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SECTION 3 - Saskatchewan Grocery Retail and Foodservice Value ...

SECTION 3 - Saskatchewan Grocery Retail and Foodservice Value ...

Section 3everyone in the

Section 3everyone in the food industry, to one degree oranother for the next 5-10 years.The development of trends is based on severalfactors not the least of which are societalnorms and concerns. Primary influences onfood trends also mirror trends and concerns insociety:Consumers in Canada make decisions everyday about what food to purchase. Canadianswill impulsively buy up to 70% of our food andthrow away, uneaten, approximately 10%-30%of all the food we purchase. As consumers,up to 75% of our decisions as to what productor brand to purchase is made in the storestanding for 3 – 5 seconds in front of the shelf.Canadians purchase food based on a varietyof feelings, beliefs, perceptions, moods andviews. The food industry spends a greatdeal of time and resources in attempting todiscover what consumers are looking for in theway of food products, and in developing andlaunching new products and line extensions(over 40,000 worldwide per annum) to meetanticipated consumer needs.Trends in the food industry are ignored byfood companies and retailers at their peril. Themarket is relentless and ruthless in eliminatingthose products and companies that do notmeet some of the major consumer trends inthe food industry.What is a food trend?It is useful to understand that while trends inthe food industry take approximately 5 years todevelop, they also take 5 years to decline. Thetrends that are in the market today will impact3• Psychographics (environmental concerns,health concerns, food safety, trust in thefood system, bottled water, tainted meat,pet food, urban growth)• Demographics (population age andgrowth, education, income levels,spending habits, immigration, family size,ethnic blend)• Economic (employment, real disposableincome, pricing of substitutes, fooddistribution, food sourcing)• Information (internet, knowledge transfer,communications)• Technology (packaging, processing)• Logistics (distribution, transportation,sourcing)• Safety (food standards, labeling laws,legislation, NAFTA, internationalagreements)InformationInformation has become a key driver todeveloping, maintaining and reinforcing foodtrends. The consumer in North America,Europe and in the Far East has accessto information that influences purchases.Information on food safety, nutrition, the

Section 3environment, food pricing and other factors isreadily and instantly available to the consumer.Word of mouth can build or destroy a product.Blogs, chat rooms, social media and websitesare all forums for disseminating informationand building trends and brands.Major trends in the food industry over thepast ten years have remained consistent andsub-trends or fads emerge frequently thendisappear. Some sub-trends that emergedseveral years ago, such as organic, natural andlocal food, have become mainstream and partof trends related to health and society.Brand and Product PositioningIt is important for all companies in the foodindustry in Canada to understand the majortrends and the impact that these trends haveon the purchase decision. It is obviously moreadvantageous, from a marketing perspective,to position both existing and new food productsin such a manner as to fall under the “umbrella”of one or several of the major trends.Brands that respond to the various key trendshave a distinct advantage over other brandsthat ignore these trends. Thousands ofexisting food brands have been reformulatedand repositioned to be healthy, green andsafe. They make the claim that they are lowin salt, lower in fat, higher in fibre, use localingredients, are natural, are pure, are organic,or are more green and the list goes on. Theserepositioned brands understand that consumerwill not only respond to these claims but willpurchase fewer of the products that have notbeen reformulated to meet current trends.Food TrendsThere are four primary and six secondarytrends that have emerged in the food industryover the past 10 years.Primary Trends1. Health and Wellness2. Premium/Indulgence3. Convenience4. SocialSecondary Trends1. Functional foods2. Organics/Natural/Pure3. Local4. Fair Trade5. Environment6. Smart shopper4

SECTION 3 - Saskatchewan Grocery Retail and Foodservice Value ...
SECTION 3 - Saskatchewan Grocery Retail and Foodservice Value ...
SECTION 3 - Saskatchewan Grocery Retail and Foodservice Value ...
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