Given the impact of COVID-19 restrictions, Sydney-based market researcher PLAY MR is researching how the year for shopping and food develops.
Becky Mead
By PLAY MR CEO Becky Mead.
Given the rapid change promised by this new decade, consumer food preferences are evolving along the lines of the American personal development expert, Coach Mike Bayer. That means: be you, just better.
From 2020, similar topics such as sustainability, conscious consumption, herbal alternatives and data-driven nutrition will be dealt with from 2019.
Given the impact of local closures due to COVID-19, we also expect a growing trend to support local grocery stores, which is likely to affect the way Australians shop and eat in the coming year.
Here we present the global and Australian food trends of this year and suggest how you can apply them in your company.
Important insights and emerging trends
Sustainability in steroids. Concern about climate change and support for the local economy will go beyond the buzzwords as consumers become increasingly educated, demanding, and willing to change their eating habits for the common good. Smaller series and products from the region are definitely on the menu closer to the house (to take away).
Alternatives not in stock. Brand loyalty is far from local supermarkets introducing article restrictions in response to the COVID-19 pandemic. In PLAY MR's independent weekly study of 500 Australian consumers, we see a shift towards testing available products versus product preferences. Further research is needed to understand the changes in consumer behavior caused by pandemics and the future impact on brand and consumer relationships.
Innovative alternatives. From creative butter and spreads based on plants to flour made from fruit and vegetables, consumers are looking for ways to optimize their diet and achieve greater diversity through new textures, ingredients and innovative shapes. In data-driven nutrition, the XiaoAI smart speaker from Nestlé China serves as an Alexa for your appetite by using personal data to provide customized food sets and supplements that families can use to easily achieve optimal nutrition.
Mood-enhancing foods are becoming mainstream. Consumers want access to more data on their individual needs, as well as practical recommendations to optimize brain health and mood. As consumers focus more on emotional wellbeing, mental health and mood-enhancing foods like CBD (cannabidiol) have become an important part of this conversation.
Storytelling and national cuisine. Gourmet centers like London and California not only relate to Mexican or Italian food, but also offer region-specific cuisine from places like the Mexican peninsula Baja and Venice in Italy. Consumers are keen to learn more about the history of their food. Therefore, the focus is on the origin of the ingredients, the taste, the cultural and traditional background and the geographical origin.
Take a bite out of these trends
Not sure how to add them to your offer? We have a few ideas.
Go ahead. Consumers are looking for brands that demonstrate positive changes and contributions to ecological, social and ethical food issues. Your BS filters are hard to come by. They are looking for instructions on how to make their diets more sustainable from both an ecological and an economic perspective. How can your company become a pioneer in this area?
Choose healthy instead of hardly believable. Although "instagrammable" foods were once the star of the show, the key food trends of 2020 have a background to health and conscious consumption, so it may be time to drop the unicorn food.
Make data-driven decisions. With the pace of innovation, consumer preferences and competition in the market, decisions with data-driven insights are becoming more important than ever. Analyze your customer's journey, buying habits, communication strategy and product offering to ensure that each element works towards a common goal. Leave probiotics to your gut.
Hungry for more?
If you want to better understand consumer behavior today, evaluate your product or even test your brand's communication strategy, the PLAY team will be happy to help you. Start the process to get closer to your consumers in 2020.
About information
Becky Mead is the managing director of PLAY MR and a living example of her values: energetic and energetic attitude, thoughtful and committed to the continuous improvement of PLAY MR (and its customers). With 15 years of research experience, Becky has helped local and global brands grow and find answers to their most pressing questions. Contact Becky and the team at playmr.com.au/contact for a (virtual!) Tour of the state-of-the-art facilities at PLAY MR, to talk about all research results, or just to say g & # 39; day .
