Claims that redefine the food industry

Since the dietary preferences of consumers are constantly changing, it is crucial to food industry follow their trends in order to have a better overview of how to position the products. The rise of e-commerce, accelerated by the coronavirus, did food claims for consumers.

According to the 2020 Digital Consumer Survey Euromonitor International, 48% of global respondents typically purchase food and beverages online via computer, smartphone, tablet or other device. While in Mexico, 55% admit to using a computer or smartphone as a channel for purchasing food and beverages.

However, while some requirements food properties are the thing Marketing, others require longer-term investment and a broader strategy to be effective. According to market research firm, Euromonitor International, the five main strategies that food companies use to drive their long-term growth through the use of product claims are:

  • Better for you
  • Plant-based
  • Nurture natural movement
  • Support sustainable procurement schemes and the reduction mantra
  • Reuse and recycle

On the other hand, according to Euromonitor research, in 2019 worldwide, the chocolate candy category had a total of 309,765 units of SKUs available online, of which the most common attributes were: organic, gluten-free, fair trade and vegan. In Mexico, out of a total of 3,894 online SKUs, the attributes that prevailed in the confectionery category in 2019 were:

  • No sugar
  • Gluten is wrong
  • Organic
  • Naturally

In this context, it is important that leading food companies align product claims with their corporate goals. According to the study “Leveraging product claims to build a successful brand strategy“, the penetration of healthy, clean and ethical labels remains low in most packaged food categories, opening up space for food companies to place greater emphasis on product attributes related to healthy eating, plant-based, natural ingredients, sustainable sources and packaging.

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