Page 20 - FoodFocusThailand No.202 January 2023

SPECIAL REPORT

Generation Push Customers of various ages AeroFarms’ vertical farms (USA) grow GMO-free
have different requirements. Natural and healthy and pesticide-free produce utilizing modern aeroponic
products appeal more to Baby Boomers and technology. They
Generation X, who are more concerned about the safety of even use appropriate
ingredients, whereas buyers in Generation Y, the majority of light waves to
whom are of working age, are more particularly concerned stimulate vegetables
with prices. As a result of growing up in the digital age, Gen with distinct flavors
Y and Gen Z buyers prefer foods or brands that reflect their and nutrients.
lifestyle, personal beliefs, and values, and they enjoy
interacting with brands as it reflects who they are. Also, these Quick Quality Two-thirds of consumers prefer
consumers are thought to be very influential in shaping foods that are simple to prepare and consume
and redefining trends because they embrace new and and rich in nutrients. As a result, ready-to-cook,
distinct flavors and are extremely responsive to brand fresh meals that are precut, seasoned, and mixed are
engagement. becoming more popular. Consumers choose these meal kits
Danio’s Cottage Cheese product, Cookie dough for a variety of reasons, including price, freshness, health,
flavored from the Netherlands and time savings.
This Danio’s special flavor of Danio Ready-to-cook seasoning potatoes, Earth Fresh
cottage cheese was developed Brand from USA Roasted baby potato with a gourmet sauce
from the consumer’s vote via a made with clean
popular chatting application ingredients, no gluten,
(Whatsapp). The company has and dairy-free. Easy to
conducted this survey to find out cook and fast, just peel
that “Cookie dough” is the most the seal, roast or oven-
popular among new-generation baked the potatoes, pour
consumers. the sauce in it and serve.

Plant-based: Unlocking a New Narrative Devouring Digital Consumers today want to
Protein derived from plants is no longer considered merge physical and digital experiences. Products
experimental. However, market growth is expected that appeal to them must have online platforms
to slow in the coming year as most consumers continue to through which they can express their opinions and
refuse to buy due to taste, texture, and price, as well as a preferences and exchange information with other buyers.
desire to avoid artificial foods that are not derived from nature. This method can raise awareness and have a significant
Furthermore, Gen Z consumers now expect plant-based impact on consumer behavior as well.
products to be distinguishable from real meat and to be Coca-Cola Byte, a brand-new pixel flavor, was
available in more convenient, ready- released to provoke curiosity from fans in the US. Before
to-eat forms. diving into the real
Holy Cow’s ready-to-eat vegan thing, consumers were
curry sauce (UK) is made with allowed to experience
plant-based ingredients and is free the new flavor by
from gluten and sugar. It is easy to entering the metaverse
prepare; simply add proteins or in an online game
veggies and sauté for three called Fortnite.
w minutes.
Revenge Spending Since the worst of
Farming the Future Digital technology has COVID-19 has passed, consumer spending has
become increasingly important in agriculture and been increasing significantly. Despite the desire
livestock production; for example, vertical farming to splash the cash to bring back their excitement, many still
and smart farming can help improve agricultural produce limit their spending on food and beverages. As a result, the
quality while also assisting farmers in meeting sustainability products must be distinctive enough to entice people to buy
standards. Furthermore, young people believe that or pay more. To accomplish this, manufacturers could use
agricultural technologies could help farmers live better lives a new aroma, flavor, or even the creation of unique items
and earn more money. For them, the ideal products should that will be sold for a limited time, such as limited-edition
be natural, free of chemicals, and safe for humans, animals, products. Besides, the survey also discovered that
and the environment. consumers are eager to try familiar foods and beverages in
new or unusual forms.
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