Page 27 - Food&Drink Magazine Jan-Feb 2019

NUTRIENTS: START HERE AND BUILD
Identifying the key nutritional elements of a product that are of greatest interest to consumers is the foundation from which to build. The basic nutrition information panel provides limited information from which to work, so consider investing in laboratory testing to determine the content of other nutritive substances that may have appeal, such as vitamins, minerals, fibre and antioxidants. Additional testing can often unlock an untapped goldmine of opportunity to create new messages and claims that will appeal to specific target markets without significant investment. Dig a little deeper, get intimate with your product and you may be rewarded. However, the key is not to stop here.
INGREDIENTS: THE QUALITY OF THE RECIPE COUNTS
The ingredient list may be even more important than a product’s nutritional profile when it comes to determining how ‘healthy’ a food is. Research by ingredients company Kerry found 75 per cent of consumers who are willing to pay more for healthier foods stated they evaluate the ingredient list, compared to 66 per cent who look at the nutrition information panel.
The desire for cleaner labels is behind the commitments we’ve seen by many large companies, including Aldi, Nestlé and Mars to remove artificial colours from their products. Others such as McCain are committing to using as few ingredients as possible, and more recently, a consumer advocacy group in the US called Go Clean Label as an independent certification body in this area was launched.
Just like removing plastics from the ocean, continuing to ‘clean up’ ingredient lists will remain a core contributor to consumer perceptions of healthy.
FOOD: THE WHOLE IS BETTER THAN THE PARTS Building on the drive for clean label is the consumer understanding that real, fresh and whole foods are naturally better for you. Simple and authentic are associated with heritage, tradition and comfort, where less interference means naturally healthy. The more processed a food is, the less healthy it is perceived to be. The exception is ‘positively processed’ foods, where the nature of the processing is perceived to retain or enhance the nutritional value of a food, such as fermentation and
cold brewing.
FOOD SYSTEM: LOOK BACK TO LOOK FORWARD The rise of a more mindful consumer, Innova Market Insights number one trend for 2018, highlights the importance of linking the source of the food to the consumer. Open door visits, farm and factory visits, and revealing the face of the farmer, producer or worker are all ways that build a perception of ‘health’ through trust.
Some businesses are now using advances in technology to assist in this area. For example, Barossa Valley Cheese Company is using augmented reality to enable the product to be scanned and linked to a video showing how the cheese is made, who makes it, and the packing process.
FOOD AND ECOLOGY: THE CONTEXT MATTERS Addressing this top layer is where a food business can really start to lead and differentiate. As the mood of society changes and businesses are increasingly expected to do more than make a profit, demonstrating values linked to the broader impact of food on the environment, and to its role in promoting and preserving
cultural and social aspects of food and eating can set a business apart.
It also acknowledges that consumer definitions of personal health are more holistic. Many companies have commitments in the areas of environmental sustainability and fewer in the social and cultural areas. Two exceptions are Presidents Choice in Canada with its #eattogether campaign, and Mars with its communications around
Make Dinner Time Matter. A strategy that combines each layer as a way to meet
consumer’s evolving definition of ‘healthy’ is most powerful. Thinking full circle provides
a significant number of opportunities for differentiation and the
creation of a meaningful brand. It also provides the foundation from which to build an authentic and trusted corporate or brand voice.
If we continue to focus on just nutrients and ingredients, we are addressing just a fraction of what can be said about food. For those looking for future relevance, the target is to hit 100 per cent. ✷
✷ ABOUT THE AUTHOR
TRENDS REPORT 2019
Sharon Natoli offers advisory services to the food and beverage industry, speaks about health and
wellness as a
future-of-food influencer, and is the author of Food for a Better Future.
www.foodanddrinkbusiness.com.au | January-February 2019 | Food&Drink business | 27