Assessing Digital Frontiers in Packaged Food For Future Growth

Packaged food sales will be static in developed markets, making value creation all the more important

With emerging markets no longer being the main drivers of growth, food players are turning to developed markets such as the US for sustained future growth. Per capita disposable incomes in developed markets are seven times higher than in emerging markets and product margins are also greater because of a sophisticated distribution network being in place. Yet prolonged deflationary pressures in core developed markets have been a concern for many packaged food players in 2016 which emphasises the need for value creation as future volume sales are expected to remain static.

For time-strapped consumers, value creation is mostly found in time-saving (technologically-driven) solutions. By assessing digital attractiveness, key markets are found to explore digital innovation

New pockets of growth can be found in markets where digital commerce is strongly developed which can be measured in home, and mobile connectivity, market environment and commerce infrastructure. By leveraging over 2,500 data points Euromonitor has ranked 50 countries according to attractiveness for future deployment of digital initiatives. China, South Korea, the UK and the US score highest on the digital consumer index and are key markets to explore new food innovations that offer solutions in time management, food waste and experience.

Globally, Millennials and Generation Z consumers will hold 47% of gross income by 2025

Digital consumers are predominantly Millennials and Generation Z consumers who are pioneers in the digital environment. This can be through use of smart appliances, connected devices, purchases through mobile devices, and so on. It will be these consumer groups that food manufacturers should target next in developed markets.

Consumers tend to be more daring when it comes to buying snacks and confectionery than staple foods yet technology opens new ways to excite consumers even for daily food items

Staple foods that are price inelastic, such as bread, rice, pasta and milk, traditionally have seen little innovation as consumers are more conservative in these categories and typically stick to their favourite brand. Technological innovation can bring back excitement to these categories and get consumers to try new things at higher price points and build an innovative brand image at the same time. With an already high penetration of these foods, even a small price increase can generate substantial new revenue, even in a deflationary environment.