and Agri-Food Canada to develop
by one litre per day in comparison to soybean a new patented process for manufacturing
or cottonseed meal. conjugated linoleic acid (an essential fatty
acid) and was one of the first Canadian
companies to receive a site licence from the
Centre in Leduc, Alta., are developing barley flour Natural Health Products Directorate.
with enhanced nutritional properties and testing it Bioriginal took innovation from the laboratory
with various food products. Whole grain barley to the board room.
flour is rich in beta-glucans, known to reduce www.bioriginal.com
serum cholesterol and the risk of heart disease. In
December 2005, the United States Department of
developing functionally enhanced flour from
prairie grains for use in bakery products.
Wheat, buckwheat, pulses, barley and flax offer
specific health benefits. Barilla from Italy sells
whole grain pasta made from a blend of flours
that includes wheat, lentils, chickpeas, spelt and
Photo courtesy of Canadian International Grains Institute
C
A
28 | Consumer trends
F
E
C
A
D
F
E
C
A
D
F
E
E. I want it my way! Guidelines to produce Halal foods are extensive
B Some consumers want their and can be applied to meat, seafood, dairy, grains,
C
A
E
experience. This trend is growing and billion Muslims in the world, with between nine
manyB products and services are already being and 10 million Halal consumers in the U.S. and
C
A
tailored to meet the global demand for over 800,000 in Canada. It is projected that by
D
customization.
E 2011, there will be more than one million Halal
consumers in Canada and that 10 per cent of the
Related trends we’re watching population of Metro Toronto will be Halal
Ethnic foods consumers.
Growing racial and ethnic diversity throughout Kosher food
Canada, the U.S. and the EU offer opportunities
Kosher certification is becoming common at many
to provide niche products. Ethnic food markets
stages of food value systems. Kosher foods meet
are growing in cities (see Figure 9). The George
specific, detailed Jewish dietary laws. Producing
Morris Centre forecasts that by 2017, more than
kosher foods or labelling them more clearly is a
Eating for the
half experience
of the Greater Toronto population will be non-
growing trend in North America and other
European in origin. Their study of the Canadian
developed countries. A broad perception that
pork industry suggests that the ethnic Chinese
kosher foods are safer has contributed to recent
market is currently worth $47 million and that
Luxury growth, with as many as two-thirds of kosher
Mandarin
foods and Cantonese consumers want a
products in the U.S. purchased by non-Jewish
different
Packagedsensory experience in taste, texture,
foods
consumers. Many Canadian producers, large and
tenderness and colour than other Canadian
small, include kosher certification on their labels,
consumers.15 How could you change your current
Income Meat
websites and other promotional material.
food products to meet the unique needs of ethnic
market segments in North America or overseas? Food allergies
Eggs, dairy Consumer awareness and concern about food
Halal food
allergies and sensitivities is growing. The impact of
Halal refers to foods that are permissible under
Staple foods food allergies is widespread, from consumers
Islam based on the content and process.
Eating Figure
for survival
9: North American Markets for ethnic foods
150 45%
40%
1991 1994 1997
120 2000 2003 2006 35%
30%
90
25%
20%
60
15%
30 10%
5%
0 0%
Los New York Montreal
Total Asia Total Europe Africa All other Toronto Miami Vancouver Sydney Angeles City
Figure 10: Ethnic-based consumption patterns in the U.S. (kg per capita)
900
800
700
600
500
400
300
200
100
0
2003 2007 1997 2007 1997 2007 1997 2007
Asian Hispanic African American Caucasian and other
F
E
B
30 | Consumer trends
C
A
D
F
E
C
A
D
F
E
C
A
F. I want foods produced in safe, irradiation and genetic modification can challenge
D
sustainable
E ways consumer confidence. Increasing calls for greater
B Some consumers are demanding food safety are prompting further research and
C
A
E
systems. Most want to trust that foods Traceability
are safe to eat. As the world searches for Not in retail? Wondering how consumer trends
sustainable solutions and builds more secure food apply to businesses that don’t sell directly to end
systems, what opportunities can you create for your use consumers? Here’s some food for thought. As
business? food systems become more traceable, all players in
value chains will experience increased scrutiny
Related trends we’re watching regarding issues of food safety, sustainability and
Food safety other consumer trends. Canada’s federal agency
The globalization of food supply has pushed the CanTrace advocates food supply chains that can
Eating for the experience trace one step forward and one step back. What will
limits of safety systems. No system is perfect. Food
safety is needed at all stages, including food you do to get ready?
