Magazine: A new generation of foods and drinks: healthy and convenient products

According to Hamburg-based global market research and analytics company Statista, this year the average European consumer realises EUR 1,267.96 FMCG turnover, 2 percent more than last year. Jenny Zegler, associate director of Mintel (a global market research company with its headquarters in London) has written in a study that sustainability, health, well-being and the modern concept of convenience are transforming food and drink manufacturing in 2019.

The authors of the study – there are more than 90 – claim that a new generation of modern foods and drinks are appearing in the market, convenience products that fall in line with the current health trend. Shopper demand is also growing for natural, nourishing and special concept products. It is also an important factor that the shoppers of today are always on the go, so they buy takeaway breakfast, a quick lunch or a snack – and they do this in various store formats.

These days manufacturers and retailers – and even consumers with the products they buy – must make a contribution to the sustainable economy. As Emma Schofield, global food science analyst of Mintel puts it: just like making and selling products, sustainability is also becoming a fundamental expectation of consumers from food manufacturers and retailers.

We can also read in the study that having enough high quality soil isn’t only important from the perspective of producing enough food, but also for proper water and climate change management. The problem is that good quality soil is disappearing, so companies and brand owners should participate in saving it. US brand Annie’a Homegrown is already calling shoppers’ attention to these important issues.

According to the study, a new generation of consumers is appearing on the scene and due to their aging they want modern and convenient foods and drinks. In order to be able to satisfy this need, manufacturers have to improve their product selection. Another important group of consumers is very busy people, who want premium-quality, more nourishing or tailor-made products. It is best if convenience products are available at as many places as possible, so that shoppers don’t go to a fast food restaurant instead. Lynn Dornblaser, Mintel’s director of innovation and insight revealed: consumer groups want more convenience. People start cooking less because they don’t feel like it or don’t know how to do it.

Nestlé has also collected the latest food and beverage manufacturing trends. According to them now – ‘global is the new local’ – consumers don’t need to travel a long distance any more to taste special foreign foods. Italian, Mexican and Chinese flavours now form part of the daily diets of many consumers. Those who are more knowledgeable about international food are already setting their eyes on India, South Korea and the Middle East for new flavours.

Dr Andreas Kaapke, a professor at the University of Stuttgart gave a lecture at a conference in Offenburg, where he told that grocery retail is becoming more and more a world of experiences: people want to spend time and taste new flavours. He also spoke about the rapid conquest of vegetarianism. The professor revealed that 47 percent of German consumers are interested in retailers communicating with them via smartphone, e.g. in the form of personalised offers. //