CONSUMER TRENDS IN THE FOOD SECTOR

Trends are based on the natural evolution of the needs, motivations and preferences of consumers. In specific terms of food consumption, they are being affected by growing consumer awareness towards the products, brands and distribution chains. Obviously the economic difficulties in society, also cause some short-term changes that favor the price factor, increasing the point value of white markings. Different analysts believe, however, that future trends will force our industry to adapt to the new pace of life, with food available anytime, anywhere and without loss of quality, health and regulatory compliance, create a full satisfaction consumer.

According to the findings of the guru Phil Lembert, "Buyers are looking for some healthier for them and their families food, and brands will have to meet these demands through product innovation and the use of mobile technology to shop more faster and more conveniently." In his view, the trends that will shape the future are associated with the influence of a new generation of consumers, especially women in industrialized countries, with strong affiliations to brands and bargain hunting . Lembert also predicts growth opportunities for companies to put their cash value policy of Corporate Social Responsibility, improved channels based on the opportunities of new technologies ("click&buy" and prescriptions through promotion and marketing of influencers in social networks), along with a much greater emphasis on the aesthetic qualities of the products (packaging is essential here).

In any case, the main changes in consumption are already occurring due to globalization and the internationalization of markets and, in particular, by a transformation of the food value chain that positions the consumer as the primary goal of the entire production cycle. The food businesses should develop a new model in which the Health and Service (and not exclusively Nutrition and Sale) are the real axis of its business.

In the long term, the AZTI-Tecnalia, Technology Centre has produced a valuable report of trends shaping consumption patterns by 2020. Thus, trends that have been identified as those that present the greatest potential for growth in the European food sector in the coming years will be:

• FoodTelling: Provide the food supply of a product message that greater information transparency, a specific identity and added value to connect it directly to consumers.

• SuperSense: Find a multisensory experience leading buyer original and different sensations associated intimately pleasure.

• SlowCal: Associating the product to values ​​related to awareness in social, economic and environmental issues.
• Here&Now: Facilitate lifestyle of urban consumers who demand flexibility, mobility, optimize the management of your time, stay healthy, and the instant gratification of their needs anytime, anywhere.
• Eatertainment: Generating memorable culinary experiences that connect with the emotional part of individuals that move so aspirational and desire of novelty, surprise, fun, etc..
• MadeSimple: Facilitating the purchase by new technologies and intelligent consumption versus saturation advertising, infoxication and lack of time.
• MyHealth: Reflected in the search for individuals responsible consumption and healthy eating adapted to the personal needs to achieve physical and emotional balance.
• EgoFood: Favoring the expression of values ​​and aspirations status of consumers through food. This trend leads to the consumption of products that fit the personality of the consumer and that it feels identified.

As we see, the food sector seen growing demand trends closely linked to the demands of user-consumer (today and called in some circles Prosumer), far beyond the traditional model, which focused the entire value chain around the Product .

The challenge for our companies in a changing global market and is therefore to predict and identify what those needs are our public, for which we relate much more closely with them, consequently enhancing our communication environments and adapting R&D+i productive plus flexible supply chains, logistics, distribution and marketing.

+info:

• Specialized in marine and food research technological centre, AZTI-Tecnalia: http://www.azti.es/es/ 
• Trends in the food sector. Report Ainia Technology Center: http://www.ainia.es/html/test/consumidor/inicio.htm