14 Food Trends to Watch in 2014: Part Two

There’s money to be made feeding the bottom of the pyramid

While there are a number of challenges to be faced selling food to the bottom of the pyramid, the lower-income groups in emerging markets form the majority of the world’s population and therefore represent an increasingly important target audience for the world’s largest food brands.

Time and status are two of the most important issues for the emerging middle class

Having lived on relatively low incomes, many middle-class consumers in the world’s emerging markets are hungry to spend their newly augmented incomes on branded products. While it is more difficult for food brands to convey the message of higher status than it is for apparel brands, the opportunity is nonetheless there through gifting or time saving.

The online shift is already starting to occur…Food brands need to have a strategy in place

On a global level, the amount of packaged food that is purchased online still represents a relatively small share of the total. However, the scale and speed at which the digital transition is occurring means that food brands need to think hard about how their products are positioned on a virtual shelf.

Consumer engagement either online or offline is still the best way to build and maintain brand loyalty in the food industry

With the phenomenal rise of the internet as a medium of communication it has become increasingly important for the food industry to monitor what consumers are saying about their brands. Utilising social media is an effective way to solicit consumer opinions and create a 2-way dialogue. Used in the wrong way, however, it can easily become a quick way to lose loyal fans.

Single-occupant households driving the demand for on-the-go breakfast products around the world

Single-occupant households have already created many opportunities for the food industry such as ready meals. However, with flexible working conditions and the ever-evolving role of women in the workforce, breakfast is no longer an eating occasion at which all members of the family are necessarily present.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment