Trendy foods

Trends have a substantial influence on shopping decisions. Such trends also have the power to change consumer habits and the structure of demand for good. The effects of trends can be expected to remain permanent when a number of different factors are present at the same time. The most powerful current mega-trend prevailing in the food market is health. All aspects of a health conscious lifestyle are intended to promote sustaining health. In spite of intensive communication by government organisations and marketing departments, the number of health conscious consumers is only growing slowly. One of the important sub-trends arising from health consciousness is a new interpretation of traditional Hungarian cuisine, conforming to modern criteria and ingredients. Another important sub-trend is what we generally refer to as “Mediterranean” cuisine, as Italian and French gastronomy is largely compliant with the criteria defined for a healthy diet. The number of people who suffer from obesity or regard themselves as overweight is very large. For them, calorie values are practically the only consideration. Demand is also growing for food products with ingredients which compensate the negative effects of our environment or strengthen our immune system. Another major consideration for consumers is the presence or quantity of additives. Finally, the ease of preparation is also a key consideration for the active part of the population. What makes a food product trendy? The best answer is that compliance with the largest number of trends helps in making products trendy, because the requirements of several target groups are satisfied. Furthermore, authentic and straightforward communication is also needed to make a product trendy. Nestlé products are popular in several segments, like the Maggi product line and Nesquick, which are good examples of long term popularity. Salads are also among leading “healthy” products, representing a balanced diet. – We have been present in the market of salads for over 10 years, during which we have seen a dynamic growth in demand – says Lajos Hetyei, managing director of Eisberg Marketing Kft. Intensive communication of the importance of breakfasts has been helpful in boosting the popularity of the cereals and cereal bars offered by Cerbona Zrt. Apart from products containing added vitamins and minerals, those containing pro-biotic flora and aloe vera have also become popular quickly. The dynamic increase in the popularity of the Activia product line from Danone is an example of successful marketing communication, focused on their proprietary bacteria (formerly called Bifidus essensis, currently Bifidus ActiRegularis). The introduction of Sappé drinks in three flavours by Sapanan Kft., which contain slices of aloe vera has also been a welcome development for health conscious consumers.