Page 22 - FoodFocusThailand No.203 February 2023

SPECIAL REPORT

other weather-related disasters. Japan is learning from the
2011 earthquake with more shelf-stable and long-life
emergency food to help people be prepared. Kewpie (Japan)
extended the shelf life of 31 items from 19 months to 25 months.

example, Coca-Cola’s first creations flavor innovation, Starlight,
was inspired by space.
In 2025, the multibillion-dollar space race will have affected
the mindset of consumers as more extraordinary cosmic
Moreover, Stronger UV rays will create demand for discoveries are made. The new space race will see space
functional food and drink with skin health benefits. Companies missions making headline news and impressions on consumers.
can formulate with collagen, lycopene, or ingredients that New technologies, including resource-efficient agriculture and
maintain skin health after sweating caused by high heat or powdered protein, will come to light, giving food and drink brands
humidity. Innovations also need formats that are easy to use, a wider variety of space inspired themes to take inspiration from.
including products that require only water to prepare or can As seen with the metaverse, marketing has the power to make
be made when power is rationed, like self-heating packaging. technological advances seem relatable to consumers. And the
Warming weather and its consequences mean companies will growing army of space influencers, such as Australian TikTok
need to develop products not only for mainstream needs but astrophysicist Kirsten Banks, can be used to enhance brand
also for special diets, children, and the elderly. Pet food brands credibility.
also can explore how to help pets endure severe weather.
Minimalist Messaging
Staying Sharp 10 years later, consumers
Consumers are demanding formulations that help them are tired of getting too
optimize their mental performance. Nutrition will be a valued much inf ormation.
tool for cognitive health management that helps power people Consumers want find
in their jobs, hobbies and leisure time. Consumers will look information and make a
for food and drink that influence cognitive capacity, manage decision by themselves.
stress levels and optimize brain function. Therefore, clear and
Consumers value coffee’s mental energy simple communication will be essential to connect with fatigued
boost but can express concerns about its consumers. Brands will shift the stories they want to tell about
health impact. Lower-caffeine coffee can product origin, history, and uses from packaging to social media,
communicate ‘sustained energy’ without over websites, and other marketing. Information also can be shared
caffeination. US start-up Buzz Lite offer low- at the point of purchase. Product communication will be
caffeine coffees. streamlined to the essential selling points that matter most to
Australia’s White Wolf Smart Energy is brands and consumers. This simplification has dual drivers.
made with ginseng, L-theanine, caffeine, and Companies will concentrate advertising on basic benefits to
vitamins B6 and B12. It is said to be make the most of budgets that are stretched by inflation and
“ideal for training, gaming, and work”. supply-chain issues. Meanwhile, consumers want to easily find
In Vietnam, Nestlé Milo Mindvibe for products that fit their needs and save them money as the costs
teens contains green tea, taurine, of living rise. For example, Bagrry’s Muesli (India) simplified its
zinc, and B vitamins to “provide June 2022 packaging design compared with a January 2022
energy and focus”. design.
Looking forward, new research In addition, a quest for trustworthy information will lead
and patents related to the gut-brain consumers to appreciate brands that support their claims. Brands
axis will create opportunities to highlight how the digestive can gain trust by citing scientific research, using certifications
health benefits of pro-, pre-, and post-biotics support cognitive from third parties, or
health. This gives fiber-rich foods such as produce the potential adding voluntary labels
to shine. such as Australia’s
Health Star or Europe’s
Cosmic Comforts Eco-Score labels.
As Earth endures more chaos, space will become a source
of optimism, innovation, and connection. In the coming years,
space will become more tangible than the mythical and magical
flavor and color inspirations that have appealed to consumers
looking for escapes from the reality of life on Earth. Especially
generation Z, who are disillusioned with the world as it is. For
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