Page 22 - Food&Drink September 2019

SNACKS & CONFECTIONERY
Disruptive consumers snacking on innovation
In looking at consumer behaviour when it comes to the snacking market, industry specialist Mark Field says, “the biggest disruptor in the market is the consumer”.
WE think we are changing things because the consumer wants more, but in reality, we are changing because we are being highly influenced by the consumer. The customer doesn’t always know what the end solution is going to look like, but is expressing a need and saying, “come and disrupt the market”, Mark Field told F&DB.
For Field, there is real skill in understanding when you need to introduce something to meet a customer need. Innovation for innovation sake does not necessarily deliver the right outcome. It is about asking “Where is the opportunity? Where has the customer given us the most permission to change what’s on offer? And then asking how you innovate in that space”.
People’s lifestyles have changed and there is less time for more formularised meals. It means consumers are looking
for something they can eat on the run in between meetings, on the way home, or that sees them through to their next proper meal. What that looks like depends on the consumer, Field says. “The customer is saying, snacking is more important in my lifestyle than it has been for a while. Now, how food
“It is a really strong category at the minute, but that’s because it’s coming from a low base,” Field says.
Everyone has a different interpretation of health and we are a lot more aware about what we’re eating, he says. It means consumers’ snacking choices vary dramatically. Field says because of this, personalised nutrition is going to become more important over the next few years.
“The internet is changing our lifestyle. A picture of a product in the US is seen on the same day in Australia. Thereismorevisibility about where innovation is coming from and what type of products are out there. The influence of celebrity chefs as well as the influence and sharing of science and academic research is driving change,” he adds.
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“ It is about asking where is the opportunity? Where has the customer given us the most permission to change what’s on offer? And then asking how you innovate in that space.”
manufacturers meet that need is about developing products for that meal occasion.”
There will be continued strong demand for traditional snacks like chips and chocolate bars, but products in the health and wellness category are on the rise.
“Traditional food manufacturing in the way we know it still has an important role to play. What we are seeing is an evolution of new processes and techniques, new ways of producing food that will complement the existing products we have in our diet.”