Luxury
Sustainability
Did you
foods know? The food industry can make it easier for
Canadian Partnership for Consumer Food
Packaged consumers to feel good about the effect that their
foods
Safety Education has launched a new website purchases have on the environment. The U.K. uses
to raise awareness about food safety practices food miles as one measure of the overall
Income Meat
at home. environmental “food print” of agriculture and
www.befoodsafe.ca agri-food. Japan’s Sapporo Breweries is the first
Eggs, dairy beer company to advertise its carbon footprint on
preparation at home. Technologies to address food cans. Environmental, humane, natural and organic
safetyfoods
concerns like canning, freezing, trends in the EU are often ahead of the rest of the
Staple
pasteurization and vacuum-packaging have world. When your value chains start calculating
become commonplace. Technologies such as food CO2 emissions, will you be ready? What can we
Eating for survival learn from food systems overseas?
ose Ph
rp ys
u Corporate ica
P culture l
Strategic Manufacturing
vision processes
Nature of Production
your business and agronomic
model Consumer processes
trends
information
People
Where do I start?
If you watch the news, go online, attend trade • Will my current business model or way of
shows and read industry publications, you already thinking need to change, and how?
have a good start. You know your products and your
business. What do you need to know about • Where do consumers want to find my products
consumers and trends that’s relevant to your future and how do they want to access them? What new
success? delivery channels or formats could I develop?
The sheer number of people allows for a wide • How do I meet consumer needs during volatile
variety of niche markets and trends to develop. You economic times?
can start to shape the future of your business by • What new research can help me with new
asking yourself these questions: products, packaging, food safety or formulation?
• Which consumer trends could result in new • What do I need to understand about the
products and markets? How could I anticipate changing regulatory environment and how it
trends before they become widespread? impacts my future business opportunities?
• Where are the markets for my products? Are • What’s my company vision? Do we need to
they niche markets or mass markets? Are they change to get ready for a new world of
domestic, overseas or both? Should I look at sustainable consumption?
something new?
• What’s the role of consumers in my business and
• Who can I work with to influence the strategic have I integrated their role into my vision?
direction of my industry? How could I improve
communication within food value chains? How
could I use consumer trend knowledge through Enhance your corporate
all steps of the value chain? competencies through learning
• www.fcc-fac.ca/en/LearningCentre/
• Do my products offer solutions for customers by workshops_e.asp#vision-and-goal-setting
making it easier for them to reduce their impact • www.gftc.ca/index-e.cfm
on the environment or address health
• www.farmcentre.com
challenges? Could I simplify their lives by
providing clear, concise product information?
Notes
36 | Consumer trends
Food
Players in your
distribution
chain manufacturer producer
company
Consumer trends
Product design/
development
Omega-enriched ready-
to-pour eggs in a carton
38 | Consumer trends
Blue-sky thinking
Innovative ideas can come from many sources. Consider food waste
They may be a surprise that comes from an Researchers at the University of Arizona have
unexpected combination of ingredients or shown that 40 per cent of all food produced in the
thoughts. They may come from new employees U.S. isn’t eaten. Wasting food contributes to higher
who see things with fresh eyes. Or they could come costs and less productivity and profit and can
from dedicating time to brainstorming or blue-sky negatively impact the environment.
thinking. Carve out some time for your company.
Read through publications and start thinking How can innovative thinking help turn this story
differently about your products, markets and into an opportunity? To start, you could reduce
customers. Then let the ideas flow. food waste within your operation. Then you could
collaborate within your value chain to reduce food
What if? waste from farm to fork. Both steps may decrease
Population growth in India and Africa presents food waste and increase profits.
opportunities for increased tonnage or new Now, think about consumers and what drives
markets for my commodity-based bulk products or them. Many consumers want to minimize their
value-added packaged foods. impact on the environment. They want fresh, tasty
What I know: and affordable food. Many want to feel included
and unique through their purchases. How could
What I need to find out: this knowledge help reduce food waste?
Where to look: Here’s a possible solution. Your value chain could
convert food waste or other biomass into
What if? biohydrogen as an energy source, or compost it
Rising incomes in emerging economies create into fertilizer.21 You could develop innovative
demand for different goods that my company could packaging that reminds consumers to eat foods
produce for new markets. before they expire, reducing household food waste.
Product labels and advertising could promote your
What I know: food waste initiative. You could encourage
What I need to find out: consumers to buy bulk by offering lower prices and
pass along your savings from reducing waste.
Where to look:
This is just one example of how you could use your
What if? knowledge of the changing landscape and role of
Adding functional ingredients to my company’s consumers to create a sustainable future. Excessive
existing products would open up new markets or food waste is one of many signs that our current
boost existing sales in Canada and the U.S.? state isn’t sustainable. Innovators like you will find
ways to turn bad news stories into opportunities,
What I know: maintaining or even growing profit margins. How
can you turn problems into profit?
What I need to find out:
Where to look:
40 | Consumer trends
Notes
Tips, tools and
strategies | 43
Notes
44 | Consumer trends
Notes
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