Page 25 - Food&Drink magazine Feb-Mar 2023

more important and very much associated with health,” Williams says.
This trend builds on the
2021 Age of the Influencer and 2022 Voice of the Consumer trends, with Williams saying the biggest takeaway from panel discussions with influencers this year was that we are in a new era of two-way conversations between consumers and branded manufacturers.
“More and more consumers want to be involved and say they should be involved. It has never been more important to
know your consumer
because it’s never been
easier to reach
consumers,” she says
4PLANT-BASED: UNLOCKING A
NEW NARRATIVE
While 2022 saw the plant-based sector meet
some roadblocks with
growth slowing, its maturity and move away from simply mimicking animal proteins will open opportunities to diversify and expand. Taste, texture, and price are still big barriers for many consumers.
Williams says, “Nobody wants a hamburger that maybe costs 20 per cent more but gives you 20 per cent less satisfaction on the eating experience.
“But there is opportunity here when consumers say, stop doing the standalone products. It means there are many other things to do, not just meat or dairy alternatives.”
Gen Z consumers are growing up thinking that plant-based milk is the taste and texture of milk, so they will have different tastes and textures expectations.
She adds that while many look to the stock price performance of some of the bigger players as the barometer for the sector, “nothing drives a trend faster than the government”.
She cited The Netherlands – the second largest food and agricultural exporter in the world after the US – that has a national protein strategy.
“There is a national protein strategy here. They’re describing it as a period of transition from an animal-
CLOCKWISE FROM LEFT:
Quick Quality: Simone Logue's launch of pre-prepared meals reflected changing consumer preferences.
Unlocking a new narrative: Vow is pushing the boundaries of alternative proteins beyond replicating traditional proteins.
Farming the Future: Wide Open Agriculture's Oat Up oat milk is produced using regenerative farming techniques.
FARMING THE FUTURE
Building on 2022’s top
QUICK QUALITY
Another trend building on
TRENDS 2023
based protein economy to a plant-based economy. One of the targets is having 20 per cent of all the agricultural land devoted to plant protein. I think it says a lot when you see the research power of this country.”
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consumer trend being the health of the planet, consumers are increasingly invested in the source of food, tying in with major global concerns of transparency, health, sustainability, and waste.
IMI found public curiosity for innovative technologies such as vertical and regenerative farming is increasing. While these methods can help maximise flavour, nutrition, and yield, they can also win consumer support if they are shown to improve the quality and sustainability of global food production.
Williams says, “Brands need to demonstrate how novel production techniques are benefitting farmers, people, and the planet. Of course, then you have to balance that with the willingness to pay prices because products made with
regenerative
agriculture are going to cost more.
That’s the trade-off.” IMI’s consumer surveys found
70 per cent of consumers like products that mention the benefits of their sourcing of the farming method. They also relate that to more natural and organic products that are better for the planet and personal health.
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the last couple of years, quick quality is about consumers still wanting products that are convenient but are also healthy.
flavour impact, and offer more of a “helping hand”, so consumers participate more in the cooking are well received.
“Twenty-five years ago, Tesco set the world on fire with its chilled ready meal case that was 100 per cent done for you, you just had to heat it and eat it.
“Now, consumers are a bit more willing to participate in the cooking. It is definitely something that represents a great opportunity,” she says.
Consumers are seeking more than convenience alone, but it can enhance a brand’s key values and positioning.
“ Novel flavours are the siren call for young and experimental audiences. These consumers embrace the new and different, while being extremely responsive to positive engagement from brands.”
Two thirds of those surveyed said they were looking for simple and convenient ways to ensure their daily nutrient intake.
IMI asked consumers what they look for when purchasing a meal kit. Value for money, freshness, and health benefits topped the list, convenience was further down the rankings.
Brands that offer clean ingredients with a great
DEVOURING DIGITAL
Brands are starting to
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embrace the full potential of consumer connections by enhancing real life with digital experiences that range from the functional to entertainment.
“You can’t ignore the impact that digital technology and social media have on what’s happening in food.
www.foodanddrinkbusiness.com.au | February/March 2023 | Food&Drink business | 25