Page 26 - Food&Drink magazine Feb-Mar 2023

TRENDS 2023
“Some companies are really following TikTok trends. Digital technologies that are driving changes in personalised nutrition to pure entertainment with novelty flavoured beverages are already here,” Williams says.
She adds there are lots of different ways to leverage this trend but merging food with digital experiences is key to reaching young people.
From those surveyed, the strongest responses to the question “How do you feel about
digital food and beverage experiences?” came from consumers aged 18 to 34.
It also allows companies to leverage brand
platforms for wider and more meaningful impact, driving curiosity with consumers. It can
change the perception of your brand, making it
seem younger and more innovative – something a brand can also do by connecting with an issue.
8REVENGE SPENDING Small pleasures have a heightened effect as luxury spending comes under pressure, providing opportunities to enhance brand perception.
Williams says, “Coming out of Covid, when food was our entertainment, into this period of very high prices and limited budgets, food can be in luxury.
We know consumers are spending more on food and beverage post lockdown, while also trying to save money when buying food and beverage.”
For brands, one way to leverage this is releasing limited edition products. Williams says it doesn’t need a complicated slotting discussion with retailers, it can be done direct to consumer at the point of sale. There has been a 30 per cent average annual growth over the past three years for products with a limited-edition claim.
“It’s about finding those little luxuries that bring you some a bit of pleasure. Again, 60 per cent of consumers that say they are in a worsened financial situation also say that they’re more likely to make a one-time impulse purchase when it’s innovative. And again, we saw with young consumers, Gen Z, and its interest in flavours. It is a big purchase driver.”
9
go-to source for consumers keen to know about the health and
nutritional value of a product. For Williams, when asking
how you can make it easier for consumers to understand how healthy a product is, “nothing drives a trend faster than the government”, echoing her thoughts in Trend 4.
This trend is about re- establishing trust, providing clear cues, and helping consumers navigate choices. This gives brands the chance to educate and deliver on health messages and product benefits.
IMI found the top responses from consumers on how they determine if a product is healthy were the ingredients list and nutrition label.
“I don’t believe that, but it does tell you what consumers think they should be doing. They will probably look for commentary online from what they consider a trusted source, which right or wrong is reality. Own research and on pack claims are also very important,” Williams says.
She sees a lot more conversation around labelling on products and government regulation, with standardised
ABOVE: Unpuzzle Health: Lite 'n Easy has repositioned itself from a weight loss brand to one of wellness.
ABOVE LEFT: Devouring Digital: Doritos changed packaging across its entire range for a youth mental health campaign.
LEFT: Positively Imperfect: Endeavour Group's Vinpac International and Orora developed a lighweight reverse taper bottle, adding they would continue to innovate on recyclability solutions.
criteria helping consumers navigate choices.
“I think there’s no turning back. Governments are going to continue to nudge or regulate somehow to try to encourage food companies in the industry to do better. If it works or not will be a highly iterative process and with lots of changes.”
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With the transparency trend growing in recent years, IMI found three in five consumers say their trust in a brand increases when the brand communicates the challenges they are facing on the product.
Openness about the complexities of sustainability is appreciated by consumers who do not expect brands to be
100 per cent perfect.
“This whole idea of being involved in a brand’s journey is important. Consumers say that they feel more involved when the brand is very honest about it,” Williams says.
Irreverent messaging on products can make it more authentic and less corporate when you’re a bit cheeky or maybe very honest on a product.
“It’s very easy for me to sit here in my chair and say, you should do this, but I don’t think it’s a bad idea to figure out how to best communicate that we don’t have to be perfect, and companies also don’t have to be perfect, and in fact you’re just doing the best you can.” ✷
UNPUZZLE HEALTH
On pack messaging is a
POSITIVELY
IMPERFECT
26 | Food&Drink business | February/March 2023 | www.foodanddrinkbusiness.com.au