Page 32 - FoodFocusThailand No.174 September 2020

SPECIAL FOCUS
SPECIAL FOCUS
The findings from Trendipedia — a
1
study on 2020 consumer trends.
The study of food consumer trends
explains why it is now more important
than ever to make sustainable
changes while meeting the needs
of health-conscious consumers who
are also looking for convenience.

2020 Consumer Trends:

It is now more important than ever

to make sustainable changes

With competition in the food industry remaining high, food producers must Convenience Reborn
be aware of the latest market trends and statistics to stay ahead. COVID-19 is The second key trend, defined as ‘Convenience Reborn’,
‘unexpected’ in the physical and social context, impacting consumer concerns highlights the rapid development of e-grocery and home delivery
and behaviour. But even with a shift like this to the ecosystem, the underlying options which have slowly gained importance because
trends and macro forces are still expected to have significance. In order to meet consumers are staying in their homes. New consumer groups
these consumer demands, manufacturers need the latest packaging and who never considered these solutions before, such as the elderly,
production solutions. The study identifies seven major trends for 2020, which will try them for the first time and might become dependent on
are classified as: them. To make online shopping easier, food products must be
1. Responsible consumption easy to find, identify and understand. Packaging must be
2. Convenience reborn designed to appeal visually to e-shoppers, taking into account
3. Heritage and provenance the size of a typical smartphone screen.
4. Reconnect
5. Intentional indulgence Heritage and Provenance
6. Personal data The third major trend identified in the study is ‘Heritage and
7. Experience matured Provenance’. Food has always been a central part of human
culture and a strong carrier of cultural messages. Today,
In this article, the author emphasises on the importance of these trends and globalization is generating a powerful urge to explore other
leverages the first three trends on food and beverage business. cultures and heritages. For new products to succeed in this
category, food producers need to align the authenticity and
Responsible Consumption quality of ingredients, with the right recipes and product
For the food and beverage industry, by far the biggest consumer trend is presentation. They may also need to fine-tune their products to
‘Responsible Consumption’ which relates to health and environmental concerns. suit the tastes of different geographies and demographics.
These were once two separate trends, but today’s consumers see them more We can see that current consumer trends are fundamentally
holistically and understand their interaction. The new attitude that is evolving – connected, and this link between trends can be a truly inspiring
‘what is good for the planet is also good for me’ – presents new opportunities for source of long-lasting innovations. The report emphasises a
food producers. To retain consumers’ trust and maintain brand positioning, the very important idea — one trend may facilitate the other, and
product and the packaging should combine to deliver a coherent message. The perhaps together they fulfil a basic human need or universal
products need to look and feel clean. human truth.

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